HomeAdvisor

One of the largest home services lead generation marketplaces in North America, operating under the Angi brand within IAC's portfolio

HomeAdvisor is an online marketplace and lead generation platform that connects homeowners with pre-screened local service professionals across hundreds of home improvement and repair categories. Founded in 1998 and headquartered in Denver, Colorado, the platform allows consumers to search for contractors, read reviews, and request quotes, while service professionals pay for leads generated through the platform. HomeAdvisor operates on a performance-based advertising model where contractors pay per lead or subscribe to membership plans, making it a significant player in the local services advertising space. HomeAdvisor was acquired by IAC in 2004 and later merged with Angie's List in 2017 to form ANGI Homeservices (now Angi Inc.), a publicly traded entity under IAC's umbrella. The combined platform significantly expanded its reach, giving it one of the largest networks of home service professionals in North America. The merger brought together HomeAdvisor's lead generation model with Angie's List's subscription and review-based model, creating a more comprehensive marketplace. In the AdTech and local advertising ecosystem, HomeAdvisor (operating under the Angi brand) represents a major vertical marketplace for home services, competing with platforms like Thumbtack, Houzz, and Porch. Its significance lies in its ability to aggregate consumer demand and monetize it through targeted lead delivery to service professionals, effectively functioning as a performance marketing engine for the home services vertical.