Divine Electric Norcal

What Divine Electric Norcal does

Divine Electric Norcal is a residential home-services contractor headquartered in San Rafael, California, that has operated continuously since 2003 under founder Darin Divine. The firm sells plumbing, electrical, drain/sewer, water heater, generator, EV charging, and SPAN smart panel installation and repair services directly to homeowners in Marin County and Sonoma County. It is licensed, bonded, and insured under California Contractor License #817357, holds Energy Certified Installer and SPAN Certified Installer designations, and staffs approximately 30 team members.

The core product is a unified suite of trade services rather than a software or platform offering. Under the Divine Electric and Plumbing brand, customers can schedule plumbing repair/install, electrical repair/install/safety inspection, drain clearing and hydro jetting, sewer line repair (including trenchless), water heater service (tank and tankless), gas line work, leak detection, repiping, sump pumps, water filtration, EV charging stations, and SPAN smart panels. Marketing and acquisition channels are anchored on reputation: 800+ five-star reviews, sustained SEO through per-city service-area pages, Yelp/Google/Facebook/Instagram presence, a community referral program, and local sponsorships (e.g., the Norcal Racing Team).

The business model is direct-to-consumer professional services revenue, pay-as-you-go on a quote basis with an upfront price guarantee and no hidden fees. A distinctive commercial mechanic is "Customer Choice Options," which presents each project as six tiered solutions (2 Premium, 2 Standard, 2 Basic) so that homeowners can self-select on budget. Financing options are available for larger ticket items, and a 24/7 live answering line supports emergency response. There are no disclosed resellers, marketplaces, or intermediated distribution channels; every job is dispatched directly from the company to the home.

Name

Divine Electric Norcal

Legal name

Divine

Website

https://divineelectricnorcal.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Divine Electric Norcal provides residential plumbing, electrical, drain, sewer, and HVAC services to homeowners in Marin and Sonoma Counties, California. Founded in 2003 by Darin Divine, the licensed contractor employs approximately 30 staff and operates 24/7 emergency response with upfront tiered pricing.

Ownership category

akta.pro rank

Product category

Residential Home Services (Plumbing, Electrical, Drains)

SIC

Electrical Work (1731)

akta.pro primary industry

Electrical Panel & Service Entrance Emergency Repair (HSAOAEAF)

akta.pro secondary industries

Power Outage & No-Power Diagnostics (HSAOAEAA), Emergency Generator & Transfer Switch Troubleshooting (HSAOAEAI), Gas Appliance Hookup & Disconnect (Stoves, Dryers, Fireplaces, Grills) (HSAOAKAF)

Keywords

• Residential plumbing services
• Residential electrical services
• Drain and sewer services
• Emergency home repairs
• Home service contractor

Headquarters

HQ city

Mill Valley

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Service Revenue: Revenue generated from providing residential plumbing repair, installation, electrical services, and drain services to homeowners. Services include repairs, installations, inspections, and emergency response. Offers financing options for larger projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Divine Electric Norcal is a residential service and repair contractor providing plumbing, electrical, and drain services to homeowners in Marin and Sonoma Counties. The company dispatches licensed technicians to customer homes for repair, installation, inspection, and 24/7 emergency response work, offering upfront pricing and Customer Choice Options across multiple solution tiers. Founded in 2003, it operates as a direct-to-consumer home services company with CA Contractor License #817357.

Product overview

Divine Electric Norcal is a residential plumbing and electrical service company offering a unified suite of home services rather than a modular software product. The core offerings include three main service categories: Plumbing Services (covering water heaters, leak detection, gas lines, drains, sewers, and water treatment), Electrical Services (covering repairs, EV charging, smart panels, generators, and lighting), and Drain Services (covering clearing, hydro jetting, and sewer lines). The company provides 24/7 emergency response as an add-on support capability, and operates exclusively as a service business with no software products or APIs.

Differentiator

Problem solved

Functional benefit

Products and services

• Plumbing Services

Quantifiable outcome

• 24/7 emergency response capability
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Norcal Racing TeamminorGTM or Marketing PartnerCommunity sponsorship relationship; Divine Electric sponsors the Norcal Racing Team as part of local community involvement and brand building in Marin County.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Roto-Rooter: The largest US residential plumbing, drain, and water heater service franchise. Operates the same D2C, on-site-scheduled service model as Divine and competes directly for the same homeowner jobs in California.
• Mr. Electric: Neighborly-owned residential and light commercial electrical service franchise. Competes directly with Divine on EV charger installation, panel upgrades, generators, and emergency electrical diagnostics.
• ARS / Rescue Rooter: Multi-state residential plumbing, drain, and HVAC service operator. Competes with Divine on plumbing, sewer, and water heater work across similar service areas in California.
• Benjamin Franklin Plumbing: Neighborly-owned residential plumbing franchise with a flat-rate pricing model akin to Divine's Customer Choice Options. Direct peer for plumbing repair, water heater, gas line, and drain services.
• Mister Sparky: National residential electrical service franchise under the Neighborly umbrella. Same on-demand, emergency, and repair/install mix — directly comparable as a residential electrical peer to Divine.
• Mr. Rooter Plumbing: Neighborly-owned residential plumbing franchise with direct-to-consumer scheduling and emergency service offering. Closely mirrors Divine's plumbing-dominant service mix and trenchless sewer/water line work.

Broad incumbents

• Neighborly (formerly Dwyer Group): Corporate parent of Mr. Rooter, Mr. Electric, Mister Sparky, Benjamin Franklin Plumbing, and other residential service franchises. A broad incumbent whose owned brands sit directly adjacent to Divine's service lines.
• HomeServe: US home repair plan and warranty provider that routes emergency and service work to a national contractor network. Operates as a broader incumbent in residential plumbing, electrical, and HVAC, including in Divine's California markets.

Regional players

• Service Champions: Northern California residential HVAC and plumbing service company. A regional player competing for overlapping Bay Area homeowner demand with the same multi-trade, technician-dispatch model.

Others

• AnyHour: Home-services customer acquisition / call-center platform that appears in Divine's contact email ([email protected]). Functions as an ecosystem partner providing customer-facing service infrastructure rather than a direct competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/divineelectricandplumbing
• Instagraminstagram.com/divineelectricandplumbing
• LinkedInlinkedin.com/company/divineelectric

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Divine Electric Norcal