UWassistent

What UWassistent does

UWassistent, operating commercially under the consumer brand "Hups," is a Dutch digital marketplace headquartered in Breda that connects residential households with local, screened service providers for in-home assistance. Founded in 2013, the platform covers four core service categories: household cleaning (from €19/hour), garden maintenance (from €25/hour), handyman/odd jobs (from €25/hour), and respite/elder care (eligible for up to 100% reimbursement under Dutch caregiver replacement schemes). The platform has accumulated roughly 15,000 helper profiles and job postings, and is supported by 33 physical branch locations distributed across the Netherlands that handle local matching, customer onboarding, and community engagement.

Technically, Hups runs a location-based matching system that pairs customers with nearby verified helpers, supplemented by a worker screening and verification process, liability/accident/illness/disability insurance for active helpers, and a customer-facing portal ("Mijn Hups") for account and booking management. An ancillary product, the "Hups Academy," provides training and professional development for participating helpers, functioning as a workforce quality lever rather than a revenue-generating product.

The business model is a classic two-sided marketplace monetized via transaction fees on each service booking. Customers self-register online and select among matched helpers; helpers set their own schedules and earn €14–€30 per hour depending on service type and experience. Distribution combines a self-serve digital funnel with physical branch presence, and customer acquisition relies on the website, content/blog, organic social, and word-of-mouth referrals. Payment processing is enabled through a partnership with iDEAL, and member reach is extended through an integration with the Dutch association platform Verenigingspot.

Name

UWassistent

Website

https://uwassistent.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

UWassistent (Hups) is a Dutch two-sided marketplace, founded in 2013, that connects residential households with screened local helpers across household cleaning, garden, handyman, and respite care services via a self-serve platform and 33 physical branches nationwide.

Ownership category

akta.pro rank

Product category

Home Services Marketplace

NAICS

Private Households (814), Temporary Help Services (561320), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Help Supply Services (7363), Services-To Dwellings & Other Buildings (7340), Services-Employment Agencies (7361)

akta.pro primary industry

Errand Running & Task Assistance (HSACAIAB)

akta.pro secondary industry

Personal Care & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA)

Keywords

• Home services marketplace
• Domestic help platform
• Household cleaning services
• Garden maintenance services
• Respite care services

Headquarters

HQ city

Breda

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Service transaction fees: UWassistent charges customers for home services rendered by verified service providers. Customers pay for services such as household cleaning (from €19/hour), garden help (from €25/hour), odd jobs (from €25/hour), and caregiver replacement services (up to 100% reimbursed). The platform takes a transaction fee from the service value.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

UWassistent (Hups) runs a digital marketplace with 33 physical branches that connects Dutch households with screened local service providers for household cleaning, garden help, handyman tasks, and respite (replacement) care. Customers book through the platform at €19–25 per hour, while workers earn €14–30 per hour, with the company monetizing via service fees on each transaction.

Product overview

Hups is a platform connecting people seeking home help with local service providers across the Netherlands. The platform operates as a unified marketplace featuring multiple service categories including household cleaning, garden maintenance, handyman services, and respite care. The core platform connects customers with over 15,000 screened profiles through 33 physical branch locations nationwide. Additional offerings include the Hups Academy for helper training and the Mijn Hups customer portal for account management. Services are priced from €19-25 per hour with some care services reimbursable up to 100%.

Differentiator

Problem solved

Functional benefit

Products and services

• Household Help (Huishoudelijke hulp) Marketplace offering that matches Dutch households with screened, insured cleaners for routine and recurring household cleaning, priced at €19–25 per hour.
• Garden Help (Tuinhulp) Marketplace offering connecting customers with local service providers for garden maintenance and outdoor tasks, priced at €19–25 per hour.
• Handyman Help (Klushulp) Marketplace offering for small repair, maintenance, and handyman tasks in and around the home, with screened providers booked at €19–25 per hour.
• Respite Care (Vervangende mantelzorg) Marketplace offering that arranges temporary replacement care for family caregivers, providing trained, insured providers to look after loved ones.
• Hups Academy Training program for service providers on the Hups platform to develop skills in domestic, garden, handyman, and care services, supporting provider quality and supply.

Quantifiable outcome

• 100% reimbursement eligibility for caregiver replacement services
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered supporting.

• iDEALsupportingTechnology or IntegrationiDEAL is a Dutch payment method that enables secure online payments through customers' own banks. UWassistent integrates iDEAL for safe payment processing, providing customers with a trusted and familiar payment option.
• VerenigingspotsupportingTechnology or IntegrationVerenigingspot is a Dutch association platform for managing member organizations. UWassistent partners with Verenigingspot to serve association members seeking home services.

Scale indicators3 records

Regional players

• Zorgwerk: Dutch staffing platform focused on healthcare and care workers, including elderly and home care. Comparable in serving the Dutch caregiver and elderly-support labor market that UWassistent addresses with its respite care offering.
• Werkspot: Dutch home services marketplace that matches households with local tradespeople and handymen. Directly comparable in geography (Netherlands) and odd-jobs/handyman category, making it one of the closest domestic competitive threats.

Broad incumbents

• Thumbtack: US online marketplace that matches customers with local professionals across more than 1,000 categories including home services, cleaning, and handyman work. Comparable in marketplace architecture and home services focus, but at substantially larger scale and category breadth.
• Marktplaats: Leading Dutch classifieds platform owned by Adevinta that includes listings for home services, odd jobs, and household help. Comparable in targeting Dutch households seeking local service providers, though as a general classifieds venue rather than a curated marketplace.
• Handy (Angi): Large US-based platform for connecting households with cleaning, handyman and home improvement professionals. Comparable in service categories and marketplace model, though operating at much greater scale and as a publicly listed incumbent.

Direct peers

• TaskRabbit: Operates an online and app-based marketplace for freelance taskers offering cleaning, handyman, moving and home services. Comparable in marketplace structure, gig-economy labor model, and household customer base.
• Helpling: Pan-European online marketplace connecting households with vetted cleaners and home service providers. Closely comparable to UWassistent in target customer (residential households), core offering (cleaning and home help), and digital self-serve matching model.

Emerging players

• Care.com: Global online marketplace for finding caregivers, including elderly care and respite services. Comparable to UWassistent's caregiver replacement offering in target customer and care-adjacent use cases, though Care.com operates more as a listings/lead-gen model.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/UWassistent_nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 UWassistent