Mary Help
Mary Help is a Brazilian franchise network founded in 2011 that connects residential and commercial clients with vetted domestic workers and cleaning professionals via a proprietary booking platform, mobile app, and 100+ franchise units across 19 states.
- Company typePrivate
- Founded2011
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Mary Help does
Mary Help is a Brazilian franchise network founded in 2011 by José Roberto Campanelli in São José do Rio Preto, São Paulo, that intermediates domestic and commercial services between clients and pre-screened professionals such as diaristas, faxineiras, cozinheiras, babás, and cuidadores de idosos. The core offering includes the Diarista (daily cleaning) service, full-time and part-time domestic worker selection, labor outsourcing for commercial clients, and a Total Service package, supplemented by approximately 20 specialized services spanning laundry, ironing, cooking, babysitting, elderly care, personal organizing, sanitization, carpet and upholstery cleaning, gardening, pool maintenance, and event staffing (garçons, churrasqueiros, copeira). The underlying technology is a proprietary booking platform (maryhelp.com.br) paired with the DMH Agenda iOS and Android applications, GPS-based unit finder, and a phone-based contact center; services are fulfilled through a network of more than 100 franchise units across 19 Brazilian states that together deliver over 20,000 monthly appointments.
Mary Help firmographics
Firmographics- Name
- Mary Help
- Legal name
- DENISE DE BARROS COBRA - ME
- Website
- https://maryhelp.com.br
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mary Help is a Brazilian franchise network founded in 2011 that connects residential and commercial clients with vetted domestic workers and cleaning professionals via a proprietary booking platform, mobile app, and 100+ franchise units across 19 states.
- Ownership category
- akta.pro rank
Mary Help industry classification
Industry- Product category
- Domestic Cleaning Services
- NAICS
- Temporary Help Services (561320), Business Support Services (5614)
- SIC
- Services-Facilities Support Management Services (8744), Services-Management Services (8741)
- akta.pro primary industry
- Home Care Franchise Network Staffing & Placement (HSABAMAJ)
- akta.pro secondary industry
- Vendor Management System (VMS) & MSP-Led Contractor Programs (BPACAGAF)
Keywords
Where Mary Help is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Mary Help business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Service Intermediation Commission: Mary Help earns revenue by intermediating domestic workers (diaristas, mensalistas) between clients and professionals. The company connects clients seeking cleaning and domestic services with vetted, trained professionals. The revenue is generated through transaction fees and service commissions from each booking facilitated through the platform or franchise units.
- Franchise Fees: Mary Help generates revenue through franchise fees from entrepreneurs who open franchise units. The company offers microfranchise opportunities with initial investments starting from R$ 30,000, providing franchisees with brand support, training, operational systems, and access to the network's client base and professional matching platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Franchise investment for microfranquia model |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Mary Help product offering
Product offeringCore offering
Mary Help is a Brazilian franchise network that intermediates domestic and commercial cleaning services, connecting clients with pre-screened professionals such as diaristas (daily cleaners), nannies, cooks, elderly caregivers, and event staff. The company operates through 100+ franchise units across 19 Brazilian states, supported by a proprietary web platform and the DMH Agenda mobile application used for booking, scheduling, and managing service appointments. Revenue is generated from transaction/service commissions on each booking and from franchise licensing fees paid by unit operators.
Product overview
Mary Help is a Brazilian franchise network specializing in domestic and commercial cleaning services, operating on a franchise model that connects clients with pre-screened cleaning professionals. The core offering includes the Diarista (daily cleaning) service, Domestic Worker Selection (Empregada Doméstica), and Labor Outsourcing (Terceirização), complemented by Total Service packages and commercial cleaning. The portfolio extends to approximately 20 specialized services including laundry, ironing, cooking, babysitting, elderly care, personal organizing, sanitization, carpet/upholstery cleaning, garden maintenance, and event staff (bartenders, waiters, BBQ chefs). Services are delivered through a proprietary web platform (www.maryhelp.com.br), mobile applications for iOS and Android, and the DMH Agenda scheduling system. The company operates exclusively in Brazil, offering franchise opportunities for entrepreneurs at a microfranchise investment level.
Differentiator
Problem solved
Functional benefit
Brands
- DMH Agenda: Mobile application for scheduling and managing cleaning services
Products and services
- Diarista Service (Daily Cleaning)
- Domestic Worker Selection (Empregada Doméstica)
- Labor Outsourcing (Terceirização de Mão de Obra)
- Total Service
- Commercial Cleaning (Limpeza de Empresas)
- Environment Sanitization (Sanitização de Ambientes)
- Carpet Cleaning (Lavagem de Tapetes)
- Upholstery Cleaning and Sanitization
- Fabric Waterproofing (Impermeabilização de Estofados e Tecidos)
- Mary Help Franchise Opportunity
Quantifiable outcome
- 98% service confirmation rate on requested day and time
Companies that use Mary Help
Customer profileSegments4 records
Mary Help technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mary Help partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Sebrae (Brazilian Support Service for Micro and Small Enterprises)coreMary Help maintains an ongoing partnership withSEBRAE for franchise marketing and business development. The company has been listed multiple times bySEBRAE as a microfranchise opportunity for entrepreneurs. Mary Help participates inSEBRAE events including the annual Feira do Empreendedor, presenting franchise opportunities to potential investors. The company was also featured inSEBRAE publications as a recommended low-investment franchise option for solo entrepreneurs.
Scale indicators3 records
Recent moves9 records
Expansion highlights5 records
Mary Help competitors and assessment
Company assessmentDirect peers
- TaskRabbit: Global marketplace platform matching customers with vetted local taskers for cleaning, moving, and home services. Highly comparable two-sided intermediation model serving residential customers with vetted independent workers.
- GetNinjas: Brazilian online marketplace connecting customers to freelance service professionals across categories including cleaning, home care, and domestic services. Comparable intermediation model in the same Brazilian market and customer base.
- Thumbtack: US-based home services marketplace connecting consumers with local professionals for cleaning, maintenance, and personal services. Operates a similar intermediation model targeting residential customers across many of the same service categories as Mary Help.
- Handy: Platform for booking pre-vetted cleaning and home service professionals on demand. Closely comparable in the cleaning intermediation category with vetted worker networks and flexible scheduling.
- Care.com: Online marketplace for caregivers, housekeepers, and senior care providers. Direct overlap with Mary Help's elderly care and domestic worker placement offerings, with a comparable vetting-based intermediation model.
Broad incumbents
- HomeAdvisor (Angi): Large US home services marketplace connecting homeowners with prescreened local service professionals across many categories. Comparable in the broader home services intermediation space, though much larger and broader in scope than Mary Help.
Emerging players
- Housekeep: UK-based platform connecting customers with vetted, insured domestic cleaners. Operates in a narrower cleaning-only category but uses the same intermediation-plus-vetting playbook as Mary Help.
- Helpling: International online marketplace for household services, primarily cleaning, connecting customers with insured and vetted cleaners. Comparable two-sided platform model though focused on a narrower service set than Mary Help.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mary Help social profiles
Digital presenceMary Help financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mary Help leadership team
Management profileNumber of profiles
Mary Help funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mary Help 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 Mary Help
What does Mary Help do?
Mary Help is a Brazilian franchise network that intermediates domestic and commercial cleaning services, connecting clients with pre-screened professionals such as diaristas (daily cleaners), nannies, cooks, elderly caregivers, and event staff. The company operates through 100+ franchise units across 19 Brazilian states, supported by a proprietary web platform and the DMH Agenda mobile application used for booking, scheduling, and managing service appointments. Revenue is generated from transaction/service commissions on each booking and from franchise licensing fees paid by unit operators.
Is Mary Help a public or private company?
Mary Help is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mary Help founded?
Mary Help was founded in 2011. It employs 11 to 50 people.
Where is Mary Help based?
Mary Help is headquartered in São Paulo, Brazil, in the Latin America region.
How does Mary Help make money?
Two revenue lines are on record. Service Intermediation Commission is the primary driver. The others are franchise Fees.
Who are Mary Help's main competitors?
Direct peers on record are TaskRabbit, GetNinjas, Thumbtack, Handy and Care.com. HomeAdvisor (Angi) is listed as a broad incumbent. Emerging players are Housekeep and Helpling.
Does Mary Help have an API?
No public API is recorded for Mary Help.
What industry is Mary Help in?
Mary Help's product category is Domestic Cleaning Services. Its primary akta.pro industry code is HSABAMAJ, Home Care Franchise Network Staffing & Placement, with a secondary code of BPACAGAF, Vendor Management System (VMS) & MSP-Led Contractor Programs. Its NAICS code is 561320 and its SIC code is 8744.