TotalHousehold aims to streamline the process of hiring contractors

Former hedge fund manager Jeff LaCava is setting his sights on the startup realm: specifically that of the remodeling industry, where there's opportunity to bring digital tools into the contractor selection process. is an Angie's-list type website where homeowners can go to find local home contractors, share their experiences and access an online forum related to home improvement topics. The site also features a dedicated blogroll, an evolving contractor FAQ and more.

The site works both ways, however, with contractors marketing their services via profile pages that include project galleries, client reviews, videos, testimonials and promotions.

LaCava was inspired to build the site after trying his hand at home improvement -- he flipped four homes since his first purchase in his twenties, but realized that finding professionals wasn't an easy process.

“As a homeowner, I was always frustrated that there wasn’t a reliable online resource I could use to research both a contractor’s credentials and customer ratings and reviews,” said LaCava. “The ones that do exist either do a disservice to the homeowner, the contractor or both. At TotalHousehold, we recognize that those are two distinct groups with different needs, but that they also depend on each other. Our mission is to make all manner of home improvement more efficient for both.”

The home improvement industry is taking some strides toward digitizing and streamling the consumer experience. Other recent examples include the BulbFinder tool from, which helps customers pick the right bulbs for their lighting needs.

As a means of setting itself apart, TotalHousehold promises zero in the way of a subscription fee and no unwanted calls from contractors.

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