Aaron Cheung, co-founder of HomeJoy, launched Homeaglow which seem like the same business model as HomeJoy. Xiao Wei Chen, COO at HomeJoy, is also a co-founder of Homeaglow.
I'm not saying it'll succeed this time, but two execs at HomeJoy have decided to dedicate another 3 years of their lives to the idea with Homeaglow.
I know that the articles mention the lawsuits over classification of independent-contractor vs employee, but nestled in there is a huge customer acquisition cost against a low lifetime value. Offering an initial $19 cleaning means very high acquisition costs and you're getting customers who probably won't return with $100 a month later. The Forbes article notes that Handy has a much better customer retention rate and recurring revenue is so important.
It also sounds like HomeJoy might have been over-staffed. Re/code notes that 20 employees of HomeJoy would be joining Googles product and engineering teams. That seems like a lot of salary. I don't know what HomeJoy's site was like, but Homeaglow's seems simplistic - some PHP just meant to handle the booking/matching/reviews. Even small things like the forms are the kinda simplistic looking ones where the zip-code box takes up the full width of the form on a new line (the way it would if you grabbed Bootstrap and didn't want to customize anything) rather than having a form with a more natural City, State, Zip layout. But it gets the job done and looks like it can be maintained with minimal effort.
If you have 20 employees of Google-caliber, you have to imagine a lot of salary cost. From LinkedIn, it looks like Homeaglow is a 2-person shop.
It could just be that while it's a large industry, they had trouble retaining customers and had a high run rate at HomeJoy. With a lower run rate and some alterations, Homeaglow might be a happy business. They don't seem to discount first cleanings hugely. It looks like they offer a free half hour on a 3 hour cleaning for first-time users, but that means that someone is willing to spend a hundred compared to someone that just sees a deal at $19. They also only allow recurring plans that you can cancel, but it gets you into the mindset that this should be a weekly/bi-weekly/monthly recurring expense.