What GrowIt does

GrowIt (legally "Grow it mobile") is a privately held content publishing website that provides free educational articles on plant care, soil management, propagation, and gardening-technology/app reviews. Founded in 2018 by Barbara Wilson, a certified horticulturist with 25 years of gardening experience who also operates a 20-acre organic farm, the site is targeted at home gardeners ranging from beginners to experienced hobbyists and covers 300+ plant varieties, including detailed species guides for Calathea, Aglaonema, Pothos, and Anthurium.

The underlying technology is a WordPress-based editorial website (growitmobile.com) — not a software platform, mobile app, or SaaS product, despite the company name. The site organizes content into interconnected modules: plant care guides, plant propagation content, soil guides, and garden technology reviews. No proprietary features, APIs, SDKs, or app integrations are present; the product surface is editorial articles with detailed Table-of-Contents structures optimized for organic search traffic on long-tail gardening queries.

GrowIt monetizes through advertising (display ads on the website) and likely affiliate referrals to gardening products and apps. There are no paid products, services, or subscription pricing tiers; all content is free to visitors. The company is founder-owned with no disclosed institutional investors, no funding rounds, no M&A activity, and no published revenue. Headcount is reported at 1-10, and the business operates as a lean, content-led media property serving a B2C home-gardener audience globally via organic search, with no formal go-to-market or sales motion.

Name

GrowIt

Legal name

Grow it mobile

Website

https://growitmobile.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

GrowIt is a free, ad-supported editorial website publishing plant care, soil, propagation, and gardening-app review guides for home gardeners globally. Founded in 2018 by horticulturist Barbara Wilson, it operates as a lean, content-led media property with no paid products.

Ownership category

akta.pro rank

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising and affiliate revenue: GrowIt monetizes through advertising (display ads on the website) and likely affiliate marketing (referring to gardening products, apps, and tools). The site promotes various gardening apps and products, suggesting affiliate or referral partnerships may generate revenue.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

GrowIt (operated as "Grow it Mobile") is a content publishing website that provides free educational articles and guides on plant care, plant propagation, soil management, and garden technology/app reviews. The site is written by gardeners for plant lovers and is monetized through display advertising and likely affiliate referrals to gardening products and apps.

Product overview

Grow It Mobile is a content/editorial website focused on helping gardeners learn plant care and garden management. The platform operates as a single unified website offering educational content across several interconnected modules: plant care guides covering specific plant species and types, plant propagation educational content, soil guides addressing soil composition and testing, and garden technology reviews covering various gardening apps. The company does not offer a software platform with modules but rather publishes articles and guides to help gardeners from beginner to experienced levels.

Differentiator

Problem solved

Functional benefit

Products and services

• Grow it Mobile Website Free online content/editorial website providing gardening and plant care guides, covering plant types, propagation, soil guides, and garden technology/app reviews for home gardeners from beginner to experienced levels.

Quantifiable outcome

• Comprehensive guides help gardeners of all levels successfully grow and care for plants

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Emerging players

• Bloomscape: Emerging player: online plant retailer with substantial plant-care educational content integrated into product pages. Comparable plant-care content positioning, though differentiated by direct e-commerce monetization.
• The Sill: Emerging player: direct-to-consumer plant retailer with strong plant-care editorial content and community focus. Comparable beginner-to-intermediate plant-care content angle, paired with retail rather than pure advertising monetization.
• Plant Care for Beginners: Emerging player: niche houseplant-care content site focused on indoor plant identification and care. Comparable content-led GTM to GrowIt's indoor-plant sections (Calathea, Aglaonema, Pothos, Anthurium guides).

Direct peers

• Epic Gardening: Direct peer: a content-led gardening education brand publishing plant-care guides, propagation tutorials, and product reviews, monetized through affiliate, e-commerce, and educational products. Highly comparable GTM motion and audience to GrowIt.
• Gardening Know How: Direct peer: large-scale gardening content site covering plant care, propagation, and soil topics. Comparable audience (home gardeners) and SEO-led content model, though with significantly larger scale and broader topical coverage.

Broad incumbents

• Gardeners' World: Broad incumbent: BBC-published gardening authority covering plant care, propagation, and soil content with deep editorial resources. Comparable niche and audience, with significantly stronger brand recognition in the UK market.
• The Spruce: Broad incumbent: Dotdash Meredith-owned home and garden content platform publishing thousands of plant-care and gardening articles. Overlaps significantly with GrowIt's plant-care and soil content but covers much broader home categories.
• Bob Vila: Broad incumbent: established home-improvement and gardening content brand with editorial plant-care and lawn-care guides. Comparable content-led, affiliate-supported model but oriented toward a wider home-improvement audience.

Others

• Proven Winners: Others: large ornamental plant brand with extensive consumer-facing plant-care content library. Adjacent to GrowIt's audience and topics but driven by a plant breeder/marketer rather than a pure publishing model.
• PictureThis: Others: one of the plant-identification mobile apps GrowIt reviews and likely refers traffic to via affiliate links. Not a competitor but a featured ecosystem partner representing the type of gardening-app product GrowIt's audience converts on.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/GrowItMobile

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 GrowIt