Market History

The Angi and HomeAdvisor Consolidation, and What It Means for Roofers

Quick answer

Angi and HomeAdvisor merged into one company, and CraftJack, a third budget shared-lead brand, is listed within the Angi brand family on its own Better Business Bureau profile, indicating it now operates inside that same consolidated marketplace rather than as an independent vendor. The result for roofers is one dominant shared-lead marketplace with a well-documented complaint and refund-dispute history, which is a large part of why the market is now rotating toward exclusive, booked-appointment vendors instead.

By VA Horizon Team · July 20, 2026 · 7 min read

One Marketplace, Three Brand Names

Angi and HomeAdvisor operate today as one merged company, even though roofers still shop them as if they are two separate options. CraftJack, a third, lower-priced shared-lead brand, is listed within the Angi brand family on its own Better Business Bureau profile, indicating it now operates inside that same marketplace rather than as an independent vendor. Functionally, a roofing company weighing "Angi versus HomeAdvisor versus CraftJack" is often weighing three storefronts on the same underlying shared-lead marketplace, not three genuinely separate vendors competing for its business.

What the Complaint Record Actually Says

The complaint history here is public and extensive. HomeAdvisor's Better Business Bureau profile carries a long record of contractor complaints, and a RoofCalc.org writeup specifically documents contractors seeking refunds through litigation. CraftJack's own Chicago-market Better Business Bureau file shows a comparable complaint pattern. None of this is secret or hard to find; it is exactly the kind of documented, citable trust history that a roofing company should weigh before signing a membership agreement, not discover after the first disputed invoice.

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What It Costs Today

Angi roofing leads currently run $15 to $85 or more on the low end and $40 to $120 for higher-value jobs, plus an annual membership typically around $300 to $400. HomeAdvisor charges an annual fee plus $45 to $110 per lead sent, shared among three to eight contractors, with credits only and no cash refunds, early termination fees up to 30%, and cancellation fees exceeding $1,500 reported by contractors. Both numbers are worth comparing directly against exclusive lead and appointment pricing before assuming the shared marketplace is the cheaper option.

Why the Market Is Moving On

The clearest evidence that roofing companies are rotating away from this model is not a survey, it is a new market entrant. Rizen Estimates launched on 2026-07-18 with a tagline built entirely around rejecting the shared-lead model: "Contractors don't want leads, they want to be standing in a driveway giving an estimate. We sell the driveway." A brand-new company betting its entire launch positioning on exclusive booked appointments, one day before this research was compiled, is a real signal that the shared-lead marketplace era is not the only option roofers are being offered anymore.

Sources

The external data in this article draws on the sources below. Figures described in the text as estimates or industry triangulations are directional and are not attributed to a single dataset.

FAQ

Are Angi and HomeAdvisor the same company?

Yes, they operate today as one merged company, even though many roofers still evaluate them as if they were two separate lead marketplaces.

Is CraftJack still an independent lead vendor?

Its own Better Business Bureau profile lists the entity within the Angi brand family, indicating it now operates inside that consolidated marketplace, consistent with the broader Angi consolidation pattern, though it still markets itself as a budget shared-lead option.

What complaints have contractors filed against HomeAdvisor?

HomeAdvisor carries an extensive Better Business Bureau complaint record, and a RoofCalc.org writeup documents contractors specifically pursuing refunds through litigation. Reported terms include credits-only refund policy, early termination fees up to 30%, and cancellation fees exceeding $1,500.

Why are roofing companies moving away from Angi and HomeAdvisor leads?

Cost, the complaint history, and the fundamental shared-lead structure, where the same homeowner inquiry is resold to three to eight contractors at once, are pushing roofers toward exclusive booked-appointment vendors. Rizen Estimates launching in mid-2026 with an exclusive-appointment-only positioning is a direct market signal of that shift.

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