Tovtoda

What Tovtoda does

Tovtoda (טוב תודה) is a private Israeli two-sided web marketplace headquartered in Tel Aviv (Lilinblum 22) that has connected Israeli consumers with local service professionals since 2005. The platform serves residential consumers seeking vetted tradespeople for home services — plumbing, electrical, gardening, renovations, cleaning, locksmith, appliance repair, and pet services — and a supply side of independent tradespeople and small trade businesses who pay to register and list their services. The company's product surface consists of a Price Comparison Platform, a Service Professional Directory, a Price Guide (מחירון) that publishes estimated price ranges for specific jobs (e.g., apartment painting ₪2,000–3,650), a verified Reviews and Ratings system, and an Article Library of SEO-oriented buyer guides.

The core technology is a category- and city-structured web directory with a Tenders / quote-request flow that lets consumers submit job specifications and receive competing quotes from registered professionals. Reviews are human-vetted by the Tovtoda team and feed a weighted professional score that conditions continued listing — a quality-curation mechanism codified in a published service charter (אמנת שירות). There is no mobile app, no public API, and no disclosed AI components; the platform is built on standard web-stack directory and content-management primitives.

Tovtoda's business model is a freemium, supply-side monetized marketplace: consumers browse and compare professionals for free, while service professionals pay recurring annual registration / listing fees to access customers and leads. The go-to-market is product-led, self-serve, and content-driven, with no sales team — discovery is primarily organic search reinforced by a deep article library and supported by Facebook and YouTube presence. Revenue is undisclosed and the company is privately held, with no fundraising history, no management team, and no parent company disclosed; the Terms of Use indicate Granit Publishing holds content IP.

Name

Tovtoda

Legal name

Tovtoda

Website

https://tovtoda.co.il

Company type

Private

Operating status

Operating

Short description

Tovtoda is a private Israeli web marketplace that connects residential consumers with vetted local service professionals across home services, monetizing via annual registration fees paid by tradespeople. The platform is self-serve, SEO-driven, and operates only in Israel.

Ownership category

akta.pro rank

Product category

Home Services Marketplace

NAICS

Facilities Support Services (56121), Services to Buildings and Dwellings (5617)

SIC

Services-To Dwellings & Other Buildings (7340), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Local Services & Experiences Generalist Marketplaces (CRAFAAAD)

Keywords

• Home services marketplace
• Local professional directory
• Price comparison platform
• Verified contractor listings
• Quote request marketplace

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Professional Registration and Listing Fees: Service professionals pay to register and list their services on the platform. The site explicitly invites professionals to join ('הצטרפות בעל מקצוע') and to submit price quotes to customers. Revenue is generated from service providers rather than from end consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Tovtoda operates an Israeli web-based marketplace that connects residential consumers with vetted local service professionals across categories such as plumbing, electrical work, gardening, renovation, cleaning, locksmithing, appliance repair, and pest control. Consumers browse, compare, read verified reviews, and request price quotes (tenders) for free, while service professionals register and pay recurring fees to be listed and receive customer inquiries. The platform supplements listings with a published Price Guide and an article library covering home maintenance topics.

Product overview

Tovtoda is a service marketplace platform that connects Israeli homeowners with verified local service professionals for price comparison and booking. The core product is the Price Comparison Platform, which aggregates vetted professionals across categories including plumbing, electrical work, gardening, construction, and locksmithing. The platform includes a Price Guide (מחירון) tool for estimated pricing, a Professional Reviews and Ratings system, and an Article Library with educational content. The company operates as a lead-generation and comparison marketplace rather than providing AI-powered matching or technical service delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Services Marketplace Platform A two-sided online marketplace that lets Israeli consumers browse and compare vetted local service professionals across categories such as plumbing, electrical, gardening, renovation, cleaning, locksmithing, pest control, and appliance repair, and request price quotes (tenders). Consumers access the platform for free.
• Professional Registration and Listing Subscription A recurring paid subscription for independent tradespeople and small service businesses to register on the platform, publish a public profile, appear in the directory and search results, and receive consumer quote requests. Listing continuation is contingent on maintaining a review-weighted score.

Quantifiable outcome

• All reviews on the site are written by customers who received service from recommended professionals and are verified by the Tovtoda team

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• CraftJack: Lead-generation platform for home-improvement pros (painters, roofers, remodelers); closely mirrors Tovtoda's supply-side monetization via paid pro access to local demand.
• HomeAdvisor: Home-improvement marketplace that matches homeowners with prescreened local pros and monetizes via pro fees, analogous to Tovtoda's verified-pro lead-gen model.
• Thumbtack: U.S.-based marketplace connecting consumers with local service professionals (plumbers, electricians, cleaners, etc.). Same two-sided 'request quotes from vetted pros' model and content/SEO-driven discovery as Tovtoda.
• Bark.com: Global services marketplace where customers post jobs and pros send quotes - mirrors Tovtoda's 'Tenders' (price-quote request) workflow across many verticals.
• Angi (formerly Angie's List): Major U.S. home-services marketplace where pros pay for leads/listings and consumers review providers. Closest large-scale analog to Tovtoda's verified-review, lead-gen monetization.

Broad incumbents

• Yad2: Israel's dominant horizontal classifieds marketplace, with a large professional-services and home category. Competes with Tovtoda for the same Israeli consumer-prosumer matching intent at much larger scale.
• Houzz Pro: Home-remodeling platform that combines a marketplace for finding pros with software/SaaS for the pros themselves; broadly overlaps with Tovtoda's homeowner → pro matching funnel.
• Porch Group: U.S. home-services network connecting homeowners with vetted pros across many trades, with content-driven discovery - similar category breadth and monetization logic to Tovtoda.
• Yelp: Generalist local-business directory with a large home-services category and reviews-based discovery - an indirect competitor for both the consumer search intent and the pro acquisition channel.

Regional players

• Komo: Israeli local-services and home-services marketplace offering comparable pro-listing and quote-request functionality to Israeli consumers, making it a direct domestic competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCNssr4y_4WtWFZTBfvUD83w/videos
• Facebookfacebook.com/tov.toda

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 Tovtoda