Setter

Setter was a digital home management platform that pioneered the concept of concierge-based home maintenance services. Founded in 2016 in Toronto by David Steckel and Guillaume Laliberte, the company developed a mobile application that connected homeowners with a personal concierge who would handle all aspects of home maintenance, from finding vendors to scheduling repairs.

The platform distinguished itself through its concierge model rather than a traditional marketplace approach. Users could describe their home maintenance needs through the app, send photos, and a dedicated concierge would source the best vendors, communicate job details, and ensure work was completed correctly and on time. This approach aimed to make home maintenance 'invisible' by removing the burden of research and coordination from homeowners.

Setter attracted significant venture backing, raising $20 million from prominent investors including Sequoia Capital, NFX, DAG, and Hustle Fund. The $10 million Series A round in 2018, co-led by Sequoia and NFX, validated the company's approach to solving the fragmented home services market.

In December 2020, Setter was acquired by Thumbtack, a larger marketplace connecting customers to local service professionals. The acquisition brought Setter's digital home management capabilities to Thumbtack's platform, with co-founder David Steckel joining as President of Setter within Thumbtack's operations. While Setter no longer operates as an independent company, its technology and approach continue to influence Thumbtack's home maintenance offerings.