TidyChoice
TidyChoice is a London-based online marketplace founded in 2014 that connects UK households with vetted, independent domestic cleaners, housekeepers, and childcare professionals across 200+ postcodes, generating revenue via commission on bookings processed through its web and mobile platforms.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What TidyChoice does
TidyChoice is a London-based online marketplace that connects UK households with vetted, independent domestic cleaners, housekeepers, and childcare professionals. Founded in 2014 and incorporated as Target100m Limited (company number 9084801), the company operates from a headquarters in SW6 London and currently serves customers across 204 postcode areas spanning London and four additional UK cities (Birmingham, Bristol, Manchester, Hemel Hempstead). The platform's value proposition centers on direct customer-to-cleaner selection — customers browse cleaner profiles, compare reviews and rates, and book through a website or native iOS/Android app rather than being matched by an agency. Cleaners undergo a six-stage vetting process covering references, skills testing, face-to-face interviews, and background checks, with only an estimated 4% of applicants admitted.
The technology stack is straightforward marketplace infrastructure: a web booking platform with real-time availability, Stripe-powered PCI-compliant payment processing where cards are charged only after cleans are completed, native mobile apps on both Apple App Store and Google Play Store, and standard Google Analytics instrumentation. The proprietary differentiation is concentrated in the customer-facing booking flow (profile browsing, same-cleaner continuity, flexible skip/cancel up to 24 hours before a session) and the cleaner supply-side vetting layer rather than in novel algorithms or AI.
TidyChoice generates revenue primarily through marketplace commission: cleaners set their own hourly rates (averaging £15.40/hour on-platform vs. a £16.29 London market average) and TidyChoice retains a percentage of each booking. A secondary revenue stream is the TidyChoice Proserve "Express Service" operated at a fixed hourly rate. The company is entirely self-funded with no venture capital, private equity, or debt disclosed, and describes itself as a social enterprise supporting Social Enterprise UK. Leadership comprises co-founders Ana Andres and Colin Weston, with a small operating team of 1-10 employees.
TidyChoice firmographics
Firmographics- Name
- TidyChoice
- Legal name
- Target100m Limited
- Website
- https://tidychoice.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TidyChoice is a London-based online marketplace founded in 2014 that connects UK households with vetted, independent domestic cleaners, housekeepers, and childcare professionals across 200+ postcodes, generating revenue via commission on bookings processed through its web and mobile platforms.
- Ownership category
- akta.pro rank
TidyChoice industry classification
Industry- Product category
- Domestic Cleaning Marketplace
- akta.pro primary industry
- Occupied Move-In/Move-Out Cleaning (With Belongings) (HSAEACAB)
Keywords
Where TidyChoice is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
TidyChoice business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Platform Commission (Marketplace): TidyChoice acts as a booking agent, processing bookings and payments. Cleaners set their own rates and customers pay through the platform. The company takes a commission from cleaner earnings.
- Express Service: A fixed-rate service option where TidyChoice provides cleaners under the TidyChoice Proserve brand at a set hourly rate
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Regular Service - Weekly/Fortnightly cleaning from £17.00/hour |
| Usage-based | Pay-as-you-go | One-Off Service - Single cleaning sessions from £19.00/hour |
| Usage-based | Pay-as-you-go | Extra Services - Included in hourly rate |
| Usage-based | Pay-as-you-go | Cleaner-Selected Rates |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
TidyChoice product offering
Product offeringCore offering
TidyChoice operates an online marketplace platform that connects households in London and other UK cities with independently-vetted domestic cleaners, housekeepers, and childcare professionals. Customers browse cleaner profiles, read reviews, set their own preferences, and book services directly through the website or mobile apps. Cleaners set their own hourly rates and TidyChoice earns a commission on each completed booking, while also offering an Express Service under the TidyChoice Proserve brand at fixed hourly rates.
Product overview
TidyChoice is a domestic cleaning marketplace platform that connects customers with vetted independent cleaning professionals in London and other UK cities (Birmingham, Bristol, Manchester, Hemel Hempstead). The core offering consists of three main service categories: Domestic Cleaning Services (house cleaning, deep cleaning, spring cleaning, move-in cleaning), Housekeeping Services (extended home help including cooking and gardening), and Childcare Services (nannies and babysitters). The platform operates through a web application and mobile apps (iOS/Android) that enable customers to browse cleaner profiles, read reviews, book services, manage bookings, and process payments. Additional specialized services including laundry, ironing, oven cleaning, fridge cleaning, and window cleaning are offered as add-on modules to the core cleaning service. Cleaners set their own rates, choose their areas, and work as independent professionals, with TidyChoice acting as a booking agent and payment processor.
Differentiator
Problem solved
Functional benefit
Products and services
- Domestic Cleaning Services Core marketplace offering of house cleaning, deep cleaning, spring cleaning, move-in cleaning and end-of-tenancy cleaning delivered by vetted independent professionals across London, Birmingham, Bristol, Manchester and Hemel Hempstead.
- Housekeeping Services Extended home help including food shopping, cooking meals, basic gardening and other household tasks performed by professional housekeepers on the platform.
- Childcare Services Nanny and babysitting services provided by vetted professionals who may also offer housekeeping services, enabling families to hire one person for multiple roles.
- TidyChoice Mobile App Mobile application for iOS and Android that lets customers search cleaners, view profiles, manage bookings, make payments, message cleaners and access real-time availability.
Quantifiable outcome
- Average platform rate of £15.40/hour vs £16.29 London average - customers save money by cutting out agency middlemen
- +2 more outcomes
Companies that use TidyChoice
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles1 record
TidyChoice technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
TidyChoice partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- StripecoreStripe is the payment gateway used for all card transactions on the TidyChoice platform. PCI compliant payment processing with cards charged only after cleans are completed. Critical infrastructure partner for secure payment handling.
- Social Enterprise UKminorTidyChoice proudly supports Social Enterprise UK, positioning itself as a social enterprise that improves lives of both customers and cleaning professionals by providing fair compensation and quality service.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
TidyChoice competitors and assessment
Company assessmentDirect peers
- Thumbtack: Thumbtack is a US marketplace connecting customers with local professionals across home services including cleaning, with profile browsing, reviews, and direct quotes. Its marketplace mechanics, customer reviews, and cleaning category make it an analogous peer despite US-only focus.
- Helpling: Helpling is one of the leading online marketplaces connecting customers with vetted domestic cleaners across Europe and global cities, sharing TidyChoice's marketplace model, vetting methodology, and direct booking UX, making it the closest head-to-head competitor for cross-border expansion considerations.
- Urban Company (UrbanClap): Urban Company is a global marketplace for home services including deep cleaning, housekeeping, and childcare across multiple geographies. Its platform model with vetted professionals, transparent pricing, and multi-category expansion parallels TidyChoice's strategy, especially around childcare/cleaning cross-sell.
- TaskRabbit: TaskRabbit operates an online marketplace for home services (including cleaning and handyman work) with cleaner/handyman profiles, reviews, and direct booking. Its UK presence and broader service categories (moving, handyman) make it a directly comparable marketplace model to TidyChoice.
- Care.com: Care.com is a leading online marketplace for childcare, senior care, housekeeping, and pet care with background-checked profiles and reviews. Its overlap with TidyChoice's childcare and housekeeping offerings makes it a directly comparable peer for the family's broader-care categories.
Broad incumbents
- Maid Brigade: Maid Brigade is a national residential cleaning franchise in the US providing recurring home cleaning with company-employed staff. It is comparable as an established alternative to TidyChoice's marketplace model in the residential cleaning category.
- Merry Maids: Merry Maids is a global residential cleaning franchise brand offering recurring home cleans under a managed-agency model. Competes with TidyChoice for the same busy-professional and household customer segment but via employed staff rather than a marketplace.
- Angi (formerly Angie's List / Handy): Angi is a large US-based home services marketplace that acquired Handy to capture the on-demand cleaning segment. Comparability is high given marketplace model plus integrated booking/payments, though Angi also covers plumbing, electrical, and other trades beyond cleaning.
- Molly Maid: Molly Maid is one of the largest established residential cleaning franchise networks in the UK and US, offering recurring home cleaning with vetted staff. It represents the traditional agency model that TidyChoice explicitly disintermediates, making it a key competitive incumbent.
Regional players
- Wecasa: Wecasa is a France-based marketplace offering home cleaning, childcare, and wellness services via vetted independent professionals booked online. Highly comparable platform model, though focused on France rather than the UK, making it a regional reference point for European home-services marketplaces.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
TidyChoice social profiles
Digital presenceTidyChoice compliance and trust
Trust signalCompliance2 records
TidyChoice financial estimates
Financial estimateRevenue estimate
Valuation estimate
TidyChoice leadership team
Management profileNumber of profiles
Profiles2 records
TidyChoice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TidyChoice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TidyChoice
What does TidyChoice do?
TidyChoice operates an online marketplace platform that connects households in London and other UK cities with independently-vetted domestic cleaners, housekeepers, and childcare professionals. Customers browse cleaner profiles, read reviews, set their own preferences, and book services directly through the website or mobile apps. Cleaners set their own hourly rates and TidyChoice earns a commission on each completed booking, while also offering an Express Service under the TidyChoice Proserve brand at fixed hourly rates.
Is TidyChoice a public or private company?
TidyChoice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TidyChoice founded?
TidyChoice was founded in 2014. It employs 1 to 10 people.
Where is TidyChoice based?
TidyChoice is headquartered in London, United Kingdom, in the Europe region.
How does TidyChoice make money?
Two revenue lines are on record. Platform Commission (Marketplace) is the primary driver. The others are express Service.
Who are TidyChoice's main competitors?
Direct peers on record are Thumbtack, Helpling, Urban Company (UrbanClap), TaskRabbit and Care.com. Broad incumbents are Maid Brigade, Merry Maids, Angi (formerly Angie's List / Handy) and Molly Maid. Wecasa is listed as a regional player.
Does TidyChoice have an API?
No public API is recorded for TidyChoice.
What industry is TidyChoice in?
TidyChoice's product category is Domestic Cleaning Marketplace. Its primary akta.pro industry code is HSAEACAB, Occupied Move-In/Move-Out Cleaning (With Belongings).