ProScore White Paper

The complete methodology behind how ProScore evaluates 0+ Ontario contractors. Four pillars. 10+ data sources and 20+ trust signals. Zero pay-to-play.

Executive Summary

A New Standard for Contractor Evaluation

ProScore is the Verified Contractor Intelligence platform for Ontario. It analyzes 40,000+ verified reviews across 10+ data sources — Google Reviews, BBB, government licensing databases (ESA, TSSA, HCRA, WSIB, Skilled Trades Ontario), the Consumer Beware List, and additional major review platforms — using 20+ trust signals to produce a single proprietary trust score from 0 to 100.

No single review platform tells the complete story. A plumber with 4.8 stars on Google might carry an F rating with the BBB. A roofer with no Google presence might have dozens of five-star reviews on another platform. ProScore aggregates all available data, verifies government credentials directly, and applies AI-powered sentiment analysis to deliver the most comprehensive contractor evaluation available in Canada.

This white paper describes every factor that influences the ProScore, the data sources it draws from, and the principles that govern how scores are calculated and maintained. The methodology is transparent. The implementation is proprietary.

Live Platform Data

ProScore by the Numbers

Providers Scored

Average ProScore

Elite-Tier Providers

WSIB Verified

Tier Distribution

ELITE80-100

0(0%)

TRUSTED65-79

0(0%)

GOOD50-64

0(0%)

BASIC30-49

0(0%)

CAUTION0-29

0(0%)

Scoring Framework

Four Pillars of Evaluation

Every ProScore is built from four independent pillars. Each measures a different dimension of trustworthiness, combined using a proprietary weighting model that we continuously refine based on real-world customer outcomes. The specific algorithm weightings are proprietary and continuously refined based on market feedback and data analysis.

Reputation

Verification

Transparency

Sentiment

Reputation

Multi-platform rating aggregation across 10+ data sources.

Ratings from multiple independent platforms are aggregated into a weighted composite. Platforms with more reviews carry proportionally more weight, ensuring statistical significance.

Full star distributions are analyzed rather than simple averages. A natural spread indicates authentic feedback, while statistically unusual patterns are flagged for further review.

Cross-platform consistency serves as a corroboration signal. Providers rated consistently across all sources demonstrate reliability. Significant divergence raises questions worth investigating.

Owner response rates and quality contribute to the reputation picture, indicating accountability and engagement.

Verification

Government license databases, WSIB, contact verification.

Every provider is cross-referenced against Ontario regulatory databases: ESA/ECRA for electricians, TSSA for gas fitters and HVAC technicians, HCRA for home builders. These are verified at the source, not self-reported.

WSIB registration is verified independently. This protects homeowners from personal liability if a worker is injured on their property.

Consumer Beware List checks identify providers with enforcement actions. Skilled Trades Ontario registration is verified for applicable trades.

Scoring is category-aware: a plumber is not penalized for missing an electrical license. Each trade is evaluated against the credentials relevant to that specific category.

Transparency

Platform presence, profile completeness, verifiable information.

Providers present on multiple independent review platforms demonstrate greater accountability than those on a single platform.

Profile completeness is evaluated: photos, contact information, business descriptions, and review history indicate a provider who invests in their public reputation.

The more independently verifiable data points available, the higher the confidence in the final score. Transparency rewards openness.

Sentiment

AI-powered NLP analysis of review text across six quality dimensions.

Star ratings indicate satisfaction but do not explain why. ProScore reads every verified review and evaluates providers across six dimensions: Quality of Work, Communication, Professionalism, Value, Reliability, and Expertise.

Providers with more detailed reviews and higher confidence scores earn more credit. Weaknesses identified consistently across multiple reviews reduce the score proportionally.

Dimension coverage rewards breadth of positive feedback. A provider praised for both craftsmanship and communication scores higher than one praised only for price.

Data Integrity

Verified Data Sources

ProScore aggregates data from 10+ verified sources. Every data point is independently verifiable. No data is self-reported by providers.

Google Reviews

Star ratings, full review text, owner responses, verification status

Better Business Bureau (BBB)

Letter grades, accreditation, complaint history, dispute resolution

WSIB

Workplace Safety and Insurance Board registration verification

ESA / ECRA

Electrical Safety Authority licensing for Ontario electricians

TSSA

Technical Standards and Safety Authority certification for gas/HVAC

HCRA

Home Construction Regulatory Authority licensing for builders

Consumer Beware List

Ontario government enforcement actions and complaints

Skilled Trades Ontario

Provincial trades registration and certification

AI Sentiment Analysis

Proprietary NLP model across six quality dimensions

Additional major review platforms

Ratings and review text from additional verified industry platforms

Our Commitments

Scoring Principles

No pay-to-playProviders cannot pay to improve their ProScore. Advertising and scoring are completely separate systems. This wall is absolute and permanent.

Category-aware normalizationA plumber is scored against plumber benchmarks. An electrician against electrician benchmarks. Category-specific normalization ensures fair comparisons within each trade.

All reviews, not just the good onesEvery review across every platform is analyzed. Cherry-picking positive reviews would defeat the purpose of the entire system.

Proprietary but principledThe exact formula is proprietary, like a credit score, but every factor that influences it is described publicly. The methodology is transparent; the implementation is protected.

Continuously refinedThe model is refined as more data is collected and as we learn which signals best predict real customer outcomes. Updates are applied across all providers simultaneously.

Government-verified, not self-reportedLicensing and credential data comes directly from Ontario regulatory databases. Providers cannot claim credentials they do not hold.

Explore the Full Methodology

See the full methodology page with interactive examples, score tiers, AI sentiment dimensions, red flag detection, and frequently asked questions.

Full Methodology See Scores in Action

ProScore · Scores recomputed regularly · Algorithm continuously refined · 10+ data sources