All in the house: While Urban Company claps its way to the bank, Housejoy sees stunted growth

Credit: Courtesy of Housejoy

Synopsis

Housejoy and Urban Company, both took the first steps in the home-services business back in 2014. But while Urban Company is now looking to command a billion-dollar valuation, Housejoy has failed to attract investors. The company is now pivoting and betting big on offering construction-as-a-service. Will putting all cards in one place help bring joy to its own house?

In November 2020, Housejoy, a home-maintenance and services company, the closest competitor to Urban Company, tried to refresh its approach of how it reaches its customers. The company changed its logo and unveiled a new identity in conjunction with its brand messaging. The company also revealed a mascot, Joe. In a statement, the company, on Joe, said, Joe would be Housejoy’s unifying factor across its two separate verticals and services and

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