TruGreen

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.

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

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

• Lawn care services
• Lawn fertilization
• Weed control services
• Residential lawn maintenance
• Turf treatment programs

Headquarters

HQ city

Memphis

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core, minor and major.

• PGA TOURcoreGTM or Marketing Partner · 18 June 2026TruGreen 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 BaseballcoreGTM or Marketing Partner · 18 June 2026TruGreen 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 OosterhouseminorGTM or Marketing Partner · 22 April 2026HGTV star Carter Oosterhouse featured TruGreen lawn care in sponsored spring home improvement content, providing brand visibility to home improvement audiences during seasonal marketing push.
• QualtricsmajorTechnology or Integration · 19 March 2026TruGreen 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 KnowlesmajorGTM or Marketing Partner · 2 February 2026Professional 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 DaycoreGTM or Marketing Partner · 20 January 2026PGA 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.
• WPPcoreGTM or Marketing Partner · 23 September 2025TruGreen 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

Direct 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

• Xx.com/trugreen
• Facebookfacebook.com/trugreen
• LinkedInlinkedin.com/company/2694961

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors

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 TruGreen