“Can a home services marketplace increase project conversion and average order value by embedding flexible consumer financing at the point of hiring?”
HomeAdvisor started as a directory and lead-generation service for home improvement contractors and evolved into a two-sided marketplace under IAC/ANGI Homeservices. Its most significant embedded finance move was the 2020 partnership with Affirm to offer BNPL financing directly at checkout within the HomeAdvisor app, making it the first home services marketplace to offer transparent pay-over-time options. The brand was subsequently consolidated under 'Angi' as ANGI Homeservices repositioned its consumer-facing products.
Homeadvisor processes payments through Stripe Connect.
Homeadvisor's lending and capital products are provided by Affirm.
The Embedded Finance Index 2026 maps 2 layers in Homeadvisor's stack: Payments / PSP (Stripe Connect); Lending (Affirm, HomeAdvisor Pay — Affirm BNPL (3–36 month terms) and Pay-over-time financing for home improvement projects).
Homeadvisor is founded in 1998 and headquartered in Denver, CO, USA.
Get a read on where your own stack stands against Homeadvisor and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.