What BUTLER does

BUTLER is a Singapore-based hospitality, asset management, property management, and lifestyle services company founded in September 2016 by Poon Da Qian as ButlerInSuits. The company operates a subscription-based service platform delivering daily housekeeping, property management, concierge, and lifestyle services to busy urban professionals, empty nesters, SMEs, corporates, and serviced apartments/hotels, with residential plans starting at S$330/month and commercial engagements quoted on contract. Operations are powered by in-house trained butler teams produced through the four-month Butler Academy program, supported by proprietary technology including the Office Management System (OMS), the BUTLER e-concierge mobile application, the upcoming BUTLER IPMS, and the recently introduced BUTLER GPT.

Revenue is generated primarily through recurring monthly subscriptions across residential and commercial clients, supplemented by managed-services revenue from the COVID-era Service Catalyst Scheme (SCS) wholesale procurement offering, e-commerce via BUTLER Shop, and ancillary revenue across sub-brands spanning yacht services (BUTLER Marine), personal shopping (BUTLER Prestige), lifestyle corporate solutions (BUTLER Lifestyle), childcare (EduNanny), and a microVC arm (BUTLER Capital). The company claims 100,000 housekeeping sessions in 2018 with a less than 0.01% miss rate, 99.999% service performance, and 800% YoY revenue growth after reaching breakeven in April 2017.

BUTLER has expanded its footprint from a single Singapore headquarters at 808 French Road to a regional Hong Kong office in May 2019 via a partnership with Tang's Living Group, and operates a portfolio of 11+ service divisions under a registered BUTLER® trademark. The company has raised a single disclosed seed round of SGD 700,000 (approximately USD 540,000) in May 2019 from existing customers in a 'Customer Round,' and has not publicly disclosed subsequent funding events.

Name

BUTLER

Legal name

BUTLER (Singapore)

Website

https://getbutler.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

BUTLER is a Singapore-based subscription hospitality and property management platform delivering housekeeping, concierge, property management, and lifestyle services to residential subscribers, SMEs, corporates, and serviced apartments across Singapore and Hong Kong via trained butler teams and proprietary OMS technology.

Ownership category

akta.pro rank

Product category

Hospitality & Property Management Services

NAICS

Linen Supply (812331)

SIC

Services-Personal Services (7200)

akta.pro primary industry

Hospitality (Hotel/Resort) Housekeeping Services (IMAIADAF)

akta.pro secondary industries

Porterage & Concierge Services (BPABAEAC), Subscription / Membership Laundry Pickup & Delivery (HSAJACAC), Luxury Hospitality & VIP Hosting (Tables, Bottle Service, Concierge Hosts) (HSACAMAH)

Keywords

• Hospitality services
• Property management
• Housekeeping subscriptions
• Concierge services
• Facilities management

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Residential Subscription Services: Monthly subscription plans providing daily housekeeping, property management, concierge, laundry, and grocery services to residential customers. Customers receive a single invoice for all services. Early subscription pricing started at $330/month for ButlerInSuits service. B2C subscription is the primary revenue stream.
2. Commercial/B2B Subscription Services: Subscription-based commercial cleaning, property management, concierge, and VIP butler services for businesses, offices, serviced apartments, and hotels. Businesses subscribe to regular cleaning and additional services including property management through partner contractors and concierge services for company-wide events.
3. Service Catalyst Scheme (SCS): During COVID-19, BUTLER launched the SCS allowing businesses to procure services at wholesale prices through the OMS. This scheme forgoes profitability in view of sustainability and helps affected businesses save on average close to 30% on existing service costs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

BUTLER operates a subscription-based hospitality and lifestyle management platform that delivers daily housekeeping, property management, and concierge services to residential and commercial clients in Singapore. The company sells its services on monthly subscription plans starting at S$330 for residential customers, and provides commercial cleaning, office management, VIP butler, and yacht maintenance services to corporate clients.

Product overview

BUTLER is a Singapore-based hospitality, asset management, property management, and lifestyle company offering a comprehensive suite of services. The portfolio operates as a platform-plus-modules architecture centered around five core service brands: BUTLER Housekeeping (daily housekeeping and cleaning services), BUTLER Property Management (property and asset management), BUTLER Prestige (white glove and personal shopping), BUTLER Marine (yacht management and services), and BUTLER Lifestyle (lifestyle solutions). Supporting sub-brands include BUTLER Capital (microVC), BUTLER Academy (in-house training), BUTLER Technology (R&D), BUTLER IPMS (property management software - upcoming), BUTLER GPT (AI), and lifestyle brands including Shop, Magazine, HR services, Robotics, and EduNanny. The company expanded into B2B with the Office Management System (OMS) platform for corporate clients, and serves both individual and commercial customers through subscription-based models starting from S$330/month for residential services.

Differentiator

Problem solved

Functional benefit

Brands

• BUTLER Housekeeping: Singapore's Finest Housekeeping and Home Services company
• BUTLER Property Management
• BUTLER Prestige
• BUTLER Marine
• BUTLER Capital
• BUTLER Academy
• BUTLER Shop
• BUTLER Magazine
• BUTLER Lifestyle
• BUTLER Technology
• BUTLER IPMS
• BUTLER HR
• BUTLER Robotics
• BUTLER GPT
• BUTLER Living
• BUTLER Consultancy
• EduNanny
• Majestic Maids
• SUPERBOAT Mart
• SUPERBOAT Exchange
• SUPERBOAT Service

Products and services

• BUTLER Housekeeping Subscription-based daily housekeeping, disinfection, and home cleaning services for residential customers in Singapore. Customers receive a dedicated team of manager, supervisor, and housekeeper.
• BUTLER Property Management Property maintenance, management, and asset management services for residential and commercial properties including condos and buildings.
• BUTLER Prestige

Quantifiable outcome

• Saves customers 25-30 hours per month on household chores
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered flagship and minor.

• Tang's Living GroupflagshipStrategic or Co-development Partner · 28 May 2019BUTLER expanded to Hong Kong in May 2019, securing a deal with Tang's Living Group. This represents the company's first regional expansion beyond Singapore and a flagship partnership for entering the Hong Kong market.
• JFDI (Chi-Kai Huang)minorStrategic or Co-development PartnerChi-Kai Huang of JFDI advised founder Poon Da Qian to narrow the product focus and develop within his domain expertise, which influenced the company's direction and go-to-market strategy.
• Partner Contractors (Property Maintenance)minorChannel Partner/ Reseller/ DistributorBUTLER partners with contractor networks for property management services, maintaining office appliances and interiors through Butler's partner contractors. These partners enable the company to offer comprehensive property management without building all capabilities in-house.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Helpling: Berlin-based home services marketplace offering on-demand and recurring professional cleaning across multiple markets including Singapore. Closest subscription-cleaning peer to BUTLER's residential ButlerInSuits offering, competing head-to-head for the same urban professional segment.
• Sendhelper: Singapore-based home services platform connecting customers with cleaning, handyman, and lifestyle service providers. Direct local competitor to BUTLER's residential housekeeping subscription model in the same Singapore market.
• Handy: US-headquartered on-demand home services platform acquired by ANGI Homeservices, offering cleaning, furniture assembly, and handyman services. Directly comparable product set and recurring-service business model to BUTLER's subscription housekeeping.
• TaskRabbit: US-based IKEA-owned marketplace for on-demand home services including cleaning, moving, and handyman work. Comparable horizontal service marketplace model, although more transactional and less subscription-oriented than BUTLER.
• Quintessentially: Global luxury lifestyle concierge and private member's club serving UHNW individuals with 24/7 personal assistant and lifestyle management. Most directly comparable to BUTLER Prestige's white-glove concierge for premium residential and corporate clients.
• Velocity Black: Premium membership-based on-demand concierge app offering lifestyle services, travel, dining, and personal requests for affluent members. Comparable high-touch, premium-priced lifestyle/concierge value proposition to BUTLER Prestige.

Emerging players

• Rinse: US-based subscription dry cleaning and laundry pickup/delivery service. Comparable recurring subscription model and tech-enabled service delivery for the laundry subset of BUTLER's offering, though narrower in vertical scope.

Broad incumbents

• Molly Maid: Large established franchise network (owned by Neighborly) for residential cleaning services across multiple geographies. Significantly larger scale and broader geographic reach than BUTLER but more commoditized offering without subscription/concierge bundling.
• The Cleaning Authority: US-based franchise system providing recurring residential cleaning services. Comparable recurring-cleaning revenue model but franchise-based delivery versus BUTLER's in-house Butler Academy-trained workforce.
• Jones Lang LaSalle (JLL) Residential: Global real estate services firm offering residential property management, corporate housing, and tenant concierge services at scale. Competes with BUTLER's property management and serviced-apartment offerings through a much larger institutional footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCeEhfENlqWVvKam879P1RsA
• Facebookfacebook.com/GetButlerSG
• LinkedInlinkedin.com/company/getbutlersg
• Instagraminstagram.com/getbutlersg

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries21 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BUTLER