Tend Home

Name

Tend Home

Legal name

Tend Home, Inc.

Website

https://mytend.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Home Warranty Services

NAICS

Appliance Repair and Maintenance (811412), Other Personal and Household Goods Repair and Maintenance (81149)

SIC

Services-Miscellaneous Repair Services (7600)

akta.pro primary industry

Home Warranty / Residential Service Contracts (Systems & Appliances) (FSAJALAG)

akta.pro secondary industry

Homeowners Insurance (FSAJACAA)

Keywords

• Home warranty plans
• Appliance breakdown coverage
• Home system protection
• Home repair coverage
• Subscription home warranty

Headquarters

HQ city

Greenwood Village

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Technology or R&D, Marketing or Sales

Revenue model

1. Monthly Subscription - Home Warranty Coverage: Recurring monthly subscription revenue from homeowners for home system and appliance coverage. Two tiers: Standard ($29.99/month with $2,500 coverage) and Plus ($39.99+/month with $15,000 coverage). Revenue is subscription-based with flexible claim fee options that adjust monthly pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Tend Home provides a direct-to-consumer home warranty subscription service that covers repairs and replacements for home systems (HVAC, electrical, plumbing) and appliances. Customers pay a monthly fee, choose their own licensed service providers, file claims through a mobile app, and receive reimbursement via ACH or check typically within 1-3 business days. The service is offered in two tiers: Standard ($29.99/month, $2,500 annual coverage) and Plus ($39.99+/month, $15,000 annual coverage).

Product overview

Tend Home is a direct-to-consumer home subscription/warranty service offered as a single unified product with two plan tiers. The company provides coverage for home systems and appliances including heating, AC, plumbing, electrical, and appliances. The core offering consists of Tend Home Standard ($2,500 annual coverage at $29.99/month) and Tend Home Plus ($15,000 annual coverage starting at $39.99/month). The service allows homeowners to choose their own licensed service providers, file claims digitally through their app, and receive reimbursement typically within 1-3 business days. Tend positions itself as an alternative to traditional home warranties with a technology-driven claims process.

Differentiator

Problem solved

Functional benefit

Products and services

• Tend Home Standard Entry-level home subscription plan offering $2,500 in annual coverage across heating, air systems, appliances, plumbing, and electrical. Priced at $29.99/month with a $250 claim fee. Allows customers to choose their own licensed service providers, file claims via the mobile app, and receive reimbursement typically within 1-3 business days. Plans can be cancelled anytime with no cancellation fees.
• Tend Home Plus Premium home subscription plan offering $15,000 in annual coverage across heating, air systems, appliances, plumbing, and electrical. Priced starting at $39.99/month. Customers can choose their own service provider and select their claim fee amount ($125, $250, or $500), with a higher claim fee resulting in a lower monthly payment. Plans can be cancelled anytime with no cancellation fees.

Quantifiable outcome

• Homeowners save on average $2,500/year in home repairs with Tend coverage
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Insurance Agents and BrokerscoreChannel Partner/ Reseller/ DistributorInsurance agents and brokers partner with Tend to offer complementary home coverage to their clients. Tend covers things that 'will happen' (system breakdowns) while insurance covers things that 'may happen' (fire, flood, theft, storm damage). Enrollment is digital with no credit card required for clients.
• Real Estate Agents and BrokerscoreChannel Partner/ Reseller/ DistributorReal estate professionals offer Tend coverage to home buyers and sellers during transactions. Supports escrow billing for streamlined closings. No payment or credit card required for initial enrollment. Coverage provides peace of mind during home purchases.
• Home BuildersminorChannel Partner/ Reseller/ DistributorHome builders can offer Tend coverage to new home buyers as a value-added benefit. Customizable coverage options allow builders to differentiate their offerings.

Scale indicators4 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• American Home Shield: Largest US home warranty company covering HVAC, plumbing, electrical, and appliances with multi-tier plans and a contracted contractor network. Direct competitor to Tend on product category, target customer (homeowners), and core subscription model.
• Cinch Home Services: National home warranty company with multi-tier plans and a service contractor network. Direct competitor covering the same HVAC, electrical, plumbing, and appliance categories as Tend for the same homeowner persona.
• ARW Home (American Residential Warranty): Home warranty company offering appliance and system coverage with multiple plan tiers for homeowners and real estate clients. Directly comparable to Tend in coverage scope, plan structure, and real estate channel.
• Liberty Home Guard: Home warranty provider offering appliance and system plans to homeowners with customizable coverage. Comparable to Tend on product structure (multi-tier plans, system/appliance bundles) and D2C distribution.
• Choice Home Warranty: Direct-to-consumer home warranty provider with standard and total plan tiers covering home systems and appliances. Competes head-to-head with Tend on subscription model, target homeowner segment, and digital enrollment.
• First American Home Warranty: Established home warranty provider offering appliance and system coverage to homeowners and real estate transaction parties. Highly comparable to Tend on coverage scope, target buyer, and real estate channel presence.

Emerging players

• Lemonade: Digital-first insurance company that has explored home and renters coverage. Shares Tend's mobile-first, self-serve, digital-only UX approach and targets a similar younger, tech-oriented homeowner demographic.
• Hippo Insurance: Tech-enabled homeowners insurance company that has expanded into home protection and proactive home services. Comparable to Tend as a digitally native challenger in the homeowner risk-management category with overlapping customer base.

Broad incumbents

• Frontdoor: Public home services platform offering on-demand repair and home warranty plans via a national contractor network. A broader incumbent serving an overlapping homeowner base with a wider service portfolio than Tend.
• HomeServe: Provider of home repair service plans (plumbing, electrical, HVAC) typically distributed through utility and municipal partnerships. Overlaps with Tend on the subscription home-protection category and similar utility-system coverage.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Tend Home