To our customers,
In the little over a year since I joined the Angi U.S. team, I believe that we have made a number of strides to serve our customers better. However, I know that we still have work to do, so I want to start by stating that I welcome your feedback in response to this letter — because if we are wrong, we want to know it.
Our key customer moment at Angi happens when a homeowner seeking a pro to complete a job hires a pro from our platform and the job gets done well. That is why our mission is Jobs Done Well. Our goal is to make this happen much more often at Angi. We want our homeowners to find the pro they need more often, and we want you to win a greater share of the leads you pay for.
Looking back on 2024:
First, we have seen real improvement in our measurements of success:
The share of service requests where a homeowner hires an Angi pro is up +18% over 2023*
Pros are paying 27% LESS for work won on Angi*.
Some of you may call this rate “cost of marketing,” while others may call it “take rate;” we calculate it as fees paid to Angi divided by the value of the jobs won and completed.
*Based on internal data collected from pros’ voluntary reports, comparing Q3 2023 v. Q3 2024, national average for all tasks.
We’ve also completed a significant number of initiatives to improve our experience for both you and homeowners. Here are just a few:
Improved lead quality:
Added new technology to identify and intercept spam
Raised and enforced standards for marketing partners and eliminated lower value lead sources
Increased the share of leads where the homeowner specifically selects the pro to nearly 60% as of November
Simplified credit request process, making it easier and faster for those of you that are Angi Leads customers to receive credits if a lead is below our standards
Improved review process, allowing you to import Google reviews and simplified review forms to help improve submission rates
Simplified account management, releasing a new website (office.angi.com) and lead management tools for those of you that are Angi Leads customers.
Introduced a new chat function in all Angi Pro apps, allowing direct chat with customer care
Improved messaging functionality, making contact with homeowners easier, including an auto-response feature to allow you to contact your leads automatically with a customized message
Looking ahead to 2025:
We still think we have tremendous room for improvement remaining; in 2025 we will be focused on three critical initiatives:
Higher Intent Leads:
Homeowners will choose the pros who receive the lead on every service request.
You will only receive leads where you have been specifically chosen and given 1:1 consent for contact by the homeowner (which we will document). This will be true regardless of marketing channel unless you, at your choice, opt into a different and separate product with different terms and conditions.
We expect both the likelihood that homeowners hire pros from the Angi network and pro win rate will increase as a result, as we experienced when we made a comparable change in our European business.
At the same time, we will also change the maximum number of matched pros per service request from 4 to 5. This means homeowners will have more pro choices and you will show up in more searches — while only being matched when a homeowner chooses you.
We estimate that only 7% to 8% of service requests will be matched to 5 pros in 2025.
Improving Homeowner Service Request Questions to Generate Better Job Detail and Matching:
We are reengineering our homeowner service request path to make sure we ask homeowners the right questions, in language they understand, to get the details we need to match and price it correctly for the pros who specifically want that lead.
We have built a team of researchers who are working very hard and talking to many of our pros to assess the right questions to ask for each task — with the goal of significantly improving the questions for 80% of our lead volume in the first half of 2025.
We have also rebuilt our technology and have added AI-driven capabilities to make sure we match the right job with the right pros.
A Single Platform for All Pros:
We are working towards getting all pros on a single platform. Our current technical setup impacts both our marketplace growth and our ability to innovate quickly. While this work will be somewhat invisible, you will see increasing benefits from this change over the course of 2025.
In summary, I would love for you to remember three things:
While we have delivered a number of initiatives and improvements, and our numbers show better performance, we believe we can still serve you better and deliver you more value going forward.
We are all working constantly to make sure we deliver against our mission of Jobs Done Well.
We value and welcome your feedback.
I know you may not all agree with our progress and the changes we have made, so I invite you to reach out directly to me at ceo@angi.com or join office hours with our Chief Customer Officer, Angie Hicks, by signing up at chatwithangie@angi.com, to share your feedback.
All of us here at Angi appreciate your business in 2024 and we are working to earn it again in 2025.
Wishing all of you a great holiday season,
Jeff Kip
CEO, Angi
