Hearth
Founded 2016 · 193 employees on LinkedIn · 15 known investors
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Hearth provides digital payment and financing solutions for home improvement professionals, digitizing a sector that generates over $500 billion in annual revenue. The company offers customer financing, payment collection, and related fintech services to contractors and trade service providers.
Also known as GetHearth · Shogun Enterprises Inc.
Founders & leadership
Hearth was founded in 2016 by Anthony Ghosn and Joe Lonsdale.
Investors · 15
Also in the syndicate · 2
Funding
SEC filings, press & company announcements- Undisclosed amountSeries BMay 2021
Human Capital (lead), 8VC, Suro Capital
Source ↗
Source: company announcements and press reports — follow each round's link for the claim.
Company profile
researched Aug 2026Hearth, operated by Shogun Enterprises Inc., is a financial technology company serving residential home improvement professionals. Its platform combines consumer financing offers that contractors can extend to homeowners with sales and back-office software, including digital quotes and estimates, contracts, automated invoicing, payment collection and lead generation tools. The company also markets insurance products and other financial services to contractors as part of a single system built for the home improvement trades.
On the financing side, Hearth acts as a technology company licensed as a broker where required by state law; it does not accept credit applications, make loans or make credit decisions, with rates and terms provided by its lending partners (NMLS ID# 1628533). Contractors send a financing link to a homeowner, who submits a single prequalification application that can return offers from multiple lenders and receives a decision quickly; the contractor is paid once the job is complete. Hearth states that contractors pay no per-loan dealer fees and are not subject to underwriting or revenue requirements, and that prequalification uses soft credit pulls.
More recently Hearth has released Hearth 2.0 in successive phases, adding combined quotes and contracts with taxable line items, a HELOC financing option, and Harper, an AI assistant that answers contractor phone lines around the clock, follows up on financing applications, and handles social media and customer texting.
Business model
Hearth sells subscription memberships in tiers (including an Elite plan) to home improvement contractors, who use the platform for financing, quoting, contracts, invoicing and payments. Financing is offered to contractors at no cost and without per-loan dealer fees, with loans originated by third-party lending partners rather than by Hearth itself.
Contractor-paid membership plans for access to the software suite; loan products are supplied by lending partners, and Hearth is licensed as a broker where state law requires.
Traction
The company reports over 30,000 home improvement professionals using the platform and more than $1 billion in jobs funded cumulatively; other site copy cites a network of over 20,000 professionals across the United States and more than $500 million in jobs funded. Hearth cites a 17% increase in estimates closed and, from a 2020 customer survey, up to 30% larger ticket sizes for contractors offering financing.
Latest developments
Recent product work includes the phased rollout of Hearth 2.0 culminating in a combined business solution, the addition of a HELOC financing option, and Harper, an AI receptionist and follow-up assistant for contractors.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Hearth positions itself as bringing the home improvement industry, described on its site as generating over $500 billion in annual revenue, into the digital economy; earlier coverage of its Series B described the addressable industry as generating over $100 billion in annual revenue. The company reports more than 30,000 contractors using the platform and over $1 billion in jobs funded.
No dealer fees charged to contractors for offering financing, no underwriting or revenue requirements on the contractor, soft credit pulls for prequalification, a single homeowner application distributed to up to 14 lending partners, lending partner acceptance of FICO scores as low as 550, and loan amounts ranging from $1,000 to $250,000.
Technology
A web and mobile platform covering digital quoting and estimating, e-signed contracts, invoicing, payment collection and a financing application flow that routes a single homeowner prequalification to multiple lenders. Harper adds AI-based call answering, financing application follow-up and customer messaging.
Go-to-market
Direct sales with demo requests and phone-based sales and support, supported by customer case studies, an FAQ-driven website, a contractor mobile app, and self-serve signup that lets contractors begin sending financing links the same day.
Residential home improvement and contracting businesses, including HVAC, plumbing, roofing, landscaping, pools, siding, flooring and fencing trades, and their homeowner customers who need project financing.
Geography
United States, with contractors described as operating nationwide; the company's Series B announcement identified it as Austin, Texas-based, and its published contact number is a 512 area code.
History
The website carries a 2016-2026 copyright for Shogun Enterprises Inc., which owns the Hearth trademark. By 2021 the company had raised approximately $28 million from investors including 8VC, Founders Fund and Goldcrest Capital, and in May 2021 announced a $23 million Series B led by Human Capital. Product releases followed with Hearth 2.0 and its subsequent phases, a HELOC financing option and the Harper AI assistant.
Risks & controversies
Hearth's financing depends on third-party lending partners that set rates, terms and credit decisions, and the company operates under state broker licensing requirements (NMLS ID# 1628533); several performance figures cited publicly derive from internal company data and a 2020 customer survey, and the site presents inconsistent scale figures (30,000+ professionals and $1B+ funded in one section versus 20,000+ professionals and $500M+ funded in another).
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Founder mafia
2 people who came through Hearth went on to found or lead other companies.
Competitors · 6
by search overlap
Companies competing with Hearth for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 4
launches, deals, and filingsHearth offers Harper, an AI tool for contractors that answers phone calls 24/7, follows up on financing applications, and can manage social media and customer texts.
Hearth announced a new HELOC option for its financing product, described as offering better rates and supporting larger jobs.
Hearth introduced Hearth 2.0, followed by Phase 2 adding combined quotes, contracts and taxable line items, and Phase 3 positioned as a complete business solution.
Hearth, an Austin, Texas-based financial technology platform for home improvement professionals, announced $23 million in Series B funding led by Human Capital, with participation from 8VC, Suro Capital, Jay Levine, Barry Sternlicht and The Chainsmokers. The company had previously raised $28 million from investors including 8VC, Founders Fund and Goldcrest Capital.
$23M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Hearthgethearth.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Hearth do?
- Hearth is a fintech platform giving home improvement contractors customer financing, quoting, contracts, invoicing and payment tools.
- Who founded Hearth?
- Hearth was founded by Anthony Ghosn, Joe Lonsdale in 2016.
- Who are Hearth's investors?
- Hearth's investors include 8VC, AAF Management Ltd., Ethos VC, Human Capital, MaC Venture Capital, Mantis Capital, 10x Founders, Behind Genius Ventures and 5 more.