What Gardenize does

Gardenize (legal entity: Gardenize Garden App AB, organization number 559222-9966) is a Gothenburg, Sweden-based consumer software company that operates a cross-platform gardening application available on native iOS, native Android, and a browser-based web client (web.gardenize.se). The product is a photo-rich digital garden journal: each plant, area and event is logged with a photo, location and date, producing a searchable "photographic memory" of the user's garden. The product is built around an event/area/plant data model, a built-in plant database of up to 12,000 species, on-device plant identification (Plus tier, iOS), hardiness-zone-based personalized care advice, a social feed where users follow other "Gardenizers", and an inspiration engine that aggregates multilingual blog, YouTube, podcast and influencer content. Technical infrastructure is run on external managed services (user management, database, cloud) with integrations to Google Analytics, Apple App Store In-App Payments, Google Play, Stripe, and Facebook (Meta) login. The app is localized into 8 languages and was available in 130 countries as of March 2021, when cumulative downloads reached 300,000.

Gardenize makes money primarily through a freemium consumer subscription: the base app is free with unlimited plants, areas, events, chat and inspiration, and a paid "Plus" tier (79 SEK/month, 199 SEK/3 months, 399 SEK/12 months, with a 14-day free trial) unlocks plant identification, the plant database, hardiness-zone care advice, collections, archive, photo tooling, web access and data export. Distribution is self-serve through the App Store, Google Play and web.gardenize.se, with subscriptions processed by Apple, Google or Stripe depending on the channel. A secondary B2B revenue line — sold direct via founder/CEO Jenny Rydebrink — includes sponsored posts in the in-app inspiration flow, advertising slots in a bi-weekly newsletter, plant-database partner entries (showing partner name, logo and product photo), and paid talks/lectures at garden fairs and centers. Gift subscriptions are offered seasonally. The company was founded in 2015 and employs 1–10 people (a five-person team was visible in a Fall 2021 team photo including CEO/founder Jenny Rydebrink, CTO/co-founder Magnus Janemyr, and co-founder/product owner Josefin Wulff).

Name

Gardenize

Legal name

Gardenize Garden App AB

Website

https://gardenize.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Gardenize is a Gothenburg-based consumer app that lets hobby gardeners log plants, areas, and events with photos and dates, available on iOS, Android, and web, monetized via a Plus subscription and B2B sponsored content to a 300,000-download user base across 130 countries.

Ownership category

akta.pro rank

Product category

Consumer Gardening Applications

NAICS

Landscaping Services (561730), Landscaping Services (56173)

SIC

Agricultural Services (700), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Garden Bed Installation & Planting (Annuals, Perennials, Shrubs) (HSAIAFAB)

akta.pro secondary industry

Garden Bed Design, Layout & Planting Plans (HSAIAFAA)

Keywords

• Garden journaling software
• Plant care applications
• Gardening social platforms
• Plant identification software
• Garden management apps

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Gardenize Free + Plus subscriptions (consumer B2C): Freemium consumer model: free app with core functionality (unlimited plants, areas, events; chat; inspiration; calendar) and a paid Plus subscription unlocking plant identification, plant database, hardiness-zone care advice, collections, archive, photo tools, web access and export. Subscription tiers: 1 month @ 79 kr, 3 months @ 199 kr (66.33 kr/mo), 12 months @ 399 kr (33.25 kr/mo), with a 14-day free trial. Paid in advance; auto-renews until cancelled via App Store, Google Play, or web card payment.
2. Freemium tier (free): Free base app generates no direct revenue but is the funnel into Plus; free users can store unlimited plants/areas/events, chat with other Gardenizers, and read tips and inspiration.
3. Sponsored posts in the inspiration flow (in-app advertising): B2B revenue from advertisers who sponsor a post in the Gardenize inspiration feed for a week; sponsored posts are explicitly marked 'Sponsrat' and may link to product offers or services.
4. Newsletter advertising (Gardenize gardening letter): Bi-weekly Gardenize newsletter sent to members includes space for sponsored posts and ads (logo, link, image, text) — sold to gardening-related companies and organizations.
5. Plant database partner program (B2B content): Companies selling seeds and plants can share plant information into the Gardenize plant database; the partner is shown by name and logo, with a link to their site and a saved product photo, generating B2B content/lead-generation revenue.
6. Gift subscriptions (gift cards): Plus subscriptions can be purchased as gifts (e.g., 'Ge bort Gardenize plus i julklapp!' — gift-the-greener-Christmas-present campaign), generating seasonal one-off subscription revenue on top of recurring.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels9 records

Core offering

Gardenize is a cross-platform (native iOS, native Android, and web) consumer application that serves as a digital garden journal: users log plants, garden areas and care events with photos, locations and dates, producing a searchable, photographic history of their garden. The app combines this personal journaling with a social feed of other 'Gardenizers', a plant database of up to 12,000 species, plant identification (iOS), hardiness-zone-based personalized care advice, and an inspiration content engine that aggregates blog, YouTube, podcast and influencer content.

Differentiator

Problem solved

Functional benefit

Products and services

• Gardenize Garden App (iOS + Android + Web) Cross-platform consumer application (native iOS, native Android, web) that lets users log plants, garden areas and care events with photos, locations and dates, follow other 'Gardenizers', access a plant database and plant identification (iOS), and receive hardiness-zone-based care advice. Free base app with an optional Plus subscription that unlocks the plant database, plant identification, advanced photo tools, collections, archive, web access and data export.
• Gardenize Web Platform (Gardenize Plus Web) Browser-based version of the Gardenize garden journal (web.gardenize.se) released as part of Gardenize Plus, giving users a larger-screen view of the same plant, area, event and photo records synced from the mobile apps.
• Gardenize Sponsored Posts (B2B) B2B advertising service: companies sponsor a post in the Gardenize in-app inspiration feed for a week. Sponsored posts are explicitly labelled 'Sponsrat' and may link to product offers or services, allowing gardening-related businesses to reach the Gardenize user base.
• Gardenize Newsletter Advertising (B2B) B2B advertising service: sold ad slots (logo, link, image, text) in the bi-weekly Gardenize gardening newsletter sent to members, giving gardening-related companies and organizations a way to reach an engaged audience.
• Gardenize Plant Database Partner Program (B2B) B2B content/lead-generation service: companies selling seeds and plants share their plant information into the Gardenize plant database, with the partner shown by name and logo alongside a link to their site and a saved product photo.
• Gardenize Lectures and Talks (B2B) B2B speaking service: Gardenize gives talks and lectures at garden fairs, events and garden centers, commissioned by gardening-related companies and organizations.

Quantifiable outcome

• 300,000 app downloads across 130 countries (as of March 2021)
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature8 records

Partnerships

14 partnerships are on record, tiered core payment-processing infrastructure, core distribution and payment channel, core distribution, payment and analytics, optional social login integration, strategic digital-strategy partner, featured gardening-media influencer partner, featured gardening-architect influencer partner, featured youtube influencer partner, featured podcast influencer partner, press-contact / pr partner for the 10 msek round, primary consumer distribution channel, recurring guest-blogger contributor and editorial/content-amplification reference.

• Stripe Inc.core payment-processing infrastructureTechnology or IntegrationStripe is the card-payment processor for Gardenize subscriptions purchased via Gardenize.com / web.gardenize.se. Listed as a third-party data processor in the Privacy Policy with its own controller/processor obligations.
• Apple Inc. (App Store / In-App Payments)core distribution and payment channelTechnology or IntegrationApple distributes Gardenize via the App Store and processes in-app Plus subscription payments on iOS; listed as a third-party data processor in the Privacy Policy. Gardenize cannot directly cancel iOS subscriptions because Apple retains access to the payment info — cancellation must go through Apple.
• Google LLC (Google Play / Google Analytics)core distribution, payment and analyticsTechnology or IntegrationGoogle distributes the Android app via Google Play and processes in-app subscription payments; Google Analytics is used for website/service analytics. Listed as a third-party data processor in the Privacy Policy.
• Facebook (Meta)optional social login integrationTechnology or IntegrationFacebook (Meta) is integrated as an optional social-login option — users can register a Gardenize account using Facebook, importing name, email and profile picture. Listed as a third-party data processor in the Privacy Policy.
• Esatto (digital strategy agency)strategic digital-strategy partnerImplementation/ SI/ Consulting PartnerEsatto, a Stockholm-based digital agency, partnered with Gardenize to develop a new digital strategy aimed at improving results and profitability — described as a model 'from future to everyday'. Press release 8 December 2020.
• Natur & Trädgård (magazine)featured gardening-media influencer partnerGTM or Marketing PartnerNatur & Trädgård is a four-times-yearly, ~100-page gardening/cultivation magazine and a featured Gardenize influencer partner whose content is syndicated into the Gardenize inspiration flow.
• Ann Hallén / Shape IT Greenfeatured gardening-architect influencer partnerGTM or Marketing PartnerGarden architect Ann Hallén of Shape IT Green is a featured Gardenize influencer partner; her blog content is shared into the Gardenize inspiration flow.
• OdlingsTV (YouTube channel)featured youtube influencer partnerGTM or Marketing PartnerOdlingsTV is a YouTube channel focused on inspiring more people to grow their own food; syndicated into the Gardenize inspiration flow as an influencer partner.
• Trädgårdssnack (Flyinge Plantshop podcast)featured podcast influencer partnerGTM or Marketing PartnerTrädgårdssnack is a gardening podcast hosted by Hasse Strandberg (Retro FM) and Annika Sjölin (Flyinge Plantshop), syndicated into the Gardenize inspiration flow as a partner.
• Maja Hurtigh / ANPR (PR agency)press-contact / pr partner for the 10 msek roundImplementation/ SI/ Consulting PartnerMaja Hurtigh at ANPR is listed as Gardenize's press contact ([email protected], +46 70 315 67 59) for the March 2021 funding round — functioning as external PR support.
• App Store (Apple) — distribution channelprimary consumer distribution channelChannel Partner/ Reseller/ DistributorThe Apple App Store is Gardenize's primary distribution channel for iOS users worldwide; Apple also processes in-app subscription payments.
• Google Play — distribution channelprimary consumer distribution channelChannel Partner/ Reseller/ DistributorGoogle Play is Gardenize's primary distribution channel for Android users worldwide; Google also processes in-app subscription payments.
• Natalie Bauer / Wildes Gartenherz (guest blogger)recurring guest-blogger contributorGTM or Marketing PartnerNatalie Bauer, who blogs at 'Wildes Gartenherz', is a recurring Gardenize guest-blogger (DE) producing content on soil, soil blockers, and gardening know-how that links to the Gardenize app.
• Sveriges Botaniska Föreningen (referenced)editorial/content-amplification referenceGTM or Marketing PartnerSveriges Botaniska Föreningen (Swedish Botanical Society) ran Sweden's national-flower election; Gardenize referenced and linked to the society in a March 2021 blog post about the chosen national flower, liten blåklocka.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• PictureThis: PictureThis is a venture-backed plant identification and care app with a subscription model, covering plant ID, disease diagnosis, and personalized care advice. It is the most direct subscription-based competitor to Gardenize's plant ID + care feature set.
• Planta: Planta is a consumer plant care app offering plant identification, personalized care reminders, and light recommendations. It directly competes with Gardenize's journaling and care-advice functionality on iOS and Android.
• Pl@ntNet: Pl@ntNet is a widely used, non-profit plant identification app backed by research institutions, with a plant-image database of thousands of species. It is the closest free, science-backed comparison for Gardenize's plant ID and database features.
• Greg: Greg is a plant care app that identifies plants and sends personalized care reminders. It competes with Gardenize on the consumer plant-care subscription side, particularly in English-speaking markets.
• SmartPlant: SmartPlant is a digital plant care and identification platform that connects users with horticulture experts. It overlaps with Gardenize's plant ID and care-advice capabilities, with a similar consumer subscription model.
• Candide: Candide is a gardening app and community that combines plant identification, a knowledge base, and a social feed for gardeners. It is highly comparable to Gardenize's social-plus-journaling positioning.
• GrowIt!: GrowIt! is a gardening social community app that lets users share plants, get feedback, and learn from other gardeners. It is comparable to Gardenize's community/inspiration feed rather than its journaling depth.
• Garden Answers: Garden Answers is a plant identification app that helps users identify plants, insects, and diseases from photos. It is a more limited direct comparison to Gardenize, focused primarily on identification.

Regional players

• MyGarden (Mygardencode): MyGarden is a Nordic-focused garden planning and journaling service. It is comparable to Gardenize's garden-tracking and planning features with stronger regional presence in Sweden/Nordics.

Emerging players

• Florish (Blossom): Blossom is a plant identification and care app with personalized watering reminders and care guides. It is an emerging consumer plant-care subscription app with meaningful overlap to Gardenize's plant-care positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks8 records

Key highlights9 records

Customer concentration

• Xx.com/Gardenize16
• YouTubeyoutube.com/channel/UCsxH_UmbNZUq3SJ-w2PBIqA/featured
• Facebookfacebook.com/gardenize
• LinkedInlinkedin.com/company/18299499
• Instagraminstagram.com/gardenize

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors3 records

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

M&A

Investments

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

Frequently asked questions about Gardenize