Armut

Armut—Turkish for 'pear'—is Turkey’s leading home services marketplace, expertly connecting consumers with a vast array of service professionals, including electricians, plumbers, cleaners, and tutors. It operates in the same vein as Angi in the US or Checkatrade in the UK, establishing a crucial layer of trust through verified reviews in a market where quality assurance for tradespeople has historically relied solely on word-ofmouth. Founded in 2014, Armut has curated a network of thousands of verified professionals across Turkey’s major urban centers. Its supply side is built on a lead-generation revenue model rather than subscriptions; service providers pay per confirmed job lead, directly aligning platform incentives with completed work and maintaining a low barrier to entry for independent tradespeople. As Turkish consumers increasingly manage household logistics via mobile, Armut’s category—characterized by high-frequency interactions and resistance to pure-price competition—has proven more resilient than comparable models in product e-commerce.