What Glowi does

Glowi is a privately held Belgian business group (Stellar NV) headquartered in Beringen/Paal, operating a diversified portfolio of employment-intensive services organized into three divisions: Glowi Home (household cleaning and domestic assistance via the regulated Belgian service voucher scheme, run through the Het Poetsbureau and Easy Life brands), Heart of Talent (HR solutions and staffing combining Glowi Jobs, a temporary staffing and recruitment agency with 11 branch offices, and Motmans & Partners, a full-service HR consultancy), and Marketing Solutions (advertising, design, content, PR, influencer, employer branding, and performance marketing through the Friends of Cartel, RCA, and HeadOffice agencies). The group employs more than 16,000 people across 125 locations in Flanders, serves 100,000+ customers, and is the largest private employer in Flanders and the largest service voucher company in Belgium following its 2023 acquisition of Easy Life.

Glowi's revenue model is principally transaction-based: household services are paid via government-subsidized service vouchers (dienstencheques), staffing revenue is earned on bill-rate margins over temporary worker wages (published rates of approximately €15-26/hour across operators, mechanics, warehouse workers, with shift premiums of up to +20%), professional cleaning (Glowi Facilities, transitioning to HiGENiUS in January 2026) operates on service contracts, and marketing services are billed under professional services arrangements. Distribution is carried out through a dense branch network rather than digital channels, with 75+ Het Poetsbureau offices, additional Easy Life locations, and Glowi Jobs branch offices in Waregem, Gent, Evergem, Antwerpen, and Zonhoven. Customer acquisition relies on field sales, employer branding (four-time Great Place To Work award, Baloise-Glowi Lions cyclocross co-sponsorship since January 2025), and community/educational programs (Glowi Graduates with CVO Antwerpen).

The technology stack is operational rather than proprietary; no AI platform or core technology product is described, with the only documented AI use being candidate-to-vacancy matching disclosed in the group's privacy notice. The group follows an active buy-and-build strategy, having acquired Easy Life (2023), Blue Groep (Netherlands, January 2025, the first cross-border expansion), RCA, and HeadOffice, and is consolidating acquired brands under Glowi division umbrellas. The company is privately held within the Stellar NV corporate structure with no disclosed external shareholders.

Name

Glowi

Legal name

Stellar NV

Website

https://glowi.be

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Glowi is a Belgian private services group operating Glowi Home (household cleaning via service vouchers through Het Poetsbureau and Easy Life), Heart of Talent (HR and staffing via Glowi Jobs and Motmans & Partners), and Marketing Solutions, employing 16,000+ across 125 locations in Flanders and serving 100,000+ customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Beringen

HQ country

Belgium

HQ region

Europe

Offices9 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. Service Vouchers (Dienstencheques): Household cleaning and assistance services paid for via Belgian government-subsidized service vouchers (dienstencheques). Het Poetsbureau and Easy Life operate under this model, serving residential customers who purchase service vouchers to pay for domestic help.
2. Temporary Staffing / HR Solutions: Glowi Jobs provides temporary staffing, recruitment, and HR solutions to businesses across Belgium. Revenue generated from staffing margins on placed workers.
3. Professional Cleaning Services: Glowi Facilities (Ariël Facilitaire Diensten) provides professional cleaning and window washing services to businesses. Note: activities are transitioning to HiGENiUS from January 2026.
4. Marketing Solutions: Friends of Cartel, part of Glowi, provides advertising, design, content marketing, social strategy, PR, influencer marketing, employer branding, and performance marketing services to business clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Glowi is a Belgian business group delivering household cleaning services via government-subsidized service vouchers (dienstencheques) through Het Poetsbureau and Easy Life, while also providing temporary staffing, permanent placement, and HR consulting via Heart of Talent (combining Glowi Jobs and Motmans & Partners), professional cleaning through Glowi Facilities, and integrated marketing services (advertising, design, content, PR, influencer marketing, employer branding, performance marketing) through the Friends of Cartel / RCA / HeadOffice agencies. With more than 16,000 employees across 125 locations in Flanders and a Netherlands foothold via Blue Groep, Glowi positions itself as the largest private employer in Flanders and Belgium's largest service voucher company.

Product overview

Glowi is a Belgian value-driven company group offering a diversified portfolio of services organized into three main divisions: Glowi Home (household cleaning via service vouchers, through Het Poetsbureau and Easy Life), Heart of Talent (HR solutions and staffing via Glowi Jobs and Motmans & Partners), and Marketing Solutions (advertising and marketing services via Friends of Cartel/RCA/HeadOffice). The group employs over 16,000 people across 125 locations in Flanders, serving approximately 100,000 customers. Started as Het Poetsbureau, Glowi has grown through acquisitions including Easy Life, Blue Groep (first Dutch expansion), and various marketing agencies, and operates additional services including Glowi Facilities and the Glowi Graduates educational program.

Differentiator

Problem solved

Functional benefit

Products and services

• Het Poetsbureau household cleaning (service vouchers) Household cleaning, ironing, meal preparation, and grocery shopping delivered through Belgian government-subsidized service vouchers (dienstencheques). The founding brand of Glowi, serving individual residential customers across Flanders with vetted domestic helpers and continuity of cleaner assignments.
• Easy Life household cleaning (service vouchers) Acquired brand offering household cleaning and domestic assistance paid via Belgian service vouchers (dienstencheques), operating independently within the Glowi group alongside Het Poetsbureau.
• Glowi Jobs temporary staffing and employment services Temporary staffing, permanent placement, and recruitment agency services (uitzendwerk) connecting job seekers with employers across logistics, production, construction, hospitality, HR, IT, administration, retail, and sales. Operates through 11 branch offices across Belgium with dedicated matching consultants.
• Motmans & Partners HR consulting Full-service HR consultancy bundled under the Heart of Talent division alongside Glowi Jobs, focused on sustainable careers, strong teams, and future-oriented organizations.
• Glowi Facilities professional cleaning Professional cleaning and window washing services for business customers. Activities are transitioning to HiGENiUS as of January 2026, after which Glowi Facilities services will be delivered by HiGENiUS with the same service quality and personnel.
• Marketing Solutions (Friends of Cartel / RCA / HeadOffice) Integrated marketing and communications services for brand clients, spanning advertising, design, content marketing, social media strategy, PR, influencer marketing, employer branding, and performance marketing. Delivered through the combined RCA and HeadOffice agencies operating as Friends of Cartel within the Glowi group.
• Blue Groep cleaning and staffing (Netherlands) Cleaning services and temporary staffing delivered to business customers in the Netherlands through Blue Groep, acquired by Glowi as its first cross-border expansion beyond Belgium.

Quantifiable outcome

• Glowi became the largest private employer in Flanders and the largest service voucher company in Belgium after the Easy Life acquisition
• +2 more outcomes

Named customers2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Partnerships

Six partnerships are on record, tiered moderate, core and minor.

• Baloise-Glowi Lions (cycling team sponsorship)moderateGTM or Marketing Partner · 1 January 2025Glowi became co-sponsor of the Baloise-Glowi Lions professional field cycling team on January 1, 2025. This partnership provides Glowi with high-visibility brand exposure across Belgium and supports employer branding efforts by associating the company with elite athletic performance and team values.
• CVO AntwerpencoreStrategic or Co-development PartnerGlowi partnered with CVO Antwerpen (Adult Education Centre Antwerp) to launch the Glowi Graduates program, enabling household helpers to earn secondary education diplomas combining household help with healthcare skills. The full training is financed by Glowi, removing financial barriers for employees.
• Voka (Flanders' Chamber of Commerce and Industry)moderateStrategic or Co-development PartnerGlowi initiated the Voka Charter Duurzaam Ondernemen (VCDO), committing the company to sustainability goals aligned with Voka's framework for sustainable entrepreneurship in Flanders.
• Neutraal Ziekenfonds VlaanderenminorGTM or Marketing PartnerHet Poetsbureau (part of Glowi) partnered with Neutraal Ziekenfonds Vlaanderen to offer exclusive health insurance benefits to customers of the service voucher company.
• Blue GroepcoreStrategic or Co-development PartnerGlowi acquired Blue Groep, a Dutch company active in cleaning services and temporary staffing in the Netherlands. This represents Glowi's first cross-border expansion step in its buy-and-build strategy, marking the company's entry into the Dutch market.
• HiGENiUSminorOthersHiGENiUS took over Glowi Facilities (professional cleaning and window washing) operations from January 1, 2026. Customers can expect the same service, quality, and familiar faces through the new provider.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Randstad: Global staffing and HR services giant with strong Belgian presence in temporary and permanent placement. Overlaps directly with Glowi's Heart of Talent / Glowi Jobs division but at far larger scale and scope.
• Manpower Belgium: Global staffing incumbent with Belgian operations in temporary and permanent placement. Overlaps with Glowi Jobs in the temp-staffing market.
• ISS Facility Services: Large facility and professional cleaning services provider active in Belgium and the Netherlands. Overlaps with Glowi Facilities' B2B cleaning line (being transferred to HiGENiUS).
• Adecco: Major international staffing firm active in Belgian temporary and permanent recruitment. Overlaps with Glowi's HR/staffing division as a broad incumbent.

Direct peers

• Aaxe Titres-Services: Belgian service voucher company providing household cleaning and ironing help. A direct competitor in the same dienstencheques model as Het Poetsbureau/Easy Life.
• Care: Belgian service voucher household help company operating in Flanders. Directly competes in the same dienstencheques household-services segment as Glowi Home.
• Tempo-Team: Belgian temporary staffing and service voucher provider (part of Randstad Group). Competes with both Glowi Jobs staffing and Glowi Home household services.
• Accent Jobs: Belgian temporary staffing and recruitment agency with a dense branch network across Flanders. Directly comparable to Glowi Jobs in blue- and white-collar placement.
• House of Talents: Belgian buy-and-build HR and staffing group assembling multiple recruitment brands. Comparable to Glowi's Heart of Talent roll-up strategy in Belgium.
• Trixxo: Belgian service voucher (dienstencheques) household cleaning group operating a dense branch network in Flanders. Directly competes with Glowi Home in the same regulated Belgian domestic-help market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/glowi.corporate
• LinkedInlinkedin.com/company/workwizards

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Glowi