Modernize
Modernize is a US home improvement lead generation marketplace connecting residential homeowners with vetted contractors across 25+ project categories, monetizing via lead fees, recurring marketplace subscriptions, and an integrated financing product (360 Finance).
- Company typePrivate
- Founded2005
- HeadquartersAustin, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Modernize does
Modernize is a home improvement lead generation marketplace operating as a wholly-owned brand under QuinStreet PL, Inc., headquartered at 100 Congress Ave, Ste 450, Austin, Texas. The platform connects residential homeowners seeking home improvement services with vetted contractors across more than 25 categories including roofing, windows, siding, HVAC, plumbing, decks, solar, fencing, foundations, garage doors, generators, gutters, hot tubs, and accessibility modifications. Demand-side acquisition is content-led, anchored on an extensive library of project guides, cost calculators, interactive quizzes, and a Review Hub; supply-side acquisition relies on a dedicated contractor partner portal supported by a sales team that onboards SMB trade professionals into Calls, Leads, or Branded Programs.
The product surface comprises three monetized layers. First, Lead Generation, in which contractors are charged per qualified homeowner connection on a marketplace commission basis. Second, Marketplace Solutions, a recurring offering that bundles phone-based Calls, form-based Leads, and white-label Branded Programs for contractors. Third, 360 Finance, an integrated financing product that enables contractors to offer homeowners instant credit on the platform and generates transaction-based revenue. On top of this sits HomeBuddy AI, a conversational assistant branded as HomeBuddy AI by Modernize that helps homeowners scope projects, estimate costs, decide between repair and replacement, and pre-vet contractors.
Modernize serves two primary customer segments: long-tail residential homeowners (consumers) on the demand side, and SMB home improvement contractors on the supply side who pay for lead acquisition and marketplace services. Pricing is quote-based and not publicly disclosed; billing cadence is monthly. The company is BBB Accredited, was ranked among the top 7 contractor lead generation platforms in 2026 alongside Phone Staffer, Google Local Services Ads, Angi for Pros, Thumbtack for Pros, CraftJack, and Networx, and operates exclusively in the United States.
Modernize firmographics
Firmographics- Name
- Modernize
- Legal name
- QuinStreet PL, Inc.
- Website
- https://modernize.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Modernize is a US home improvement lead generation marketplace connecting residential homeowners with vetted contractors across 25+ project categories, monetizing via lead fees, recurring marketplace subscriptions, and an integrated financing product (360 Finance).
- Ownership category
- akta.pro rank
Modernize industry classification
Industry- Product category
- Home Improvement Marketplace
- NAICS
- Residential Remodelers (236118), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Computer Programming Services (7371), Services-Miscellaneous Repair Services (7600)
- akta.pro primary industry
- Pre-Sale / Move-In Whole-Home Refresh & Modernization (HSAPAEAJ)
- akta.pro secondary industries
- Smart Home & Assistive Technology Integration (Voice, Sensors, Alerts) (HSAPANAI), Home Accessibility Assessment & Design (HSAPANAA)
Keywords
Where Modernize is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Modernize business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Lead Generation: Modernize generates leads for contractor partners and charges for qualified homeowner connections. Contractors pay for marketplace solutions including calls and leads.
- Marketplace Solutions: Provides contractors with branded programs, call generation, and lead delivery services for a fee.
- 360 Finance: Financing solutions for homeowners that enable contractors to close more deals. Likely generates referral fees or interest income.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Contractor marketplace solutions - pricing varies by service tier |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Modernize product offering
Product offeringCore offering
Modernize operates a two-sided home improvement marketplace that connects homeowners seeking renovation, repair, or home maintenance services with a network of vetted local contractors. The company monetizes the platform primarily through lead generation and marketplace solutions sold to contractors, while offering homeowners free tools including an AI project assistant, cost calculators, and review aggregation.
Product overview
Modernize operates as a lead generation and marketplace platform connecting homeowners with home improvement contractors. The core offering consists of the Marketplace Solutions platform (providing Calls, Leads, and Branded Programs for contractors) integrated with HomeBuddy AI, an AI-powered project assistant. Additional modules include 360 Finance for project financing, Cost Calculators for project estimation, and a Review Hub for brand comparison. The platform covers over 25 home improvement service categories including roofing, windows, siding, HVAC, decks, fencing, foundations, garage doors, generators, gutters, hot tubs, and solar. Homeowners can search for local contractors by specialty and request quotes through the platform.
Differentiator
Problem solved
Functional benefit
Brands
- HomeBuddy AI by Modernize: AI-powered home project assistant that helps homeowners with project cost estimation, contractor vetting, and material selection.
Products and services
- HomeBuddy AI An AI-driven conversational assistant that helps homeowners scope home improvement projects, obtain cost guidance, and connect with relevant contractors on the Modernize platform.
- Marketplace Solutions Subscription and pay-per-lead packages that deliver qualified homeowner project inquiries to vetted home improvement contractors operating in their service categories and geographies.
- 360 Finance A consumer financing offering that connects homeowners with home improvement loan options, helping them fund projects sourced through the Modernize marketplace.
- Cost Calculators Interactive cost estimation tools that provide homeowners with category-specific price ranges for common home improvement projects such as roofing, windows, HVAC, and solar.
- Review Hub Aggregated contractor reviews and ratings that help homeowners evaluate service providers surfaced through the Modernize marketplace.
- Contractor Near Me Search A location-based search tool that allows homeowners to identify and request quotes from vetted Modernize contractors serving their zip code and project category.
Quantifiable outcome
- Modernize ranked as one of the top 7 lead generation platforms for contractors in 2026
Companies that use Modernize
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Modernize technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Modernize partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- QuinStreet PL, Inc.parent companyModernize is owned and operated by QuinStreet PL, Inc., a performance marketing company. QuinStreet provides the infrastructure, technology, and resources supporting Modernize's marketplace operations.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Modernize competitors and assessment
Company assessmentBroad incumbents
- Google Local Services Ads: Google's Local Services Ads is a pay-per-lead product that places screened home-services pros at the top of search results. Functions as both a competing lead source for contractors and a threat to organic traffic that Modernize relies on.
- Yelp: Yelp's home-services category surfaces local pros, collects reviews, and sells advertising and request-a-quote leads. Competes for both homeowner attention and contractor marketing budgets across the same verticals.
Direct peers
- Houzz: Houzz combines a home-design content platform with a pro marketplace for remodeling and renovation services. Overlaps with Modernize on the homeowner research and contractor-matching journey for renovation and home improvement.
- Thumbtack: Thumbtack runs a two-sided marketplace where homeowners submit project requests and pros pay for matched leads across 1,000+ categories including the same home improvement verticals Modernize serves. Closest direct competitor by business model and target audience.
- Angi: Angi (formerly Angie's List/HomeAdvisor, owned by IAC) operates one of the largest home-services marketplaces in the US, connecting homeowners with local pros via leads, bookings, and payments. Directly comparable in core marketplace model, customer segment, and contractor monetization.
- CraftJack: CraftJack is a lead-generation company for home improvement contractors, selling exclusive and shared leads across the same verticals as Modernize. Explicitly named alongside Modernize in the 2026 top-7 ranking.
- HomeAdvisor: HomeAdvisor (now under Angi Inc.) is one of the legacy lead-gen platforms for home improvement, offering pre-screened leads to pros across roofing, HVAC, windows, and similar categories that Modernize covers.
- Networx: Networx operates a contractor-matching network for home services, generating leads for pros across remodeling and repair categories. Also named alongside Modernize in the 2026 top-7 lead-gen ranking.
Emerging players
- Porch: Porch operates a home services marketplace connecting homeowners with pros and offers Porch Group insurance and software products. Comparable marketplace motion and category coverage, though smaller in scale than Modernize.
- BuildZoom: BuildZoom focuses on matching homeowners with general contractors for larger remodeling and addition projects. Comparable marketplace model with a narrower (larger-project) niche.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Modernize social profiles
Digital presenceModernize financial estimates
Financial estimateRevenue estimate
Valuation estimate
Modernize leadership team
Management profileNumber of profiles
Profiles2 records
Modernize funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Modernize M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Modernize
What does Modernize do?
Modernize operates a two-sided home improvement marketplace that connects homeowners seeking renovation, repair, or home maintenance services with a network of vetted local contractors. The company monetizes the platform primarily through lead generation and marketplace solutions sold to contractors, while offering homeowners free tools including an AI project assistant, cost calculators, and review aggregation.
Is Modernize a public or private company?
Modernize is a private company. It is classified as corporate owned and is currently operating.
When was Modernize founded?
Modernize was founded in 2005. It employs 51 to 100 people.
Where is Modernize based?
Modernize is headquartered in Austin, United States, in the North America region.
How does Modernize make money?
Three revenue lines are on record. Lead Generation is the primary driver. The others are marketplace Solutions and 360 Finance.
Who are Modernize's main competitors?
Broad incumbents on record are Google Local Services Ads and Yelp. Direct peers are Houzz, Thumbtack, Angi, CraftJack, HomeAdvisor and Networx. Emerging players are Porch and BuildZoom.
Does Modernize have an API?
No public API is recorded for Modernize.
What industry is Modernize in?
Modernize's product category is Home Improvement Marketplace. Its primary akta.pro industry code is HSAPAEAJ, Pre-Sale / Move-In Whole-Home Refresh & Modernization, with a secondary code of HSAPANAI, Smart Home & Assistive Technology Integration (Voice, Sensors, Alerts). Its NAICS code is 236118 and its SIC code is 7371.