HomeImprover officially launched on 1st August 2004 as a portal that provides an online environment for bringing buyers and sellers together for a wide variety of products and services available in the "Home Market" segment of the South African Construction Industry. It is an extensive and dynamic portal encompassing all facets of the home, especially those related to home improvement.

HomeImprover offers the convenience of sourcing practically any product or service one may require to renovate or improve a home. From a single portal website one can access all relevant links and communicate directly with subcontractors and/or suppliers. Registered users can obtain information about services and prices online rather than using a telephone and directory. Registration is FREE, allowing any potential buyers to browse the site at no cost.

Unlike competitive advertising models available to this market, HomeImprover has the advantage of being dynamic and customisable. Its content is ever changing since the "Sellers" compete for the primary positions in respect of posted advertisements, articles, reviews, news, surveys and forums etc.

The portal is designed to automatically manage the content thus reducing the publishing burden associated with traditional media. Due to the flexible modular structure of the portal, changing user demands and preferences can be rapidly met. The portal is also highly scalable, so as the user base increases, so too can the range of services and features offered by HomeImprover.