Saling

Name

Saling

Legal name

Saling GmbH

Website

https://saling-gmbh.de

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Klein-winternheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Installation services (heating, sanitary, electrical, PV, climate): Project-based one-time fees for installation of heating systems, sanitary/bathroom renovations, electrical work, photovoltaics, and climate systems. Revenue recognized upon project completion. Services delivered to private homeowners, commercial businesses, and public institutions.
2. HomeServe Wärme360° heat pump package: Heat pump sold with bundled installation, annual maintenance, and extended manufacturer warranty, financed via 10-15 year installment plan with monthly payments. SCHUFA-neutral and no land register entry required.
3. HomeServe repair protection packages (monthly subscriptions): Monthly subscription revenue from repair protection packages covering heating, sanitary, and electrical repairs. The 'Reparatur-Schutzbrief' (all-in-one repair insurance + annual maintenance) priced at €54/month; the standalone 'Reparatur-Versicherung' priced at €39/month. Both include 24/7 emergency hotline.
4. Service, maintenance, and emergency repairs: Ongoing maintenance contracts and ad-hoc service/repair work for existing customers, including a 24-hour emergency service available 365 days per year.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Saling GmbH is a German SHK (sanitär/heizung/klima) trades company that installs, maintains, and repairs heating systems (heat pumps, gas, oil, biomass, fuel cells), bathroom/sanitary installations, climate and ventilation systems, photovoltaics, and electrical and smart home systems for private homeowners, commercial/industrial businesses, and public institutions in the Rhein-Main region. The company complements these core installation/maintenance services with structured monthly subscription service packages (Wärme360° heat pump financing with 10-15 year installments, and HomeServe repair protection insurance products) and a 24/7 emergency service. Service delivery is project-based for installations and recurring for maintenance and subscription contracts.

Product overview

Saling GmbH is a traditional crafts and building services company offering a comprehensive portfolio of installation, maintenance, and repair services for residential and commercial customers in the Rhine-Main region of Germany. Rather than a unified software platform, the offering consists of distinct service lines: heating systems (heat pumps, gas, oil, biomass), bathroom/sanitary solutions, climate and ventilation, photovoltaics, and electrical work. The company differentiates through two structured service packages offered under the HomeServe partnership: Wärme360° (a heat pump financing and installation package with 10-15 year installment payments) and HomeServe repair protection packages (insurance products covering heating, sanitary, and electrical repairs). Core offerings are complemented by 24-hour emergency service, government subsidy consultation, and remote diagnostics capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Heizung (Heating Systems) Installation and maintenance of heating systems including heat pumps, biomass, gas, oil, fuel cells, and underfloor heating, with professional energy needs analysis and heating system selection consultation for residential and commercial customers in the Rhein-Main region.
• Bad | Sanitär (Bath & Sanitary) Complete bathroom design, planning, and renovation services including barrier-free solutions, 3D visualization, and coordination of trades such as electrical, dry walling, tiling, and painting for private and commercial customers in the Rhein-Main region.
• Klima- und Lüftungstechnik (Climate & Ventilation) Climate control and ventilation systems for residential and commercial spaces, including smart thermostats, intelligent ventilation systems, and integration with heat pump technology for sustainable climate management in the Rhein-Main region.
• Photovoltaik (Photovoltaics) Planning and installation of PV systems for roofs, halls, and commercial properties, with 0% VAT (since Jan 2023 for systems up to 30 kWp), tax exemptions on income from PV operation, and comprehensive consultation on sustainable energy solutions for residential and commercial customers.
• Elektro (Electrical) Modern electrical installations, repairs, smart home systems (door/window contacts, motion detectors, intercoms, alarm systems), remote diagnostics, app-controlled climate management, and energy management connecting power-generating systems with household consumption for residential and commercial customers.
• Wärmepumpen (Heat Pumps) Heat pump sales and installation using renewable energy from air, water, or ground sources. Products from Bosch, Viessmann (Vitocal), and Weishaupt (Aeroblock) are offered, with financing options through Wärme360°. Heat pumps achieve an annual performance factor (JAZ) of 3-4, producing 3-4 units of heat per unit of electricity.
• Fördermöglichkeiten (Subsidy Consultation) Government subsidy consultation services helping customers navigate federal, state, and municipal funding programs for heating system modernization, including BEG (Bundesförderung für effiziente Gebäude) and KfW heating subsidies, with advisory support through application.
• 24-Stunden-Notdienst (24-Hour Emergency Service) Round-the-clock emergency service available 365 days per year for urgent repairs including burst pipes, heating failures, and critical sanitary issues, with dedicated emergency hotline (06136 75657112).
• Wärme360° (Heat Pump Financing Package) A heat pump financing and installation service package offered in partnership with HomeServe, enabling customers to acquire heat pumps through monthly installment payments (10-15 years) without upfront costs, SCHUFA-neutral, with no land register entry, optional extended manufacturer warranty, and annual maintenance included. Financing supports up to 70% government subsidy coverage.
• HomeServe Reparatur-Schutzbrief An all-in-one repair protection and heating maintenance package combining annual gas boiler maintenance with 4 repairs per year (up to €2,000 each) for heating, sanitary, and electrical systems, plus 24/7 emergency hotline. Priced at €54 per month.
• HomeServe Reparatur-Versicherung Standalone repair insurance protecting against damages to the home, covering 4 repairs per year (up to €2,000 each) for heating, sanitary, and electrical systems with 24/7 emergency hotline. Priced at €39 per month. Does not include annual maintenance.

Quantifiable outcome

• Over 6,500 private customers served
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• HomeServe GroupcoreStrategic or Co-development Partner · 1 January 2023Saling joined the HomeServe Group in 2023, becoming one of approximately 20 member businesses in Germany's SHK (sanitary/heating/climate) crafts group. Saling retains its name, logo, and local team presence while benefiting from group-wide digitization, purchasing advantages, employer branding support, and access to HomeServe's service product infrastructure (Wärme360°, repair packages). HomeServe Germany generated over €100M in total revenue in 2024 with 1,000+ employees.
• Innung der Installateur- und Heizungsbauer MainzminorOthersCraft guild membership providing professional certification, quality standards, and industry representation for plumbing and heating trades in the Mainz region.
• Handwerkskammer RheinhessenminorOthersRegional chamber of crafts (Rheinhessen) — the competent trade guild responsible for Saling's craft registration and oversight.
• WTS Wasser Technik ServiceminorOthersSpecialist partner for water technology services, certified under the 'Wassermeister' qualification.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• 1Komma5°: 1Komma5° is a fast-scaling German heat pump and PV installer founded with a tech-enabled, network-based model that competes directly with Saling for homeowner installation projects. Its Heartbeat OS platform and subscription-style financing bundles closely resemble Saling's HomeServe-branded Wärme360° and repair packages, making it the most direct emerging comparator in the German SHK market.

Broad incumbents

• Vaillant Group: Vaillant is a leading German manufacturer of heating, heat pump, and ventilation systems with an established heating installer partner network in Germany. While primarily a manufacturer, its aroTHERM heat pump line and partner programs position it as a broad incumbent that competes for the same spec-driven installation projects Saling executes across the Rhein-Main region.
• Viessmann: Viessmann is a global heating and climate manufacturer whose Vitocal heat pumps are featured in Saling's Wärme360° product line. Beyond manufacturing, Viessmann operates ViCare service platforms and installation partner networks that overlap with Saling's value chain, making it a relevant broad incumbent spanning equipment supply, service software, and installation.
• Stiebel Eltron: Stiebel Eltron is a German heat pump, hot water, and building services manufacturer with a direct installer partner network. Saling actively installs Stiebel Eltron heat pumps, and the manufacturer's growing push into service-oriented offerings (training, digital tools, direct customer programs) places it as a broad incumbent with overlapping customer economics to Saling's renewable heating business.
• Bosch Home Comfort (Thermotechnik): Bosch's Home Comfort division manufactures heating and hot water systems including heat pumps that Saling installs (partner per source_id). As one of Germany's largest HVAC manufacturers with an installer partner program and growing direct-to-homeowner service offerings, Bosch is a broad incumbent whose product, marketing, and installer ecosystem directly intersects Saling's operations.
• ENGIE Deutschland: ENGIE is a large European energy services group with German operations spanning commercial HVAC services, district energy, and increasingly residential energy services. While ENGIE Deutschland is not a regional SHK installer for homeowners, it competes in the broader energy services space Saling occupies and benefits from group-level scale, brand, and EU decarbonization mandates.
• Weishaupt: Weishaupt is a German manufacturer of heating and heat pump systems (including R290 Aeroblock heat pumps) that Saling actively installs (partner per source_id). As a family-owned broad incumbent in heating manufacturing, Weishaupt has overlapping product positioning and installer partner programs that mirror Saling's go-to-market in high-efficiency heating and renewable installations.
• E.ON Deutschland: E.ON is one of Germany's largest energy utilities with growing residential heating, heat pump, and home energy services offerings. Through its heat pump sales and installation partnerships, E.ON directly targets the same homeowner customer seeking heat pump retrofits that Saling's Wärme360° package serves, making it a relevant broad incumbent with deeper marketing reach and consumer brand trust.

Emerging players

• Enpal: Enpal is a venture-backed German PV and heat pump leasing company that offers a subscription-style ownership model similar in mechanism to Wärme360°. While more focused on solar/heat pump leasing than full SHK contracting, Enpal competes for the same German homeowner renewable energy wallet and represents a capital-rich, tech-enabled disruptor targeting Saling's customer base.
• Zolar: Zolar is a German digital-first PV and heat pump installer that connects homeowners with local installer networks for renewable energy projects. It overlaps with Saling on the renewable installation side (PV, heat pumps) and uses a similar digital local-installer matching concept, though without Saling's full sanitary/heating breadth or in-house trained labor force.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/saling_gmbh
• Facebookfacebook.com/SalingGmbH
• LinkedInlinkedin.com/company/saling-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Saling