Rebrands

Angie’s List rebrands as Angi

Angie’s List launched in 1995 as a resource for residents in Columbus, Ohio, seeking local contractors. In an attempt to highlight the other housing-related businesses and services under their umbrella, including HomeAdvisor and Handy, the online marketplace announced its rebranding as Angi and its parent company, ANGI Homeservices Inc., in March 2021.

The Angie’s List brand is known and loved … People understand what it stands for and trust it. The challenge is that we’re not just a list anymore. Customers were confined and constrained by the literal nature of the name.

Angi CEO Oisin Hanrahan

Angi CEO Oisin Hanrahan also noted Angi has focused on all aspects of the home improvement business, giving customers an easy way to find contractors, book them and pay them — not just a place to review them. Along with this rebrand, the company revamped its website and launched a new app as it looks to further penetrate the home services industry.

The company acquired the EBM (Exact Brand Match) domain Angi.com that was registered in 1996 and owned by Angi GmbH out of Germany. They managed to get Angie.com as well.

Shares of Angi are up nearly 25% this year and have soared about 250% in the past 12 months. That makes Angi the latest of a growing list of companies that are thriving after being spun off by Barry Diller’s media and e-commerce conglomerate IAC. — along with Tinder owner Match, LendingTree, Expedia and TripAdvisor.

Kristina Mišić

Kristina comes from beautiful Belgrade and she always loved brands and the psychology behind them. In case you are wondering where you can find her, the answer is... on social media! And, yes, she checked you out already.

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