Spruce
Spruce is a mobile-first, three-sided marketplace that connects apartment residents with vetted, insured local service professionals for on-demand housekeeping, chores, and lifestyle services, distributed primarily through partnerships with multifamily property management companies and operating across 17 U.S. markets.
- Company typePrivate
- Founded2016
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Spruce does
Spruce operates a mobile-first, three-sided marketplace that connects residents of multifamily apartment communities with vetted local service professionals for on-demand housekeeping, chores, and adjacent lifestyle services. The core product is the Spruce App, available on iOS, Android, and web, offering more than 30 service SKUs including Signature and Premium Cleaning, Move-Out Cleaning, individual chores (linen refresh, floor cleaning, oven clean, laundry, sanitization), and partner services covering pet care (via Wag), laundry and dry cleaning (Tide Cleaners), and moving (Bellhop). Proprietary platform features include real-time service tracking, GPS-based geolocation of pros during service, and photographic documentation of residences and pets for quality assurance. All service professionals are background-checked and carry at least $1M in general liability coverage.
The company monetizes primarily through per-booking transaction fees on resident-paid services — 15 services priced between $10 and $30, with up to 20% off for repeat bookings and fees collected at service completion — supplemented by partnership economics with property management companies that distribute Spruce as a resident amenity. Its go-to-market is a B2B2C channel-partner motion: Spruce is sold into property managers (Camden, Brookfield, Cortland, Bell Partners, Avenue5, Haven, American Landmark, Highmark, Knightvest, Roscoe, ZRS, Wasatch, and others) who then drive resident adoption through leasing teams, while service professionals are recruited at zero upfront cost and onboarded into the fulfillment network.
Founded in April 2016 in Houston by Ben Johnson (an energy investment banker turned entrepreneur), Spruce relocated to Austin in 2019 and is incorporated as Spruce Services, Inc. in Texas. The company has raised approximately $40 million across multiple rounds through a $26 million Series B in July 2022 led by Sweat Equity Partners with SoftBank participation, acquired Chicago-based housekeeping startup The Minte in August 2021 to enter that market, and as of 2022 served more than 500,000 apartment homes across 17 U.S. markets including Atlanta, Chicago, and Minneapolis/St. Paul. Headcount sits at 51–100 employees.
Spruce firmographics
Firmographics- Name
- Spruce
- Legal name
- Spruce Services, Inc.
- Website
- https://www.getspruce.com/
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Spruce is a mobile-first, three-sided marketplace that connects apartment residents with vetted, insured local service professionals for on-demand housekeeping, chores, and lifestyle services, distributed primarily through partnerships with multifamily property management companies and operating across 17 U.S. markets.
- Ownership category
- akta.pro rank
Spruce industry classification
Industry- Product category
- Home Services Marketplace
- NAICS
- Landscape Architectural Services (541320)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Services-To Dwellings & Other Buildings (7340)
- akta.pro primary industry
- Tree Care & Arborist Services (BPABADAD)
Keywords
Where Spruce is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Spruce business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Service Transaction Fees: Residents pay for cleaning, chores, and lifestyle services on a per-booking basis. Pricing varies by service type with 15 services priced between $10-$30. Repeat services receive up to 20% discount. Fees are due immediately upon service completion.
- Property Manager Partnership Fees: Spruce partners with property management companies as a preferred amenity provider, reducing their burden of managing multiple vendors while providing security and oversight. Revenue flows through partnerships with property management companies for turnkey service delivery to their residents.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Over 30 different services available |
| Unit Pricing | Pay-as-you-go | Sanitize Chore Add-on |
| Unit Pricing | Pay-as-you-go | Signature Cleaning (First-time recommended) |
| Unit Pricing | Pay-as-you-go | Premium Cleaning |
| Unit Pricing | Pay-as-you-go | Repeat Service Discount |
| Unit Pricing | Pay-as-you-go | Move-Out Cleaning |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Spruce product offering
Product offeringCore offering
Spruce operates a mobile-first marketplace platform (iOS, Android, and web) that connects apartment residents with vetted, background-checked, and insured local service professionals for on-demand housekeeping, chores, and lifestyle services. The company uses a B2B2C distribution model, acquiring residents through partnerships with multifamily property managers who offer Spruce as a resident amenity, while service professionals (local housekeeping and laundry companies) fulfill bookings on the platform.
Product overview
Spruce is a marketplace platform connecting apartment residents with on-demand cleaning, chores, and lifestyle services. The core offering is the Spruce App (iOS, Android, and web) which enables residents to book from over 30 different services including Signature Cleaning, Premium Cleaning, Move-Out Cleaning, and individual Chores. The platform serves three primary user segments: residents who book services, property managers who offer Spruce as an amenity, and service professionals who deliver the services. Partner Services extend the platform to pet care (Wag), laundry (Tide Cleaners), and moving (Bellhop). Additional offerings include Short-Term Rental Turnover Management for property managers. Services are available in over 500,000 apartment homes across 17+ U.S. markets.
Differentiator
Problem solved
Functional benefit
Products and services
- Spruce App Mobile application (iOS and Android) and web platform that enables apartment residents to book on-demand cleaning, chores, and lifestyle services, with real-time notifications when service pros are en route, arriving, and completing services.
- Housekeeping Services Professional cleaning services including whole-home Signature Cleaning, Premium Cleaning with deep-clean add-ons, Move-Out Cleaning for vacant apartments, and Room Chores for single-room cleaning. Targeted at apartment residents and property managers needing turnover cleans.
- Chores Services Individual task-based services including Linen Refresh, Floor Cleaning, Oven Clean, Dish Washing, Laundry Folding, Dry Carpet Shampoo, Interior Window Cleaning, Water Plants, Clutter Cleaning, and Sanitize (disinfecting high-touch areas). Over 30 different services available with 15 priced between $10 and $30.
- Partner Services Vetted third-party partner services including pet care (Wag for dog walking, check-ins, feeding, and care), laundry and dry cleaning (Tide Cleaners for wash-and-press and wedding dress dry cleaning), and moving services (Bellhop connecting residents with local movers).
- Property Manager Platform B2B platform for multifamily property managers and landlords to provide Spruce services as an amenity to their residents. Helps increase resident renewal rates and reduces vendor management burden by replacing multiple un-vetted service providers with a single managed solution.
- Service Pro Network Platform that connects local housekeeping, laundry, and service companies with apartment residents. Service pros gain earning opportunities without driving for customers or paying marketing costs, and Spruce handles customer acquisition and support.
- Short-Term Rental Turnover Management Full-service turnover management for short-term and medium-term rental property managers, handling the cleaning and preparation of rental units between guest stays.
Quantifiable outcome
- Repeat services receive up to 20% discount, incentivizing recurring bookings
- +2 more outcomes
Companies that use Spruce
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Spruce technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Spruce partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered minor and core.
- WagminorPet care partner providing dog walking, check-ins, feeding, and care services. Spruce has hand-picked and built connections with Wag for pet care services available to residents through the Spruce platform. Services are subject to vary by city and location.
- Tide CleanersminorLaundry and dry cleaning partner bringing Tide Cleaners services right to residents' doors. Partnership provides wedding dress dry cleaning, shirt washing and pressing, and other laundry services through the Spruce platform.
- BellhopminorMoving services partner connecting residents with the best local moving companies for anything from a few boxes to full cross-country moves. Bellhop puts residents in touch with right people for their moving needs.
- The MintecoreChicago-based housekeeping startup acquired by Spruce in August 2021. The Minte brought hotel-style cleanings to apartment buildings and the acquisition expanded Spruce's lifestyle services to the Chicago market.
- American LandmarkcoreNational property management company that nominated Spruce for Supplier Partner Company of The Year award from The Apartment Association of Greater Dallas. Major partner using Spruce as resident amenity.
- HavencoreProperty management company partnering with Spruce to provide on-demand lifestyle services to their residents as a community amenity.
- CamdencoreTop property management company trusting Spruce to keep residents happy and eliminate risk from un-vetted pros while lowering operational costs and increasing renewal rates.
- Avenue5coreProperty management company partnered with Spruce for on-demand resident lifestyle services.
- BrookfieldcoreGlobal investment firm with multifamily operations using Spruce for resident lifestyle services.
- CortlandcoreReal estate investment firm with multifamily portfolio using Spruce services.
- Bell PartnerscoreNational apartment management company using Spruce for resident lifestyle services.
- HighmarkminorProperty management company partnered with Spruce for resident services.
- KnightvestminorProperty management company partnered with Spruce for resident services.
- Roscoe Property ManagementminorRegional property management company using Spruce services for their residents.
- ZRS ManagementminorProperty management company partnered with Spruce for resident lifestyle services.
- WasatchminorProperty management company using Spruce for resident lifestyle services.
Scale indicators5 records
Recent moves9 records
Expansion highlights6 records
Spruce competitors and assessment
Company assessmentDirect peers
- Handy: Handy is an on-demand home cleaning and home services marketplace connecting consumers with vetted independent cleaning professionals, directly overlapping with Spruce's resident-facing housekeeping and chores offering. Both operate a transactional marketplace model with background-checked pros, and Handy competes for the same enterprise property manager accounts.
- TaskRabbit: TaskRabbit is a broad on-demand home services marketplace owned by IKEA that connects consumers with independent 'Taskers' for cleaning, chores, moving, and handyman tasks. It directly overlaps with Spruce's chores, cleaning, and partner moving (Bellhop) services, and competes for the same urban renter customer base.
- Thumbtack: Thumbtack is a marketplace connecting consumers with local home services professionals across cleaning, moving, and chores, with a similar pay-per-lead and transaction-fee model. While Thumbtack is broader in scope, it directly competes for the same resident demand and service pro supply as Spruce.
- Tidy Casa: Tidy Casa is a tech-enabled home cleaning and chore marketplace operating with a similar B2B/B2C model targeting apartment and rental residents, directly comparable to Spruce's apartment-amenity positioning.
Broad incumbents
- Merry Maids: Merry Maids is a national residential cleaning franchise and ServiceMaster Brands portfolio company, providing recurring housekeeping to households nationwide. It represents the established, franchised incumbent alternative to marketplace-based cleaning services and competes for both resident demand and service pro labor.
- Molly Maid: Molly Maid is a Neighborly-owned national residential cleaning franchise offering recurring and one-time housekeeping services. As a broad incumbent, it competes with Spruce for resident cleaning spend and for vetted cleaning labor supply in overlapping US markets.
- The Maids: The Maids is a national residential cleaning franchise with a team-based cleaning model, providing recurring housekeeping services to households across the US. It serves as a broader incumbent alternative in the same residential cleaning category as Spruce.
Emerging players
- Jellysmack: Jellysmack-style emerging marketplaces and amenity platforms targeting multifamily residents represent partial-overlap competitors entering the same resident-services category with different category focuses (creator economy vs. home services).
Market position
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Spruce social profiles
Digital presenceSpruce financial estimates
Financial estimateRevenue estimate
Valuation estimate
Spruce leadership team
Management profileNumber of profiles
Profiles3 records
Spruce subsidiaries and ownership
Company hierarchySubsidiaries1 record
Spruce funding detail
Funding detailFunding overview
Funding rounds7 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Spruce M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Spruce
What does Spruce do?
Spruce operates a mobile-first marketplace platform (iOS, Android, and web) that connects apartment residents with vetted, background-checked, and insured local service professionals for on-demand housekeeping, chores, and lifestyle services. The company uses a B2B2C distribution model, acquiring residents through partnerships with multifamily property managers who offer Spruce as a resident amenity, while service professionals (local housekeeping and laundry companies) fulfill bookings on the platform.
Is Spruce a public or private company?
Spruce is a private company. It is classified as venture growth investor backed and is currently operating.
When was Spruce founded?
Spruce was founded in 2016. It employs 11 to 50 people.
Where is Spruce based?
Spruce is headquartered in Austin, United States, in the North America region.
How does Spruce make money?
Two revenue lines are on record. Service Transaction Fees are the primary driver. The others are property Manager Partnership Fees.
Who are Spruce's main competitors?
Direct peers on record are Handy, TaskRabbit, Thumbtack and Tidy Casa. Broad incumbents are Merry Maids, Molly Maid and The Maids. Jellysmack is listed as an emerging player.
Does Spruce have an API?
No public API is recorded for Spruce.
What industry is Spruce in?
Spruce's product category is Home Services Marketplace. Its primary akta.pro industry code is BPABADAD, Tree Care & Arborist Services. Its NAICS code is 541320 and its SIC code is 6531.