AppKeep is decision support for homeowners.
Every home maintenance app on the market is a checklist with an inventory. AppKeep gives homeowners the frameworks professional property managers use to keep a house from becoming the thing that runs them.
Homeowners overpay for repairs not because contractors are dishonest, but because every interaction starts from an information gap that nobody on the homeowner's side closes. A contractor sees hundreds of jobs a year. A homeowner sees three or four in a decade. Intuition does not grow on that schedule, and no existing product helps homeowners make the decisions a repair requires.
AppKeep gives homeowners the frameworks property managers use — a mandate calculator, a 4P urgency triage, an insurance claim-or-pay check, a contractor brief, repair-or-replace arithmetic, a multi-year capital plan. These are not reminders and not checklists. They are the decisions a homeowner has to make anyway, supported by the same method professionals use.
Sander Moorees runs AAH Oy, a property management consulting practice. He has been working in the field for 20+ years and sets the domain behind AppKeep: the 20-component model, the mandate clause, the 4P urgency triage, the annual-cost method for repair versus replacement. If a guide on AppKeep cites a professional-grade framework, Sander is the reason it is correct.
Karolina Sarna runs Rebel Strategy Lab, a structural-diagnosis practice for climate-tech founders. She builds AppKeep alongside Sander: architecture, code, content, ship. Before RSL she shipped €20M ARR of climate adaptation products at ICEYE. Atmospheric physics PhD, TU Delft.
Sander sets the domain, Karolina ships the software. Based in Amsterdam and Helsinki.
EUR 37 per year per property. One price, no tiers, first fix free. Paid by the homeowner.
There are no insurer distribution deals, no contractor commissions, no data brokerage. If a contractor offers to pay AppKeep for placement on the decisions you run through the app, we turn it down. A tool paid by an insurer tends to recommend more maintenance, and one paid by contractors tends to recommend more contractors. A tool paid by the homeowner can say "defer it" or "do it yourself" without losing money when that is the right answer. Which matters, because it often is.
Finland, the Netherlands, and Sweden are the primary markets. The product is English-first, with localisation rolling out as traffic arrives. Content is tuned to local tax deductions (kotitalousvähennys in Finland, ROT-avdrag in Sweden, ISDE subsidies in the Netherlands), local trade terminology, and local cost baselines.
Broader EEA coverage is planned once these three are saturated. No North American plans.
Cost ranges come from national trade associations (Offerteadviseur NL, Kevyt Remppa FI, Hantverkskollen SE), regional pricing data, and Sander's 20+ years of Dutch property maintenance practice. Each guide cites a primary source in its opening paragraph.
Component lifespans align with the Dutch Rijksvastgoedbedrijf BOEI inspection handbook and the NEN 2767 condition-measurement standard. Repair-or-replace formulas use annual cost per year of remaining service life — the same method used by professional property managers in Europe. VAT is always quoted inclusive.
Content is reviewed on publication by Sander and updated when rates, deductions, or regulations change. A visible "Last updated" date appears on every guide.
Reply to any email from hello@appkeep.org, or write to the same address directly. We read every one.