What Domestina does

Domestina is a Bulgarian online marketplace that connects residential customers with verified cleaning service providers — both individual housemaids and professional cleaning companies — across five Bulgarian cities: Sofia, Burgas, Varna, Plovdiv, and Stara Zagora. Founded in 2013 and legally organized as Доместина ДПК (Domestina DPK, EIK 208215398), the platform operates as a self-serve intermediary: customers select a service, compare providers by price and reviews, view real-time availability, and book online in a few clicks without a phone call. The platform lists 70+ cleaning companies and 100+ housemaids, has facilitated 199,406 cumulative bookings, and carries a 9.7/10 average rating across 9,770 reviews.

The core technology is a web-based two-sided marketplace with real-time scheduling, fixed upfront pricing, post-visit ratings (with an enforced minimum 8/10 threshold that triggers provider sanctions), and payment processing via Braintree. Service coverage spans 14 cleaning categories plus pest control, including maid service, deep cleaning, post-renovation cleaning, move-out cleaning, upholstery and carpet cleaning, window, bathroom, oven, fridge, mattress, spring, car-interior, and subscription cleaning. The company has extended its brand internationally via country-specific domains for Spain, Germany, Austria, Romania, and Slovenia.

Domestina's revenue model is built on consumer subscriptions rather than provider commissions. The Domestina Club membership — €49 in the first month and €9.90 per month thereafter — is the primary revenue stream and grants subscribers access to all platform housemaids; providers keep 100% of their service fees. FIX and FLEX subscription tiers layer structured recurring and one-time options on top. The internal team is small (1-10 employees) and operates from Sofia, with marketing driven by content/SEO, social channels (Facebook, Instagram, LinkedIn, YouTube), email via Mailchimp, and word-of-mouth from the rating system.

Name

Domestina

Legal name

Доместина ДПК (Domestina DPK)

Website

https://domestina.bg

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Domestina is a Bulgarian online two-sided marketplace connecting residential customers with verified housemaids and cleaning companies across five Bulgarian cities, monetizing via a consumer subscription (Domestina Club, €9.90/month) while providers keep 100% of service fees.

Ownership category

akta.pro rank

Product category

Online Home Services Marketplace

NAICS

Carpet and Upholstery Cleaning Services (561740), Exterminating and Pest Control Services (56171)

SIC

Services-To Dwellings & Other Buildings (7340), Services-Facilities Support Management Services (8744)

akta.pro primary industry

One-Time Interior Surface & Detail Cleaning (Baseboards/Walls/Ceilings/Fans) (HSAEAFAI)

Keywords

• Online cleaning marketplace
• Home services platform
• Residential cleaning services
• Maid booking platform
• Cleaning service directory

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Domestina Club membership subscription: Domestina Club gives customers access to all available housemaids on the platform. It costs €49 for the first month and €9.90 per month thereafter. It can be cancelled at any time without penalty. This is the primary revenue stream that funds platform operations, as housemaids keep 100% of their service fees.
2. FIX subscription (scheduled recurring visits): FIX subscription ensures the same housemaid visits at a fixed day and time each week. This recurring revenue model bundles regular cleaning visits with guaranteed provider continuity for customers.
3. Provider booking commissions / marketplace take-rate: Cleaning companies and housemaids set their own prices and keep 100% of earnings. The platform funds operations via Domestina Club subscriptions rather than taking a cut from service fees, making it free for providers to join.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Domestina operates an online two-sided marketplace that connects residential customers in Bulgaria with verified independent cleaning service providers (housemaids and cleaning companies). Customers can browse providers, view real-time availability, compare prices and ratings, and book cleaning services online in minutes without phone calls. The platform offers 14+ cleaning service categories (maid service, deep cleaning, post-renovation, move-out, upholstery, window, bathroom, oven, mattress, carpet, fridge, car interior, spring, and subscription cleaning) plus pest control, supported by a Domestina Club membership program.

Product overview

Domestina is a multi-service cleaning platform operating as a directory and online booking marketplace for professional cleaning and pest control services in Bulgaria. The platform connects customers with verified independent cleaning companies and housemaid freelancers through a transparent booking system with real-time availability, fixed pricing, and post-visit ratings. The core product portfolio comprises 14 distinct cleaning service categories (Maid Service, Deep Cleaning, Post Construction Cleaning, Move Out Cleaning, Upholstery/Sofa Cleaning, Window Cleaning, Bathroom Cleaning, Oven Cleaning, Car Interior Cleaning, Mattress Cleaning, Spring Cleaning, Carpet Cleaning, Fridge Cleaning, and Subscription Cleaning), supplemented by Pest Control services covering 11 pest types. The Domestina Club membership program (sub-brand) provides subscriber access to all housemaids on the platform, while FIX and FLEX subscription plans offer structured recurring cleaning arrangements. The platform operates across five Bulgarian cities (Sofia, Burgas, Varna, Plovdiv, and Stara Zagora) and serves as a technological intermediary between clients and independent service providers.

Differentiator

Problem solved

Functional benefit

Brands

• Domestina Club: A subscription membership program offering access to housemaid services for a monthly fee (49 € for the first month, 9.90 € per month thereafter), with one free visit cancellation upon subscription and additional free cancellations every four visits (up to 3 accumulated).
• FIX Subscription
• FLEX

Products and services

• Maid Service (Домашни помощници) Housekeeping services in which independent housemaids handle regular household chores including cleaning, ironing, changing bed linen, washing dishes, and hanging laundry. Housemaids are freelancers who set their own prices and are rated after each visit.
• Deep Cleaning (Основно почистване) Comprehensive deep cleaning of the entire home, covering areas and tasks beyond routine cleaning including detailed attention to corners, appliances, and surfaces typically missed in regular cleaning.
• Post Construction Cleaning (Почистване след ремонт) Specialized cleaning service performed after renovation or construction work, removing fine dust, paint residue, cement deposits, and other construction debris from all surfaces.
• Move Out Cleaning (Почистване след наематели) Thorough cleaning service for tenants moving out or landlords preparing a property for new occupants, ensuring all spaces meet standards for handover.
• Upholstery and Sofa Cleaning (Пране на дивани и мека мебел) Professional cleaning of upholstered furniture including sofas and soft furnishings, using appropriate techniques and products to remove dust mites, dirt, and odors.
• Window Cleaning (Почистване на прозорци) Professional window cleaning service covering both interior and exterior glass surfaces to achieve a streak-free finish.
• Bathroom Cleaning (Почистване на баня) Specialized bathroom cleaning service covering all wet areas, fixtures, tiles, grout, and sanitary facilities using appropriate cleaning products.
• Oven Cleaning (Почистване на фурна) Deep cleaning service for ovens, stovetops, and related kitchen appliances, removing grease, carbon deposits, and baked-on residue.
• Car Interior Cleaning (Пране на тапицерия на кола) Professional cleaning of car interior upholstery and seats, removing stains, odors, and accumulated dirt from vehicle interiors.
• Mattress Cleaning (Пране на матраци) Specialized cleaning of mattresses to remove dust mites, allergens, stains, and odors, improving hygiene and extending mattress life.
• Spring Cleaning (Пролетно почистване) Seasonal thorough cleaning service performed in spring, covering all areas of the home with emphasis on areas typically neglected during regular cleaning routines.
• Carpet Cleaning (Пране на килими) Professional carpet cleaning service using appropriate methods to remove embedded dirt, stains, and allergens from carpets and rugs.
• Fridge Cleaning (Почистване на хладилник) Interior cleaning and sanitization of refrigerators, removing expired items, cleaning shelves, and ensuring a hygienic food storage environment.
• Subscription Cleaning (Абонаментно почистване) Recurring scheduled cleaning service with flexible frequency options (weekly, bi-weekly, monthly), offering consistent home maintenance through the FIX plan with the same cleaner or FLEX plan with available providers.
• Pest Control (Борба с вредители) Professional pest control and extermination services covering cockroach control, ant control, flea control, bedbug control, rodent control, tick control, mosquito control, reptile control, wasp control, hornet control, and preventive treatments against crawling insects for residential and commercial customers.

Quantifiable outcome

• 199,406 cleanings booked through the platform
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Braintree (Payments)coreTechnology or IntegrationPayment processing partner used by Domestina for credit/debit card transactions. Customer name, email, IP address, and card number are processed through Braintree for all card-based bookings.
• Domestina Spain (domestina.es)minorOthersSister brand operating in Spain as part of Domestina's international expansion across European markets.
• Domestina Germany (domestina.de)minorOthersSister brand operating in Germany as part of Domestina's international expansion across European markets.
• Domestina Austria (domestina.at)minorOthersSister brand operating in Austria as part of Domestina's international expansion across European markets.
• Domestina Romania (domestina.ro)minorOthersSister brand operating in Romania as part of Domestina's international expansion across European markets.
• Domestina Slovenia (domestina.si)minorOthersSister brand operating in Slovenia as part of Domestina's international expansion across European markets.

Scale indicators6 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Instapro: Warsaw-based home services marketplace (Angi-owned) operating across Central/Eastern Europe with verified provider matching. Comparable on geographic adjacency (Bulgaria's regional neighbor) and similar provider-vetting UX.
• Cronoshare: Madrid-based home and personal services marketplace active across Spain and Latin America. Directly comparable on category breadth (cleaning, pest control, handyman) and self-serve booking flow.
• Helpling: Berlin-based two-sided marketplace connecting customers with vetted cleaning and home-service professionals across multiple European countries. Closely matches Domestina's marketplace model, geographic scope, and customer/provider dynamics.
• ProntoPro: Milan-based professional services marketplace connecting customers with local service providers across multiple home-services categories in Italy and other European markets. Comparable on category breadth and two-sided marketplace dynamics.
• Book a Tiger: German cleaning services marketplace operating across DACH region and Eastern Europe. Closely mirrors Domestina's fixed-pricing, online-booking cleaning model with provider-side supply.
• Wecasa: Paris-based home services marketplace offering cleaning, childcare, and wellness services across France. Directly comparable on two-sided marketplace model, subscription offerings, and European mid-market positioning.

Broad incumbents

• Thumbtack: US-based home professional services marketplace connecting customers with local pros across hundreds of categories. Comparable as a broader-portfolio marketplace player rather than a direct niche competitor.
• TaskRabbit: IKEA-owned general errand and home services marketplace operating across the US, UK, and Canada. Overlaps with Domestina on cleaning category but addresses a broader task category with a different fee structure.
• Handy (Angi Inc.): US-originated home services marketplace (now part of Angi Inc.) with broader professional services and established brand. Comparable as a wider-portfolio incumbent overlapping with Domestina's cleaning category rather than as a pure-play.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCfo351ASv7AZpajpIAwONdQ
• Facebookfacebook.com/318905774932126
• LinkedInlinkedin.com/company/domestina
• Instagraminstagram.com/domestina.bg

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 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 Domestina