Armut

Armut Teknoloji A.Ş., operating as Armut.com, is a Turkish online marketplace for local services, founded in November 2011 by Başak Tanpınar Değim and Erol Değim. The idea for the company was born from Başak's personal frustration in finding reliable service professionals. Her professional background includes roles at notable companies like Coca-Cola, Revlon, and Nielsen, while Erol's experience includes time at UBS and the Boston Consulting Group. This blend of marketing and strategic experience helped shape Armut's foundation.

The company functions as a multi-sided platform connecting individuals and businesses with service professionals across more than 4,000 categories, with a strong focus on home improvement, cleaning, moving, and repairs. For consumers, the platform simplifies the process of finding and hiring vetted professionals by allowing them to post a job, receive multiple quotes, compare provider profiles, and read verified customer reviews. For service providers, who are often freelancers or small businesses, Armut serves as a channel for finding customers and growing their operations. The platform's user base has grown to include over 700,000 service professionals.

Armut's business model is twofold. The primary model is a pay-per-lead system, where service professionals are charged a fee to send a quote to a potential customer and pay a commission upon being hired for the job. The platform also utilizes a 'Book-Now' model for standardized, fixed-price services like home cleaning, where customers can book and pay for a service directly for a specific date and time. In September 2022, Armut merged with its Italian counterpart, ProntoPro, and raised €15 million to solidify its market presence in Europe, the Middle East, and Africa. Following the merger, the combined entity operates in 14 countries under three brands, including Armut and its international brand, HomeRun.

Keywords: local services marketplace, home services, service professionals, lead generation, online marketplace, home improvement, cleaning services, moving services, service booking platform, freelance services, peer-to-peer services, on-demand services, Turkish startup, ProntoPro, HomeRun, Başak Tanpınar Değim, Erol Değim, home renovation, repair services, professional services booking