What Naturescape does

Naturescape is a privately held residential lawn and landscape care company founded in 1986 in Appleton, Wisconsin and headquartered in Muskego, Wisconsin. The company operates 40 branch locations across 13 states in the Midwest and South — Wisconsin, Illinois, Indiana, Michigan, Minnesota, Missouri, Iowa, Nebraska, Kentucky, Tennessee, North Carolina, South Carolina, and Georgia — each staffed with certified, licensed specialists delivering services directly at customer properties.

Its core offering is a recurring annual lawn care subscription program, available as either a 5-Visit or a 6-Visit schedule (depending on location), consisting of timed seasonal fertilizer applications, pre-emergent crabgrass control, broadleaf weed control, and insect management. Beyond the core program, Naturescape offers a complementary portfolio including a 5-application Tree and Shrub Program with deep root fertilization, plus à la carte services: aeration, overseeding, mowing, pruning, mosquito control, preventative grub control, lime application, fall cleanup, and snow removal. The company uses professional-grade fertilizer and pest-control products applied by licensed field specialists; no proprietary technology platform is disclosed.

The business model is primarily subscription-based recurring revenue from the annual lawn care programs, supplemented by transactional one-time service revenue. Pricing is not publicly disclosed; customers enter their zip code and lawn size on the website or contact their local branch to receive a free, no-obligation estimate, with quotes typically returned within 72 hours using aerial imagery or on-site visits. Acquisition is driven by a branch-based, field-sales go-to-market model combined with self-serve online signup and an online payment portal, supported by a website lawn-tips blog, a Facebook presence, and customer referrals/surveys. The company also operates the Naturescene® sub-brand in select markets including St. Louis, South Bend, and Atlanta under the Naturescape Inc. parent. All services are backed by a satisfaction guarantee of a free service call within 72 hours.

Name

Naturescape

Legal name

Naturescape Inc.

Website

https://naturescapelawncare.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

251–500 employees

Short description

Naturescape is a privately held residential lawn and landscape care provider founded in 1986, operating 40 branches across 13 U.S. Midwest and South states and serving individual homeowners with recurring annual lawn programs plus complementary tree, pest, and seasonal services.

Ownership category

akta.pro rank

Product category

Residential Lawn Care Services

NAICS

Landscaping Services (561730)

SIC

Agricultural Services (700)

akta.pro primary industry

Residential Landscaping & Lawn Care (BPABADAB)

akta.pro secondary industries

Tree & Shrub Fertilization & Plant Health Care (PHC) (HSAIAGAG), Lawn Aeration & Overseeding (Core Aeration, Seeding) (HSAIAAAE), Seasonal Lawn Treatment Packages (Spring/Fall Cleanups, Winterization) (HSAIAGAJ)

Keywords

• Lawn care services
• Landscape maintenance
• Weed control programs
• Tree and shrub care
• Residential pest control

Headquarters

HQ city

Muskego

HQ country

United States

HQ region

North America

Offices39 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Recurring Lawn Care Programs: Naturescape generates primary revenue from recurring lawn care subscription programs, specifically a 5-Visit and a 6-Visit Lawn Care Program (depending on location). These programs consist of scheduled seasonal fertilizer, weed control, and pest control applications throughout the year, billed on a per-application or seasonal basis.
2. A la carte / One-time Services: Revenue is also generated from one-time and seasonal services including aeration, overseeding, fall cleanup, tree and shrub care, pruning, mosquito control, grub control, lime application, lawn mowing, and snow removal. These are billed per service or per occurrence.
3. Online Payment Processing: Customers can sign up for new services and pay bills online through the website's payment portal. Payments are processed via credit card through a secure payment gateway. The company stores payment method information for returning customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Naturescape provides scheduled residential lawn care programs (5-Visit and 6-Visit Lawn Programs) that apply seasonal fertilizer, pre-emergent crabgrass control, broadleaf weed control, and insect control throughout the year, performed on-site by certified and licensed specialists at the customer's property. The company also offers complementary a la carte services including tree and shrub care, aeration, mowing, pruning, mosquito control, grub control, lime application, fall cleanup, and snow removal, all backed by a 72-hour satisfaction guarantee with free service calls.

Product overview

Naturescape offers a suite of lawn and landscape care services organized around two main lawn care programs: the 5-Visit Lawn Program (core product with 5 scheduled applications per year covering fertilization, weed control, and insect management) and the 6-Visit Lawn Program (an enhanced version at select locations with additional visits). The company also provides complementary services including Tree and Shrub Care (a 5-application program with deep root fertilization and pest management), standalone add-ons such as Aeration, Mowing, Pruning, Mosquito Control, Grub Control, Lime Application, Fall Cleanup, and Snow Removal. The company operates under the Naturescape brand in most markets and the Naturescene sub-brand in certain regional markets (St. Louis, South Bend, Atlanta). Services are delivered through a network of 40 local branch locations throughout the Midwest and South, with guaranteed satisfaction and free service calls within 72 hours.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Mosquito knockdown of 95% or more immediately after application
• +3 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Naturescape Inc.flagshipOthersNaturescape Inc. is the parent company of both the Naturescape® brand (primary brand covering most markets) and the Naturescene® brand (used in select markets such as St. Louis, Atlanta, and South Bend). Naturescape Inc. was founded in Appleton, WI in 1986 and operates 40+ branch locations across the Midwest and South.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TruGreen: The largest US residential lawn care company, offering recurring fertilization, weed control, and related services nationwide. TruGreen is the most direct competitor to Naturescape in the same product category and customer base.
• Lawn Doctor: National franchise system providing residential lawn care, tree and shrub care, and pest control services. Highly comparable to Naturescape's subscription-based residential service model.
• Scotts LawnService: Brand-affiliated residential lawn care service (linked to Scotts Miracle-Gro) offering fertilizer and weed control programs. Competes with Naturescape on the same subscription lawn care programs.
• Weed Man USA: Franchise-based residential lawn care provider offering fertilizer, weed control, and pest management programs. Directly comparable recurring-service business model targeting homeowners.
• Spring-Green Lawn Care: US lawn care company offering fertilization, weed control, and tree/shrub services to residential customers through a branch network. Closely mirrors Naturescape's branch-based delivery model.
• Davey Tree Expert Company: Large residential and commercial tree and shrub care provider with deep-root fertilization and pest management programs that overlap directly with Naturescape's Tree and Shrub Program.
• Bartlett Tree Experts: Scientific tree and shrub care company serving residential clients with fertilization, pruning, and pest management. Directly comparable to Naturescape's tree and shrub service line.
• Mosquito Joe: Franchise-based residential mosquito, tick, and flea control provider. Directly competes with Naturescape's Mosquito Control add-on service for residential customers.

Broad incumbents

• US Lawns: Franchise-based commercial landscaping provider under the Neighborly umbrella. While primarily commercial, it offers comparable fertilization and grounds-maintenance services that intersect with Naturescape's offerings.
• BrightView Landscapes: Largest US commercial landscaping services company with broad grounds-care capabilities. While primarily commercial, its portfolio of turf care, tree care, and snow services overlaps significantly with Naturescape's offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/naturescapelawncare

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 Naturescape