About us
About Deep Lawn
Since launching the world’s first AI Lawn Measurement Model in 2021, Deep Lawn has been revolutionizing the lawn care and pest control industry. Today, our software enables outdoor service companies to sell services directly from their own websites in seconds. By combining artificial intelligence, geospatial data, payment processing, and CRM integrations, Deep Lawn delivers an all-in-one e-commerce tool that drives sales, increases close rates, and ensures quote accuracy.
Our team
The people behind Deep Lawn
Joel Northrup
Chief Executive Officer
Rick Wall
COO
Chana Northrup
Sales Development Representative
Annabel Cruickshank
Associate Business Development Manager
Toby Northrup
Technical Lead
Luis Rosal
Software Developer
Kyle Starkes
Sr. Solutions Architect
Our journey
Deep Lawn’s journey
From a high-school side hustle mowing lawns in Iowa to AI software reshaping the outdoor-services industry.
2011
The beginning
A college side hustle takes root
Brothers Joel and Toby Northrup incorporate their lawn care company to save for college. It grows fast, with new services and satellite branches across Eastern Iowa.
2019
The acquisition
An offer too good to refuse
After eight years in the industry, a larger local company makes an offer the brothers can’t turn down. They sell, and step away from the green industry, for now.
2020
The spark
Teaching machines to measure lawns
After graduating from the University of Iowa, Joel moved to Texas to work as a Machine Learning Engineer at Samsung, while Toby continued his engineering studies at Iowa. Together, they spent nights and weekends building a solution that used machine learning to instantly measure lawns and make online lawn care quoting a reality.
2021
The launch
Deep Lawn goes live
Deep Lawn opens in beta with 10 companies, then to the public a year later. The world’s first AI lawn-measurement model turns a high-school side hustle into software reshaping outdoor services across the US and Canada.
2023
Scaling up
Partnerships and Enterprise
Integrations ship with top field-service platforms like Service Autopilot and Jobber, alongside a full Enterprise suite built for multi-location service companies.
2024 to today
Present day
Still growing, still building
Deep Lawn continues to grow, serving more than 500 trusted lawn care and pest control companies across the US and Canada. Through strategic partnerships, more accurate AI-powered measurements, and continuous product innovation, Deep Lawn is helping service businesses sell more online. What started in an Iowa driveway now powers businesses across North America.
The name
How we landed on “Deep Lawn”
Originally named Lawn Technologies, the team never fully loved it. After dozens of possible names, CEO Joel Northrup chose “Deep Lawn”, inspired by the term “deep learning”, the subset of machine learning and AI that powers our proprietary automated lawn measurement technology. Thus the name Deep Lawn stuck, and the rest is history!
