# Setter

**Source:** https://geo.sig.ai/brands/setter  
**Vertical:** Home Services  
**Subcategory:** General  
**Tier:** Emerging  
**Website:** setter.com  
**Last Updated:** 2026-04-14

## Summary

Toronto digital home maintenance concierge acquired by Thumbtack Dec 2020; raised $20M (Sequoia/NFX Series A 2018) connecting homeowners to vendors with full coordination competing with Angi for home maintenance management.

## Company Overview

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.

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.

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.

## Frequently Asked Questions

### What was Setter?
Setter was a digital home management platform that provided concierge-based home maintenance services through a mobile app. Users could describe their needs and a dedicated concierge would handle finding vendors, scheduling, and quality assurance.

### Who founded Setter?
Setter was founded in 2016 by David Steckel and Guillaume Laliberte in Toronto, Canada.

### Is Setter still operating independently?
No, Setter was acquired by Thumbtack in December 2020. The platform's capabilities have been integrated into Thumbtack's service professional marketplace.

### How much funding did Setter raise?
Setter raised approximately $20 million in total funding, including a $2 million seed round and a $10 million Series A led by Sequoia Capital and NFX.

### What made Setter different from other home service apps?
Unlike traditional marketplaces, Setter used a concierge model where dedicated professionals handled the entire process of finding, vetting, and managing vendors for homeowners.

### Who invested in Setter?
Setter's investors included Sequoia Capital, NFX, DAG, and Hustle Fund, with the Series A co-led by Sequoia and NFX.

### What happened to Setter after the Thumbtack acquisition?
After the acquisition, co-founder David Steckel became President of Setter within Thumbtack, and the platform's home management capabilities were integrated to enhance Thumbtack's offerings.

### Where was Setter headquartered?
Setter was headquartered in Toronto, Canada.

### Why did NFX invest in Setter?
NFX invested in Setter because of its strong network effects - better service quality attracted more customers, which in turn attracted better service providers, creating a virtuous cycle.

### What services did Setter provide?
Setter provided comprehensive home maintenance services including repairs, maintenance scheduling, home checkups, vendor sourcing, and quality oversight - all managed by a personal concierge.

## Tags

b2c, marketplace, services, proptech

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*Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*