Less than two years after its launch in early 2012, the DIY home improvement site known as BrightNest has been acquired by Angie’s List for a cash value of $2.65 million. Angie’s List has also granted options to the members of BrightNest’s team to purchase $3.65 million of Angie’s List common stock.
Although users won’t see much change in the first few weeks, Angie’s List COO J. Mark Howell told us that the overall goal is to incorporate BrightNest’s content delivery and member engagement tools into Angie’s List. While BrightNest has focuses on helping users complete home care projects themselves, Angie’s List has been in the game of connecting people with trusted home maintenance professionals for 18 years.
The two companies began talking about a possible acquisition in May, around the same time that BrightNest was getting attention from other large competitors. BrightNest co-founders Justin Anthony and Allen Schulman will stay on after the transition, Anthony told us.
BrightNest has nothing on Angie’s List in terms of monthly actives, at 120,000 versus 2 million, respectively. 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.
BrightNest, on the other hand, has a homepage dominated by content like “5 Tips For A More Productive Home Office,” which is often picked up by other sites like AOL’s Homesessive, and serves as a planner for home projects year round. It can engage an individual every day of the year.
Angie’s List VP of Product Shelly Towns said that this is the first infrastructure acquisition that the company has made since it launched 18 years ago. The integration of the two sites will span several months, beginning with merging the two teams. Towns would not specify exactly what the merged sites will look like in the coming weeks, but visitors should expect a new Angie’s List brand skin for BrightNest in the short term.
After graduating from the incubator 500 Startups and raising just over $1 million in funding led by TechStars’ David Cohen, it has been a short flight in the start-up game for BrightNest. We’ll be looking to see if the addition of BrightNest’s content and planning tools will turn Angie’s List into the home maintenance silver bullet it’s hoping to become.