Homeadvisor
“Can a home services marketplace increase project conversion and average order value by embedding flexible consumer financing at the point of hiring?”
Founded1998
HQDenver, CO, USA
IndustryMarketplace / Two-sided
The story
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.
Last 12 months
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Product timeline
1998
HomeAdvisor founded as an online marketplace connecting homeowners with local home service professionals.· pivot
2017
IAC merged HomeAdvisor with Angie's List to form ANGI Homeservices (NASDAQ: ANGI), combining two leading home services marketplaces.· acquisition
2020
HomeAdvisor partnered with Affirm to launch pay-over-time BNPL financing for homeowners via the HomeAdvisor Pay feature in its app.· lending
2021
HomeAdvisor and Angie's List brands consolidated under the 'Angi' brand, with HomeAdvisor continuing as a product/subdomain.· pivot
The stack
Payments / PSP
Lending
HomeAdvisor Pay — Affirm BNPL (3–36 month terms)Pay-over-time financing for home improvement projects
Accounting gap: none