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Angie’s List – a rapidly growing membership-based online reviews aggregator that connects consumers with home maintenance professionals and providers – continues its expansion with the announcement that it has acquired BrightNest, a home improvement site with DIY tips and tools.
The deal, reportedly worth $2.65 million in cash, will enable Indianapolis-based Angie’s List to solidify and build on its ability to “capture word-of-mouth wisdom” – especially on providing information on contractors, home maintenance professionals, and other local service providers (like mechanics, plumbers, house cleaners, and roofers).
According to a report by TechCrunch, the acquisition will also see the integration of BrightNest’s content delivery and member engagement tools into Angie’s List. “BrightNest has nothing on Angie’s List in terms of monthly actives, at 120,000 versus 2 million, respectively,” wrote TechCrunch’s Eliza Brooke, “but it does have the potential to round out the episodic nature of user engagement with Angie’s List, as people tend to turn to it on discrete occasions when they need to find a home maintenance professional for a single job.”
Added Bill Oesterle, Angie’s List CEO: “The acquisition of BrightNest fits well with our strategic objective to develop tools and create a user experience that makes it easier for our members to care for their homes. BrightNest has an accomplished, talented team, and we look forward to joining forces with them.”
Founded in 2011 by Justin Anthony and Allen Shulman, BrightNest is a free online resource that provides people the tools, tips, motivation, and information for keeping their homes. In 2012, the company participated in the 500 Startups accelerator program; it also quickly signed up 100,000 users, majority of which are very active in seeking information and asking questions on contractors and other third-party help.
What does this mean for local business owners? Well, for one, it means that Angie’s List will continue to be able to connect you to active, highly engaged users looking for specific products and services – and this includes BrightNest’s own users. It also creates an even more solid online platform for promoting your business, getting quality clients, building your reputation, and getting trusted and verified consumer reviews. So, if you haven’t signed up for Angie’s List, do so ASAP; creating a business listing is free.