Tourbuilder
TourBuilder is a Chicago-based, Google-approved SaaS platform that lets professional photographers build, publish, and monetize 360-degree virtual tours, serving 33,000+ photographers and enterprise end clients in real estate and hospitality via a freemium and $20/month subscription model.
- Company typePrivate
- Founded-
- HeadquartersChicago, United States
- Headcount—
- GTM typeB2B
- OfferingSoftware
What Tourbuilder does
TourBuilder is a Chicago-based, privately held SaaS platform operated by LCP Media, LLC that enables professional photographers to create, publish, and monetize 360-degree virtual tours. The company is one of a limited set of platforms formally approved by Google as a Street View publisher, and combines that publishing capability with a customizable white-label tour builder, client and project management, and built-in invoicing via Stripe Connect that allows photographers to earn residual income from recurring hosting fees. The platform is distributed globally through a self-serve, product-led growth motion and a community-driven marketing program (Tour Tuesday contests, Facebook Group, blog, and social channels), and serves a customer base of more than 33,000 photographers producing 270M+ published Google scenes and 5.1M+ tours served for end clients in real estate, hospitality, commercial real estate, and health and fitness. TourBuilder operates a freemium plus subscription model, with a free tier capped at one Street View publish per month and a TourBuilder Plus tier at $20 per user per month, plus $1 per additional tour beyond the included 20, and is led by CEO Wojciech Kalembasa and CTO Tom Chomiak. The company was formerly known as Panoskin, which it rebranded in 2023 alongside the launch of the paid TourBuilder Plus tier.
Tourbuilder firmographics
Firmographics- Name
- Tourbuilder
- Legal name
- LCP Media, LLC
- Website
- https://tourbuilder.com
- Company type
- Private
- Operating status
- Operating
- Short description
- TourBuilder is a Chicago-based, Google-approved SaaS platform that lets professional photographers build, publish, and monetize 360-degree virtual tours, serving 33,000+ photographers and enterprise end clients in real estate and hospitality via a freemium and $20/month subscription model.
- Ownership category
- akta.pro rank
Where Tourbuilder is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Tourbuilder business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel
Revenue model
- Subscription - TourBuilder Plus: Monthly subscription at $20 per user/month for TourBuilder Plus plan which includes 20 Google Street View publishes per month, advanced tools like blur tool, nadir patching tool, import tool, scene analytics, branding options, client user management, and tour previews for clients.
- Usage-based Tour Fees: Additional tours beyond the included 20 per month in TourBuilder Plus are charged at $1 USD per tour, creating a usage-based revenue stream on top of the base subscription.
- Residual Income from Hosting Fees: Photographers can earn a portion of each recurring hosting fee from their custom tours, providing residual income opportunities for content creators using the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Plan - Best for smaller or limited projects |
| Subscription | Monthly | TourBuilder Plus - Best for large or frequent projects |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Tourbuilder product offering
Product offeringCore offering
TourBuilder is a cloud-based SaaS platform that enables professional photographers and businesses to create, manage, and publish 360-degree virtual tours, including Google Street View tours and fully customizable branded custom tours. The platform combines a Google-approved Street View publishing editor with a Custom Builder that supports still photography, videos, 3D floor plans, 3D models, campus maps, integrated Stripe Connect invoicing, and client management tools.
Product overview
TourBuilder is a virtual tour platform that consists of two main products: the TourBuilder Platform (core product for building Google Street View Tours and Custom Virtual Tours) and Google Publisher (an approved Google editor for publishing to Street View). The platform operates on a freemium model with a Free Plan (1 Street View publish/month) and TourBuilder Plus subscription ($20/user/month) offering advanced tools. Custom tours can be built using the Custom Builder feature and white-labeled for clients. The platform integrates with Stripe Connect for invoicing and billing.
Differentiator
Problem solved
Functional benefit
Products and services
- TourBuilder Platform Core cloud-based SaaS platform used by professional photographers and businesses to build, manage, and publish 360-degree virtual tours including Google Street View tours and customizable branded virtual tours. Includes client management, project tools, and built-in invoicing.
- Google Publisher A Google-approved editor that enables photographers to publish virtual tours directly to Google listings and Google Street View. Includes a dashboard for monitoring Google and custom tours, an intuitive builder for uploading and moderating tours, and reliable support with a comprehensive resource center.
- TourBuilder Custom Builder A customizable branded virtual tour builder that converts Google tours into white-labeled sales tools for clients' websites. Supports branded dashboards with company colors and logos, auto-builder tool, Stripe Connect invoicing, floor plan integration, photo and video support, and virtual meetings capability.
Quantifiable outcome
- 270M+ Published Google Scenes
- +2 more outcomes
Companies that use Tourbuilder
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Tourbuilder technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature5 records
Tourbuilder partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- GooglecoreTourBuilder is approved by Google as a publisher for Google Street View tours. The platform enables photographers to publish virtual tours directly to Google listings. This is a core technology integration that forms the foundation of the platform's Google Publisher product.
- Stripe ConnectcoreStripe Connect integration enables built-in invoicing and billing for custom tours. All billing needs are handled safely and securely within the TourBuilder system, allowing photographers to collect recurring payments and earn residual income from hosting fees.
- Adler PlanetariumminorCollaborated on the world's first Google Street View tour to space. Adler Planetarium in Chicago hosted the GoPro Fusion camera launch that created the stratospheric tour. This was a marketing and innovation partnership showcasing the platform's capabilities.
- Hawken OrbitalminorEngineering partner that assisted with the space launch project. Provided expertise in designing the payload, flight trajectories, and technical planning for the stratospheric balloon launch with GoPro Fusion camera.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Tourbuilder competitors and assessment
Company assessmentDirect peers
- Kuula: Cloud-based virtual tour creation and publishing platform serving real estate and business customers. Directly comparable SaaS to TourBuilder with similar 360 tour editing, hosting, and sharing features at a comparable price point.
- Matterport: Leading 3D/virtual tour and digital twin platform. Competes with TourBuilder across real estate, hospitality, and commercial property use cases but bundles proprietary capture hardware and AI spatial data, raising competitive intensity for TourBuilder's editing/publishing layer.
- Pano2VR: Desktop and web virtual tour authoring tool widely used by professional photographers. Competes with TourBuilder's editing layer for power users who want full control over tour customization and output formats.
- CloudPano: Self-serve virtual tour software platform targeting real estate agents and photographers. Closely matches TourBuilder's photographer-centric GTM, freemium SaaS pricing, and branded tour offering for client distribution.
- EyeSpy360: Virtual tour and 3D showcase platform serving real estate, hospitality, and commercial verticals. Competes with TourBuilder on similar use cases and pricing tiers.
- iStaging: AR/VR and virtual tour platform serving real estate and interior design with combined 3D walkthroughs and AR staging. Comparable to TourBuilder in property visualization, though broader into AR.
- 3DVista: Virtual tour software with advanced editor, hotspot interactions, and floor plan integration. Comparable to TourBuilder's Custom Builder product for real estate, hospitality, and cultural use cases requiring rich interactive features.
Broad incumbents
- Insta360: Consumer and prosumer 360-degree camera maker whose Insta360 Studio software increasingly handles stitching, editing, and direct publishing. Threatens TourBuilder at the capture-and-edit stage of the workflow.
- Zillow 3D Home: Major real estate marketplace that built its own 3D home tour capture and publishing workflow with compatible iOS apps. Not a direct SaaS competitor to TourBuilder but influences buyer expectations and could displace third-party tools for residential listings.
- Ricoh (Theta): Pioneering 360 camera brand with associated theta360.com publishing platform. Overlaps with TourBuilder's capture-and-publish workflow for both consumer and professional photographer segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Tourbuilder social profiles
Digital presenceTourbuilder financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tourbuilder leadership team
Management profileNumber of profiles
Profiles3 records
Tourbuilder funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tourbuilder M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tourbuilder
What does Tourbuilder do?
TourBuilder is a cloud-based SaaS platform that enables professional photographers and businesses to create, manage, and publish 360-degree virtual tours, including Google Street View tours and fully customizable branded custom tours. The platform combines a Google-approved Street View publishing editor with a Custom Builder that supports still photography, videos, 3D floor plans, 3D models, campus maps, integrated Stripe Connect invoicing, and client management tools.
Is Tourbuilder a public or private company?
Tourbuilder is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tourbuilder founded?
Tourbuilder was founded in -1.
Where is Tourbuilder based?
Tourbuilder is headquartered in Chicago, United States, in the North America region.
How does Tourbuilder make money?
Three revenue lines are on record. Subscription - TourBuilder Plus are the primary driver. The others are usage-based Tour Fees and residual Income from Hosting Fees.
Who are Tourbuilder's main competitors?
Direct peers on record are Kuula, Matterport, Pano2VR, CloudPano, EyeSpy360, iStaging and 3DVista. Broad incumbents are Insta360, Zillow 3D Home and Ricoh (Theta).
Does Tourbuilder have an API?
No public API is recorded for Tourbuilder.