ARW Home's target audience consists of homeowners looking for financial protection and convenience when it comes to home repairs. This includes individuals, families, and potentially landlords who own residential properties. Their audience is broad, encompassing owners of both older and newer homes since the age of appliances and systems doesn't affect coverage eligibility. They likely target people who prefer predictable monthly expenses over the risk of large, unexpected repair bills. The company also extends its appeal by offering specialized plans like 'Kitchen Plus', which targets those primarily concerned with appliance coverage, suggesting a segmented approach to reach different homeowner needs.