Is HomeAdvisor still around?

Yes, HomeAdvisor Still Exists — But Under a New Name

The short answer: yes, HomeAdvisor is still very much in business — it just goes by a different name now. In 2021, the platform rebranded its contractor-facing lead service to Angi Leads after merging with Angie's List under Angi Homeservices Inc., and the parent company completed its spin-off from IAC to become an independent public company trading on NASDAQ (ANGI) in April 2025. Despite the corporate shuffling, the HomeAdvisor.com website remains active and still accepts new contractor sign-ups through its "Join our Pro Network" portal, which is why most pros still call it HomeAdvisor out of habit.

• Operates as Angi Leads for contractors, HomeAdvisor for homeowners
• Network of ~100,000 pros across 500+ trade categories
• Shared-lead model: 3–8 contractors per lead
• Annual membership ~$288–$300; per-lead costs $15–$100+

The platform's scale hasn't evaporated — Angi reported FY2025 revenue of roughly $1.1 billion, down from a 2022 peak near $1.8 billion, though operating income surged 175% in Q4 2025 and free cash flow flipped from negative $69 million to positive $105 million over the same period. In January 2025, Angi rolled out a "homeowner choice" model that lets consumers pick which pros can contact them rather than auto-distributing leads; the change initially drove a 79% drop in marketplace revenue, though proprietary channels (now over 80% of volume) continued growing, with management projecting a return to revenue growth in 2026. Contractors should note that effective customer acquisition costs on the platform can exceed $1,400 per booked job, and conversion rates for shared leads typically land in the 15–25% range — far below the 27–60% seen with exclusive leads.

Regulatory scrutiny has also intensified. A 2023 FTC settlement required HomeAdvisor to pay up to $7.2 million to defrauded contractors over deceptive lead marketing, and the Vermont Attorney General secured a $100,000 settlement in October 2025 over misleading "Certified Pro" terminology. The BBB currently shows a 1.96/5 star rating across 3,000+ reviews with a pattern-of-complaints evaluation underway. For contractors evaluating lead vendors, the takeaway is clear: treat Angi Leads as a supplemental channel with strict spending limits, not a primary pipeline. At GrowthPros, we help home-services businesses build diversified lead systems — exclusive, capped-shared, and reactivated — so you're never dependent on a single marketplace that sells the same lead to five competitors.

The Business Model Didn't Change: You're Buying Shared Leads

The platform's core economics haven't shifted: every lead still lands in the inboxes of three to eight competing contractors at the same time. You pay an annual membership of roughly $288–$300 plus $15–$100+ per lead, and because you're racing seven other shops, your real customer acquisition cost can climb past $1,400 per booked job. Speed-to-contact becomes the only lever you control — calling within five minutes makes contact roughly 100 times more likely than waiting half an hour.

• Shared-lead model distributes each request to 3–8 contractors simultaneously
• Annual fees of ~$288–$300 plus per-lead charges of $15–$100+
• Effective acquisition costs exceeding $1,400 per booked job
• BBB rating of 1.96/5 across 3,000+ reviews

Regulatory actions underscore the structural problem. The FTC ordered HomeAdvisor to pay up to $7.2 million in 2023 to compensate contractors it defrauded, and the Vermont Attorney General secured a $100,000 settlement in 2025 over misleading "Certified Pro" terminology. The BBB now flags a pattern of complaints before even issuing a rating. GrowthPros sees the same dynamic across every shared marketplace: when a lead is sold to five or eight buyers, the math works for the platform, not the contractor.

Conversion data tells the rest of the story. Marketplace leads convert at 10–30 percent overall, while exclusive leads close at 27–60 percent. The difference isn't magic — it's structural. When you're the only one talking to a homeowner who actually requested you, the conversation changes from a bidding war to a consultation. That's why we cap shared leads at two buyers maximum and follow up every lead with AI voice, SMS, and email inside five minutes — because the first meaningful contact wins.

The January 2025 'Homeowner Choice' Shift and What It Signals

The January 2025 'Homeowner Choice' Shift and What It Signals

Angi’s January 2025 rollout of a homeowner-selected lead distribution model marked a pivotal moment for contractors relying on shared-lead marketplaces. This change, which allows homeowners to choose which professionals contact them instead of auto-distributing leads to multiple bidders, directly disrupted the traditional Angi Leads flow. As flow. The immediate impact was stark: network revenue plummeted 79% in Q4 2024 as the shared-lead volume contracted sharply. Meanwhile, proprietary channels—including Angi Ads and other owned properties—now drive over 80% of total volume, signaling a strategic pivot away from the marketplace model contractors have long depended on.

This shift reflects broader industry pressures contractors already face with shared leads. When multiple professionals compete for the same opportunity, conversion rates typically fall between 15% and 25%, compared to 27%–60% for exclusive leads. Contractors using Angi Leads often report needing to contact leads within five minutes to remain competitive, yet even rapid response doesn’t overcome the structural disadvantage of bidding against 3–8 other pros per job. As a result, effective customer acquisition costs frequently exceed $1,400 per booked job, making the channel economically unsustainable as a primary lead source for many.

For contractors evaluating lead vendors today, the data suggests treating legacy marketplace leads as a supplemental channel at best. GrowthPros helps home-service businesses transition to exclusive and capped-shared leads—where each opportunity goes to no more than two qualified buyers—and pairs them with AI-powered follow-up within five minutes to maximize contact rates. This approach addresses the core flaws of shared-lead models while delivering the speed and intent contractors need to close jobs efficiently. With proprietary channels dominating Angi’s volume and the shared-lead model declining, the marketplace’s role in contractor lead generation is clearly evolving—and not in favor of those who depend on it.

Speed-to-Lead Is the Only Lever You Control on a Shared Marketplace

So HomeAdvisor is still around — but here's the uncomfortable part: on a shared marketplace, the lead you paid for is never really yours. Each lead goes to three to eight competing contractors simultaneously, which means your real competition isn't the homeowner's budget. It's the other pros hitting "call" the moment the lead lands.

The math on this is brutal. Industry data shows that contacting a lead within five minutes makes successful contact roughly 100x more likely than waiting thirty minutes — and about 78% of buyers go with whoever responds first. Speed isn't a nice-to-have on a shared marketplace. It's the only lever you fully control, because you can't control how many competitors got the same lead or what they're quoting.

Even then, speed only partially compensates for the structural problem. Comparative research on lead vendors puts shared-lead conversion at 15–25%, while exclusive leads convert at 27–60%. Add reported effective acquisition costs exceeding $1,400 per booked job on Angi, and the shared model starts to look like paying premium prices to run a race with seven other runners.

That leaves contractors evaluating lead vendors with a real fork in the road:

• Stay on the shared marketplace and win on speed — commit to sub-five-minute response, every lead, every time, or don't bother paying for the leads at all.
• Buy exclusive leads at a higher per-lead cost, accepting that 2–4x the price buys you zero competitors and materially higher close rates.
• Use capped-shared models, where a lead goes to a hard maximum of two buyers instead of five-plus.
• Pair any of the above with automated follow-up — AI voice, SMS, and email inside the five-minute window, 24/7 — so response time never depends on who's on the clock.

The honest framing: exclusive leads cost more per lead but less per booked job when conversion runs 27–60% instead of 15–25%. GrowthPros sells both exclusive and capped-shared leads by niche, with automated follow-up inside the five-minute window included rather than bolted on — precisely because the research says the follow-up window, not the lead price, determines whether a lead was worth buying.

Whichever path you choose, measure it the way analysts suggest: qualified opportunities, sold jobs, and customer acquisition cost — not raw lead volume. A cheap shared lead that seven competitors also received and nobody answered quickly is the most expensive lead you'll ever buy.

How to Evaluate Your Next Lead Vendor (Checklist)

How to Evaluate Your Next Lead Vendor (Checklist)

Start by asking how many buyers receive each lead—capped means capped, meaning a hard maximum of two, never five to eight as seen in shared marketplaces like Angi Leads. Demand proof of consent records showing disclosure text, timestamp, IP address, and the named contacting party for every lead, and verify the list has been DNC-scrubbed before any outbound contact. Confirm the vendor follows up inside a five-minute window using voice, SMS, and email, since contacting a lead within five minutes makes contact roughly 100x more likely than at thirty minutes and about 78% of buyers choose whoever responds first. Measure success by cost per qualified opportunity, not per lead, as exclusive leads close 15–30% higher than shared leads despite higher upfront cost. Finally, consider the alternative: exclusive leads by niche or reactivating your own dormant opted-in list, which typically re-engages 8–15% of contacts at 60–80% below new-lead cost. GrowthPros helps businesses implement this exact process—sourcing or reactivating leads, attaching consent trails, and delivering AI-powered follow-up within minutes—so you can book that first qualification call and see if the fit is real.