POOLZ
POOLZ is an Australian online marketplace connecting homeowners with vetted swimming pool builders across eight capital cities. The platform offers free quote requests to homeowners and monetises via lead and success fees paid by a network of 300+ vetted builders and 500+ pool professionals.
- Company typePrivate
- Founded2022
- HeadquartersPeregian Beach, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What POOLZ does
POOLZ is an Australian online marketplace that connects homeowners seeking to build swimming pools with a network of vetted pool construction professionals. Founded in 2022 and headquartered in Peregian Beach, Queensland, the platform operates nationally across eight Australian cities: Sydney, Melbourne, Brisbane, Perth, Adelaide, Canberra, Darwin, and Hobart. Homeowners use the platform to request quotes at no cost, while pool builders and professionals pay for leads and/or success fees upon contract execution, making the platform free on the demand side and transaction-fee monetised on the supply side.
The platform's core product is a quote-matching and lead-generation engine that has facilitated 17,000+ quotes, 5,000+ matched customers, and a supply network of 300+ vetted pool builders and 500+ pool professionals. Operations are led by founder and CEO Tony Loxton, supported by senior staff such as Rhiannon Royall (25+ years in the pool industry). The company has expanded its surface area beyond the core marketplace to include Pool Finance, a financing product embedded in the pool-build funnel, and the Poolz Awards, an annual industry recognition event that gained mainstream media coverage on the Today Show in 2024. POOLZ has also commissioned primary research, including a survey of 742 pool owners, producing public benchmarks such as an average pool project value of $50,000-$86,000.
POOLZ is bootstrapped and operates with a lean team of 1-10 employees, monetising exclusively through lead purchase fees and success fees paid by pool professionals. Its go-to-market combines SEO-driven homeowner acquisition with brand-building activities such as the Poolz Awards and mainstream media partnerships. The business model aligns incentives across both sides of the marketplace by removing cost from the homeowner side while monetising only on matched or closed builder relationships.
POOLZ firmographics
Firmographics- Name
- POOLZ
- Legal name
- Poolz Pty Ltd
- Website
- https://poolz.com.au
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- POOLZ is an Australian online marketplace connecting homeowners with vetted swimming pool builders across eight capital cities. The platform offers free quote requests to homeowners and monetises via lead and success fees paid by a network of 300+ vetted builders and 500+ pool professionals.
- Ownership category
- akta.pro rank
POOLZ industry classification
Industry- Product category
- Home Services Marketplace
- NAICS
- Landscape Architectural Services (54132)
- SIC
- General Bldg Contractors - Residential Bldgs (1520)
- akta.pro primary industry
- Pool Decking & Surrounds (HSAPALAK)
Keywords
Where POOLZ is headquartered
LocationHeadquarters
- HQ city
- Peregian Beach
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
POOLZ business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Lead Purchase Fees (Pool Pros): Pool professionals pay a one-time fee to purchase homeowner leads they want to pursue. This unlocks contact details (name, email, phone, property address) of qualified homeowners actively seeking pool building services.
- Success Fees (Pool Pros): When a pool pro successfully wins a job and the customer signs a contract, a success fee is payable. This aligns incentives between Poolz and builder partners.
- Design Fees (Out-of-Network Builders): If homeowners choose to use their Poolz design with a builder outside the approved network, a design fee applies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Pool Pro Free Profile |
| Transaction based/ take rate | Pay-as-you-go | Lead Purchase |
| Transaction based/ take rate | Pay-as-you-go | Success Fee |
| Unit Pricing | One time/ perpetual license | Sydney Pool Costs |
| Unit Pricing | One time/ perpetual license | Melbourne Pool Costs |
| Unit Pricing | One time/ perpetual license | Brisbane Pool Costs |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
POOLZ product offering
Product offeringCore offering
Poolz operates an online marketplace that connects Australian homeowners with a network of 500+ vetted pool building professionals. The platform delivers the EasyBuild service, providing a single expert site visit, 3D pool design, detailed scope of works, and side-by-side quote comparison from matched builders. For pool builders, Poolz for Pros offers a lead generation marketplace where professionals purchase qualified homeowner leads and pay success fees upon contract signing.
Product overview
Poolz operates as a marketplace platform dedicated to the swimming pool industry in Australia. The core product is the EasyBuild service, which guides homeowners through the complete pool building journey—from initial 3D design and planning through to connecting them with vetted pool builders for comparable quotes. For pool professionals, Poolz for Pros provides a lead generation marketplace. Supporting offerings include a Pool Cost Calculator for instant estimates, Free Quote Comparison for expert review of builder quotes, the Poolz Awards program for industry recognition, a Pool Design Gallery for inspiration, and educational resources including guides, checklists, and eBooks for pool buyers.
Differentiator
Problem solved
Functional benefit
Products and services
- EasyBuild
- Poolz for Pros
- 3D Pool Design Service
- Pool Cost Calculator An instant price estimation tool that provides real-time cost estimates for swimming pools based on real builder pricing, location, and pool specifications, available without requiring sign-up.
- Free Quote Comparison A service where Poolz experts review and compare builder quotes side by side to identify discrepancies in inclusions, helping homeowners make informed decisions with clarity and confidence before signing a contract.
Quantifiable outcome
- Builders on Poolz convert at more than double the rate of any other lead source
- +4 more outcomes
Companies that use POOLZ
Customer profileNamed customers12 records
Segments5 records
Ideal customer profiles2 records
POOLZ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
POOLZ partnerships and signals
Strategic signalScale indicators14 records
Recent moves5 records
Expansion highlights5 records
POOLZ competitors and assessment
Company assessmentBroad incumbents
- Checkatrade: UK trades marketplace built around vetting and reviews of tradespeople. Comparable to Poolz in the emphasis on pre-vetting pros and homeowner trust, but operating at significantly larger scale across many trade verticals.
- Thumbtack: Major US home services marketplace with similar pro-matching, lead-fee, and quote-comparison model to Poolz. Much larger scale and broader vertical coverage; useful benchmark for Poolz's potential trajectory if it expands geography or verticals.
- Houzz: Home design and renovation platform with a built-in pro directory and marketplace for trade professionals. Adjacent to Poolz through design inspiration, pro discovery, and project planning, though broader in scope.
- Angi: Leading US home services marketplace (formerly Angie's List) connecting homeowners with pre-screened professionals. Closest large-scale analog to Poolz's pre-vetting, lead-generation, and quote-comparison model, though operating across all home services.
Direct peers
- Oneflare: Australian home services marketplace connecting customers with tradies and service providers. Same marketplace DNA as Poolz — homeowners posting jobs, tradies responding, take-rate monetization — and direct overlap on the tradie/builder supply side.
- Airtasker: Australian ASX-listed marketplace for local services across many categories. Directly comparable business model (two-sided marketplace, transaction-fee monetization) and overlapping demand/supply, though broader in scope than Poolz's pool-only focus.
- Hipages Group: Australia's leading home services marketplace connecting homeowners with tradies. Closest horizontal analog to Poolz — same two-sided marketplace model, same Australian geography, but operating across many trade verticals rather than specializing in pools.
- ServiceSeeking: Australian marketplace where customers post jobs and businesses quote. Closely comparable marketplace mechanics to Poolz in the same Australian market, though horizontal across services rather than pool-specialized.
- BuildZoom: US marketplace for general contractors and home improvement pros — same vertical-deep marketplace model as Poolz (matching vetted pros to homeowners for construction/renovation projects), with a similar lead-fee monetization approach.
Regional players
- MyBuilder: UK home services marketplace where tradespeople bid for homeowner jobs. Same marketplace mechanics as Poolz (homeowner posts job, trades quote, platform takes a fee), but operating primarily in the UK rather than Australia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights3 records
Customer concentration
POOLZ social profiles
Digital presencePOOLZ financial estimates
Financial estimateRevenue estimate
Valuation estimate
POOLZ leadership team
Management profileNumber of profiles
Profiles2 records
POOLZ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
POOLZ 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 POOLZ
What does POOLZ do?
Poolz operates an online marketplace that connects Australian homeowners with a network of 500+ vetted pool building professionals. The platform delivers the EasyBuild service, providing a single expert site visit, 3D pool design, detailed scope of works, and side-by-side quote comparison from matched builders. For pool builders, Poolz for Pros offers a lead generation marketplace where professionals purchase qualified homeowner leads and pay success fees upon contract signing.
Is POOLZ a public or private company?
POOLZ is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was POOLZ founded?
POOLZ was founded in 2022. It employs 1 to 10 people.
Where is POOLZ based?
POOLZ is headquartered in Peregian Beach, Australia, in the Oceania region.
How does POOLZ make money?
Three revenue lines are on record. Lead Purchase Fees (Pool Pros) is the primary driver. The others are success Fees (Pool Pros) and design Fees (Out-of-Network Builders).
Who are POOLZ's main competitors?
Broad incumbents on record are Checkatrade, Thumbtack, Houzz and Angi. Direct peers are Oneflare, Airtasker, Hipages Group, ServiceSeeking and BuildZoom. MyBuilder is listed as a regional player.
Does POOLZ have an API?
No public API is recorded for POOLZ.
What industry is POOLZ in?
POOLZ's product category is Home Services Marketplace. Its primary akta.pro industry code is HSAPALAK, Pool Decking & Surrounds. Its NAICS code is 54132 and its SIC code is 1520.