The people
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About
Peterson's model was TripAdvisor for renovations: at the time, hiring a contractor meant word of mouth or the phone book, and Yellow Pages had refused to get into reviews. She raised about half a million dollars from friends, family and angels, and spent the early years learning Canadian libel and defamation law so homeowners could post negative reviews safely. HomeAdvisor acquired a majority stake in 2017.
Backers
Friends, family and angel investors; majority owned by HomeAdvisor (ANGI) since 2017
Quick answers
What is HomeStars?
A Canadian marketplace where homeowners read and write reviews of contractors, and increasingly get matched to them directly.
Who founded HomeStars?
Nancy Peterson, in Toronto in 2006, after her own renovation. She ran it as CEO until retiring on 31 July 2020.
Who owns HomeStars?
HomeAdvisor acquired a 90% stake in 2017 for CAD 16.6 million. Peterson stayed on as CEO through the scale-up phase.