What Maid2Clean does

Maid2Clean, operated by MAID2CLEAN (FRANCHISE) LIMITED (company number 04431166), is a UK-based domestic cleaning services franchise founded in 1993 and headquartered in Altrincham, Cheshire. The company functions as an intermediary between residential customers seeking professional home cleaning and self-employed cleaners, delivering service through a distributed network of local franchise offices across the United Kingdom and Ireland. It serves homeowners and tenants requiring either recurring weekly or fortnightly cleans or one-time deep / spring cleans, with auxiliary offerings such as a key-holding service to permit cleaning while occupants are away and an online Cleaning Time Calculator for estimation.

The core product surface comprises two services: (1) a Regular Domestic Cleaning Service — a recurring subscription engagement where vetted, reference-checked, and insured cleaners attend the home on a weekly or fortnightly cadence, including ironing as standard; and (2) a One-Off House Cleaning Service — a transactional spring or deep clean billed as a booking fee (£25–£45 depending on territory) plus an hourly rate. Service delivery is supported by a web-based booking and enquiry platform with postcode-based routing to local franchise offices, and pricing is regionally variable across the UK. The GTM is hybrid: customers reach the brand through organic SEO at maid2clean.co.uk, paid search (Microsoft Bing Ads), Facebook advertising with Pixel tracking, local franchise marketing, postal leafleting, and email newsletters, while cleaners are recruited via Adzuna and similar job boards and matched through an interview-based vetting workflow. Franchises are sold through a dedicated portal at maid2cleanfranchise.co.uk.

The business generates revenue primarily through subscription-style recurring cleaning fees, supplemented by transactional one-off cleaning fees, with the central franchisor monetising through franchise agreements and shared marketing infrastructure rather than directly employing cleaners. The network has reportedly completed over 4 million cleans to date and currently executes 20,000+ cleans weekly, with a stated 91% client recommendation rate; the central entity reports 51–100 employees, with the broader network of franchisees and cleaners operating as independent contractors under the Maid2Clean brand.

Name

Maid2Clean

Legal name

MAID2CLEAN (FRANCHISE) LIMITED

Website

https://maid2clean.co.uk

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

Founded in 1993, Maid2Clean operates a UK-wide franchise network matching vetted, insured cleaners with residential customers for weekly, fortnightly, or one-off domestic cleaning, completing over 20,000 cleans weekly across the United Kingdom.

Ownership category

akta.pro rank

Headquarters

HQ city

Altrincham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Regular Cleaning Services: Recurring subscription revenue from weekly or fortnightly domestic cleaning services charged at hourly rates. Customers pay agency fees for the matching and management of cleaners.
2. One-off Cleaning Services: One-time payment for spring cleans and deep cleaning services. Includes a booking fee plus hourly charges.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Maid2Clean is a UK-based cleaning agency that provides vetted, reference-checked and insured domestic cleaners to residential customers through a network of local franchise offices. Its core services are regular weekly or fortnightly recurring home cleans and one-off spring/deep cleans, offered at hourly rates that vary by location. The franchise model allows regional offices to handle client matching, scheduling, and key-holding services for clients absent during cleans.

Product overview

Maid2Clean is a UK-based domestic cleaning services franchise operating as a single unified service offering rather than a platform-plus-modules architecture. The company provides two core services: (1) a Regular Domestic Cleaning Service for weekly or fortnightly recurring cleaning with vetted, local cleaners, and (2) a One-Off House Cleaning Service for single deep cleans. Additional offerings include a Key Holding Service allowing cleaners to hold house keys for absent clients, and a Cleaning Time Calculator tool for estimating service duration. The franchise model extends through regional franchisee offices throughout the UK, with a separate Franchise opportunity for business operators.

Differentiator

Problem solved

Functional benefit

Products and services

• Regular Domestic Cleaning Service A recurring weekly or fortnightly cleaning service providing a fully vetted, reference-checked and insured cleaner to the client's home, including ironing and all standard domestic cleaning duties tailored to individual needs. Targeted at UK homeowners and tenants seeking reliable ongoing home cleaning.
• One-Off House Cleaning Service A single deep clean or spring clean service lasting 2-6 hours, including comprehensive cleaning of all rooms, bathrooms, kitchen, floors, internal windows, and ironing upon request. Designed for UK residents needing a one-time deep or seasonal clean.
• Key Holding Service Service allowing the assigned cleaner to securely hold the client's house keys so that cleaning can be completed while the client is away from home. Targeted at regular cleaning customers who want unattended access for their cleaner.
• Maid2Clean Franchise Opportunity Franchise opportunity for individuals to operate their own Maid2Clean local cleaning business under the national brand, covering designated UK territories and using the central enquiry and booking platform.

Quantifiable outcome

• 91% client recommendation rate
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• The Hive Cleaning (previously The Cleaning Company): UK-based residential cleaning agency providing recurring and deep cleans with vetted local cleaners, operating as a direct competitor in the same domestic cleaning category.
• Merry Maids: Well-known domestic cleaning franchise in the UK offering recurring and one-off residential cleans via a vetted-cleaner model that closely mirrors Maid2Clean's value proposition.
• Time For You Domestic Cleaning: UK domestic cleaning agency matching vetted, insured cleaners with homeowners on a recurring basis; a like-for-like franchise/agency competitor to Maid2Clean.
• Cleanhome: UK franchise network offering regular and one-off domestic cleaning services through local franchisees; comparable in model, customer profile and geography to Maid2Clean.
• Molly Maid: UK franchise-based domestic cleaning agency operating a similar recurring/one-off cleaning model with vetted local cleaners; the most direct franchise-network peer to Maid2Clean in the UK.
• Bright & Beautiful: UK-based domestic cleaning franchise providing regular and one-off household cleaning with local franchisees, directly competing with Maid2Clean for the same residential customer segment.

Broad incumbents

• TaskRabbit: Major online marketplace for household tasks including cleaning; not a franchise but competes for the same residential cleaning demand via an on-demand platform model.
• Fantastic Services: Large UK home services provider offering domestic cleaning alongside many adjacent home services; broader portfolio than Maid2Clean but overlapping on regular residential cleaning.

Emerging players

• TidyChoice: UK online platform for booking vetted domestic cleaners with recurring options; an emerging digital-native competitor targeting Maid2Clean's same recurring-cleaning customer base.
• Helpling UK: Digital marketplace platform connecting customers to domestic cleaners via online booking and instant pricing; competes with Maid2Clean for the same residential segment via a tech-led rather than franchise-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/maid2clean

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

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 Maid2Clean