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Homebase: The $180M SaaS for the Unseen Majority
How a scheduling tool for hourly workers quietly scaled to 100K businesses
While Silicon Valley chases AI unicorns, Homebase quietly built a $180M revenue engine managing the clock-ins and clock-outs of 100,000 small businesses. They aren't selling to enterprise; they are the operating system for the shift.
"Homebase isn't fighting for the C-suite's attention; they are owning the time clock."
The 'Underserved' Goldmine
Homebase targets the 100,000+ 'small but mighty' businesses often ignored by legacy enterprise software. Their 73% direct traffic share is telling—this isn't SEO play. It's a daily utility. Managers don't 'browse' Homebase; they live in it to schedule shifts and run payroll.
The 'Homebase' Moat
With 139,600 monthly searches for 'homebase' alone, they own the category name. However, the data reveals a massive gap in brand defense. Search volume for 'homebase' is 9x higher than 'homebase login' (14k). This suggests a massive top-of-funnel opportunity—or a leaky bucket where users struggle to find the entry point.
The company's tech stack (Vite, Tailwind, jQuery) suggests a pragmatic approach: fast iteration over bleeding-edge innovation. With 866 employees and $99M in funding, they are post-hype, focused on unit economics rather than vanity metrics. Their industry focus (Food & Drink) is specific, allowing them to build deep workflows that generic tools miss.
- Direct Traffic Dominance: 73% of traffic is direct, indicating high daily retention and brand stickiness.
- The 'Homebase' Keyword Gap: 139k monthly searches for the brand name vs. 14k for 'login' indicates a funnel that needs tightening.
- Niche Industry Focus: They don't try to be everything to everyone; they own the food and drink sector.
The Utility Play
Homebase proves that boring infrastructure for unsexy industries is the most defensible business model of all.
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All-in-one Employee Scheduling, Time Clocks, Payroll, & More | Homebase
100,000+ small (but mighty) businesses use Homebase to manage their hourly teams, with employee scheduling, time clocks, payroll, HR and more.
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Reviews (20)
Great company
Great company
Thanks for the 5 stars, Wyatt! We're proud to support hardworking teams like yours and honored to be part of your workday. Here's to making every shift smoother. Thank you for being the best part of Homebase !
Life is better with Homebase
Life is better with Homebase. As a small business owner with limited time and a growing team, I’ve tried a number of tools to manage everything from scheduling to payroll, none have delivered quite like Homebase. It has become an indispensable part of our daily operation! THANK YOU Homebase 💛
Thank you so much for the incredible 5-star review, Christine! We’re truly honored to hear that Homebase has made life easier for you and your growing team — helping small business owners save time and simplify their day-to-day operations is exactly what drives us. Your kind words and trust mean the world to our team. Thank you for being the best part of Homebase 💜
Big fan of the payroll feature
As a small biz, Homebase has been great helping me save quite a bit of time and cost managing my employees. Big fan of the payroll feature as I find that to be the most tedious and they've done a great job building that. Quick to answer support as well which is always a plus.
Thank you so much for the 5-star review! We’re thrilled to hear that Homebase has helped your small business save time and costs, and that you’re a big fan of our payroll feature — we know how tedious payroll can be, so it’s wonderful to know it’s making things easier for you. We also love hearing that our support team has been quick to help when needed. Thank you for being the best part of Homebase 💜
User-friendly
User-friendly
Thank you so much for the 5-star review! We’re so happy to hear that you find Homebase user-friendly — making work simple and easy to manage is exactly what we strive for every day. Thank you for being the best part of Homebase 💜
As a non profit it is a low cost option…
As a non profit it is a low cost option in order to use a virtual time clock for our employees.
Thank you so much for the 5-star review! We’re so glad to hear that Homebase has been a low-cost and effective solution for your nonprofit’s virtual time clock needs — it means so much to know we’re helping your team save time and resources while focusing on the work that matters most. Thank you for being the best part of Homebase 💜
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About joinhomebase.com
100,000+ small (but mighty) businesses use Homebase to manage their hourly teams, with employee scheduling, time clocks, payroll, HR and more.
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joinhomebase.com uses 29 technologies across their website including Font Awesome, Okta, Webflow, and more.
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AWS CloudFront, Cloudflare, Vercel
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DoubleClick Floodlight, Microsoft Ads, LinkedIn Insight Tag, Google Ads +1 more
Traffic & Audience
joinhomebase.com receives approximately 3.8M monthly visitors and ranks #14,768 globally. The website has a bounce rate of 33% with visitors viewing an average of 5.2 pages per visit. Users spend an average of 5:42 on the site.
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