The Professionals

What The Professionals does

The Professionals (המקצוענים) is an Israeli home services marketplace founded in 2003 by Erez Seter and operated as El HaBayit Ltd., a private limited company domiciled in Israel. The platform connects Israeli homeowners with verified, licensed trade professionals across more than 100 service categories — including plumbing, electrical work, HVAC, pest control, cleaning, moving, carpentry, painting, roofing, appliance repair, locksmithing, and security/alarm services — and operates a customer service center in Tel Aviv (Netivot Yitzhak 10) with no public reception. The company serves the Israeli consumer market exclusively, with geographic coverage in major cities such as Tel Aviv, Haifa, Jerusalem, Beer Sheva, Rishon LeZion, Petah Tikva, Netanya, Holon, and Ashdod.

The core product is a web marketplace at pro.co.il, complemented by a dedicated mobile application (אפליקציית המקצוענים), an educational blog (בלוג המקצוענים), a Q&A platform (שאלות ותשובות), and comprehensive pricing guides (מחירון המקצוענים) derived from real transaction data. The platform claims 495,210+ verified reviews, 2,234+ licensed professionals, 1,472,502+ completed jobs, and 4,417,508+ service quality control calls. A quality supervision program (הפיקוח שלנו) provides post-booking follow-up, dispute resolution, and ongoing monitoring, with non-compliant professionals removed from listings. The website conforms to Israeli accessibility standard ת"י 5568 and WCAG 2.0 Level AA. No public API, SDK, AI/ML capabilities, or underlying technology stack are disclosed.

The business operates on a directory/advertising model in which trade professionals pay to list and advertise on the platform; specific pricing is not publicly disclosed. Consumer acquisition relies on SEO-optimized service and city pages, the blog, social media channels (TikTok, Instagram, Facebook, YouTube), and word-of-mouth driven by the review and supervision programs. With 51-100 employees, no disclosed funding rounds, and no recent M&A or external investment activity in the source material, The Professionals appears to operate as a self-sustaining private business with established positioning in the Israeli home services category.

Name

The Professionals

Legal name

אל הבית בע"מ (El HaBayit Ltd.)

Website

https://pro.co.il

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

The Professionals is an Israeli home services marketplace that connects homeowners with verified, licensed trade professionals across 100+ service categories, monetizes via directory advertising, and operates a quality supervision program. Founded in 2003, it serves consumers exclusively in Israel.

Ownership category

akta.pro rank

Product category

Home Services Marketplace

akta.pro primary industry

Home Services Marketplaces (Cleaning, Repairs, Handyman) (BPAMAHAE)

Keywords

• Home services marketplace
• Trade professional directory
• Verified contractor platform
• Home repair services
• Professional listings advertising

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, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Professional Listings / Advertising: The company monetizes by charging professionals to advertise/list on the platform. The 'פרסם אצלנו' (Advertise with us) CTA indicates a directory/advertising revenue model where tradespeople pay to be featured.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

The Professionals (המקצוענים) operates an online marketplace that connects Israeli homeowners with verified, licensed trade professionals across 100+ categories such as plumbing, electrical, HVAC, pest control, cleaning, moving, carpentry, painting, roofing, and appliance repair. The platform vets and admits only licensed professionals, publishes hundreds of thousands of verified customer reviews and price guides, and runs a quality-supervision program with follow-up calls and dispute resolution. Consumers access the platform free via the website (pro.co.il) and mobile app, while trade professionals pay for advertising/listings to be featured.

Product overview

The Professionals operates a digital marketplace platform that connects Israeli homeowners with verified home service professionals across over 30 categories including plumbers, electricians, HVAC technicians, washing machine and refrigerator technicians, pest control, gardeners, carpenters, glaziers, painters, general contractors, locksmiths, blacksmiths, moving companies, cleaning services, TV and computer technicians, sealing/waterproofing, solar water heaters, shutter repair, gas technicians, security alarm technicians, carpet cleaning, and parquet/flooring. The platform is complemented by a blog (בלוג המקצוענים) providing educational DIY content, a mobile app for on-the-go access, and comprehensive pricing guides based on real transaction data. The company also offers service supervision and quality control through its supervision program (הפיקוח של המקצוענים). All services are accessed via web and mobile without any documented public API.

Differentiator

Problem solved

Functional benefit

Products and services

• The Professionals Marketplace Platform (המקצוענים) Online marketplace and directory connecting Israeli homeowners with verified, licensed trade professionals across 100+ service categories including plumbing, electrical work, HVAC, pest control, cleaning, moving, carpentry, painting, roofing, appliance repair, and home renovations. Features licensed-professional vetting, verified customer reviews, pricing guides, and service supervision.
• The Professionals Mobile App (אפליקציית המקצוענים) Mobile application that enables users to search for, compare, and book home service professionals from their mobile devices.
• The Professionals Pricing Guide (מחירון המקצוענים) Comprehensive pricing guides for home services across all professional categories on the platform, providing consumers with market-rate reference prices for common repair and maintenance jobs.
• The Professionals Blog (בלוג המקצוענים) Blog platform providing educational content about home maintenance, repairs, renovation tips, and DIY guidance across categories such as plumbing, electrical work, pest control, painting, and smart home topics.
• Professional Listings & Advertising (פרסם אצלנו) Paid advertising and listing service for licensed trade professionals to be featured in the marketplace directory and gain visibility with Israeli homeowners searching for their service category and city.

Quantifiable outcome

• 495,210+ verified reviews published on the platform
• +3 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• A2Z Accessibility and Internet Marketing (חברת A2Z נגישות ושיווק באינטרנט)minorOthersA2Z Accessibility conducted the accessibility audit and consulting for the company's website, ensuring compliance with Israeli accessibility standards (ת"י 5568) and WCAG 2.0 at level AA. This is a vendor/service relationship for accessibility compliance rather than a commercial partnership.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Angi (formerly Angie's List): U.S.-based home services marketplace connecting consumers with local service professionals. Closely comparable business model (lead generation, professional listings, reviews, pricing) and the most direct global analog to The Professionals.
• TaskRabbit: Online and mobile marketplace that connects customers with nearby 'Taskers' for handyman, cleaning, moving, and home services. Comparable two-sided marketplace and consumer-facing booking model, overlapping with The Professionals' handyman/category coverage.
• HomeAdvisor (now part of Angi): Predecessor home services marketplace merged into Angi; operated a directory plus pro-matching model for plumbers, electricians, HVAC, and similar trades—directly comparable to The Professionals' category coverage.
• Thumbtack: U.S. marketplace that matches customers with local professionals for home improvement, maintenance, and events. Comparable two-sided marketplace model with paid lead/listing monetization, similar to The Professionals' core offering.

Broad incumbents

• Houzz: Home renovation and design platform with marketplace and professional directory functionality. Overlaps in home improvement discovery and pro connection, but spans design content, e-commerce, and software in addition to marketplace services.
• Porch: U.S. home services platform helping consumers find home improvement, maintenance, and renovation professionals. Comparable lead-generation and pro-network model, broader portfolio of services.

Others

• ServiceTitan: Vertical SaaS provider for home service businesses (plumbing, HVAC, electrical). Not a direct marketplace peer, but supplies the back-office tools used by many of the same professionals listed on The Professionals, making it an adjacent ecosystem participant.

Regional players

• Bark.com: UK-based services marketplace that matches customers with local professionals across dozens of categories. Comparable marketplace mechanics and category breadth, but primarily serving UK/European geographies.

Emerging players

• BuildZoom: Marketplace connecting homeowners with general contractors and remodelers. Comparable pro directory and lead-generation model, narrower focus on construction/renovation versus The Professionals' broader trade coverage.
• Handy (owned by Angi): Online platform for booking cleaning, furniture assembly, and home services. Overlaps with The Professionals' cleaning and handyman categories and is now part of the Angi ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/mikzoanim
• Facebookfacebook.com/pros101
• Instagraminstagram.com/hamikzoanim_pro
• TikToktiktok.com/@hamikzoanim

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 The Professionals