Porch.com acquired the membership interests of HireAHelper, LLC. Consideration was not announced. Architect Partners was the exclusive financial advisor for HireAHelper and initiated the transaction.
Comparable transactions include IAC’s acquisition of HomeAdvisor for $150mm (3.8x trailing revenues), News Corp’s acquisition of Move.com for $950mm (4.3x trailing revenues), Home Depot’s acquisition of Red Beacon for $70-95mm, Ikea’s purchase of TaskRabbit, Angie’s List’s 2017 acquisition by IAC/HomeAdvisor for $500mm, and IAC/HomeAdvisor’s subsequent 2018 acquisition of Handy (price not disclosed, but Pitchbook estimated Handy’s prior valuation at $360mm).
HireAHelper is an online marketplace for booking local moving labor. Founded in 2007 in San Diego, the company operates nationally and describes themselves as the easiest way to compare and book movers. HireAHelper’s platform lets consumers input the date and destination for their move, compare movers and prices against tens of thousands of reviews, and book and pay online. HireAHelper operates as a payment processor for booked jobs, also providing insurance, background checks and customer service.
HireAHelper works with several thousand independent professional moving companies across the country, and has movers in all 50 states. The company focuses on high levels of customer service, and their movers on average are rated 4.7 out of 5 stars. The company was founded in 2007 by CEO Mike Glanz and COO Pete Johnson. Mike and Pete were college friends and began a moving business as undergraduates.
Early on, the company raised some modest financing from friends and family, but they mainly bootstrapped their way to profitability. HireAHelper has 60 employees, almost all located in Oceanside, California just north of San Diego. The company will continue to operate as a standalone division at least initially, although marketing and operations will be integrated with Porch.
Porch.com is an online marketplace for booking home service professionals from contractors to plumbers to painters to handymen. The company started in 2013 with 1.5 million professionals in their network. In 2014 they partnered with Lowes home stores to provide services to homeowners. Since then, they have added additional partners such as Walmart, Pottery Barn and Overstock.com and have grown their service provider directory to 3 million professionals, of which some 140,000 are viewed as “active”. Porch had acquired three complementary businesses before HireAHelper.
Porch was founded in 2012 by CEO Matt Ehrlichman, Ronnie Castro, Scott Austin, Ha Phan and Eric Schliecher. The company has raised over $100 million in equity financing. Lowes led the Series A round of $28mm in 2014 and Valor Equity led the Series B round of $67mm in 2015. Panorama Point, FJ Partners, Founders Fund, Capricorn Investment Partners, and Battery Ventures also participated in the most recent round, which was said to be at a valuation of around $500 million. Porch has over 600 employees and is headquartered in Seattle.
This is not a gig economy transaction – both companies primarily work with professional service providers, unlike gig Uber drivers, TaskRabbit helpers or Lugg movers.
It’s all about CAC (customer acquisition cost). Porch has been very strategic in monetizing as many homeowner contacts as possible, via expansion both horizontally (adding more service categories) and vertically (offering company owned, contracted, and lead gen tiers of service providers) to be able to meet any need. For a given marketing spend, successfully boosting conversion of more inquiries into booked jobs means lower marketing spend (and higher margin) per job.
This whole sector has seen lots of investment and consolidation over the past handful of years (see comparable transactions, above), with most recent activity at the professional level rather than the gig level. IAC has become the home services juggernaut, with the acquisitions of HomeAdvisor, Angie’s List and Handy, but players like Amazon, Facebook and Yelp are also entering the market.
Porch gets at least three things from this acquisition:
1. Another complementary, high-margin service to monetize across the millions of homeowners that visit Porch.com, without spending more on customer acquisition. (Conversely, HireAHelper gets thousands of jobs passed from Porch)
2. HireAHelper’s mobile app for letting helpers schedule their jobs, and other SaaS tools for helping service professionals to run their businesses and keeping them on the Porch platform.
3. HireAHelper’s management team, which pairs a tight focus on operations with sophisticated systems for tracking and measuring every homeowner and mover transaction, and has admirably delivered on both growth and profitability.