Lawn Pride
Lawn Pride is a residential lawn care franchise company, founded in 1983 and owned by Neighborly since 2022, serving 20,000+ homeowners annually across 12 U.S. states with subscription fertilization, weed control, pest control, and aeration programs delivered through local franchise operators.
- Company typePrivate
- Founded1983
- HeadquartersIndianapolis, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Lawn Pride does
Lawn Pride is a residential lawn care service company founded in 1983 in Indiana, operating today as a franchise network under the ownership of Neighborly, the largest home franchisor in the world, which acquired the company in 2022. The company serves single-family residential homeowners across 12 U.S. states (Alabama, Florida, Georgia, Indiana, Michigan, North Carolina, New York, Oklahoma, South Carolina, Tennessee, Texas, and Virginia) through independently owned and operated franchise locations, delivering services to more than 20,000 customers per year.
Lawn Pride's core offerings span fertilization (using slow-release fertilizers designed to avoid excessive top growth), weed prevention and control, outdoor pest control (fire ants, moles, voles, grubs, perimeter pests), lawn disease and fungicide treatment, core and liquid aeration, overseeding, and tree and shrub maintenance (fertilization, deep root injection, insect and disease control). These individual services are packaged into subscription programs billed annually with automatic payment: the 7-Application Lawn Care Program (seven annual treatments), the Enhanced Lawn Care Program (8-12 annual visits), the Lawn Fungicide Program, the Perimeter Pest Program (five treatments), and the Tree and Shrub Care Program. One-time services such as aeration and overseeding complement the recurring programs as separate purchases.
The business model is a subscription-led franchise system: customers enroll in multi-treatment annual programs with autopay, generating recurring revenue for franchisees and royalty/fee revenue for the Lawn Pride franchisor. Go-to-market relies on digital marketing (lawnpride.com with content, SEO, testimonials, special offers), direct contact (phone at 877-963-3200, online estimate requests), and the Neighborly mobile app for booking and service tracking. Customer acquisition is supported by aggressive promotional offers (75% off first application, $25 off enrollment, senior and military 5% discounts). The company is privately held with no public ticker, no disclosed funding rounds, and no AI/ML capabilities identified in the input data; it functions as a brand and franchise platform within Neighborly's broader portfolio of home service brands.
Lawn Pride firmographics
Firmographics- Name
- Lawn Pride
- Legal name
- Lawn Pride
- Website
- https://lawnpride.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Lawn Pride is a residential lawn care franchise company, founded in 1983 and owned by Neighborly since 2022, serving 20,000+ homeowners annually across 12 U.S. states with subscription fertilization, weed control, pest control, and aeration programs delivered through local franchise operators.
- Ownership category
- akta.pro rank
Lawn Pride industry classification
Industry- Product category
- Residential Lawn Care Services
- NAICS
- Landscaping Services (561730)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD)
- akta.pro secondary industries
- Aeration & Overseeding (Seeding, Topdressing, Renovation) (HSAIAGAD), Seasonal Color, Planting & Horticultural Services (BPABADAL)
Keywords
Where Lawn Pride is headquartered
LocationHeadquarters
- HQ city
- Indianapolis
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Lawn Pride business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales
Revenue model
- Lawn Care Treatment Programs: Recurring revenue from bundled lawn care programs (7-Application Program, Enhanced Lawn Care Program with 8-12 visits) that provide seasonal fertilization, weed prevention, pest control, and other services at optimal times throughout the year. Customers enroll in multi-treatment programs with automatic payment.
- Individual Lawn Care Services: One-time or per-visit services for specific needs such as aeration, overseeding, pest control treatments, fungicide applications, and tree/shrub care.
- Special Offers and Discounts: New customer acquisition through special offers (75% off first application, $25 off) requiring enrollment in multi-treatment programs with autopay.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | 7-Application Program - Basic lawn care package |
| Subscription | Annual | Enhanced Lawn Care Program - 8-12 annual visits |
| Subscription | Annual | Enhanced Program Plus - Top-tier package |
| Subscription | Annual | Senior Citizen Discount |
| Subscription | Annual | Military Discount |
Distribution channels3 records
Marketing channels4 records
Lawn Pride product offering
Product offeringCore offering
Lawn Pride is a residential lawn care company that sells and delivers lawn fertilization (using slow-release fertilizers), weed prevention and control, outdoor pest control (fire ants, moles, voles, grubs, perimeter pests), lawn disease control, aeration, overseeding, and tree and shrub care services to homeowners. Services are packaged into multi-treatment subscription programs (7-Application and Enhanced Lawn Care Programs) and are also sold individually, with delivery through a franchise network of locally owned operators across 12+ U.S. states under Neighborly ownership.
Product overview
Lawn Pride is a residential lawn care service company offering a broad portfolio of individual services and bundled programs. The core service offering spans lawn fertilization (using slow-release fertilizers), weed prevention and control, outdoor pest control (including fire ant, mole, vole, grub, and perimeter pest control), lawn disease control, and lawn and grounds maintenance (core aeration, overseeding, liquid aeration). Tree and shrub maintenance services include shrub fertilization, tree deep root fertilization, and tree and shrub insect and disease control. These individual services are organized into tiered program bundles: the 7-Application Lawn Care Program (seven annual treatments), the Enhanced Lawn Care Program (8–12 annual visits with Enhanced Program Plus adding aeration and grub/ant control), the Lawn Fungicide Program, the Perimeter Pest Program (five treatments), and the Tree and Shrub Care Program. The programs collectively cover fertilization, weed prevention and control, pest control, aeration, overseeding, fungicide, and tree/shrub care, with each program bundled for seasonal convenience.
Differentiator
Problem solved
Functional benefit
Products and services
- Fertilization, Weed and Pest Service Bundled residential lawn care service combining lawn fertilization using slow-release fertilizers, lawn weed prevention and control, and lawn insect/pest control in a single treatment program delivered by trained local lawn care professionals.
- Lawn Weed Prevention and Control Standalone residential weed control service using pre-emergent and post-emergent herbicide treatments, with targeted action to identify root causes of weed problems and restore a greener, healthier lawn.
- Outdoor Pest Control Comprehensive residential outdoor pest control covering fire ant prevention and control, mole control, vole control, grub prevention and control, lawn disease control, perimeter pest control, and tree and shrub dormant horticultural oil treatments.
- Fire Ant Prevention and Control Residential fire ant control treatment that reduces active mounds within two to three weeks and prevents new mounds for up to one year, using child- and pet-safe methods applied by trained lawn care professionals.
- Mole Control Program Humane, non-lethal residential mole control service that maps mole runways and uses bait to irritate and evict moles without killing them, with ongoing monitoring to prevent re-infestation.
- Vole Control Application Residential vole pest control service that maps vole burrows and runways to place bait precisely, reducing vole populations and protecting lawn from damage, with habitat modification recommendations to prevent return.
- Grub Prevention and Control Program Residential grub control service combining preventative treatments (to kill larvae before hatching) and curative control treatments (to stop active infestations), with free estimates provided.
- Lawn Disease Control Residential fungal disease control service that diagnoses disease type and applies fungicide treatments to control spread, with a minimum of two to three treatments required for optimum results.
- Perimeter Pest Control Residential perimeter pest control service applying treatments around a home's foundation to create a barrier against insects like earwigs, spiders, ants, millipedes, and silverfish, with a recommended five-treatment seasonal program.
- Tree and Shrub Dormant Horticultural Oil Seasonal dormant oil application for residential ornamental trees and shrubs that suffocates overwintering pests such as spider mites, aphids, scales, and caterpillar eggs without leaving toxic residue, safe for pollinators.
- Core Aeration Professional residential core lawn aeration service that removes plugs of soil (20 to 40 per square foot) to alleviate soil compaction, improve water and air access to roots, and enhance nutrient absorption.
Quantifiable outcome
- Slow-release fertilizers deliver nutrients without causing excessive top growth
- +3 more outcomes
Companies that use Lawn Pride
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
Lawn Pride technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Lawn Pride partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NeighborlycoreIn 2022, Lawn Pride was acquired by Neighborly, the largest home franchisor in the world. This acquisition enabled Lawn Pride to expand its area of service and quality lawn care to more customers throughout the United States. As a Neighborly company, Lawn Pride benefits from the broader network of home service brands and the Neighborly Done Right Promise backing all services.
Scale indicators3 records
Recent moves7 records
Expansion highlights4 records
Lawn Pride competitors and assessment
Company assessmentDirect peers
- Weed Man USA: Franchise-based residential lawn care provider offering fertilization, weed control, and aeration programs on a recurring subscription basis. Closely comparable in GTM motion (franchise), product architecture (multi-application programs), and target customer.
- Massey Services: Privately held pest, termite, and lawn care provider serving residential and commercial customers in the Sun Belt. Comparable in combined lawn care + pest control service offering and recurring treatment programs.
- Spring-Green Lawn Care: Franchise-based lawn care company providing fertilization, weed control, aeration, and tree/shrub services to residential customers. Comparable in franchise GTM, service portfolio, and homeowner target segment.
- NaturaLawn of America: Franchise-based lawn care company focused on organic and natural lawn treatment programs for residential customers. Direct peer in franchise model and recurring service delivery, differentiated by an organic-product positioning.
- Lawn Doctor: National franchise system offering lawn fertilization, weed control, and pest management to residential customers. Direct competitor with similar subscription-based treatment programs and franchise distribution model.
- TruGreen: The largest US residential lawn care company, offering fertilization, weed control, aeration, and pest services through company-owned branches. Direct overlap with Lawn Pride in service mix, target customer (residential homeowners), and recurring program model, but at materially larger national scale.
- Senske Lawn & Tree Care: Regional residential and commercial lawn and tree care provider in the Western US, offering fertilization, weed control, and tree/shrub services. Comparable service mix, but concentrated in a different geography.
Broad incumbents
- Davey Tree Expert Company: Established tree care and landscape services company with residential and utility clients. Comparable in tree/shrub care and deep root fertilization offerings, but a much broader, employee-owned incumbent spanning utility line clearance and commercial landscape.
- BrightView Holdings: Largest US commercial landscaping services company, with a residential lawn care arm. Comparable on lawn maintenance and tree care capabilities, but predominantly serves commercial/HOA clients and is a public-company incumbent rather than a residential franchise specialist.
Others
- Neighborly (parent portfolio brands): Lawn Pride's parent and the largest home franchisor in the world, with sister brands in pest control, cleaning, and home repair. Relevant for understanding the platform economics, franchise support infrastructure, and cross-brand customer engagement that benefits Lawn Pride.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Lawn Pride social profiles
Digital presenceLawn Pride financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lawn Pride leadership team
Management profileNumber of profiles
Lawn Pride funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lawn Pride M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lawn Pride
What does Lawn Pride do?
Lawn Pride is a residential lawn care company that sells and delivers lawn fertilization (using slow-release fertilizers), weed prevention and control, outdoor pest control (fire ants, moles, voles, grubs, perimeter pests), lawn disease control, aeration, overseeding, and tree and shrub care services to homeowners. Services are packaged into multi-treatment subscription programs (7-Application and Enhanced Lawn Care Programs) and are also sold individually, with delivery through a franchise network of locally owned operators across 12+ U.S. states under Neighborly ownership.
Is Lawn Pride a public or private company?
Lawn Pride is a private company. It is classified as corporate owned and is currently operating.
When was Lawn Pride founded?
Lawn Pride was founded in 1983. It employs 101 to 250 people.
Where is Lawn Pride based?
Lawn Pride is headquartered in Indianapolis, United States, in the North America region.
How does Lawn Pride make money?
Three revenue lines are on record. Lawn Care Treatment Programs are the primary driver. The others are individual Lawn Care Services and special Offers and Discounts.
Who are Lawn Pride's main competitors?
Direct peers on record are Weed Man USA, Massey Services, Spring-Green Lawn Care, NaturaLawn of America, Lawn Doctor, TruGreen and Senske Lawn & Tree Care. Broad incumbents are Davey Tree Expert Company and BrightView Holdings. Neighborly (parent portfolio brands) is listed as an others.
Does Lawn Pride have an API?
No public API is recorded for Lawn Pride.
What industry is Lawn Pride in?
Lawn Pride's product category is Residential Lawn Care Services. Its primary akta.pro industry code is IMAIAIAD, Turf Care (Fertilization, Aeration & Weed/Pest Control), with a secondary code of HSAIAGAD, Aeration & Overseeding (Seeding, Topdressing, Renovation). Its NAICS code is 561730 and its SIC code is 700.