Spruce

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.

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

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

• Home cleaning services
• Apartment amenity platform
• On-demand housekeeping
• Property management partnerships
• Resident lifestyle services

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

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

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core 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

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered minor and core.

• WagminorStrategic or Co-development PartnerPet 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 CleanersminorStrategic or Co-development PartnerLaundry 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.
• BellhopminorStrategic or Co-development PartnerMoving 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 MintecoreStrategic or Co-development PartnerChicago-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 LandmarkcoreChannel Partner/ Reseller/ DistributorNational 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.
• HavencoreChannel Partner/ Reseller/ DistributorProperty management company partnering with Spruce to provide on-demand lifestyle services to their residents as a community amenity.
• CamdencoreChannel Partner/ Reseller/ DistributorTop property management company trusting Spruce to keep residents happy and eliminate risk from un-vetted pros while lowering operational costs and increasing renewal rates.
• Avenue5coreChannel Partner/ Reseller/ DistributorProperty management company partnered with Spruce for on-demand resident lifestyle services.
• BrookfieldcoreChannel Partner/ Reseller/ DistributorGlobal investment firm with multifamily operations using Spruce for resident lifestyle services.
• CortlandcoreChannel Partner/ Reseller/ DistributorReal estate investment firm with multifamily portfolio using Spruce services.
• Bell PartnerscoreChannel Partner/ Reseller/ DistributorNational apartment management company using Spruce for resident lifestyle services.
• HighmarkminorChannel Partner/ Reseller/ DistributorProperty management company partnered with Spruce for resident services.
• KnightvestminorChannel Partner/ Reseller/ DistributorProperty management company partnered with Spruce for resident services.
• Roscoe Property ManagementminorChannel Partner/ Reseller/ DistributorRegional property management company using Spruce services for their residents.
• ZRS ManagementminorChannel Partner/ Reseller/ DistributorProperty management company partnered with Spruce for resident lifestyle services.
• WasatchminorChannel Partner/ Reseller/ DistributorProperty management company using Spruce for resident lifestyle services.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct 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

• Facebookfacebook.com/Spruce
• Instagraminstagram.com/getspruce
• Xx.com/sprucecrew

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds7 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spruce