HomePro

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.

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

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

• Renovation marketplace
• Home improvement matching
• Contractor referral platform
• Home renovation services
• Construction company directory

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor and core.

• TOTOminorGTM or Marketing PartnerHomePro collaborated with TOTO on promotional campaigns. TOTO is a major Japanese manufacturer of bathroom fixtures and kitchen equipment.
• LIXILminorGTM or Marketing PartnerHomePro 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)minorGTM or Marketing PartnerPanasonic 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)minorGTM or Marketing PartnerTakara 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)minorGTM or Marketing PartnerCleanup 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)coreOthersHomePro 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)minorGTM or Marketing PartnerIn 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)minorGTM or Marketing PartnerHomePro offers ORICO Web Remodeling Loan as a financing option for homeowners using the platform.
• SUUMO (スーモ)coreGTM or Marketing PartnerSince 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

Broad 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

• Xx.com/reform_homepro
• Facebookfacebook.com/homepro.co.jp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HomePro