Upfrog

What Upfrog does

UpFrog LLC is a Maryland-based digital marketing agency operating a specialized social media advertising system for U.S. home-service contractors generating $5M–$50M in annual revenue, with deep vertical focus on HVAC, Roofing, and Garage Doors. The company's core offering integrates demand-generation paid social advertising (Facebook, Instagram, TikTok, YouTube) with proprietary online pricing calculators that surface tiered Good/Better/Best pricing and financing context early in the buyer's journey—reframing the agency's role from lead generation to revenue system. Underlying technology includes an AI-powered speed-to-lead automation layer combining instant SMS outreach with human concierge appointment booking, plus direct CRM integrations with ServiceTitan and Housecall Pro that flow lead and pricing context into contractor operations software. The company is privately held as an LLC, led by CEO & Founder Justin Riley, and reports a nationwide in-home appointment closing rate above 80% as its headline outcome metric.

The revenue model is purely outcome-based: UpFrog charges only for leads, appointments, and closed revenue, with no setup fees, retainers, or fixed-fee contracts. Go-to-market is sales-led via persistent "Schedule Strategy Call" CTAs across the website, and the sales motion is positioned as building long-term revenue partnerships rather than transactional agency engagements. Distribution is direct to mid-market contractors nationwide, with vertical specialization (each trade has dedicated ad creative, calculator configurations, and messaging) and a content marketing presence (e.g., "2026 Playbook" thought leadership, newsletter) that supports SEO-driven inbound. The platform's commercial and product positioning references Meta's Andromeda Update, which unifies organic and paid social signals—treating community engagement as a lever on paid-ad efficiency.

Operating geography is United States only, with a single disclosed headquarters in Hollywood, Maryland. The company has no disclosed funding rounds, no parent or subsidiary entities, and no headcount or revenue figures in the public source set. Differentiators the company itself emphasizes center on demand creation (versus capture), pricing transparency to filter low-intent shoppers, CRM-integrated lead handoff, and outcome-aligned commercial terms—claims that distinguish the model from traditional PPC and lead-gen agencies serving the same home-service verticals.

Name

Upfrog

Legal name

UpFrog LLC

Website

https://upfrog.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

UpFrog is a Maryland-based digital marketing agency running demand-generation social media advertising plus online pricing calculators for U.S. home-service contractors (HVAC, roofing, garage doors) generating $5M–$50M annually, on a pure outcome-based pricing model.

Ownership category

akta.pro rank

Headquarters

HQ city

Hollywood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Performance-Based Social Media Advertising: UpFrog charges exclusively for outcomes (leads, appointments, and revenue) rather than traditional agency retainers, set-up fees, or ad spend markups. The model is described as 'You win, we win. It's that simple' with no contracts or retainers, aligning the agency's success with the contractor's revenue outcomes.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

UpFrog is a performance-based digital marketing agency that books qualified appointments for home-service contractors through paid social media advertising, primarily on Meta (Facebook and Instagram). The agency focuses on HVAC, roofing, and garage door contractors and operates on an outcome-based pricing model in which clients do not pay until booked, qualified appointments are generated.

Product overview

Upfrog is a contractor marketing platform built around two core integrated services: Social Media Advertising for Contractors and Online Pricing for Contractors. These are delivered as a unified system rather than standalone tools, combining demand-driven paid social campaigns with pricing transparency to improve lead quality and sales outcomes. The platform is vertically specialized across three home-service trades—HVAC, Garage Doors, and Roofing—each with tailored social media advertising programs and industry-specific pricing calculator tools. The Social Media Advertising service operates as a revenue-focused system incorporating demand creation, education, retargeting, and conversion optimization, while the Online Pricing service provides structured pricing context including option-based frameworks and financing examples. The HVAC Pricing Calculator functions as a revenue acceleration tool featuring tiered options, monthly financing displays, and integrated AI-powered speed-to-lead automation that flows lead data directly into ServiceTitan and Housecall Pro CRM systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Paid Social Media Advertising for Contractors Managed paid social campaigns on Meta (Facebook and Instagram) designed to generate booked, qualified appointments for HVAC, roofing, and garage door contractors. Service includes audience targeting, creative production, and AI-powered campaign optimization, with CRM integration to push leads into the contractor's booking pipeline.
• Appointment Generation (Lead-to-Booking) Service An outcome-aligned service in which UpFrog books qualified appointments on behalf of home-service contractors and ties its fees to those bookings. Designed for HVAC, roofing, and garage door businesses generating roughly $5M–$50M in annual revenue.

Quantifiable outcome

• Nationwide in-home closing rate over 80%
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• ServiceTitancoreTechnology or IntegrationCRM integration partnership allowing lead data including specific pricing information from UpFrog's calculator to flow directly into ServiceTitan operations software, giving sales teams full context before making contact with leads.
• Housecall ProcoreTechnology or IntegrationCRM integration partnership enabling lead data to flow from UpFrog's platform directly into Housecall Pro, ensuring seamless handoff and full context for field teams.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Blue Corona: Blue Corona was a leading digital marketing agency specialized in home services (HVAC, plumbing, electrical, roofing), offering paid media, SEO, and analytics—directly comparable to UpFrog's vertically specialized agency model. Now operating under Crazy Egg following its acquisition.
• Modernize: Modernize is a home-improvement lead-generation platform connecting homeowners with contractors across HVAC, roofing, windows, and similar trades—competing for the same contractor marketing dollars UpFrog targets. The delivery mechanism (lead marketplace vs. paid-social buying) differs, but the target customer and value proposition overlap significantly.
• Scorpion: Scorpion is a marketing-and-technology platform purpose-built for home-services and local businesses, offering paid media, lead nurturing, CRM-integrated workflows, and content. It is the closest direct analogue to UpFrog in combining domain specialization with technology-driven campaign execution for the same contractor segment.

Broad incumbents

• ServiceTitan: ServiceTitan is the dominant CRM/operations platform for $5M–$50M home-services contractors and a current integration partner of UpFrog's. It is comparable because ServiceTitan is increasingly bundling marketing and lead-management capabilities (Marketplace, marketing integrations) that compete with UpFrog's stack.
• WebFX: WebFX is a large digital marketing agency with an established home-services practice (HVAC, plumbing, roofing) offering SEO, paid media, and web design. It competes for the same $5M–$50M contractor accounts but operates across many industries, giving it scale and budget advantages UpFrog lacks.
• Thrive Internet Marketing Agency: Thrive is a full-service digital marketing agency with a home-services vertical providing SEO, PPC, social, and web design. Comparable to UpFrog as a competitor bidding for the same contractor clients, though it serves a much broader set of industries.
• ReachLocal: ReachLocal has historically provided SMB-focused digital marketing including paid media and lead generation for home-services and local businesses. Comparable to UpFrog as a scaled media-buying and campaign-management competitor in adjacent local-services verticals, though now part of a broader group structure.

Others

• Angi: Angi (formerly Angie's List / HomeAdvisor) is a home-services marketplace and lead-generation platform serving many of the same contractors UpFrog targets. Different business model (marketplace/lead-gen vs. paid-social agency), but operates in an adjacent part of the contractor-marketing ecosystem and competes for contractor acquisition budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/upfrogmedia
• LinkedInlinkedin.com/company/upfrog

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 Upfrog