Creators of the Iconic and Zanui launch online marketplace for home cleaners

  • Helpling launches a first-of-its-kind website connecting local cleaners and customers with a few clicks
  • Demand for home cleaning in Australia projected to rise due to high dual-income households and a progressively ageing population.
  • ‘’Our mission is to make home services the next big trend in Australian e-commerce,’’ says country manager Bevan Nel.

SYDNEY: October 7, 2014 - Home cleaning platform Helpling has today announced its launch in Australia. On its website, customers can book a local cleaner on-demand and in only a few clicks. The innovative service will initially be available in Sydney, where the company has also opened a local office. Helpling is supported by the German internet platform Rocket Internet, which has previously started The Iconic and Zanui in Australia.

The launch signals the beginning of a new trend in Australian e-commerce - the digitisation of home services - which has grown rapidly in the US and Europe. ‘’Our mission is to connect Australians with local cleaners. Helpling’s platform allows users to book home cleaning in only a few clicks,’’ Helpling Australia country manager Bevan Nel said. ‘’Australia has a strong market for e-commerce and, like online room rental and carpooling platforms have boomed, we plan to make home services the next big trend.’’

Market potential

The Australian domestic cleaning market is worth $2 billion, according to an internal estimate by Helpling. In the five years to 2013, there was an average of 5.8 per cent job growth for domestic cleaners nationally (Department of Employment, 2014). Looking ahead, the number of households in Australia is expected to increase by 3.6 million by 2031 (ABS, December 2010). Also, the rise in demand for residential cleaning services has resulted from high and dual-income households and progressive ageing of the population (Ibis World, May 2014). The launch of Helpling comes at a time when the demand for home cleaning is booming.

How it works

Customers can log onto and make their bookings. Enter a location, make an appointment and pay securely online. The service starts at a transparent hourly rate of $29. Using sophisticated algorithms, Helpling matches customers with local cleaners in a blink. Customers are also able to re-book their favourite cleaners even faster with their preferences saved.

Helpling headquarters are located in North Sydney, with plans to expand the service to major cities across Australia in the coming months. The company's global headquarters are in Berlin, Germany, and it is also active in five other European countries after launching in April this year.

About Helpling

Helpling Australia is a fast-growing company based in North Sydney. The company's mission is to make home cleaning services conveniently accessible to customers at a very transparent hourly rate. Launched in Australia in September 2014, Helpling is an online platform for booking cleaners quickly. The service is also available in Germany, where the global headquarters are based, as well as Austria, France, Sweden, Italy and the Netherlands. Helpling is supported by Rocket Internet, the world’s largest internet incubator.

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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.