TruGreen
TruGreen is America's largest professional lawn care services company, serving over 2.3 million residential customers through 290+ US locations with subscription-based fertilization, weed control, and turf health treatments delivered by trained technicians.
- Company typePrivate
- Founded2012
- HeadquartersMemphis, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What TruGreen does
TruGreen is the largest professional lawn care services company in the United States, serving over 2.3 million residential customers through a network of more than 290 branch locations. Headquartered in Memphis, Tennessee and employing more than 10,000 people, the company delivers science-backed lawn treatments — including fertilization, weed control, and ongoing turf health management — directly to homeowner properties via trained field technicians. TruGreen positions itself around the conversion of DIY lawn maintenance customers to recurring professional service, supported by official sponsorships of the PGA TOUR and Minor League Baseball and endorsements from professional golfers including Jason Day and Phil Knowles.
The company's operating technology stack centers on third-party AI platforms rather than proprietary models. TruGreen has deployed Qualtrics' AI-powered customer experience tools to analyze feedback across channels, a move it attributes to a 51% first-week resolution rate on customer concerns, a 30%+ reduction in escalations, and $70M in incremental annual revenue. The company has also expanded its relationship with WPP, adopting the WPP Open AI-enabled marketing platform for integrated brand, media, and customer experience operations. These deployments indicate functional AI integration in CX and marketing workflows, though no proprietary AI models, patents, or research hires are disclosed.
TruGreen operates a subscription-based revenue model with annual plans typically ranging from $350 to over $2,000 depending on lawn size and treatment intensity, billed monthly or annually. The go-to-market combines a direct-to-consumer acquisition engine (celebrity endorsements, sports sponsorships, promotional first-service offers at $9.95, and seasonal campaigns) with a distributed field-service delivery model. Strategic leadership includes Kurt Kane as President and CEO, John Compton as Chairman, Michael Sims as EVP & CFO, and Rebecca Schoepfer as CHRO. The company is privately held; no public ticker, parent entity, or institutional investor is disclosed in the source data.
TruGreen firmographics
Firmographics- Name
- TruGreen
- Legal name
- TruGreen
- Website
- https://trugreen.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- TruGreen is America's largest professional lawn care services company, serving over 2.3 million residential customers through 290+ US locations with subscription-based fertilization, weed control, and turf health treatments delivered by trained technicians.
- Ownership category
- akta.pro rank
TruGreen industry classification
Industry- Product category
- Residential Lawn Care Services
- NAICS
- Landscaping Services (56173), Landscaping Services (561730)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Residential Landscaping & Lawn Care (BPABADAB)
- akta.pro secondary industries
- Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD), Fertilization Programs (Granular & Liquid) (HSAIAGAA)
Keywords
Where TruGreen is headquartered
LocationHeadquarters
- HQ city
- Memphis
- HQ country
- United States
- HQ region
- North America
Markets served
TruGreen business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Professional Lawn Care Services: TruGreen generates revenue through recurring professional lawn care services delivered to residential homeowners across the United States via its network of over 290 locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Entry-level promotional service for first-time customers |
| Subscription | Monthly | New customer promotional discount |
| Subscription | Monthly | Groundhog Day promotional offer |
| Subscription | Annual | Annual service plans based on lawn size |
| Subscription | Annual | Military discount program |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
TruGreen product offering
Product offeringCore offering
TruGreen delivers recurring professional lawn care services — including fertilization, weed control, and ongoing turf-health treatments — to residential homeowners and businesses through more than 290 U.S. service locations. Service plans are science-backed and locally tailored, typically ranging from approximately $350 to over $2,000 annually depending on lawn size and plan tier.
Product overview
TruGreen operates as a single-service lawn care company offering professional-grade lawn care plans as its core product. The company serves over 2.3 million customers across more than 290 locations in the United States, providing science-backed lawn treatments and localized expertise. Pricing varies by plan and lawn size, typically ranging from $350 to over $2,000 annually.
Differentiator
Problem solved
Functional benefit
Products and services
- TruGreen Lawn Care Plans Recurring professional lawn care service plans that include fertilization, weed control, and ongoing turf-health treatments delivered by trained technicians to residential homeowners' properties. Plans are tailored by lawn size and region, typically priced from approximately $350 to over $2,000 annually, and are available across more than 290 U.S. service locations serving over 2.3 million customers.
Quantifiable outcome
- TruGreen resolved 51% of customer concerns within the first week of AI-powered deployment
- +2 more outcomes
Companies that use TruGreen
Customer profileSegments2 records
Ideal customer profiles2 records
TruGreen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
TruGreen partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, minor and major.
- PGA TOURcoreTruGreen is the Official Lawn Care Treatment Provider for the PGA TOUR, highlighting professional-grade grass maintenance standards shared between championship golf courses and lawn care services. The partnership includes promotional events such as Jason Day's first pitch at Dunkin' Park.
- Minor League BaseballcoreTruGreen serves as the Official Lawn Care Treatment Provider for Minor League Baseball, promoting professional-grade grass maintenance standards applied to minor league baseball fields. The partnership features promotional events and 50% discount offers for new customers.
- Carter OosterhouseminorHGTV star Carter Oosterhouse featured TruGreen lawn care in sponsored spring home improvement content, providing brand visibility to home improvement audiences during seasonal marketing push.
- QualtricsmajorTruGreen uses Qualtrics AI-powered customer experience tools to improve customer feedback analysis, reduce escalations by 30%, and resolve 51% of customer concerns within the first week of deployment. The partnership achieved $70 million in additional annual revenue.
- Phil KnowlesmajorProfessional golfer Phil Knowles partnered with TruGreen for a Groundhog Day promotion offering six weeks of free lawn care to homeowners who enroll between February 2-16, positioning seasonal services as the lawn care expert.
- Jason DaycorePGA TOUR golfer Jason Day partnered with TruGreen to encourage homeowners to 'Call it Quits' on DIY lawn care. The campaign promotes first TruGreen service for $9.95 during Quitter's Day, featuring authentic engagement over standard sponsorship posts.
- WPPcoreTruGreen expanded its partnership with WPP, appointing WPP Media as its media agency of record and extending its relationship with VML, WPP's creative agency. The collaboration aims to deliver integrated solutions using WPP's AI-enabled marketing platform, WPP Open.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
TruGreen competitors and assessment
Company assessmentDirect peers
- NaturaLawn of America: National franchise specializing in organic and natural-based lawn care programs for residential customers. Comparable in subscription-based treatment plans and homeowner focus, with differentiated product positioning.
- Lawn Doctor: National residential lawn care franchise offering fertilization, weed control, and related treatments directly to homeowners—closely aligned with TruGreen's core offering, customer base, and subscription-based service model.
- Davey Tree Expert Company: Large U.S. provider of tree, lawn, and landscape services to both residential and commercial customers. Comparable in service breadth, field service model, and customer overlap, though with stronger tree-care emphasis.
- Spring-Green Lawn Care: U.S. lawn and tree care franchise delivering fertilization, weed control, and pest management to homeowners—a direct comparable in recurring service plans and residential customer acquisition model.
- Weed Man: National lawn care franchise providing fertilization, weed control, and aeration services to residential customers across the U.S. and Canada—directly comparable in service mix, recurring revenue model, and target homeowner segment.
Broad incumbents
- BrightView Landscapes: Largest U.S. commercial landscaping services provider with a national branch network. While primarily commercial, BrightView's scale, branch density, and integrated maintenance capabilities overlap with TruGreen's distributed service platform.
- Bartlett Tree Experts: Major U.S. tree and shrub care provider with residential and commercial clients, offering integrated plant health care including fertilization and pest management—an incumbent in adjacent lawn/plant health services.
Regional players
- US Lawns: U.S. commercial landscape maintenance franchise network. Comparable operating model and franchise-led distribution, but focused on commercial rather than residential customers.
Emerging players
- LawnStarter: Online marketplace and mobile app connecting homeowners to local lawn care providers. Compares as an emerging digital distribution channel that could disintermediate traditional service providers like TruGreen over time.
- TaskEasy: Digital platform for lawn care measurement, quoting, and service fulfillment serving both homeowners and contractors. Comparable as a tech-enabled lawn care delivery model that competes for the same end customer on convenience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
TruGreen social profiles
Digital presenceTruGreen financial estimates
Financial estimateRevenue estimate
Valuation estimate
TruGreen leadership team
Management profileNumber of profiles
Profiles6 records
TruGreen funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TruGreen 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 TruGreen
What does TruGreen do?
TruGreen delivers recurring professional lawn care services — including fertilization, weed control, and ongoing turf-health treatments — to residential homeowners and businesses through more than 290 U.S. service locations. Service plans are science-backed and locally tailored, typically ranging from approximately $350 to over $2,000 annually depending on lawn size and plan tier.
When was TruGreen founded?
TruGreen was founded in 2012. It employs 5,001 to 10,000 people.
Where is TruGreen based?
TruGreen is headquartered in Memphis, United States, in the North America region.
How does TruGreen make money?
One revenue line is on record: professional Lawn Care Services.
Who are TruGreen's main competitors?
Direct peers on record are NaturaLawn of America, Lawn Doctor, Davey Tree Expert Company, Spring-Green Lawn Care and Weed Man. Broad incumbents are BrightView Landscapes and Bartlett Tree Experts. US Lawns is listed as a regional player. Emerging players are LawnStarter and TaskEasy.
Does TruGreen have an API?
No public API is recorded for TruGreen.
What industry is TruGreen in?
TruGreen's product category is Residential Lawn Care Services. Its primary akta.pro industry code is BPABADAB, Residential Landscaping & Lawn Care, with a secondary code of IMAIAIAD, Turf Care (Fertilization, Aeration & Weed/Pest Control). Its NAICS code is 56173 and its SIC code is 700.