Homely

What Homely does

Homely is a Mexico-based on-demand marketplace that connects residential and commercial customers with vetted professional cleaners referred to as Keepers. Founded in 2015 and operated by Grupo MICRAVI S.A. de C.V. out of Mexico City's \u00c1lamos neighborhood, the platform serves three primary customer segments: short-term rental hosts (Airbnb, Booking.com, Casai), operators of business spaces (offices, gyms, studios such as Siclo, Crehana, Platzi), and individual homeowners. The company reports more than one million cleaning services completed through its platform.

The product surface spans four service tiers with transparent hourly pricing in Mexican pesos: Homely Suscripci\u00f3n at $109/hour (auto-renewing monthly), Homely Recurrente at $120/hour, Homely Expr\u00e9s at $158/hour for short-notice bookings, and Homely \u00danico at $125/hour for one-time service. A prepaid Homely Credits system offers bonus credits across seven tiers up to $5,280 MXN, valid for one year on non-recurring services. The technology stack is a web platform at homely.mx plus mobile applications, a dedicated Keeper Android app (com.raulhomely.appkeeper) for service provider self-management, Stripe-based payment processing with pre-authorization, and Typeform-driven quote intake. Differentiators include background-checked Keepers, civil liability insurance up to $3,000,000 MXN, and formal IMSS registration of all Keepers under agreement ACDO.AS2.HCT.220720/190.P.DIR.

Go-to-market combines product-led growth through the website and app with selective inside sales for business customers, supplemented by PR coverage (Forbes Mexico, El Universal, Reforma), Shark Tank Mexico visibility, and the IKEA Social Entrepreneurship program listing. Revenue mechanics blend recurring (subscription, recurrent), usage-based (express, single), and prepaid (credits) streams, with a separate supplies-procurement vertical for multi-location businesses. The company is privately held with disclosed seed/early funding of approximately $250,000 across 2016 and 2018 rounds and a 2021 round involving Toushka Capital, operating from a small team of 11-50 employees.

Name

Homely

Legal name

Grupo MICRAVI S.A. de C.V.

Website

https://homely.mx

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Homely is a Mexico-based on-demand marketplace that connects vetted professional cleaners (Keepers) with residential, business, and short-term rental customers across multiple Mexican cities, operating subscription, recurring, express, and one-time service tiers under Grupo MICRAVI S.A. de C.V.

Ownership category

akta.pro rank

Product category

Home Services Marketplace

NAICS

Services to Buildings and Dwellings (5617), Facilities Support Services (561210)

SIC

Services-To Dwellings & Other Buildings (7340), Services-Personal Services (7200)

akta.pro primary industry

Whole-Home One-Time Cleaning (HSAEAFAA)

Keywords

• Home cleaning services
• Cleaning marketplace
• Residential cleaning
• Commercial cleaning
• Cleaning professionals

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Plans: Monthly subscription plans with base rate of $109 pesos/hour (IVA included). Plans renew automatically and include bundled services.
2. Recurrent Services: Scheduled recurring cleaning services at $120 pesos/hour. Pre-authorization required, charged after service completion.
3. Express Services: Priority same-day or short-notice cleaning services at $158 pesos/hour.
4. Single/Unique Services: One-time cleaning services at $125 pesos/hour for non-recurring needs.
5. Homely Credits: Pre-purchased credit packages with bonus amounts (e.g., $330 MXN gets $352 MXN). Valid for one year, usable only for unique and express services.
6. Supply Sales: Cleaning supplies and consumables (brooms, mops, coffee, etc.) consolidated for business customers with multiple locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Homely operates a digital marketplace platform in Mexico that connects customers with vetted professional cleaning service providers (called "Keepers") for residential and commercial spaces. The platform offers multiple service modalities—subscription, recurring, express, and one-time cleaning—and additionally provides consolidated cleaning supplies procurement and personnel management for businesses. All Keepers are formally registered with social security (IMSS) and covered by civil liability insurance up to $3,000,000 MXN.

Product overview

Homely operates as a professional cleaning services marketplace in Mexico, connecting customers with vetted cleaning professionals (called 'Keepers'). The platform offers four distinct service tiers: Homely Suscripción (subscription at $109/hour), Homely Recurrente (recurring at $120/hour), Homely Exprés (express at $158/hour), and Homely Único (one-time at $125/hour). Services include a basic 3-hour minimum package covering bedrooms, bathrooms, living areas, and kitchen, plus customized options. The platform also serves short-term rental properties, businesses (offices, gyms, studios), and offers consolidated supplies procurement. The Keeper App enables service providers to manage their work. Payments are processed via Stripe with additional transport and social security contributions. The company is owned by Grupo MICRAVI S.A. de C.V.

Differentiator

Problem solved

Functional benefit

Brands

• Keepers: Professional cleaning service providers registered on the Homely platform who deliver cleaning services to users.

Products and services

• Homely Platform A web and mobile marketplace platform that connects customers with professional cleaning service providers (Keepers) for residential and business spaces in Mexico, offering multiple service engagement models and payment processing via Stripe.
• Homely Cleaning Services
• Short-Term Rental Cleaning Cleaning service specifically designed for short-term rental spaces (Airbnb, Booking.com), coordinating cleanings between guest checkouts to ensure positive reviews and guest comfort.
• Business Cleaning & Unit Management Professional cleaning and personnel management for offices, studios, gyms, coworking spaces, and other commercial facilities, including finding and managing cleaning staff suited to business needs.
• Supplies Management (Administración de Insumos) Consolidated procurement of cleaning supplies and consumables (mops, brooms, coffee, etc.) for multi-location businesses, simplifying purchasing and managing supplies across branches.
• Keeper App Dedicated Android mobile application for cleaning service providers (Keepers) to manage their schedules, service assignments, and daily work activities on the Homely platform.
• Homely Credits Prepaid credit system where users purchase credit packages with bonus amounts (e.g., $330 MXN → $352 MXN, up to $5,280 MXN → $6,192 MXN), valid for one year and usable exclusively for one-time and express cleaning services.

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Stripe Payment MexicocoreTechnology or IntegrationStripe handles all payment processing for Homely services. Processes credit/debit card transactions with $1 validation charge. Manages pre-authorization for scheduled services and final charge upon service completion.
• AirbnbcoreGTM or Marketing PartnerIntegration for short-term rental hosts. Homely provides cleaning services between guest checkouts to help hosts maintain high ratings and guest satisfaction.
• Booking.comcoreGTM or Marketing PartnerPartnership for vacation rental property managers. Homely offers cleaning services for Booking.com listed properties.
• IKEA Social EntrepreneurshipminorStrategic or Co-development PartnerFeatured in IKEA's social entrepreneurship program listing, recognizing Homely's mission to empower domestic workers.
• AliadamxminorOthersReferenced in footer as allied brand under Grupo MICRAVI. Nature of relationship not explicitly defined.
• IMSS (Mexican Social Security Institute)coreStrategic or Co-development PartnerHomely registers all Keepers with social security per agreement ACDO.AS2.HCT.220720/190.P.DIR, ensuring compliance with Mexican labor regulations and social benefits for workers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Helpling: Multi-country on-demand home cleaning marketplace that connects customers with vetted cleaners via a managed platform model — directly comparable marketplace architecture, customer segments (consumers + STR hosts + business), and service-tier structure to Homely.
• TaskRabbit: Two-sided marketplace for home services including cleaning, with background-checked "Taskers" and self-serve booking. Comparable in marketplace mechanics, dual-sided app model, and supply-side vetting approach.
• Handy (ANGI): Pre-booked home cleaning and handyman marketplace owned by ANGI Group (IAC). Directly comparable on-demand cleaning booking flow, vetted-pro model, and integration with property managers and STR hosts.
• TIDY: App-based on-demand and scheduled cleaning marketplace with vetted cleaners and recurring service tiers. Closely matches Homely's subscription/recurring/express/one-time tier structure and dual-sided platform model.
• Thumbtack: US-based home services marketplace where customers request quotes from local professionals including house cleaners. Similar self-serve quote/booking flow (Typeform-style) and horizontal segmentation across service categories.

Broad incumbents

• Merry Maids: Established US-based residential cleaning franchise network with recurring-service model. A broader incumbent offering comparable home cleaning services, but via franchise model rather than marketplace.
• The Maids International: US franchised residential cleaning company using a team-based recurring service model. Comparable recurring-cleaning offering at scale, though delivered through a franchise rather than marketplace.

Emerging players

• BookCleaners: Online marketplace connecting customers with local residential and commercial cleaning providers across multiple countries. Comparable marketplace structure to Homely but at earlier scale.
• GetMaid: LATAM-focused home cleaning marketplace operating in Brazil and Mexico. Overlaps directly with Homely's geography and customer segments while still building scale — an emerging regional competitor.

Regional players

• Limpio: Mexican on-demand cleaning services platform focused primarily on Mexico City. Direct domestic competitor with overlapping customer segments (households, businesses, STRs) and similar app-based booking model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/homelymx
• Facebookfacebook.com/HomelyMex
• Instagraminstagram.com/homelylat?igshid=MzRlODBiNWFlZA==

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors1 record

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 Homely