Angie Hicks shares her journey in creating a billion-dollar home service brand and offers tips for selecting the right service provider for your needs.


It all began with a simple yet brilliant concept: a platform for home repair and renovation services curated by customers and their reviews. This platform became known as Angie's List.

Angie Hicks laid the groundwork for this billion-dollar venture, now called Angi. She started by signing up customers individually and building her namesake list of service providers from the ground up. This list featured electricians, plumbers, landscapers, and more. While it seems common today, such a resource was rare when it launched in 1995.

Over the years, Angie Hicks has witnessed the transformation of the company she co-founded. From a subscription newsletter, it has evolved into an online platform that has assisted 150 million people in maintaining, repairing, and renovating their homes, while also boosting the growth of countless small businesses.

Current Trends in Home Services

In a recent conversation with Karen Finerman on the How She Does It podcast, Hicks discussed her career journey and shared valuable advice for homeowners.

Hicks noted, "People aren't moving as frequently as they used to." Many homeowners feel anchored by current market conditions. Her suggestion? "Consider your current home as a potential forever home and think about how to adapt it to your needs."

This means making long-term changes like adding a home office, redesigning kitchens, or refinishing basements, according to Hicks.

Additionally, Hicks observes a trend towards more conscious home maintenance, which can prevent unexpected expenses. "Homeowners want to avoid budget surprises," she explains. "They're ensuring their furnaces get tuned up to prevent failures during the cold months."

Handling Negative Feedback

When hiring contractors, Hicks provides unexpected advice: a few negative reviews can be beneficial. "I'd prefer to see a contractor with a strong overall rating, despite the occasional complaint," she explains. "It shows how they handle challenges."

No one enjoys receiving bad reviews. Early in her career, Hicks dreaded answering calls from service providers upset about poor feedback. To complicate matters, she was often the only person available to take those calls.

"It was probably the toughest part of my job because they would often yell at me," she recalls. A mentor once reassured her, saying, "Even the best can receive bad reviews."

"I eventually learned to coach professionals on this issue," Hicks shares. She advises them to take a moment to breathe, rectify the situation, and if necessary, apologize. "Avoid arguing or criticizing customers online," she warns. That path rarely leads to positive outcomes.

Selecting the Right Provider

Hicks suggests seeking businesses with 10 to 20 reviews to get a clear view of their service quality. From there, she encourages detailed discussions with potential service providers about project goals, timelines, and costs.

"You're inviting someone into your home to work on your behalf," she emphasizes. Finding the right fit is crucial. Hicks recommends talking to multiple contractors, especially for larger projects where you might be cohabiting for months.

Another essential step is to ensure all agreements are documented. "Many projects fall apart due to poor communication," she notes. When contractors and homeowners fail to communicate effectively, expectations can misalign, budgets can shift, and "the wheels fall off the bus."

The Introverted Businesswoman

"I'm an introvert and quite reserved," Angie Hicks admits, yet in the early days, she had to go door-to-door selling memberships, a challenging endeavor.

"Sometimes you just have to face the tasks you dislike," she says, referring to parts of the job that aren't enjoyable. "In any career, there are unavoidable tasks, and you have to find a way to tackle them."

When asked about her success, Hicks attributes it to one trait: perseverance. "It's a work ethic instilled in me by my parents," she explains. Her father worked as a UPS driver and her mother as a bank teller. "When you accept a job, you give it your all."

This perseverance was vital as an entrepreneur because, as she confesses, "I didn't think I possessed many character traits other than perseverance. I was determined not to quit."

Keeping Connections Strong

Today, Angie Hicks serves as Angi's Chief Customer Officer, ensuring the company remains faithful to its mission.

"In our digital age, I believe we need more personal interactions. I'm always open to speaking with customers, and any professional in the network can reach out to me," Hicks states. "It allows me to gather valuable insights."

As part of this initiative, Hicks will contribute to the Angi Holiday Hotline this December.

Although the company has seen mergers and a rebranding, Hicks insists that the core mission remains unchanged: "We want to ensure your projects are completed successfully."