Lowe’s is shifting from transactional retail to recurring service-based loyalty with a $99 annual subscription that includes two in-home visits.
The HomeCare+ program uniquely utilizes the company’s own trained red vest associates, setting it apart from third-party gig-economy maintenance apps.
With coverage spanning more than 75% of American homes, the initiative aims to deepen customer retention by solving routine home maintenance challenges through human expertise.
Lowe’s is making a strategic pivot into recurring revenue by launching its first-ever home maintenance subscription, directly targeting time-strapped homeowners. The new HomeCare+ program leverages the retailer’s greatest asset, its trained red vest associates to perform essential upkeep tasks traditionally left to unvetted third-party services.
By bundling seven critical services into an annual plan available across 75% of U.S. households, the home improvement giant is redefining convenience and cementing customer loyalty beyond the hardware aisle.
In a move that bridges the gap between retail and home services, Lowe’s has unveiled HomeCare+, an associate-powered annual subscription designed exclusively for MyLowe’s Rewards members.
Priced at $99 per year, the offering provides homeowners with two comprehensive in-home visits annually, each covering up to seven essential maintenance tasks. This launch signals a deliberate effort by the Mooresville-based retailer to capture a larger share of the home upkeep market, appealing to consumers who lack the time, tools, or confidence to tackle routine chores themselves.
Unlike impersonal booking platforms, this service guarantees that a local Lowe’s red vest associate—trained in the nuances of home systems—will be the one performing the work, reinforcing the brand’s promise of reliability.
The structure of HomeCare+ is designed for simplicity and accessibility. Subscribers can schedule their appointments either in-store or via Lowes.com, selecting from a curated menu of critical services per visit.
These include electric dryer vent cleaning, HVAC air filter replacement, refrigerator water filter replacement, electric water heater flush, garage door lubrication, smoke and carbon monoxide detector battery replacement, and general light bulb replacement.
By standardizing these high-frequency tasks, Lowe’s addresses common safety hazards and efficiency gaps that often go overlooked in busy households. The program’s reach is substantial, available to homeowners across more than 75% of the country, positioning the subscription as a scalable solution rather than a niche pilot.
According to Jen Wilson, Lowe’s senior vice president and chief marketing officer, the subscription model is a calculated response to shifting consumer behaviors and technological trends. Wilson emphasized that while artificial intelligence continues to integrate into modern homes, the company is doubling down on human connection as a differentiator.
“HomeCare+ is all about simplifying home improvement and making it easier for our customers,” Wilson stated. “Bringing together a simple, affordable subscription with something that truly sets Lowe’s apart—the expertise of our red vest associates—is how we will deepen loyalty with our customers. And as AI plays a bigger role in people’s lives, and ultimately in their homes, leaning into the power of human connection uniquely positions Lowe’s as the most helpful brand in home improvement.” This focus on personalized, in-person service offers a counterbalance to the increasingly digital and automated nature of modern home management.
By embedding services directly into its loyalty ecosystem, Lowe’s transforms the MyLowe’s Rewards program from a transactional points system into a comprehensive home management partnership. The subscription not only generates recurring revenue but also increases the frequency of customer touchpoints, creating opportunities for associates to identify larger project needs during service visits.
As competitors in the home improvement space continue to explore service integrations, Lowe’s bet on its existing workforce rather than outsourcing. It may prove to be a decisive advantage in capturing the loyalty of homeowners seeking both expertise and convenience in a single, predictable package.
“We know home maintenance can feel overwhelming, whether you’re a first-time homeowner, a busy parent or someone who’s simply uncomfortable climbing ladders around the home,” said Amanda Bailey, Lowe’s vice president of customer marketing and loyalty. “We consistently hear from customers that small tasks around the house quickly turn into a long to-do list. HomeCare+ is the result of listening intently to what our customers care about most to deliver on our brand promise.”
