HomeServe
Corporate brand
UnclaimedHomeServe is a British multinational provider of home emergency repair plans, maintenance services and related homeowner-improvement platforms.
Last updated August 26, 2026
Overview
HomeServe is a British home-services business that provides protection plans, emergency assistance and repair coordination for household systems and infrastructure. Its activities have principally covered plumbing, drainage, heating, electrical and other home emergencies, with services commonly distributed directly to consumers or through relationships with utilities and other commercial partners. The company’s model combines recurring policy or membership revenue with access to networks of contractors and tradespeople. The business began in 1993 as Fastfix, a joint venture between South Staffordshire Water and entrepreneur Richard Harpin. Its initial proposition was an emergency plumbing service. In 1994, it broadened its offering into plumbing and drainage policies under the HomeServiceScheme name. This established the core model that later became associated with the HomeServe brand: customers pay for assistance or coverage against the cost and inconvenience of unexpected household repairs, while HomeServe arranges qualified support. HomeServe expanded beyond the United Kingdom during the 2000s. It established the Doméo joint venture in France in 2001 and entered the United States in 2003. Following unsuccessful efforts to establish an Australian operation and the separation of the water business in 2004, the remaining group was renamed HomeServe plc. International expansion then included the acquisition of Spanish property-repair company Reparalia in 2007, French warranty provider SFG in 2009 and National Grid’s United States service-contract business in 2010. The company also pursued operations in Italy and Germany, although it later sold its Italian interests and exited Germany after the German venture failed to achieve its intended performance. The group increasingly supplemented insurance-like emergency plans with digital and marketplace services. It acquired full ownership of Checkatrade in 2017 after initially purchasing a minority stake. Checkatrade provides a directory and recommendation platform for tradespeople in the United Kingdom. HomeServe also acquired Habitissimo, a Spanish platform connecting homeowners with tradespeople, taking an initial majority stake in 2017 and buying the remainder in 2019. In North America, it expanded through acquisitions including Utility Service Partners, Dominion Products and Services, ServLine and a majority interest in eLocal. HomeServe entered Japan in 2019 through a joint venture with Mitsubishi Corporation. Its international business eventually became an important contributor to the group, with United States profits exceeding those of the United Kingdom in 2019. During the COVID-19 lockdown in 2020, the company offered free emergency repairs to NHS and social-care workers in the United Kingdom and introduced telephone-based repair advice in the United States. HomeServe was publicly listed in London until Brookfield Asset Management acquired the business. HomeServe agreed to recommend Brookfield’s approximately £4.08 billion offer in July 2022, and completion was announced in January 2023. It therefore became a privately owned company. Its history also includes significant regulatory criticism: the United Kingdom business breached Financial Conduct Authority principles through mis-selling between 2008 and 2011, leading to a temporary suspension of UK sales activity for retraining and a substantial FCA fine in 2014. Ofcom separately fined the company over silent and abandoned marketing calls. These events made sales governance and customer-protection controls important parts of the company’s corporate history.
History
HomeServe originated in 1993 as Fastfix, a joint venture between South Staffordshire Water and Richard Harpin. The original business focused on emergency plumbing. In 1994 it widened the proposition to plumbing and drainage policies under the HomeServiceScheme name, creating the foundation for a recurring home-emergency assistance model. The company began international development with the Doméo joint venture in France in 2001 and an entry into the United States in 2003. After an unsuccessful attempt to enter Australia and the 2004 separation of the water business, the remaining group adopted the HomeServe plc name. Expansion continued through acquisitions and partnerships. Reparalia, a Spanish property-repair company, was acquired in 2007; French warranty provider SFG followed in 2009; and National Grid’s United States service-contract business was acquired in 2010. HomeServe also experimented with continental European operations. It sold a majority interest in its Italian Assistenza Casa business to Edison in 2017 and disposed of the remaining interest in 2019. Its German venture, launched in 2012, was sold after three years because it did not achieve the expected results. During the second half of the 2010s, HomeServe expanded into complementary digital and contractor-network services. It acquired 40% of Checkatrade in 2017 and later took full ownership. Checkatrade gave the group a consumer-facing platform for finding and evaluating tradespeople. In Spain, HomeServe acquired a 70% interest in Habitissimo in 2017 and bought the remaining stake in 2019. Habitissimo connected homeowners with tradespeople and broadened the group beyond emergency protection plans. The North American division grew through acquisitions, including Utility Service Partners in 2016, Dominion Products and Services in 2017, and ServLine and a 79% interest in eLocal in 2019. HomeServe entered Japan in 2019 through a joint venture with Mitsubishi Corporation. By that year, United States profits had surpassed United Kingdom profits, illustrating the increasing importance of the North American business. The company’s public reputation was affected by regulatory issues in the United Kingdom. Between 2008 and 2011, the UK operation breached Financial Conduct Authority principles in connection with policy sales and mis-selling. HomeServe stopped UK sales between October 2011 and January 2012 while sales staff were retrained, and the FCA later imposed a £30,647,400 fine. Ofcom separately fined the company £750,000 in 2012 over silent and abandoned calls made to potential customers. HomeServe subsequently stopped cold-calling practices of that kind. HomeServe became known for employer recognition during the 2010s, including a third-place ranking in a 2016 Glassdoor list of the best places to work in the United Kingdom and a fourth-place regional ranking from Indeed in 2018. It also developed a local sports-marketing profile through sponsorships of West Bromwich Albion and Walsall Football Club. In 2022, Brookfield Asset Management made an offer valuing HomeServe at approximately £4.08 billion. HomeServe agreed to recommend the transaction, and completion followed in January 2023. The acquisition ended HomeServe’s London listing and placed the company under Brookfield ownership.
- 2023
Brookfield acquisition completed
[1]HomeServe becomes privately held after completion of the Brookfield acquisition.
- 2022
Brookfield takeover recommended
[1]HomeServe agrees to recommend Brookfield Asset Management’s approximately £4.08 billion acquisition offer.
- 2020
Pandemic support measures
[1]HomeServe provides free emergency repairs to NHS and social-care workers in the United Kingdom and telephone repair advice in the United States.
- 2019
Japan joint venture and further digital expansion
[1]HomeServe enters Japan with Mitsubishi Corporation, acquires the balance of Habitissimo and expands its North American portfolio.
- 2017
Checkatrade and Habitissimo investments
[1]HomeServe acquires an initial stake in Checkatrade, later taking full ownership, and purchases a majority stake in Habitissimo.
- 2016
Utility Service Partners acquired
[1]HomeServe’s North American business acquires Utility Service Partners.
- 2012
German venture is sold
[1]The company sells its German operation after an unsuccessful period of development.
- 2010
National Grid service-contract business acquired
[1]HomeServe expands its United States activities by acquiring National Grid’s service-contract business.
- 2009
SFG acquired
[1]The company acquires French warranty provider SFG.
- 2007
Reparalia acquired
[1]HomeServe acquires Spanish property-repair company Reparalia.
Showing the 10 most recent.
Products and positioning
A convenient, subscription-oriented home assistance provider that helps homeowners manage unexpected repairs through protection plans, emergency support, contractor networks and digital tradesperson marketplaces.
Home emergency protection · 1994
HomeServe home emergency plans
HomeServe’s core offering consists of plans and assistance arrangements covering unexpected household problems. Depending on the market and partner, these have included plumbing, drainage, heating, boiler and electrical emergencies. The service proposition is built around arranging help when a covered problem occurs, reducing the customer’s need to locate and coordinate a contractor independently.
Tradesperson directory
Checkatrade
Checkatrade is a customer-oriented directory and recommendation platform for tradespeople. HomeServe acquired an initial 40% interest in 2017 and subsequently obtained full ownership. The platform complements HomeServe’s repair-plan operations by helping homeowners identify and compare recommended service providers for broader maintenance and improvement work.
Home-improvement marketplace
Habitissimo
Habitissimo is a Spanish digital platform that connects homeowners with tradespeople. HomeServe first acquired a majority stake in 2017 and completed the purchase of the remaining interest in 2019. It extended the group’s reach from emergency assistance into project-based home improvement and contractor discovery.
Controversies
2014
Financial Conduct Authority mis-selling penalty
The FCA found that HomeServe’s UK business had breached regulatory principles during 2008–2011, particularly in relation to the sale of policies. HomeServe suspended UK sales from October 2011 to January 2012 for staff retraining and was fined £30,647,400 in 2014.
2012
Ofcom penalty for silent and abandoned calls
Ofcom fined HomeServe £750,000 over silent and abandoned calls made to prospective customers in February and March 2011. The company later ceased the cold-calling practice described in the criticism.
Marketing campaigns
- 2017Extended Walsall FC sponsorship
United Kingdom
HomeServe signed a further five-year sponsorship agreement with Walsall Football Club.
- 2014Walsall FC Main Stand sponsorship
United Kingdom
HomeServe agreed a three-year sponsorship of the Main Stand at Walsall Football Club’s Bescot Stadium.
Outcome. The sponsorship strengthened HomeServe’s local association with Walsall, where the company is headquartered.
- 2014Walsall FC kit sponsorship
United Kingdom
HomeServe became the official kit sponsor of Walsall Football Club under a three-year agreement.
- 2010West Bromwich Albion sponsorship
United Kingdom
HomeServe signed a one-season sponsorship agreement to become the official sponsor of West Bromwich Albion during the 2010–11 Premier League season.
Outcome. The arrangement was described as a one-year sponsorship.
Brand decisions
2022
Recommended Brookfield acquisitionM&ABackground
Brookfield Asset Management considered acquiring HomeServe after the company had developed a multinational home-services and repair-platform business.
Action taken
HomeServe agreed to recommend Brookfield’s approximately £4.08 billion offer.
Aftermath
The transaction completed in January 2023 and ended HomeServe’s London Stock Exchange listing.
Acquisition value. Approximately £4.08 billion offer (Offer announced in 2022; acquisition completed in January 2023)
2019
Entry into JapanStrategyBackground
HomeServe pursued further international expansion after building substantial businesses in the United Kingdom, United States and Europe.
Action taken
The company entered Japan through a joint venture with Mitsubishi Corporation.
Aftermath
Japan became an additional market for HomeServe’s home-services model.
2017
Full acquisition of CheckatradeM&ABackground
HomeServe sought to complement emergency repair plans with a broader homeowner and tradesperson platform.
Action taken
It acquired an initial 40% stake in Checkatrade and later took complete ownership.
Aftermath
Checkatrade became part of HomeServe’s digital and contractor-network activities.
2011
Temporary suspension of UK salesStrategyBackground
The UK business faced regulatory concerns about policy sales and alleged mis-selling during the 2008–2011 period.
Action taken
HomeServe stopped UK sales activity between October 2011 and January 2012 while retraining sales staff.
Aftermath
The episode was followed by regulatory enforcement, including the FCA’s 2014 fine.
Recent events
- 2023
Brookfield completes acquisition of HomeServe[1]
M&A
HomeServe announced that the conditions for Brookfield’s acquisition had been satisfied and the transaction was completed, making the business privately held.
- 2022
HomeServe agrees to recommend Brookfield acquisition[1]
M&A
HomeServe agreed to recommend Brookfield Asset Management’s approximately £4.08 billion takeover offer, initiating the process that would remove the company from the London Stock Exchange.
- 2020
HomeServe offers support during COVID-19 lockdown[1]
Other
The company offered free emergency repairs to NHS and social-care workers in the United Kingdom and introduced telephone repair advice in the United States during the pandemic lockdown.
- 2019
HomeServe expands into Japan through Mitsubishi Corporation joint venture[1]
Other
HomeServe entered the Japanese market through a joint venture with Mitsubishi Corporation, extending its international home-services model into a new market.
Sources2 sources
Cite this profile: Cite the canonical profile. /brand-wiki/homeserve · Editorial policy · How profiles are compiled