UNITED STATES OF AMERICA 

BEFORE THE FEDERAL TRADE COMMISSION 

COMMISSIONERS: Lina M. Khan, Chair 

Noah Joshua Phillips 

Rebecca Kelly Slaughter 

Christine S. Wilson 

Alvaro M. Bedoya 

In the Matter of 

HomeAdvisor, Inc., a corporation, 

d/b/a Angi Leads, DOCKET NO. 9407 

d/b/a HomeAdvisor Powered by Angi. 

ORDER DIRECTING FURTHER PROCEEDINGS AND SPECIFYING FACTS 

WITHOUT SUBSTANTIAL CONTROVERSY 

Pursuant to Rule 3.24(a)(5) of the Federal Trade Commission’s Rules of Practice, 16 

C.F.R. § 3.24(a)(5), the Commission hereby directs further proceedings in this action and 

specifies the facts that appear without substantial controversy. The Initial Decision’s findings 

of fact may supplement and modify the facts specified, as appropriate, to reflect additional 

detail and the resolution of factual disputes. Accordingly, 

IT IS HEREBY ORDERED THAT, due to ongoing public health concerns related to 

COVID-19, the evidentiary hearing in this proceeding, scheduled to commence on November 

9, 2022 at 10:00 a.m., will be conducted virtually by video conference; public access to the 

hearing, to the extent consistent with the protection of confidential information and for 

monitoring purposes only, will be provided via telephone or live web streaming; and 

IT IS FURTHER ORDERED THAT the following facts shall be deemed established 

for purposes of this proceeding: 

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1. Respondent HomeAdvisor, Inc., also doing business as Angi Leads and 

HomeAdvisor Powered by Angi, is a Delaware corporation with its principal 

offices or places of business in Colorado. CCSF ¶2; RCCSF ¶2; Answer ¶1.1 

2. HomeAdvisor collects information about potential customers for home services 

(“consumers”) in the form of “service requests” and sells that information to 

service providers in its network in the form of “leads.” Compl. ¶ 4; Answer ¶ 4; 

see also CCSF at 2 n.2. 

3. Since at least July 2014, Respondent has sold memberships and leads to service 

providers throughout the United States. See CCSF ¶ 35; RCCSF ¶ 35; RSF ¶ 

114. 

4. HomeAdvisor sells leads that consist of information submitted through 

HomeAdvisor’s websites, over the phone to a HomeAdvisor customer 

representative, or from third-party affiliates. Compl. ¶¶ 10, 14, 15; Answer ¶¶ 10, 

14, 15; see also RSF ¶ 30; CCSF ¶ 4; RCCSF ¶ 4. 

5. HomeAdvisor’s website prompts consumers to enter their contact information and 

answer a series of questions about a project. Compl. ¶ 10; Answer ¶ 10. 

6. One of the questions that a consumer typically must answer about a home project 

is whether its status is “Ready to Hire” or only “Planning & Budgeting.” Compl. 

¶ 32; Answer ¶ 32. 

7. Another question that a consumer typically must answer is how soon the 

consumer would like the project completed (e.g., “Timing is flexible,” “Within 1 

week,” “1-2 weeks,” or “More than 2 weeks”). Compl. ¶ 32; Answer ¶ 32. 

8. Yet another question asks whether the consumer is “the owner or authorized to 

make property changes.” Compl. ¶ 32; Answer ¶ 32. 

1 We use the following abbreviations: 

Compl. Complaint 

Answer Answer and Defenses of Respondent HomeAdvisor, Inc. 

CCSF Complaint Counsel’s Statement of Material Facts as to Which There Is No Genuine Issue 

for Trial 

RCCSF Respondent’s Responses to Complaint Counsel’s Statement of Purportedly Undisputed 

Facts (Part Two of Respondent’s Statement of Material Facts for Which There Is a 

Genuine Issue for Trial) 

RSF Respondent’s Counterstatement of Material Facts for Which There Is a Genuine Issue for 

Trial (Part One of Respondent’s Statement of Material Facts for Which There Is a 

Genuine Issue for Trial) 

Mot. Memorandum in Support of Complaint Counsel’s Motion for Summary Decision 

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9. 

Comp . 'if 32; Answer 'if 32; CCSF 'if 7; RCCSF 'if 7. 

10. HomeAdvisor's telephone-generated leads contain the same types ofinfo1mation 

as leads from HomeAdvisor's website. Compl. 'if 15; Answer 'if 15. 

11. Approximately. ofthe leads transmitted to service providers are sourced 

from affiliates. CCSF 'if 4; RSF 'if 150. 

12. HomeAdvisor sells several types ofleads, including Market Match leads, Exact 

Match leads, and Instant Booking leads. CCSF 'if 10; RCCSF 'if 10. 

13. A Market Match lead is a lead that is sold to- service providers in 

HomeAdvisor's network who are profiled to~ type of work specified in 

the service request in the relevant geographic area. CCSF 'if 11 ; RCCSF 'if 11. 

14. For an Exact Match lead, consumers view a directory of HomeAdvisor service 

providers and submit a service request directly to one or more service providers of 

their choice. CCSF 'if 12; RCCSF 'if 12; see also Compl. 'if 13; Answer 'if 13. 

15. For an Instant Booking lead, a consumer that visits HomeAdvisor's website 

makes an appointment with a specific service provider via a web-based 

application. Compl. 'if 13; Answer 'if 13; see also RCCSF 'if 13. 

16. As ofmid- to late- 2020, approximately~theleads HomeAdvisor sold to 

service roviders were Market Match leacis.111111 were Exact Match leads, and 

were Instant Booking leads. CCSF 'if 10; RCCSF 'if 10. 

17. Apart, possibly, from ce1iain free leads provided to service providers, 

HomeAdvisor bills service providers for Market Match, Exact Match, and Instant 

Booking leads regardless ofwhether the lead converts into a job for the service 

provider. CCSF 'if 14; RCCSF 'if 14. 

18. Market Match lead fees vaiy depending on the type and geographic location of 

the project. Compl. 'if 19; Answer 'if 19. 

19. At least between July 2014 and September 2019, the average price of a lead 

across lead types was approximately •. RCCSF 'if 16; Compl. 'if 19; Answer 

'if 19. 

20. In order to receive leads from HomeAdvisor, service providers must join 

HomeAdvisor's network by purchasing a membership, and they must pass a 

background check. CCSF ,nf 17-18; RCCSF 'i['i[ 17-18. 

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21. Until on or about a date in 2020, HomeAdvisor offered a bundled package for 

$347.98 that consisted of an annual membership ($287.99) and a one-month 

subscription to a software called mHelpDesk, which cost $59.99 per month. 

CCSF ,r 20; RCCSF ,r 20. The mHelpDesk software assisted with scheduling 

appointments and processing payments. CCSF ,r 22; RCCSF ,r 22. 

22. Service providers also could purchase a membership without mHelpDesk. CCSF 

if 23; RCCSF ,r,r 20, 23. 

22. After the first month, service providers who purchased the membership with 

mHelpDesk were billed $59.99 monthly for mHelpDesk unless they cancelled 

their subscription to mHelpDesk. CCSF ,r 21; RCCSF ,r 21; Compl. ,r 18, Answer 

if 18. 

23. A service provider can only join HomeAdvisor's network by speaking to a 

HomeAdvisor sales agent over the phone. Comp1. ,r 23; Answer ,r 23. 

24. HomeAdvisor has a credit policy, under which service providers may request 

credits for leads in ce1tain situations. RSF ,nr 71, 72; Mot. at 28-29; see also 

CCSF,r 43. 

25. If HomeAdvisor grants a service provider's credit request, HomeAdvisor then 

applies the credit against the cost offuture leads. Compl. ,r 21; Answer ,r 21. 

26. HomeAdvisor adve1tises its products on its websites, including homeadvisor.com 

and pro.homeadvisor.com, and via other media, including email marketing, direct 

marketing, radio spots, and social media. CCSF ,r 24; RCCSF ,r 24. 

27. HomeAdvisor employs sales agents whose responsibilities have included 

conducting telephone sales outreach to service providers. CCSF ,r 27; RCCSF 

if 27; PX0105-0007. 

28. H Ad . • .d t 1 • t t ·th ta ti ! materials 

CCSF,r 

30; RCCSF ,r 30; see also CCSF at 24 & ,r 102. 

29. 

30. 

RCCSF,r 52. 

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31. 

32. 

By the Commission. 

April J. Tabor 

Secretaiy 

SEAL: 

ISSUED: September 9, 2022

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