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Conshohocken-based eLocal USA LLC, a performance-based advertising platform is selling a majority stake to HomeServe PLC, the international home repairs and improvements business, and parent of Norwalk, Conn-based HomeServe USA Corp.

The acquisition of eLocal is said to provide HomeServe with a launching pad for its Home Experts business in the United States. This business model is currently operating in the UK with HomeServe’s acquisition of Checkatrade and in Spain with Habitissimo.

eLocal has grown by scaling their lead-generation model and through acquisitions with the support of its private equity backers, LLR Partners. eLocal’s founders, Andrew and Bruce Aronow, will remain with the company to run and grow the business. eLocal currently employs a staff of approximately 130 across its three office locations in Conshohocken, New York and Los Angeles.

The Home Experts business through eLocal’s platform will be run separately from HomeServe’s core Membership and HVAC businesses in the U.S., which serves over 4.2 million customers directly and through partnerships with more than 750 municipal, utility and association entities.