Our Story
Self-built. No Wall Street backing.
Honisto wasn't born in a boardroom. It was born from rejection, frustration, and the belief that small businesses deserve better.
Where It Started
It Started with a Painting Business
Franklin was a sophomore in college studying cybersecurity when his brothers started a painting business. They asked him to help — with the books and building an online presence.
He did the research. Tried Google, Yelp, every directory he could find. But here's the problem: when you're a new business with a tight budget, these platforms make it nearly impossible to be seen. You either pay for ads, pay for leads, or you don't exist. That's why Honisto was built to give small businesses a real chance to be found.
They didn't have money for a website. A directory listing was their only shot at a local presence. But those directories run so many ads, they bury you. Unless you pay, you're invisible — on Google, on Yelp, everywhere.
That's the problem Honisto was built to solve.
"Trying to build trust with customers when you don't have the funds to be seen — it's hard. We knew we weren't the only ones."
— Franklin, Founder
The Breaking Point
When Your Hard Work Gets Hidden
For months, they worked hard to get clients and earn reviews. It wasn't easy — every job mattered, and every five-star review felt like a win.
But some platforms have a habit of hiding reviews. They want you to pay for a premium listing just to show what your customers actually said about you. Learn more about the rating problem we're solving.
And it's not just reviews. Most platforms bundle tools together — invoicing, scheduling, menus, websites — and charge you for all of it, even if your business only needs two of those things. You end up overpaying for tools you'll never use because there's no other option.
"You know how hard you work to earn a five-star review? To have it hidden because you won't pay? It's not fair. One review makes a huge difference to a local business just starting out."
— Franklin, Founder
That frustration is exactly why Honisto was built the way it was. One decision from the start: the directory stays ad-free.
People can search and find what they want without business listings buried under ads. The goal is simple: help businesses get better, give them a platform they can actually start on, and grow together.
Why We Built Honisto
You're Not Alone
If you're a small business struggling to get seen, struggling to compete with bigger companies that can afford premium listings — we get it. We've been there.
That's why Honisto is ad-free. Your listing won't be buried. Your reviews won't be hidden behind paywalls. The hard work you put in to earn those five stars? It shows.
And we're not building another one-size-fits-all platform. The goal is to create tools that are dedicated to specific industries — because a painter doesn't need the same tools as a restaurant, and a barber doesn't run their business like a plumber. Your tools should fit the way you actually work.
We're not trying to change the industry — directories are established. But we want to make it better. For those small businesses. Those local businesses. Give them something they can actually get started on.
If you subscribe, we grow together. This isn't about extracting money — it's about building something together. See our simple pricing.
I would rather be broke because I failed over and over again trying something I believe in, than say I'm broke because I was too afraid to try.
— Franklin, Founder