S
Setter
eCommerce & Marketplaces · Toronto, Canada · Founded 2016
Setter: Love your home life. MoreLess
Setter was a digital home management platform founded in Toronto in 2016 by David Steckel and Guillaume Laliberté. Steckel, leveraging his decade of experience as a general contractor, identified a need to bring the principles of commercial facilities maintenance to the residential market. The company aimed to simplify homeownership by acting as a centralized hub for all home maintenance and repair needs.
The business operated on a model that connected homeowners with a personal Home Manager through a mobile application. Clients could use the app to chat with home experts, send photos of issues, receive quotes, and book a wide range of services, including plumbing, electrical work, roofing, and cleaning. The platform's core offering also included a virtual home checkup and a personalized maintenance plan to proactively address potential problems and prevent costly emergencies. This service was designed to give homeowners a clear plan and budget for ongoing upkeep. In May 2020, in response to the COVID-19 pandemic, Setter pivoted its business model to focus on software, sunsetting its managed services and mobile apps to concentrate on a new digital homeowner experience, including the Virtual Home Checkup and a HomeHub platform.
Setter successfully raised a total of $20 million USD in capital. This included a significant $10 million Series A round in 2018, co-led by prominent venture capital firms Sequoia Capital and NFX. In December 2020, the company was acquired by Thumbtack, a leading local services marketplace, for an undisclosed amount. The acquisition enabled Thumbtack to integrate Setter's technology and expertise to launch a personalized home maintenance service for its users across the United States.
Keywords: home maintenance, property technology, proptech, home repair services, home management, virtual home checkup, home services marketplace, facilities maintenance, residential property services, home care plan, Thumbtack acquisition, David Steckel, Guillaume Laliberté, Sequoia Capital, NFX
Company overview
Setter company information
The essential company record, classifications and operating signals in one place.
- Status
- Acquired
- Founded
- 2016
- Headquarters
- Toronto, Canada
- Employees
- 7
- Open positions
- None listed
- Dealroom signal
- 55.5
Valuation & funding
Setter funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| ACQUISITION✓Exit | Dec 2020 | $0 | — | Thumbtack | — |
| SERIES A✓Equity / VC | Nov 2018 | $10M | $40M | NFX · Sequoia | — |
| SEEDEquity / VC | Feb 2017 | $2M | $8M | 500 Global · Ontario Centre of Innovation · Avichal Garg | — |
Financials
Workforce over time
Available workforce history. Financial fields without reported data are omitted.
| Year | Employees |
|---|---|
| 2026 | 7 |
| 2025 | 10 |
| 2024 | 10 |
| 2023 | 10 |
| 2022 | 10 |
| 2021 | 10 |
Growth signals
Setter website traffic
Latest recorded traffic for Setter is 250 monthly website visits, down 82.1% over the last three months. Setter's team declined 30% over the past year.
Comparisons
Setter compared with similar companies
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Talent graph
Setter's talent
Source: Dealroom Talent Intelligence.
Global footprint
Where Setter has talent and traffic
team presence
In the news
Latest news about Setter
Recent press, funding announcements, and product moves mentioning Setter — open to read from the original sources.
Market sentiment
What the market is saying about Setter
An AI-synthesized read of the highest-engagement posts about Setter on X over the past 7 days. We rank by likes & retweets, ignore corporate channels, and surface the themes that broke out from real people.
Reading the room on X — pulling top posts and synthesizing themes…
Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour
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