Checkatrade is a company within the Home Services Marketplace category. Checkatrade is a UK-based digital platform that connects consumers with vetted local tradespeople. Established to combat 'rogue traders,' the company subjects members to a multi-point vetting process and offers a guarantee on work booked through the site.
Checkatrade was founded in 1998 and is headquartered in Portsmouth, UK.
Checkatrade is rated Leader on the Optimly Brand Authority Index, a measure of how well AI models can accurately describe the brand. The exact score is locked for unclaimed profiles.
AI narrative accuracy for Checkatrade is Strong. Significant factual deltas detected.
AI models classify Checkatrade as a Challenger. AI names competitors first.
Checkatrade appeared in 7 of 8 sampled buyer-intent queries (88%). The brand is highly discoverable for consumer-facing queries but faces stiff competition from MyBuilder and Rated People on specific job-led queries (e.g. 'how much does a roof cost').
AI provides a highly reliable overview of the brand's core mission and historical facts. Discrepancies usually arise regarding the specific mechanics of their consumer guarantee or current membership tiers for tradespeople. Key gap: The specific details of the 'Checkatrade Guarantee' (amounts and terms) often lag in AI training data compared to recent policy updates on their website.
Of 6 key facts verified about Checkatrade, 5 are well-documented (likely accurate across AI models), 1 have limited sourcing, and 0 are retrieval-dependent and may be inaccurate without live search.
Real-time pricing for memberships and the exact number of active members are likely to be outdated in AI responses.
Buyers turn to Checkatrade for how to avoid rogue traders uk, Word of Mouth / Personal Recommendations: Using personal networks, social media groups (Facebook/Nextdoor), or physical noticeboards to find local tradespeople., Google Search (Organic): Finding tradespeople through standard search engine results without a vetting layer., among 4 documented problem areas.
Buyers evaluating Checkatrade typically ask AI models about "vetted electricians near me uk", "reliable plumbers London", "find a local builder uk", and 2 similar queries.
Checkatrade's core products are Online directory, tradesperson vetting services, consumer work guarantee..
Checkatrade uses Subscription for tradespeople; Free for consumers..
Checkatrade serves UK Homeowners and Local Tradespeople (Sole traders to SMEs).
Checkatrade The most recognized UK brand for tradesperson vetting, backed by a 12-point check system and a financial work guarantee.
Brand Authority Index (BAI) tier: Leader (exact score locked for unclaimed brands)
Archetype: Challenger
https://optimly.ai/brand/checkatrade
Last analyzed: April 10, 2026
Founded: 1998
Headquarters: Portsmouth, United Kingdom