ELocal USA

About ELocal USA

eLocal USA operates a national pay-for-performance digital advertising platform, connecting consumers with local service providers across the United States. The company was established in 2008 by brothers Bruce and Andrew Aronow, who served as CEO and President, respectively. Bruce Aronow, a 1987 Penn State accounting graduate, transitioned from a career at PricewaterhouseCoopers to entrepreneurship, founding eLocal with his brother to connect consumers with local businesses. The founders, who also established the real estate investment firm Rockland Capital, received the Ernst & Young Entrepreneur of the Year Award in 2017 for their work in e-services.

The company's business model is centered on a pay-per-call or pay-per-lead system, which means clients are only charged for valid leads, not for spam or solicitations. This performance-based approach caters to local, regional, and national businesses seeking effective customer acquisition. eLocal's platform allows businesses to define their service areas and choose between shared or exclusive leads. It serves a wide range of verticals, with a strong focus on home services, legal, medical, insurance, and automotive sectors. Consumers can find professionals like plumbers, lawyers, and dentists through eLocal's online directory and are connected via online forms or unique phone numbers.

eLocal has pursued an aggressive growth strategy through acquisitions. In October 2018, it acquired Ring Router to enter the insurance vertical. This was followed in January 2019 by the acquisition of two other leaders in performance-based marketing, Felix and CityGrid, from InterActive Corp (IAC), significantly expanding its market share. In November 2019, a majority stake in eLocal was acquired by HomeServe PLC, a UK-based international home repairs company, for approximately $140 million. This acquisition was intended to serve as the foundation for HomeServe's Home Experts business in North America. The Aronow brothers remained with the company post-acquisition to continue its growth. The company continued its expansion by acquiring digital advertising agency Vincodo in 2020 and marketing and sales organization Bunker Hill Labs in May 2024.