HomeAdvisor
HomeAdvisor is a two-sided digital marketplace connecting homeowners with pre-screened local service professionals across 50+ categories. A subsidiary of publicly traded Angi Inc. (formed via the 2017 HomeAdvisor–Angie's List merger), it monetizes via lead-generation fees and subscriptions paid by service professionals, with international operations in five European countries.
- Company typePublic
- Founded1998
- HeadquartersDenver, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What HomeAdvisor does
HomeAdvisor is a two-sided digital marketplace, headquartered in Denver, Colorado, that connects homeowners seeking repair, maintenance, and improvement services with pre-screened local service professionals across more than 50 categories including plumbing, electrical, HVAC, roofing, cleaning, and remodeling. Originally founded as ServiceMagic in 1998 and rebranded to HomeAdvisor before merging with Angie's List in 2017 to form publicly traded parent Angi Inc. (NASDAQ: ANGI), the platform operates a proprietary pro matching algorithm combined with a verified reviews and ratings system, a True Cost Guide pricing resource, Fixed Price Services for pre-priced offerings, and native iOS and Android applications. The company serves two primary customer segments: homeowners on the demand side and small-to-mid-sized service professionals on the supply side.
HomeAdvisor monetizes exclusively on the pro side of the marketplace through lead-generation fees (transaction-based per-lead charges) and recurring subscription memberships that provide enhanced visibility, additional lead credits, and priority placement; the platform is free for consumers. Distribution is driven by an extensive content marketing and SEO strategy covering 50+ service categories, plus mobile app presence and a dedicated pro dashboard for lead management. International operations extend the marketplace model to five European countries through wholly-owned brands: Travaux (France), MyHammer (Germany), Instapro (Italy), Werkspot (Netherlands), and MyBuilder (UK).
The business has faced significant headwinds despite operating in a US home services market projected to grow from $520 billion in 2023 to $1,030 billion by 2030. HomeAdvisor has incurred a $7.2 million FTC fine for misleading contractors about lead quality, a $7 million false advertising settlement with San Francisco, and multiple class action lawsuits alleging fake leads, deceptive sales tactics, and unauthorized charges, contributing to a notable decline in Angi's stock price and brand reputation even as the platform continues to generate approximately $300 million in annual revenue (2023 disclosed figure).
HomeAdvisor firmographics
Firmographics- Name
- HomeAdvisor
- Legal name
- HomeAdvisor, Inc.
- Website
- https://homeadvisor.com
- Company type
- Public
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- HomeAdvisor is a two-sided digital marketplace connecting homeowners with pre-screened local service professionals across 50+ categories. A subsidiary of publicly traded Angi Inc. (formed via the 2017 HomeAdvisor–Angie's List merger), it monetizes via lead-generation fees and subscriptions paid by service professionals, with international operations in five European countries.
- Ownership category
- akta.pro rank
HomeAdvisor industry classification
Industry- Product category
- Online Home Services Marketplace
- NAICS
- 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
- Home Services Marketplaces (Cleaning, Repairs, Handyman) (BPAMAHAE)
Keywords
Where HomeAdvisor is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
HomeAdvisor business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Lead Generation Fees: HomeAdvisor generates revenue primarily by charging service professionals for consumer leads. Contractors pay subscription fees or per-lead fees to receive project requests from homeowners in their service area. The company generated approximately $300 million in 2023 revenue primarily from these lead generation fees.
- Subscription Fees for Pros: Service professionals can subscribe to premium membership plans that provide enhanced visibility, additional lead credits, and priority placement in matching results.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Free consumer access with lead fees charged to service professionals |
| Subscription | Monthly | Pro subscription plans with varying lead volumes |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
HomeAdvisor product offering
Product offeringCore offering
HomeAdvisor operates a two-sided digital marketplace that connects homeowners seeking home repair, maintenance, and improvement services with local, pre-screened service professionals across more than 50 categories including plumbing, electrical, HVAC, roofing, cleaning, and remodeling. Consumers use the platform free of charge to find pros, compare quotes, and read verified reviews, while service professionals join the network and pay lead generation fees or monthly subscription fees to receive qualified consumer project requests.
Product overview
HomeAdvisor operates as a two-sided digital marketplace platform that connects homeowners with local home service professionals. The core platform provides a pro matching service where users can find, compare, and hire contractors across more than 50 service categories. The platform includes complementary products: Fixed Price Services (pre-priced service offerings), the True Cost Guide (cost estimation resources), a Pro Reviews & Ratings Directory (contractor profiles with customer reviews), a Mobile App (iOS/Android), and Contractor Lead Generation Services for service professionals. The platform is owned by Angi Inc. and features international operations in France, Germany, Italy, Netherlands, and the UK through related brands.
Differentiator
Problem solved
Functional benefit
Products and services
- HomeAdvisor Marketplace Platform A two-sided digital marketplace connecting homeowners with local, pre-screened home service professionals across more than 50 categories including plumbing, electrical, HVAC, cleaning, remodeling, and roofing. Homeowners use the platform free of charge to search for pros, browse profiles and reviews, and request quotes.
- Fixed Price Services Pre-priced home service offerings available through the HomeAdvisor storefront, allowing homeowners to view national median prices and book common home improvement jobs such as handyperson work, cleaning, and HVAC repair without requesting multiple quotes.
- True Cost Guide An online cost estimation resource providing average project costs, price ranges, and cost factor breakdowns for various home improvement and repair services (e.g., interior painting $965–$3,089, bathroom remodels $6,645–$17,638, carpet cleaning $123–$242), based on real customer survey data.
- Pro Reviews & Ratings Directory A searchable directory of local home service contractor profiles with verified customer reviews and ratings, enabling homeowners to evaluate and compare service professionals by category and location before requesting a quote.
- HomeAdvisor Mobile App A native mobile application available on iOS and Android that lets homeowners find, match with, and contact local home service professionals on the go, browse pro profiles, and manage project requests.
- Contractor Lead Generation Services A lead generation product for service professionals, including contractor leads, national accounts, and access to the HomeAdvisor pro network, enabling local home service businesses to acquire new customers via per-lead or subscription billing.
Quantifiable outcome
- HomeAdvisor connects homeowners with rated local pros across 50+ service categories including plumbing, electrical, HVAC, roofing, cleaning, and remodeling
- +1 more outcomes
Companies that use HomeAdvisor
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
HomeAdvisor technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
HomeAdvisor partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Angi Inc.coreHomeAdvisor is a subsidiary brand of Angi Inc., which was formed through the merger of HomeAdvisor (formerly ServiceMagic) and Angie's List in 2017. Angi powers the technology behind HomeAdvisor and the brands share resources, technology infrastructure, and market presence in the U.S. home services market.
Scale indicators4 records
Recent moves8 records
Expansion highlights4 records
HomeAdvisor competitors and assessment
Company assessmentRegional players
- Checkatrade: UK-based vetted tradesperson directory and marketplace with subscription-based pro membership. Comparable to HomeAdvisor in lead-gen and vetting model; relevant as a regional reference point given HomeAdvisor's UK subsidiary (MyBuilder) competes in the same market.
- Hipages: Australia's leading home services marketplace connecting homeowners with tradies via a subscription lead-gen model. Directly comparable in business model (pro subscriptions + leads) and category coverage, but operates in ANZ rather than competing with HomeAdvisor in the U.S./EU.
Direct peers
- Thumbtack: U.S. two-sided marketplace connecting homeowners with local service professionals across hundreds of categories using a pay-per-lead model. Closest direct competitor with similar target customers (homeowners + SMB pros), similar revenue model (per-lead + subscription), and similar SEO/content-driven acquisition playbook.
- Porch.com: Home services marketplace connecting homeowners with local pros for projects ranging from maintenance to remodeling. Directly competes in lead generation and pro subscription offerings, and was acquired by Angi in 2024, making it an intra-portfolio competitor and data point on consolidation in the space.
- TaskRabbit: Online and mobile marketplace that matches homeowners with freelance labor for handyman, cleaning, moving, and small home projects. Owned by IKEA; competes directly in the handyman, cleaning, and small-project categories that HomeAdvisor serves, with a more transactional/hourly model.
- Handy: Online platform for booking pre-priced cleaning, furniture assembly, and home improvement services. Directly competes with HomeAdvisor's Fixed Price Services for cleaning and handyman categories with a more transactional/booking-oriented model.
Broad incumbents
- Angi Inc. Public parent company of HomeAdvisor (NASDAQ: ANGI) formed via the 2017 merger of HomeAdvisor and Angie's List. Operates a broader home services ecosystem including Angi Leads, Angi Ads, and direct-booking services; directly comparable as the parent platform with overlapping products, pros, and homeowners.
- Yelp: General local search and reviews platform that surfaces home service pros alongside restaurants and other local businesses via Yelp Request a Quote. Competes indirectly for home service lead volume with stronger brand recall among general consumers but weaker vertical depth than HomeAdvisor.
Emerging players
- Houzz: Home design platform with a marketplace for connecting homeowners to design professionals and home service pros (Houzz Pro). Overlaps with HomeAdvisor in the remodeling and home improvement category, though Houzz's core strength is design inspiration and project planning content.
- BuildZoom: Online marketplace specifically for licensed general contractors in the remodeling and construction space. Competes with HomeAdvisor in the higher-ticket remodeling and additions category with a permit-data-driven matching approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
HomeAdvisor social profiles
Digital presenceHomeAdvisor financial estimates
Financial estimateRevenue estimate
Valuation estimate
HomeAdvisor leadership team
Management profileNumber of profiles
Profiles1 record
HomeAdvisor subsidiaries and ownership
Company hierarchySubsidiaries5 records
HomeAdvisor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HomeAdvisor M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HomeAdvisor
What does HomeAdvisor do?
HomeAdvisor operates a two-sided digital marketplace that connects homeowners seeking home repair, maintenance, and improvement services with local, pre-screened service professionals across more than 50 categories including plumbing, electrical, HVAC, roofing, cleaning, and remodeling. Consumers use the platform free of charge to find pros, compare quotes, and read verified reviews, while service professionals join the network and pay lead generation fees or monthly subscription fees to receive qualified consumer project requests.
Is HomeAdvisor a public or private company?
HomeAdvisor is a public company. It is classified as corporate owned and is currently operating.
When was HomeAdvisor founded?
HomeAdvisor was founded in 1998. It employs 1,001 to 5,000 people.
Where is HomeAdvisor based?
HomeAdvisor is headquartered in Denver, United States, in the North America region.
How does HomeAdvisor make money?
Two revenue lines are on record. Lead Generation Fees are the primary driver. The others are subscription Fees for Pros.
Who are HomeAdvisor's main competitors?
Regional players on record are Checkatrade and Hipages. Direct peers are Thumbtack, Porch.com, TaskRabbit and Handy. Broad incumbents are Angi Inc. and Yelp. Emerging players are Houzz and BuildZoom.
Does HomeAdvisor have an API?
No public API is recorded for HomeAdvisor.
What industry is HomeAdvisor in?
HomeAdvisor's product category is Online Home Services Marketplace. Its primary akta.pro industry code is BPAMAHAE, Home Services Marketplaces (Cleaning, Repairs, Handyman). Its NAICS code is 518 and its SIC code is 7371.