Described herein is technology for, among other things, exchanging value between a service buyer and a service provider. The technology involves establishing a virtual funds account associated with the service buyer. A request for services is received from the service buyer, which includes an amount that the service buyer is willing to pay for the services. An indication that the service provider will perform the services for the service buyer is received, and a hold is placed in the buyer's virtual funds account on an amount of virtual funds corresponding to the amount that the service buyer is willing to pay for the services.