HomeAdvisor

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).

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

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

• Home services marketplace
• Contractor lead generation
• Home repair services
• Pro matching platform
• Home improvement leads

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Angi Inc.coreStrategic or Co-development PartnerHomeAdvisor 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

Regional 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

• Xx.com/HomeAdvisor
• Facebookfacebook.com/HomeAdvisor

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about HomeAdvisor