Plan Reforma
Plan Reforma is a Barcelona-based digital platform founded in 2012 that connects Spanish residential renovation stakeholders — homeowners, professionals, distributors, and manufacturers — through an online marketplace, STIMAT budgeting software, and an intelligent algorithm for automated budget generation and digital traceability.
- Company typePrivate
- Founded2012
- HeadquartersBarcelona, Spain
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Plan Reforma does
Plan Reforma is a Barcelona-based digital platform founded in 2012 by architect Laura Núñez that connects stakeholders in the Spanish residential renovation sector — homeowners, professionals, distributors, and manufacturers — through an integrated marketplace and budgeting software stack. The company operates two core products: the Plan Reforma Marketplace, launched in 2012, which matches homeowners with verified renovation professionals via validated leads, instant online estimates, professional ratings, and project imagery; and STIMAT, launched in 2018, an online estimating software that generates itemized budgets with quantities, shopping carts, subcontracts, invoicing, and ecommerce connectors. Underpinning both is an intelligent algorithm that automatically calculates residential property dimensions and produces structured, traceable budgets, providing digital traceability across the distribution channel from inspiration (blog content) through planning (marketplace) to budgeting and material purchase (STIMAT).
The platform monetizes through multiple complementary streams: STIMAT software subscriptions sold to individual renovation professionals, marketplace lead-generation fees (with phone-validated leads), sponsored calculator categories from manufacturers seeking prescription visibility, and white-label marketplace and STIMAT rentals starting at €400/month for enterprise clients. The primary customer segments are manufacturers and distributors (B2B, primary) seeking demand generation, campaign ROI traceability, and channel-respecting digital tools, plus a long tail of 25,000+ registered renovation professionals and individual homeowners (B2C). Named enterprise clients include Schneider Electric, BMI, and Biodry, with documented custom configurator integrations. The company has traced over €3.1 billion in construction works (2021), reports 150% revenue growth in 2021, and operates exclusively within the Spanish market. Plan Reforma is privately held, founder-controlled, and has raised only one disclosed funding round (2014) supplemented by a 2012 ENISA grant, indicating a capital-efficient, value-driven growth posture.
Plan Reforma firmographics
Firmographics- Name
- Plan Reforma
- Legal name
- Plan Reforma
- Website
- https://corporate.planreforma.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plan Reforma is a Barcelona-based digital platform founded in 2012 that connects Spanish residential renovation stakeholders — homeowners, professionals, distributors, and manufacturers — through an online marketplace, STIMAT budgeting software, and an intelligent algorithm for automated budget generation and digital traceability.
- Ownership category
- akta.pro rank
Plan Reforma industry classification
Industry- Product category
- Construction Technology
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Architectural Services (54131)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Construction, Home Improvement & Building Materials Marketplaces (CRAFABAO)
- akta.pro secondary industry
- Building Information Modeling (BIM) & Digital Design Services (BPAHAKAK)
Keywords
Where Plan Reforma is headquartered
LocationHeadquarters
- HQ city
- Barcelona
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Plan Reforma business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- STIMAT Software Subscriptions: Subscription-based revenue from professionals using the STIMAT online budget program and sales tool. Professionals pay for access to budget generation, customer management, and e-commerce connector features.
- Marketplace Sponsorship/Patrocinio: Manufacturers and distributors sponsor categories in the renovation calculator and STIMAT to achieve prescription to both homeowners and professionals, generating demand and tracking ROI on advertising investments.
- Lead Generation Services: Plan Reforma validates leads via phone call center, charges for qualified lead filtering services, and publishes validated leads to the marketplace where professionals purchase contact data.
- White-Label Marketplace Rental: Large distributors and manufacturers rent custom branded marketplace solutions with tariff calculators and STIMAT integration. Pricing starts from 400€/month.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starting solutions for B2B clients |
| Subscription | Monthly | STIMAT subscription for professionals |
| Transaction based/ take rate | Pay-as-you-go | Calculator Sponsorship |
| Transaction based/ take rate | Pay-as-you-go | Marketplace Lead Sales |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Plan Reforma product offering
Product offeringCore offering
Plan Reforma operates a cloud-based digital platform for the Spanish residential construction and renovation sector, consisting of a marketplace connecting homeowners with vetted renovation professionals, and STIMAT, an online estimating and sales tool for professionals. An intelligent algorithm automatically calculates property dimensions, generates itemized budgets, and creates shopping carts that connect to manufacturer and distributor catalogs. The platform is sold as individual B2C products or as a B2B white-label suite to manufacturers and distributors.
Product overview
Plan Reforma is a platform-plus-modules architecture consisting of two core products: the Marketplace (launched 2012) and STIMAT (launched 2018), connected by an intelligent algorithm that automates budget generation, property dimension calculations, and shopping cart creation. The platform operates B2C (individual professionals and homeowners using products separately) and B2B (enterprises using suite mode with white label options). Solutions span from inspiration (Blog), planning (Marketplace), estimating to material purchase (STIMAT), with digital traceability connecting all phases.
Differentiator
Problem solved
Functional benefit
Brands
- STIMAT: Online budgeting program and sales tool for professionals in the renovation sector. Allows generating estimates with quantities, construction work breakdown, and shopping cart integration. Launched in 2018.
- Marketplace
Products and services
- STIMAT Online estimating software and sales tool for construction and renovation professionals. Generates comprehensive budgets with quantities, automatic shopping cart, and connects to manufacturer and distributor catalogs for real-time pricing. Includes customizable estimate generator, subcontractor management, invoicing, and e-commerce connectors.
- Plan Reforma Marketplace Residential construction and home renovation professionals marketplace connecting homeowners with vetted renovation professionals. Features online instant estimation, phone-validated lead qualification, professional ratings, and project images. Available as own-brand and white-label.
- White-Label Marketplace + STIMAT Enterprise Suite Rental of custom branded marketplace and STIMAT solution for large manufacturers and distributors. Includes branded marketplace, tariff calculators embedded in manufacturer websites via iframes, and STIMAT integration. Pricing starts at 400€/month.
- Reform Calculator (Calculador de Reformas) Online interactive estimation tool for homeowners to calculate costs of renovation projects. Introduces project parameters, then the algorithm calculates measurements and required work. Drives top-of-funnel demand generation.
Quantifiable outcome
- 3x increase in sales for professionals using Plan Reforma services
- +5 more outcomes
Companies that use Plan Reforma
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles4 records
Plan Reforma technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability7 records
Feature5 records
Plan Reforma partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, core and supporting.
- Schneider ElectricflagshipLong-term partnership spanning several years. Plan Reforma developed custom domotics and electrical materials configurators integrated into Schneider's website. Leads are validated by Plan Reforma's call center and published to marketplace with special conditions for Wiser certified specialists. Schneider uses Plan Reforma to prescribe products through budgets and track campaign ROI via Data Studio reports.
- BMIflagshipMultinational building envelope manufacturer partnered with Plan Reforma for campaign tracking and ROI measurement. Custom roof rehabilitation configurator developed and integrated via iframe in BMI's website with UTM parameters. Leads are sent exclusively to BMI's RoofPRO certified installers to support their loyalty program.
- BiodrycoreGerman company specializing in capillary moisture repair systems partnered for Spanish market access. Custom pricing method developed based on geographic location. Biodry receives daily email leads containing moisture repair requests and manages installation directly.
- TelematelsupportingExternal catalog digitization partner recommended by Plan Reforma for manufacturers needing to digitize product catalogs for online sales integration. Provides PIM (Product Information Management) services for construction product digitalization.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Plan Reforma competitors and assessment
Company assessmentRegional players
- MyBuilder: UK home renovation and trades marketplace that connects homeowners with vetted contractors through a bidding model. Comparable marketplace mechanics, but UK-only rather than Spain; illustrates how Plan Reforma's model can be ported to other European geographies.
Broad incumbents
- Houzz: US-based home renovation platform combining inspiration content, professional directory, and e-commerce. Larger and broader than Plan Reforma, but overlapping on the marketplace, professional ratings, and content-driven demand generation that Plan Reforma executes in Spain.
- Procore Technologies: US construction management SaaS for general contractors and project owners. Overlaps on the construction-software layer (estimating, project tracking, procurement), but is oriented to commercial construction rather than residential renovation.
- Angi (formerly Angie's List / HomeAdvisor): US home services marketplace and lead-generation platform connecting homeowners with local pros. Comparable business model — pay-per-lead and subscription — and a useful benchmark for category scaling, though US-focused and much larger.
Direct peers
- Habitissimo: Barcelona-based home renovation and services marketplace with the same product-market fit (Spanish-speaking homeowners, professional contractors, project budgets) and a near-identical B2C + B2B + SaaS monetization model. Direct head-to-head competitor in Spain and Latin America.
- Cronoshare: Spanish home services and small-jobs marketplace connecting homeowners with local professionals. Comparable model and geography, with overlap on the lead-generation and professional-rating features that anchor Plan Reforma's marketplace.
Emerging players
- Cedreo: French construction estimating and home design SaaS for residential builders and remodelers. Closest direct functional analog to Plan Reforma's STIMAT (estimate generation, dimension calculation, budget output) and a useful reference for European price points.
- LetsBuild: Danish construction project management and field-collaboration platform serving European GCs and specialty contractors. Comparable European construction-software peer at similar maturity, with a SaaS-led GTM motion that parallels Plan Reforma's STIMAT positioning.
- Sweeten: US home renovation marketplace focused on general contractors, with concierge-style matchmaking and project tracking. Smaller and more curated than Houzz or HomeAdvisor, and a useful comparable for Plan Reforma's lead-validation and project-traceability features.
- PlanRadar: Austrian SaaS for construction documentation, defect management, and field reporting. European construction-tech comparable at similar scale and stage, useful benchmark for cross-border European expansion and per-seat SaaS economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Plan Reforma social profiles
Digital presencePlan Reforma financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plan Reforma leadership team
Management profileNumber of profiles
Profiles1 record
Plan Reforma funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plan Reforma M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plan Reforma
What does Plan Reforma do?
Plan Reforma operates a cloud-based digital platform for the Spanish residential construction and renovation sector, consisting of a marketplace connecting homeowners with vetted renovation professionals, and STIMAT, an online estimating and sales tool for professionals. An intelligent algorithm automatically calculates property dimensions, generates itemized budgets, and creates shopping carts that connect to manufacturer and distributor catalogs. The platform is sold as individual B2C products or as a B2B white-label suite to manufacturers and distributors.
Is Plan Reforma a public or private company?
Plan Reforma is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Plan Reforma founded?
Plan Reforma was founded in 2012. It employs 11 to 50 people.
Where is Plan Reforma based?
Plan Reforma is headquartered in Barcelona, Spain, in the Europe region.
How does Plan Reforma make money?
Four revenue lines are on record. STIMAT Software Subscriptions are the primary driver. The others are marketplace Sponsorship/Patrocinio, lead Generation Services and white-Label Marketplace Rental.
Who are Plan Reforma's main competitors?
MyBuilder is listed as a regional player. Broad incumbents are Houzz, Procore Technologies and Angi (formerly Angie's List / HomeAdvisor). Direct peers are Habitissimo and Cronoshare. Emerging players are Cedreo, LetsBuild, Sweeten and PlanRadar.
Does Plan Reforma have an API?
Yes. Plan Reforma's systems connect with ERP systems of distributors and manufacturers via APIs for real-time price queries. STIMAT can extract shopping cart data by unit of sale and send complete shopping carts to connected ecommerce platforms. The ERP connections allow platforms to display personalized pricing per customer and enable programs like STIMAT to offer professional pricing at the moment of budget creation. Open APIs are referenced as a requirement for digital transformation in construction.
What industry is Plan Reforma in?
Plan Reforma's product category is Construction Technology. Its primary akta.pro industry code is CRAFABAO, Construction, Home Improvement & Building Materials Marketplaces, with a secondary code of BPAHAKAK, Building Information Modeling (BIM) & Digital Design Services. Its NAICS code is 51821 and its SIC code is 7373.