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By Martha C. White
July 13, 2016
Dean Mitchell—Getty Images

After 21 years (eons in ecommerce time) spent accruing a base of 3 million paying subscribers, Angie’s List made a bold move to go after younger, less wealthy homeowners: It unlocked the paywall that previously stood between non-members and the site’s 10 million-plus reviews of contractors, plumbers, and other home-improvement professionals.

In doing away with its $10 annual subscription cost, the site is apparently acknowledging that it’s really hard to get anyone to pay for information online.

Even so, Angie’s List will add two “premium” tiers of service for about $25 and $100 a year, respectively—essentially betting that millennials can be attracted by free reviews and later convinced to shell out hard cash for personalized hand-holding. The site’s new $25 “silver” tier includes price and service guarantees, “exclusive discounts,” a subscription to a bimonthly Angie’s List magazine, and customer support through chat and email.

The $100 “gold” tier adds onto those perks phone access to staff for customer service and complaint resolution. In a press release, the company also said it has plans for other services like tools for pricing and scheduling projects, a handyman chat line, partnerships with firms that provide home-improvement financing, and an emergency services line.

Advertiser Disclosure

The purpose of this disclosure is to explain how we make money without charging you for our content.

Our mission is to help people at any stage of life make smart financial decisions through research, reporting, reviews, recommendations, and tools.

Earning your trust is essential to our success, and we believe transparency is critical to creating that trust. To that end, you should know that many or all of the companies featured here are partners who advertise with us.

Our content is free because our partners pay us a referral fee if you click on links or call any of the phone numbers on our site. If you choose to interact with the content on our site, we will likely receive compensation. If you don't, we will not be compensated. Ultimately the choice is yours.

Opinions are our own and our editors and staff writers are instructed to maintain editorial integrity, but compensation along with in-depth research will determine where, how, and in what order they appear on the page.

To find out more about our editorial process and how we make money, click here.

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