EquiLink

What EquiLink does

EquiLink, operated by Mizar & Alcor Inc. (a privately held Canadian corporation domiciled in Quebec), is a mobile-first two-sided marketplace for the global equestrian community. The platform connects riders and horse owners with verified equestrian service providers — trainers, farriers, veterinarians, equine physiotherapists, saddle fitters, transporters and stable owners — across 14 countries, while also offering event discovery and ticketing, an opportunity board for sponsorships and jobs, and a Knowledge Hub for paid educational content. Core technology consists of native iOS and Android applications, a website, Stripe-powered payment processing (with Apple Pay/Google Pay and Stripe Connect Express for payouts), Mixpanel analytics, and Noa, an autonomous AI agent launched in 2025 that operates inside WhatsApp to enable conversational discovery, booking and payment without an app download.

The business operates a freemium model on the supply side. Service providers can list for free and pay an 8% platform fee on bookings, or subscribe to Business+ ($24.99/month or $249.99/year) or Business Premium ($49.99/month or $499.99/year) for 0% platform fees, enhanced listing customization, priority search placement, analytics dashboards and featured profile status. Additional monetization includes $5/7-day listing boosts and commissions or sales on Knowledge Hub digital products. Go-to-market is product-led and community-led, relying on ambassador programs for riders, trainers and content creators, alongside strategic partnerships with equestrian federations, media organizations and technology providers. The company is GDPR- and CCPA-compliant and has 100+ verified businesses listed across categories such as boarding, training and care, equine health, and media/admin/legal services, with named customers spanning independent dressage riders, breeders, veterinarians, nutritionists, photographers and accountants.

Name

EquiLink

Legal name

Mizar & Alcor Inc.

Website

https://equilinkapp.com

Company type

Private

Operating status

Operating

Short description

EquiLink is a mobile-first two-sided marketplace connecting global equestrian riders and horse owners with verified service providers (trainers, vets, farriers) across 14 countries, monetizing via subscriptions, transaction fees and a WhatsApp-based AI booking agent called Noa.

Ownership category

akta.pro rank

Product category

Equestrian Marketplace Platform

NAICS

Horses and Other Equine Production (11292)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Training, Stables & Equine Services (MPAEADAI)

akta.pro secondary industry

Equine Care & Stable Management (EDAOAOAE)

Keywords

• Equestrian marketplace
• Equestrian network platform
• Horse services booking
• Equestrian events platform
• Equine professional directory

Headquarters

HQ city

Baie Saint Paul

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Business Subscriptions (Business+, Business Premium): Monthly or annual subscription plans for business users offering enhanced visibility, 0% platform fees (vs 8% standard), analytics dashboards, and featured profile status.
2. Platform Transaction Fees: 8% platform service fee on all bookings and transactions for free business users. Business+ and Premium subscribers enjoy 0% platform fee on their transactions.
3. Listing Boosts: One-time paid feature allowing businesses to boost their listing for 7 days for increased exposure and visibility within the app.
4. Digital Products (Knowledge Hub): Educational content, training videos, online courses and articles from industry professionals available for purchase in the Knowledge Hub section.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

EquiLink operates a mobile-first, two-sided equestrian marketplace that connects riders and horse owners with verified equestrian service providers (trainers, farriers, vets, physiotherapists) across 14 countries. The platform supports discovery, in-app booking, and Stripe-powered payments for services, events, and opportunitities, supplemented by Noa, an AI agent inside WhatsApp that enables conversational booking without requiring an app download.

Product overview

EquiLink is a mobile-first platform operating as a unified app and web experience for the global equestrian community. The core product is the EquiLink Mobile App (iOS/Android) supplemented by Noa, an AI agent accessible via WhatsApp. The platform integrates a Business Directory, Events Hub, Service Listings with In-App Bookings, Opportunity Board, and Knowledge Hub. Business users can enhance their presence through paid subscriptions: Business+ (0% platform fee, priority visibility) and Business Premium (adds analytics dashboards and featured profile status). Additional features include Verified Business Profiles, Smart Discovery, Smart Notifications, and optional Listing Boosts. All services are interconnected through Stripe-powered payments and a messaging system that spans both the app and WhatsApp via Noa.

Differentiator

Problem solved

Functional benefit

Products and services

• EquiLink Mobile App Mobile-first equestrian network application available on iOS and Android, connecting riders with verified service providers, events, opportunities, and educational content across 14 countries.
• Noa (AI Agent) Autonomous AI agent built inside WhatsApp that lets users discover professionals, check availability, handle bookings, and process payments through natural language conversation without requiring app download or account creation.
• Business Directory Curated directory of verified equestrian businesses including trainers, farriers, vets, physiotherapists, and other service providers, searchable by discipline and location.
• Events Hub Platform section for discovering and registering for equestrian events including competitions, clinics, masterclasses, expos, and networking events, with ticketing and entry management.
• Service Listings with In-App Bookings Service marketplace allowing riders to browse, book, and manage services such as lessons, training sessions, veterinary appointments, and workshops directly within the app, with Stripe-powered integrated payments.
• Opportunity Board Board for discovering sponsorships, mentorships, collaborations, internships, and job placements within the equestrian industry.
• Knowledge Hub Educational content platform featuring articles, training videos, online courses from industry professionals, and stories from the equestrian community, with digital products available for purchase via marketplace commissions.
• Listing Boost One-time paid feature ($5) that boosts a business listing's visibility for 7 days, surfacing it in highlighted sections and reaching more users in the designated period.

Quantifiable outcome

• 100+ trusted businesses already on the platform
• +1 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core, strategic and minor.

• StripecoreTechnology or IntegrationPrimary payment processor for all transactions including bookings, payments and payouts. Handles payment collection as limited payment collection agent on behalf of service providers, and manages payouts via Stripe Connect Express for business users receiving payments.
• Apple Pay / Google PaycoreTechnology or IntegrationPayment methods integrated through Stripe supporting Apple Pay and Google Pay for user transactions.
• FederationsstrategicStrategic or Co-development PartnerStrategic partnerships with equestrian federations for joint initiatives and integrations that move the industry forward.
• Media PartnersminorGTM or Marketing PartnerMedia organizations collaborating with EquiLink for content and promotional partnerships.
• Technology ProvidersstrategicTechnology or IntegrationTechnology service providers building integrations and joint initiatives with EquiLink.
• Service Provider PartnerscoreChannel Partner/ Reseller/ DistributorEquestrian businesses (trainers, vets, farriers, etc.) listed on the platform who provide services to riders through EquiLink's marketplace.
• Equestrian BrandsminorGTM or Marketing PartnerEquestrian brands participating in curated placements, content collaborations and co-branded campaigns through EquiLink.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Thumbtack: Thumbtack is a large, well-funded US services marketplace connecting consumers with local professionals across hundreds of categories. It operates with the same two-sided marketplace business model as EquiLink but at vastly greater scale and breadth, and could expand into equestrian verticals if density justifies it.
• Bark.com: Bark.com is a global services marketplace operating across 10+ countries, matching customers with local professionals. Its international footprint, services marketplace model, and SMB pro targeting make it a broad comparable to EquiLink's underlying marketplace mechanics, though it does not specialize in equestrian.

Others

• Eventbrite: Eventbrite is a global event ticketing and discovery platform. EquiLink's Events Hub — covering competitions, clinics, and masterclasses with ticketing and registration — competes for the same organizer and attendee workflows in the events layer of its platform.
• Udemy: Udemy is a global marketplace for online courses and educational content. EquiLink's Knowledge Hub — selling training videos, courses, and articles from equestrian professionals — operates the same digital content marketplace model for a vertical audience.

Direct peers

• EquineNow: EquineNow is a US-focused horse classifieds and services marketplace covering horse sales, tack, and equestrian professionals. It competes most directly with EquiLink's US listings and service-provider directory functionality.
• Horsetopia: Horsetopia is a North American horse marketplace focused on horse sales, stallions, and equestrian services. It is comparable to EquiLink's directory and listings products within the US and Canadian rider/professional segment.
• horse24.com: horse24 is a European horse marketplace combining classifieds for horses, riding equipment, and equestrian services with editorial content. It targets the same equestrian professional and rider base as EquiLink and operates as a vertical services + listings platform.
• Cheval Annonces: Cheval Annonces is the leading French horse marketplace for horse sales, equestrian services, and professionals. It is a regional direct peer competing for the same French-language rider and professional base that EquiLink serves in France.
• ehorses.com: ehorses is one of Europe's largest online horse marketplaces, listing horses for sale, stallions, riding schools, and equestrian services across multiple countries. It is the most direct vertical competitor to EquiLink in the European equestrian classifieds and services space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/107754533

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 EquiLink