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QuinStreet, a provider of performance marketplace products and technologies, acquired home improvement performance marketing service provider Modernize. "Modernize Home Services" will serve as QuinStreet's flagship brand in home services moving forward, advancing the company's mission to "set the standard for transparency and trust in the home improvement and home services selection process," according to a news release.

Modernize Home Services' vision is to solve problems for professionals and homeowners and simplify the process for both sides of the market. The segment will initially operate in more than 15 high-value, high-consideration home segments, including new and replacement windows, solar installation, roofing, HVAC, siding, bathrooms and kitchens, gutters, and home security.

Modernize Home Services brings a network of more than 1,000 contractors and providers and has extensive marketing and reach in digital media through QuinStreet's performance marketplace capabilities and presence, according to QuinStreet. Over the past 12 months, the combined business connected more than 3 million homeowners with home service professionals.

"Modernize has developed a highly-recognizable brand and deep relationships with contractors in select segments of the home improvement ecosystem," Alan Godfrey, senior vice president of QuinStreet's Modernize Home Services client vertical, said in a prepared statement. "We are very excited to be a part of QuinStreet's expanded home services business and to have the opportunity to serve more clients and homeowners in a greater number of market segments."

Modernize Home Services enables homeowners to be matched with up to four home service providers based on their project requirements and locations. Homeowners are able to review information on accreditations, Better Business Bureau profiles, and Google Business profiles.

According to the news release, QuinStreet and Modernize clients will have the ability to reach homeowners through one platform and receive consulting and analytical insights on their businesses. After homeowners and contractors are matched, Modernize Home Services facilitates communication between the two parties, soliciting feedback throughout the project life cycle to ensure an efficient and transparent process.

The market for home improvement is both lucrative and crowded. Consumers spent an estimated $200 billion in 2019 on professional home improvement projects alone. With the volume of professionals available for customers to choose from, the process of identifying and selecting a contractor can be complicated, time-consuming, and stressful for homeowners. For professionals, reaching and communicating with homeowners can be difficult and expensive. Services such as Modernize attempt to bridge the gap for both sides of the market. In addition to Modernize, Porch, HomeAdvisor, Angie's List, Remodelmate, and Hover all offer similar services attempting to link homeowners with home service professionals.