HomePro
HomePro is a Japanese online marketplace, founded in 2001 and owned by Recruit Group, that anonymously matches residential homeowners with a nationwide network of approximately 1,100 pre-screened renovation companies, monetizing through introduction fees paid by member contractors.
- Company typePrivate
- Founded2001
- HeadquartersTokyo, Japan
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What HomePro does
HomePro (ホームプロ) is a Japanese online marketplace that connects residential homeowners with pre-screened renovation contractors. Founded in February 2001 and headquartered in Tokyo, it operates as Japan's first dedicated renovation company introduction site, serving individual consumers across all 47 prefectures through its website (homepro.jp) and smartphone-optimized mobile interface. The platform is a wholly-owned subsidiary of Recruit Holdings Co., Ltd. (株式会社リクルート) and currently maintains a network of approximately 1,100 vetted member renovation companies with a cumulative registered user base exceeding 1.1 million members.
The core product is an anonymous matching engine: homeowners register their renovation needs (kitchen, bathroom, exterior, interior, full-home, barrier-free, elderly care, earthquake reinforcement, etc.) without disclosing personal data, and the platform introduces multiple suitable member companies. Users then compare company profiles, browse 110,000+ documented project examples, read 90,000+ verified homeowner reviews, and conduct direct negotiations through an authenticated member page. Supporting features include a cost estimation simulator, "7 Laws of Successful Renovation" guidance content, a free completion guarantee (covering refund and contractor substitution if a contractor fails), an Orico-branded remodeling loan product, and post-renovation repair support.
The business model is a two-sided marketplace monetized entirely on the supply side. Homeowners access the service free of charge; revenue is generated through transaction-based introduction fees paid by member renovation companies for qualified homeowner leads. The platform does not perform renovation work itself and earns no commission on construction contracts. Marketing is content-driven, relying on SEO-optimized cost guides, expertise articles, email newsletters, and earned media (300+ appearances on NHK and major newspapers since inception). Recruit Group provides corporate infrastructure and cross-promotion through its SUUMO real estate portal, with which HomePro has been integrated since May 2011.
HomePro firmographics
Firmographics- Name
- HomePro
- Legal name
- 株式会社ホームプロ
- Website
- https://homepro.jp
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HomePro is a Japanese online marketplace, founded in 2001 and owned by Recruit Group, that anonymously matches residential homeowners with a nationwide network of approximately 1,100 pre-screened renovation companies, monetizing through introduction fees paid by member contractors.
- Ownership category
- akta.pro rank
HomePro industry classification
Industry- Product category
- Home Renovation Marketplace
- NAICS
- Residential Remodelers (236118), Residential Building Construction (2361)
- SIC
- Services-To Dwellings & Other Buildings (7340), Services-Miscellaneous Repair Services (7600)
- akta.pro primary industry
- Whole-Home Interior Renovation (Non-Structural) (HSAPAEAC)
Keywords
Where HomePro is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
HomePro business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Company introduction fees: Revenue is generated from member renovation companies who pay for introductions to homeowners. The platform acts as an intermediary, providing qualified leads to pre-screened renovation contractors across Japan.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Free for homeowners, fee-based for renovation companies |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
HomePro product offering
Product offeringCore offering
HomePro is Japan's first renovation company introduction (matching) platform, launched in 2001. It connects individual homeowners nationwide with pre-screened renovation companies, allowing users to anonymously request introductions, compare multiple contractors based on profiles, reviews, pricing, and past project examples, and then negotiate directly with chosen firms. The service is free for homeowners; member renovation companies pay for qualified introductions.
Product overview
ホームプロ is Japan's first and largest reform company matching platform, operating as a core platform connecting homeowners with pre-screened renovation companies. The platform consists of the main matching service (ホームプロ), member-exclusive guidance resources (成功リフォーム7つの法則), cost estimation tools (費用相場シミュレーター), and value-added services including construction guarantees (ホームプロ安心工事完成保証), loan partnerships (オリコWebリフォームローン), and call handling services for member companies.
Differentiator
Problem solved
Functional benefit
Products and services
- HomePro Renovation Company Matching Service Core matching platform that allows homeowners to anonymously register renovation needs, receive introductions to multiple pre-screened member renovation companies, compare company profiles/reviews/project examples, and negotiate directly. Free for homeowners; member companies pay introduction fees.
- HomePro Safe Construction Completion Guarantee (ホームプロ安心工事完成保証) Free-of-charge guarantee that refunds homeowners and arranges an alternative contractor if the engaged member renovation company goes bankrupt during construction.
- Orico Web Renovation Loan (オリコWebリフォームローン) Financing option offered in cooperation with consumer finance provider Orico, enabling homeowners using the HomePro platform to obtain renovation loans.
- HomePro Safe Repair Support (ホームプロあんしん修理サポート) Post-renovation maintenance and repair support service that helps homeowners handle repairs after the initial renovation work is completed.
- Phone Reception Agency Service for Member Companies (加盟店向け電話受代行サービス) Outsourced phone reception service provided by HomePro to member renovation companies, handling inbound calls on behalf of the contractor when staff are not available.
- HomePro iPhone Mobile Site Smartphone-optimized version of the HomePro platform enabling homeowners to access the matching service and track ongoing renovation company negotiations from mobile devices.
Quantifiable outcome
- 90%以上 user satisfaction rate
- +1 more outcomes
Companies that use HomePro
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
HomePro technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HomePro partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- TOTOminorHomePro collaborated with TOTO on promotional campaigns. TOTO is a major Japanese manufacturer of bathroom fixtures and kitchen equipment.
- LIXILminorHomePro partnered with LIXIL on an interest-free remodeling loan campaign. LIXIL is a major Japanese building materials and housing equipment manufacturer.
- Panasonic (パナソニック)minorPanasonic is listed as a major home equipment brand available through HomePro member companies. Panasonic produces kitchen equipment, bathroom fixtures, and home appliances.
- Takara Standard (タカラスタンダード)minorTakara Standard is a major Japanese manufacturer of system kitchens and bathroom products, mentioned as a brand available through member companies.
- Cleanup (クリナップ)minorCleanup is a major Japanese kitchen equipment manufacturer, listed as a brand option available through HomePro member renovation companies.
- Recruit Group (リクルートグループ)coreHomePro is operated by Recruit Group as part of their lifestyle services portfolio. Recruit Group provides corporate oversight, infrastructure, and cross-promotional opportunities within the Recruit ecosystem.
- TOKYO ELECTRIC POWER (東京電力)minorIn March 2016, HomePro began providing renovation company introduction services through Tokyo Electric Power's lifestyle membership service 'TEPCO Hikari Koden' (くらしTEPCO).
- ORICO (オリコ)minorHomePro offers ORICO Web Remodeling Loan as a financing option for homeowners using the platform.
- SUUMO (スーモ)coreSince May 2011, HomePro has provided content and service integration for Recruit's real estate and housing site SUUMO. HomePro is co-branded in certain contexts.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
HomePro competitors and assessment
Company assessmentBroad incumbents
- Thumbtack: US home services marketplace with a similar two-sided model where professionals pay for introductions to homeowners. Covers renovation among many other home service categories; comparable marketplace mechanics but with a much broader service taxonomy than HomePro.
- Angi (formerly Angie's List): US-listed home services marketplace connecting homeowners with pre-screened contractors across multiple categories including renovation, plumbing, and HVAC. Comparable marketplace/lead-generation model but broader service scope and different geographic market.
- Houzz: Global home renovation and design platform offering contractor directories, project galleries, design inspiration, and marketplace tools. Broader in scope than HomePro (includes new construction and design), but the contractor matching and renovation project discovery functionality is directly analogous.
Direct peers
- Townlife (タウンライフ): Operates a renovation comparison service (Reform Plan Comparison / リフォームプラン比較) that matches homeowners with multiple renovation companies. Comparable two-sided marketplace model targeting the same Japanese homeowner segment.
- Sweeten: US-based renovation marketplace that matches homeowners with vetted general contractors, including personalized matching, project galleries, and reviews. Highly comparable product experience and value proposition, though geographically limited to the US.
- ReShop Navi (リショップナビ): Japan's leading direct competitor. A renovation company matching/marketplace platform that connects homeowners with local renovation contractors across Japan, using a similar introduction-based revenue model and competing head-to-head for SEO, contractor signups, and homeowner leads.
- Hapisumu (ハピすむ): Japanese renovation matching platform serving the same homeowner-to-contractor use case as HomePro, with cost guides, contractor profiles, and review-based selection. Directly comparable in product offering, target audience, and Japanese geographic focus.
- Reform Hikaku Pro (リフォーム比較プロ): Japanese renovation company comparison/matching platform offering anonymous consultation, contractor matching, and price comparison. Directly comparable GTM motion, revenue model, and customer segment to HomePro.
Others
- SUUMO: Recruit's flagship real estate portal and HomePro's sister platform within the Recruit Group. SUUMO drives top-of-funnel home search traffic that funnels into HomePro's renovation matching. Sister-company ecosystem relationship rather than a direct competitor.
- LIXIL Remodel Club: Manufacturer-led renovation contractor network operated by LIXIL, one of Japan's largest housing equipment makers. Represents the alternative manufacturer-direct introduction channel that competes with HomePro's marketplace approach for the same homeowner demand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
HomePro social profiles
Digital presenceHomePro financial estimates
Financial estimateRevenue estimate
Valuation estimate
HomePro leadership team
Management profileNumber of profiles
Profiles1 record
HomePro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HomePro 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 HomePro
What does HomePro do?
HomePro is Japan's first renovation company introduction (matching) platform, launched in 2001. It connects individual homeowners nationwide with pre-screened renovation companies, allowing users to anonymously request introductions, compare multiple contractors based on profiles, reviews, pricing, and past project examples, and then negotiate directly with chosen firms. The service is free for homeowners; member renovation companies pay for qualified introductions.
Is HomePro a public or private company?
HomePro is a private company. It is classified as corporate owned and is currently operating.
When was HomePro founded?
HomePro was founded in 2001. It employs 11 to 50 people.
Where is HomePro based?
HomePro is headquartered in Tokyo, Japan, in the Asia region.
How does HomePro make money?
One revenue line is on record: company introduction fees.
Who are HomePro's main competitors?
Broad incumbents on record are Thumbtack, Angi (formerly Angie's List) and Houzz. Direct peers are Townlife (タウンライフ), Sweeten, ReShop Navi (リショップナビ), Hapisumu (ハピすむ) and Reform Hikaku Pro (リフォーム比較プロ). Others are SUUMO and LIXIL Remodel Club.
Does HomePro have an API?
No public API is recorded for HomePro.
What industry is HomePro in?
HomePro's product category is Home Renovation Marketplace. Its primary akta.pro industry code is HSAPAEAC, Whole-Home Interior Renovation (Non-Structural). Its NAICS code is 236118 and its SIC code is 7340.