ProScore Intelligence

What ProScore Intelligence does

ProScore Intelligence operates an independent web platform that assigns Ontario home-service contractors a single, transparent 0–100 trust score, addressing the homeowner problem that a contractor rated 4.8 on one platform can be 2.9 on another. The platform aggregates 39,000+ verified reviews across 10+ independent data sources (Google, BBB, HomeStars, and others), cross-references government licensing across ESA, TSSA, HCRA, and WSIB, and applies AI-powered natural-language-processing sentiment analysis across six quality dimensions (craftsmanship, communication, professionalism, value, reliability, expertise). The product surface spans contractor profile pages with tiered trust labels (Elite/Trusted/Good/Basic/Caution), a contractor-side verification flow that issues a Verified badge, a conversational 'Ask ProScore AI' assistant, and the annual Ontario Contractor Trust Index research report covering 16,412 contractors across 11 trades and 878 municipalities.

The business model is a two-sided freemium model. The homeowner-facing experience is fully free and self-serve, distributed exclusively through the proscore.ca website via SEO and an extensive content-marketing layer (hiring guides, cost guides, how-to articles, city- and trade-specific landing pages). Monetization is contractor-side: contractors can claim a free profile and earn a Verified badge, with paid tiers and an 'Improve Your Score' service referenced but not publicly disclosed. Distribution is entirely product-led/self-serve with no sales team or physical locations. The company is based in Toronto, Canada, and the dataset shows 11–50 employees, no disclosed funding rounds or institutional investors, and no parent company.

The platform also functions as a media and research asset: the published Ontario Contractor Trust Index reports counter-intuitive findings such as 74.7% of contractors rated 4.5+ stars on Google failing ProScore's Trusted threshold, which positions ProScore as an independent voice against pay-to-play ranking. Contact funnels (support@, partnerships@, press@) suggest active operation across customer support, business development, and press, though leadership-team information, ownership structure, and revenue figures remain undisclosed in available sources.

Name

ProScore Intelligence

Legal name

ProScore Intelligence

Website

https://proscore.ca

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

11–50 employees

Short description

ProScore Intelligence is a Toronto-based platform that rates Ontario home-service contractors on a 0–100 trust score by aggregating multi-platform reviews, government licensing data (ESA, TSSA, HCRA, WSIB), and AI sentiment analysis, serving Ontario homeowners for free and contractors on a freemium profile/verification basis.

Ownership category

akta.pro rank

Product category

Contractor Intelligence and Trust Scoring Platform

NAICS

Software Publishers (513210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

E-commerce & Retail Recommendation Engines (HDAAAGAA)

akta.pro secondary industry

ESG Data, Ratings & Research (Providers, Methodologies, Analytics) (FSAAALAJ)

Keywords

• Contractor trust scoring
• Home services reviews
• License verification platform
• AI reputation scoring
• Multi-platform review aggregation

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Free platform for homeowners: The platform is 100% free for homeowners to search, compare, and view contractor scores. This drives traffic and engagement while the homeowner-facing product remains free.
2. Contractor profile management (freemium to paid): Contractors can claim a free listing and earn a Verified badge. The platform offers profile improvement tools and score enhancement services. The specific paid tier structure is not publicly disclosed but 'Improve Your Score' and 'Pricing' pages are referenced, suggesting a potential paid tier for contractor services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

ProScore Intelligence operates a trust-scoring platform that aggregates ratings from 10+ independent review sources, cross-references Ontario government licensing databases (ESA, TSSA, HCRA, WSIB), and applies AI-powered NLP sentiment analysis across six quality dimensions to produce a single 0-100 ProScore for each home-service contractor. The platform is free for Ontario homeowners to search and compare contractors across 11 trade categories and 880+ cities, and offers contractors profile claiming, government license verification, and score-improvement tools.

Product overview

ProScore Intelligence is Ontario's Contractor Intelligence Platform providing a unified trust-scoring system for home-service contractors. The core product is the ProScore Trust Score Platform, which aggregates multi-platform ratings (Google, BBB, HomeStars, and other review sites), cross-references government licensing credentials (ESA, TSSA, HCRA, WSIB), and applies AI-powered sentiment analysis to generate a single comparable trust score (0-100) for each contractor. The platform includes contractor profile pages with verification badges, the Ask ProScore AI conversational assistant for homeowner guidance, and annual research publications including the ProScore Ontario Contractor Trust Index. Homeowners access the platform free of charge while contractors can verify their profiles for a Verified badge. The platform covers 880+ Ontario cities across 11 trade categories including plumbing, electrical, HVAC, roofing, general contracting, kitchen/bathroom remodeling, drywall, landscaping, pest control, and tree service.

Differentiator

Problem solved

Functional benefit

Products and services

• ProScore Trust Score Platform A trust-scoring web platform that aggregates ratings from 10+ independent review sources (Google, HomeStars, BBB, and others), cross-references Ontario government licensing databases (ESA, TSSA, HCRA, WSIB), and applies AI sentiment analysis across six quality dimensions to generate a single ProScore (0-100) for each home-service contractor. It serves Ontario homeowners searching for contractors and Ontario trade professionals seeking reputation management.
• Contractor Verification Service A service that verifies contractor credentials against ESA/TSSA/HCRA licensing and WSIB workplace insurance coverage, plus Google Business profile verification, enabling contractors to earn a Verified badge on ProScore.
• Ask ProScore AI An AI-powered conversational assistant that lets Ontario homeowners ask questions about contractors and receive personalized guidance grounded in ProScore's aggregated trust-score data.
• ProScore Ontario Contractor Trust Index An annual independent research publication analyzing 16,412 contractors across 11 trades and 878 Ontario municipalities using ProScore methodology, ranking cities and trades by average trust score and Trusted-tier share.

Quantifiable outcome

• 74.7% of Ontario contractors rated 4.5+ stars on Google fail the ProScore Trusted threshold (65+), demonstrating that single-platform ratings are unreliable indicators of contractor trustworthiness
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HomeStars: Canada's leading contractor review platform, also serving Ontario homeowners with verified reviews and contractor profiles. Directly competes in the same geography and use case but historically relied on a single-source review aggregation approach, which is exactly the gap ProScore targets.

Broad incumbents

• Better Business Bureau (BBB): Established trust and accreditation organization that rates businesses including contractors. BBB is one of the data sources ProScore aggregates but represents a broader incumbent trust-rating model that ProScore's algorithm is positioned to improve upon with AI sentiment analysis.
• Angi (formerly Angie's List): Major US-based home services marketplace with verified contractor reviews and lead-generation services. Comparable in connecting homeowners with contractors through trust signals, though Angi operates primarily in the US and combines reviews with paid lead generation.
• Houzz: Home renovation platform with extensive contractor directories, reviews, and project photos. Competes for the same homeowner-to-contractor discovery use case with substantial scale and a different monetization model (professional listings and marketplace fees).
• Thumbtack: US home-services marketplace connecting homeowners with local professionals across many trade categories. Comparable in matching homeowners with contractors and collecting reviews, though primarily US-focused and lead-generation-oriented.
• Porch: Home services platform with contractor profiles, reviews, and project cost data. Comparable in helping homeowners evaluate contractors using aggregated signals, though Porch operates at much broader US scale.
• Yelp: Major consumer review platform including local home-services contractors. Comparable as a review-aggregation channel for homeowner decision-making, though Yelp is a single-source platform without government license verification or AI sentiment analysis.
• Google Business Profile: Google's free business listing and review platform that is the dominant single-source rating channel ProScore aims to supplement. Represents the incumbent distribution layer with unmatched homeowner reach but limited verification depth.

Emerging players

• BuildZoom: Contractor discovery platform that pulls data from licensing boards and permits to verify contractor credentials. Directly comparable in the cross-referenced government license verification approach that ProScore emphasizes as a differentiator.

Regional players

• TrustATrader: UK-based contractor vetting and review platform with verified tradesperson profiles. Functionally comparable as a regional trust-scoring platform but operates in a different geography, serving as an analog for ProScore's Ontario-only model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ProScoreIQ

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 ProScore Intelligence