Are Online Marketplaces the Right Way to Hire an Arborist?

Hiring a tree care professional is an investment in your property’s safety, value, and Toronto’s urban canopy. But if you’re using HomeStars to find an arborist, you might be taking a risk without realizing it.

Many homeowners assume service marketplaces connect them with vetted professionals, but the truth is that HomeStars does not verify training, insurance, or even if a business is real.

Here’s why that matters and what to do instead when hiring a professional arborist in Toronto.

The HomeStars Quote Experience: A Homeowner’s Story

A Toronto homeowner recently reached out to us for a tree service estimate. When we followed up, her immediate response was:

“Why are you calling? How did you get my number?”

She had also submitted a request through HomeStars, expecting three to five estimates. Instead, she was bombarded with calls and unannounced visits from companies she’d never heard of. Some contractors showed up without calling ahead, inspecting her trees before she had even spoken to them.

Her experience with HomeStars left her frustrated because:

✔ She lost control over the hiring process
✔ She was overwhelmed by aggressive sales tactics
✔ Unfamiliar companies showed up at her home without notice

Instead of making an informed decision, she was scrambling to filter out unsolicited offers.

What is HomeStars? A Lead Marketplace—Not a Tree Care Provider

Many homeowners don’t realize that HomeStars is not a tree service company. It’s a lead-generation platform that collects homeowner requests and sells them to multiple contractors.

Here’s how it works:

    1. A homeowner submits a request for tree care services.
    2. Multiple businesses buy the lead and start contacting the homeowner.
    3. HomeStars profits from selling the lead but does not verify business quality, insurance, or credentials.

Many people assume HomeStars pre-screens companies, but in reality, any business can pay to get leads from the platform.

special equipment company trucks

Does HomeStars Verify Arborist Certifications? No.

HomeStars does not require arborists to have any formal credentials, certifications, or industry-recognized qualifications. Yet, they claim:

HomeStars Verified: “When a home service pro earns a Verified badge, it means that we’ve investigated what matters most to you.”

At first glance, this sounds like a thorough process. They mention criminal record checks, credit checks, HST registration, and professional licensing. But what does “professional licensing” really mean?

A Closer Look at “Professional Licensing”

HomeStars states:

“Expect a job well done from a pro that has all of the required trade certification.”

This suggests that HomeStars verifies industry qualifications—but in reality, most trades in Ontario do not require a license.

      • Ontario has over 140 skilled trades, but only a few—such as electricians, plumbers, and gas technicians—are restricted trades that legally require a license.
      • Arboriculture is an unrestricted trade, meaning there is no government licensing system for arborists (Learn more about arborist licensing here).
      • Regulated trades that do require a license—such as electrical work—already have official government databases like Skilled Trades Ontario and the Electrical Safety Authority.

For tree care professionals, the real industry-recognized credentials include:

    • ISA Certified Arborist – Requires at least three years of experience and passing a comprehensive exam. Certification must be renewed every five years through continuing education.
    • Ontario Qualifed Arborist  (Journeyperson) – Requires 6,000+ hours of supervised apprenticeship training, completion of an approved arboriculture program, and passing a government certification exam.

HomeStars does not verify either of these. Instead, they leave it up to homeowners to verify credentials on their own—something many people assume has already been done.

Does HomeStars Verify Liability Insurance or WSIB? No.

Why Liability Insurance Matters

A tree care company should carry comprehensive liability insurance to cover property damage or injury. If a worker drops a limb on your roof, hits power lines, or damages your neighbor’s property, insurance covers the costs. If the company you hire doesn’t have it, your insurance will be used.

    • Without insurance, the financial risk falls on the homeowner.
    • Many uncertified operators avoid insurance to cut costs, leaving you unprotected.
    • A certified, professional arborist should always provide proof of liability coverage (Learn more about whyarborists need insurance).

WSIB (Workplace Safety and Insurance Board) Coverage

If a worker gets injured on your property, WSIB ensures they receive medical care and wage replacement—without suing the homeowner or company.

    • Tree work is one of the most dangerous jobs in Canada. Falls, chainsaw injuries, and struck-by incidents are common causes of serious injury or death.
    • If an uninsured worker is hurt on your property, you could be liable for their medical costs.
    • Many “budget” tree companies cut corners by skipping WSIB 

What HomeStars Doesn’t Disclose

If you read the fine print on the HomeStars Verified webpage, you’ll find that HomeStars explicitly states that they do not take responsibility for the accuracy or truth of any verified contractor’s credentials.

This means a company advertising tree services on HomeStars could have:

    • No liability insurance, leaving homeowners financially exposed.
    • No WSIB coverage, putting workers and clients at risk.
    • No proof of training in tree care, safety, or compliance.

By contrast, a professional tree care company should provide:

    • Valid liability insurance to cover property damage and accidents.
    • WSIB coverage for worker protection, ensuring safety on the job.
    • Documented industry certifications that prove professional expertise.

HomeStars claims to verify “what matters most” to homeowners. Yet, credentials, experience, and insurance—the actual indicators of quality and safety—are not part of their vetting process.

Why This Matters

Hiring an arborist without verifying these critical qualifications could mean putting your property, your safety, and your finances at risk.

🚨 Before hiring any tree care provider, always ask for proof of certification, experience and insurance. Don’t assume HomeStars has done it for you.

Why We Don’t Use HomeStars—And Never Will

At Vista Tree Management, we refuse to participate in a pay-to-play system that misleads homeowners and lowers industry standards. We care about Toronto and we care about trees. This lead generator / home service marketplace model does not. 

Many of the “top-rated” tree companies on HomeStars are uncertified operators. Some lack proper insurance or rely on subcontractors instead of trained teams.

We maintain a basic profile on HomeStars only to prevent misuse of our name, but we have never paid for or accepted leads from them and never will.

If a company is reliable and experienced, it doesn’t need to depend on HomeStars to find work.

How to Hire a Qualified Arborist Without HomeStars

Instead of relying on a lead-generation platform, take control of the process yourself. Here is a quick checklist to help. You can also consult our more comprehensive guide and infographic on how to find a reliable arborist.

    • Check Google Business Profiles & Reviews
    • Verify certifications & insurance 
    • Work with a reputable, local company 

Final Thought: Protect Your Trees, Property, and Safety

Tree care isn’t just another home service—it affects safety, property value, and the health of Toronto’s urban canopy. Choosing the right professionals matters.

Many homeowners trust HomeStars, believing it guarantees high-quality, insured professionals. HomeStars presents itself as a trusted marketplace, but at its core, it’s a pay-to-play lead seller with little to no accountability.

Need expert tree care from certified arborists? Visit our homepage or contact us for a free estimate from a certified arborist.