Porch App

Home improvement data startup Porch has hired a new chief financial officer, Bob Barton, whose experience includes helping Drugstore.com go public, helping to sell Cranium to Hasbro, and leading the sale of Seattle-based online retailer OnlineShoes.com.

New Porch CFO Bob Barton
New Porch CFO Bob Barton

It’s a key position for the rapidly growing company following its $65 million Series B financing round, said Matt Ehrlichman, the Porch CEO and chairman, in an interview this week. The role was previously filled on an interim basis by another executive also involved in business development.

“One of the positions we needed was a full-time, experienced CFO who can be a key partner for me as we build this company,” Ehrlichman said, describing Barton as someone who “can go that full spectrum.”

Barton worked most recently as CFO at A Place for Mom. His tenure at Drugstore included roles as CFO and interim CEO, and he was also president and COO of OnlineShoes.com. His past experience taking a company public and working on the sale of others shouldn’t be viewed as a hint about Porch’s potential direction, Ehrlichman said.

Porch CEO Matt Ehrlichman
Porch CEO Matt Ehrlichman

“Really what we’re focused on is just building a great company,” Ehrlichman said, noting that the Porch service launched just 20 months ago. “If we put our heads down and just focus and execute … we will have all kinds of flexibility and options down the road.”

The company, which has grown to more than 400 people, is in the process of moving its employees from Seattle’s Eastlake Avenue to a new headquarters south of downtown. About 160 employees have moved to the new headquarters so far, and the rest are expected to move in about two months.

Barton said Porch hit all of his “internal checkboxes,” allowing him to help operate and grow the business in addition to running finance. “I’m a guy with a finance background, but I love to grow and drive businesses,” he said.

The privately held company doesn’t publicly disclose revenue or profit figures, or other financial details. However, people familiar with the company’s latest financing round said it was based on a valuation of more than $500 million.

Porch — which faces competition from sites including Pro.com, Houzz, and Zillow Digs — has amassed data about more than 130 million home improvement projects across the country, allowing homeowners to see details about projects in their neighborhoods, and connect with remodelers and contractors.

The company is also rolling out a booking service that lets customers schedule and pay for small repairs and maintenance projects through the Porch app, at pre-negotiated hourly rates. This is a hotly contested area of the market, with competitors including Amazon Home Services and Sears Home Services.

Porch, whose partners and investors include Lowe’s Home Improvement, offers its service for free to homeowners, charging professionals for market insights and promotional exposure. The company says it now has more than 3.2 million home professionals — including remodelers, contractors, and others — in its online network.

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