angi.com
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Angi: The Home Service Giant's Rebrand Gamble
From Angie's List to Angi: A $1.6B revenue play to conquer the gig economy
In 2021, a 26-year-old institution famous for its meticulous review lists committed brand suicide. Angi didn't just change its name; it fundamentally bet its identity on becoming the 'Amazon of Home Services'—a high-stakes pivot that is still dividing investors and users today.
"Angi sacrificed brand equity for transaction velocity. The question is: was it worth it?"
The Identity Crisis
The data reveals a massive SEO bleed. 'Angie's List' still commands 22,840 monthly searches, yet the company aggressively redirects this equity to 'Angi' (46,200 searches). They are fighting a war on two fronts: defending their legacy brand while trying to capture the Thumbtack generation. The 3,644 employees are essentially running a massive rebranding experiment in real-time.
The Traffic Paradox
Despite a global rank of ~11,000 and 5.1M monthly visits, Angi faces a trust deficit. A 2.8/5 Trustpilot score across 6,600+ reviews suggests a disconnect between marketing spend and customer reality. Their direct traffic (37%) is strong, indicating brand recall, but the organic search volume is being cannibalized by aggressive competitors like Thumbtack and TaskRabbit who win on generic 'home service' keywords.
The tech stack—Next.js, Tailwind, Vite—suggests a modern, agile frontend strategy, likely necessary to support the shift from a static directory to a dynamic booking platform. However, the 'Contact Emails' field listing a Google Play badge image file is a bizarre data artifact, hinting at potential data scraping errors or a placeholder in their public profile that undermines their 'professional' image.
- The Rebrand Risk: Alienating the 'List' loyalists who drove the original $163M revenue milestones.
- The Competitor Gap: Losing the SEO war for high-intent keywords like 'Thumbtack' (155k volume) and 'TaskRabbit' (172k volume).
- The Review Dilemma: High traffic volume (5.1M) contradicted by low trust scores (2.8/5), indicating friction in the booking experience.
Verdict: A Giant in Transition
Angi has the revenue and reach, but it hasn't yet solved the trust equation.
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Angi (formerly Angie's List): Home Service Pros
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Reviews (20)
Home Genius
On 1/11/2026, we received excellent customer service from Mr. Josh Goldberg, a Home Genuis sales representative, who showed patience and professionalism without pressuring us to proceed with our business. On 1/16/2025, the staff was punctual, and after completing the roof, they cleaned up as if they had never been there. Additionally, Mr. Angel Martinez, the project manager, toured our home and addressed all our questions. He provided detailed information about the new intake vent (as shown in the pictures above), which was necessary because there were no soffit vents. Although I am not particularly fond of its appearance, it was considered essential to prevent excessive heat during the summer months, mainly since my daughter lives upstairs. Angel explained that the vent would help improve airflow beneath the upstairs attic area. Overall, they carried out the work professionally, and I would definitely recommend their services for any future projects.
Hi Ryan, Thanks so much for sharing with us your positive experience with this pro! We are pleased to hear that Mr. Walters did such a great job. Be sure to also share your feedback with him directly on his Angi profile. Enjoy the rest of your day Best, Klaidy CX Team
AHS cleaning service was great
AHS cleaning service did a fantastic job on my house! It’s never been cleaner. They were on time, cleaned as described and went over and above.
Hi Carol, Thanks so much for sharing your feedback about this pro! We are so pleased to hear that AHS cleaning service did such a wonderful job. If you haven't already, be sure to write them a review either through the app or by calling our review hotline at 866-986-5478. Enjoy the rest of your day! Best, Klaidy CX Team
Great company "Balteza Property…
Great company "Balteza Property Services" to work with. Very impressed by their quality, momentum and high degree of professionalism. They were given a project to remodel the basic tub to rain shower model. They were very responsible in their entire process of remodeling. At the end a through clean up and hauling out the debris and amount of dust was done. Highly recommend this company for any remodeling project.
Hi Jamila, Thank you for your wonderful review! We are so pleased to hear that Balteza Property Services did such a wonderful job. If you haven't already, be sure to write them a review either through the app or by calling our review hotline at 866-986-5478. Enjoy the rest of your day! Best, Klaidy CX Team
Garage Door Technicians LLC, great service …
Garage Door Technicians LLC of Fairlawn is highly recommended. I needed broken torsion springs replaced. They came the same day, had lowest price and came back the next day, in 1 hour after calling them, an additional adjustment was needed.
Hi there, thanks so much for sharing your feedback about this pro! We are so pleased to hear that they did such a wonderful job with your tree service. If you haven't already, be sure to write them a review either through the app or by calling our review hotline at 866-986-5478. Thanks for the wonderful review! Best, Estefany AngiSupport
Greedy company! Contractor have to pay
These people are full of shit! The only way you can give feedback is if you pay to join their service as a contractor! But if you're not a member of their service they'll let people say whatever they want to about you even though you're not enrolled, even though they're begging me on a daily basis to enroll, because they're greedy pieces of shit and they just want your money! Just read their site reviews, and it says that the customer satisfaction under AI written reviews that most customers are satisfied! When you got any number ones as you do fours and fives, You're a piece of shit greedy company! That's why they got to keep changing their name!
Hi Russel, Thank you for your feedback. If there is anything we can do to help you have a more positive experience, feel free to reach out to us at [email protected]. Best, Klaidy CX Team
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About angi.com
See highly-rated professional for free. Read real local reviews and grades from neighbors so you can pick the right pro for the job the first time.
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Technology Stack
angi.com uses 22 technologies across their website including Cloudinary, unpkg, Cloudflare, and more.
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Cloudinary
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unpkg
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OneTrust
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DoubleClick Floodlight, Microsoft Ads, Google Ads, Facebook Pixel
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New Relic, Clarity, Segment, Google Tag Manager +1 more
Traffic & Audience
angi.com receives approximately 5.1M monthly visitors and ranks #11,129 globally. The website has a bounce rate of 57% with visitors viewing an average of 3.2 pages per visit. Users spend an average of 3:14 on the site.
The majority of angi.com's traffic comes from undefined, undefined, .
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