Go Back

How one tech-enabled business maintains a winning culture amid explosive growth

Liz Feezor portraits

Frontdoor is at the threshold of big changes — and its people are making it happen.

At 2,200 employees and $1.3 billion in annual revenue, Frontdoor (FTDR) is the newly formed spinoff from residential and commercial services industry leader ServiceMaster, now its own independent public company. Founded over 45 years ago, Frontdoor is “obsessed with taking the hassle out of owning a home, with services powered by people and enabled by technology”, and things are moving fast for their growing leadership team, especially when it comes to maintaining a winning culture. 

Frontdoor Marketing Image with couple outside of their home

Though Frontdoor is not a tech company, its tech-enabled business model allows the company to focus on new developments. Post-spinoff, Frontdoor essentially built a tech-enabled business on top of its established American Home Shield brand, and its people and culture are leading the path to success for this new venture. “We’re creating a company people want to be a part of and want to emulate,” says Jen Alessandra, SVP and Chief People Officer.

Alessandra is a pro when it comes to developing leadership and working with distributed teams: her career in HR leadership spans over two decades in multiple industries from consulting to home building and high tech. A veteran of enterprise-sized organizations and a former NCAA athlete (Alessandra was on the diving team at the University of Southern California), she knows how to execute under pressure and get people moving in the same direction.

No surprises when you crawl, walk, then run

I asked Alessandra about how she keeps the leadership team focused: “crawl, walk, run” and “no surprises” are favorite mantras among her team at Frontdoor, reminders of their commitment to each other to communicate frequently and openly and take new projects one step at a time. “Intentional growth” is an unofficial mantra as well: with a new office opening soon in Denver and continuing to develop global partnerships, Frontdoor is moving fast, but not so fast that their values are jeopardized. 

WeWork has become a strategic partner for Frontdoor in this regard: the company’s Sales and Business Development teams leverage WeWork for meetings, remote workers, and client needs. Frontdoor’s leadership team looks to WeWork to bridge technology and people to create a seamless experience for clients and remote employees. With Frontdoor’s leadership in constant contact over Slack and virtual calls, connectivity is a key to their winning culture, and Alessandra travels frequently from the Memphis home office to other Frontdoor locations.

Tech is great, but face-to-face interaction is better

Headshot of Jen Allessandra - SVP and Chief People Officer of Frontdoor

People have three to five careers in their lifetime. By rethinking career pathing and being open to possibilities, we are helping employees do this without changing companies.

Jen Alessandra, SVP and Chief People Officer, Frontdoor

“Technology is great, but it can’t replace face-to-face interaction,” says Alessandra. With people and culture top of mind, leveraging existing talent pools where Frontdoor already has a physical presence is a priority for Alessandra’s team. “People have three to five careers in their lifetime,” she says. “By rethinking career pathing and being open to possibilities, we are helping employees do this without changing companies.”

The way people work changes as businesses become more global and as economic conditions and technological advancements continue to affect the employment landscape. For Alessandra, creativity and humility are tantamount to building a culture that people want to be a part of: Frontdoor’s ability to operate transparently, live out their house rules, and build trust among employees and with customers allows them to move faster in all aspects of their business. “We’re optimizing the way to go to work,” says Alessandra.

3 Colleagues Engaging in a Meeting Room at a WeWork Location

Frontdoor’s culture and commitment to innovation and personal accountability enables their people to grow and flourish under constantly evolving conditions. WeWork is a proud partner and go-to resource for Frontdoor’s tech-enabled business, supporting them throughout the change and growth that is transforming their business model and the home services industry as a whole.

To learn more, explore WeWork’s solutions for hypergrowth businesses where winning culture is a priority.