Company Overview
About Setter
Setter was a Toronto, Ontario-based digital home management and concierge platform — backed with $20 million in total funding including a $10 million Series A in 2018 co-led by Sequoia Capital and NFX with DAG Ventures and Hustle Fund — that provided homeowners with a dedicated concierge service accessible via mobile app that handled all aspects of home maintenance: sourcing vendors, scheduling repairs, communicating job requirements, and ensuring completion quality for the full range of homeowner maintenance needs. Acquired by Thumbtack in December 2020, with co-founder David Steckel joining Thumbtack as President of Setter, integrating Setter's concierge capabilities into Thumbtack's marketplace of 250,000+ service professionals. Founded in 2016 by David Steckel and Guillaume Laliberte in Toronto.
Business Model & Competitive Advantage
Setter's concierge home management model addressed the time cost of homeowner service coordination: the average homeowner spends 20-30 hours annually managing home maintenance — finding contractors through Google and Yelp, getting multiple quotes, coordinating scheduling around contractor availability, supervising work quality, and handling disputes when work is unsatisfactory. Traditional home service marketplaces (Angi, Thumbtack, HomeAdvisor) reduced the contractor discovery friction but left coordination, quality assurance, and scheduling management to the homeowner. Setter's full-service concierge model (a dedicated person handling every step from photo-based job description through vendor selection, scheduling, and completion verification) targeted the time-scarce urban professional and dual-income household segment willing to pay premium for truly hands-off home maintenance management.
Competitive Landscape 2025–2026
In 2025, Setter's home concierge capabilities operate within Thumbtack's broader home management platform, which has evolved from a marketplace into an AI-powered home management service following the Setter integration and subsequent product investments. Thumbtack (backed with $500M+ total, $1.7B valuation) combined Setter's concierge approach with its marketplace scale to create the Thumbtack Home Management Platform — providing homeowners with proactive maintenance reminders, cost estimates, and direct contractor booking with verified reviews. The home services management market that Setter pioneered is now addressed at scale by Thumbtack, Angi (NASDAQ: ANGI, Angi Homeservices), and Amazon Home Services, validating the market Setter identified while demonstrating the platform scale required to build sustainable home management economics.
The Setter Story
Founders
Company Timeline
Major milestones in Setter's journey
Leadership Team
Meet the leaders behind Setter
David Steckel
David Steckel co-founded Setter in 2016 and led the company through its acquisition by Thumbtack in 2020. He now serves as President of Setter within Thumbtack's organization, continuing to advance home management innovation.
Guillaume Laliberte
Guillaume Laliberte co-founded Setter alongside David Steckel in Toronto, helping build the platform from concept to a Sequoia-backed company with millions in funding.
Open Positions
Reddit Discussions
Key Differentiators
Emerging Innovator
Setter is an emerging player bringing innovative solutions to the Home Services market.
Frequently Asked Questions
Not So Random Others
Hey Telo
Hey Telo is a Berlin-based AI voice agent company building phone-answering and administrative automation specifically for Germany's 1 million+ independent craftsman businesses (Handwerksbetriebe) — HV
Chick-fil-A
Chick-fil-A is the largest US quick-service chicken restaurant chain, generating over $22 billion in annual system-wide sales from approximately 3,000 locations — more revenue per restaurant than any
yhangry
yhangry is a London-based marketplace connecting customers with 900+ private chefs for in-home dining experiences — enabling individuals, couples, and groups to book a professional chef who shops for
Brisk
Brisk is a functional beverage brand offering ready-to-drink iced tea and juice drinks, jointly owned by PepsiCo and Unilever under the Lipton brand partnership. Launched in the 1990s, Brisk positione
Altria
Altria Group, Inc. is a Richmond, Virginia-based tobacco and nicotine company — publicly traded on the New York Stock Exchange (NYSE: MO) as an S&P 500 Consumer Staples component — manufacturing and s
H&M (Hennes & Mauritz)
H&M Hennes & Mauritz is a Swedish multinational fashion retailer founded in 1947, operating brands including H&M, COS, & Other Stories, ARKET, and Weekday. The company runs approximately 4,100 stores
Compare Setter with Competitors
Side-by-side AI visibility scores, platform breakdown, and market position.
Claim This Profile
Are you from Setter? Claim your profile to see full AI mention excerpts, get weekly visibility change alerts, and optimize how AI systems describe your brand.
Claim Setter Profile →Track AI Visibility in Real Time
Monitor how ChatGPT, Gemini, Perplexity, and Claude mention Setter vs competitors. Get alerts when AI recommendations shift.
Start Free Tracking →