Rocket Internet’s cleaning platform Helpling expands to Southern Europe and the Americas

13 OCTOBER 2014
  • Launches in Italy, Spain and Brazil affirm Helpling’s status as the most widely-available online portal for household services and one of the most rapidly expanding startup companies from Rocket Internet.
  • In Brazil and Italy, the household services markets are characterized by single-client relationships, such as personal housekeeping. Helpling proposes a different concept, by which clients and cleaners connect through an on-demand online marketplace. This provides both groups with greater flexibility, independence and financial benefits.


BERLIN, September 13th, 2014: Helpling, the online platform for booking local cleaners, has announced today that it has expanded its operations to Brazil, Italy and Spain. This move solidifies the company's position as the most widely-available online portal for home cleaning.

The innovative location-based service will initially be available in Sao Paulo, Rio de Janeiro, Madrid and in several Italian cities, from Milan in the north and to Rome in the south. In Sao Paulo, Madrid and Milan Helpling has opened offices for cleaner recruitment as well as business and marketing services. The local teams are also working to bring the service to more cities within each country very soon.

‘‘We are excited about expanding to Southern Europe and to South America. In the past month we have been rapidly increasing our availability in Europe. We have launched our service in more than 150 cities and our local partners have already cleaned flats in the tens of thousands. Now we are going across the Atlantic to Brazil, which means that we have truly become a global player,” said Benedikt Franke, Helpling co-founder.

Rapidly Expanding and the most widely-available platform in Europe

Helpling is one of the fastest expanding startup companies from the Rocket Internet stable. In January 2014, the founders Benedikt Franke and Philip Huffmann, together with the Rocket Internet team, decided to turn the idea into a real product. In April - only 80 days later - the website was live and the first flat was cleaned in Berlin. Two months after the market launch, Helpling had already expanded to the Netherlands, France, Sweden and Austria. By this time, the number of staff had just passed 150. Today, Helpling is live from Stockholm in the north, to Rome in the south, covering more than 150 cities in Europe. This makes it the most widely-available cleaning platform in Europe.

Brazil: Increasing demand for more flexibility in household services

The Brazilian market for household services is changing; in the past 10 years, more and more households have moved away from personal housekeepers. Instead - largely due to greater cost awareness - customers have been switching to daily cleaners who come to do the housework once a week. Helpling provides customers and cleaners with a new way of finding one another on-demand, allowing both sides greater degrees of flexibility and financial benefits. Customers can book a cleaner only when and for how long they really need them. At the same time, 6.7 million Brazilian cleaners have more possibilities to work independently and gain access to new clients.

Opening up the Italian cleaning market

In Italy there is a similar situation, as household services are still characterized by single-client relationships; 55 percent of people providing housekeeping and care services in Italy only work for one family and only 6 percent have more than four clients. As in Brazil, Helpling proposes a new concept, by which cleaners as much as clients benefit from greater degrees of independence and added support services. The cleaners are self-employed and set their own schedule for when and where they want to receive jobs. Customers enjoy the same degree of freedom, by which they can always go online and book on-demand when and how much help they need. They can also review the results afterwards and decide whether or not to request the same cleaner again. Both parties are never “on their own” since they can call customer service to ask for advice on organizational or administrative issues.

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About Helpling

Helpling is Europe’s leading online marketplace for home services. On the website or via the app, customers can book a vetted and insured service provider and gain back free time within a couple of clicks. For service providers, the innovative online service makes it easier than ever to find new clients and to manage when and where they want to work.

Helpling was founded in early 2014 by Benedikt Franke and Philip Huffmann. Among its investors are Rocket Internet, Mangrove Capital, Lakestar, APACIG and Accel. Helpling currently offers its services in 9 countries: Australia, Germany, Italy, France, Ireland, UK, UAE, the Netherlands and Singapore.

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