Maria Brasileira

What Maria Brasileira does

Maria Brasileira Franchising Ltda is a Brazilian cleaning services franchise network headquartered in São José do Rio Preto, São Paulo, founded in 2013 and operating as the country's leading residential and commercial cleaning franchise brand. The company sells and supports a network of 520+ franchise units across 495+ cities in Brazil, delivering services through vetted local cleaning professionals under the Maria Brasileira brand. Its service portfolio spans core residential cleaning, commercial/office cleaning, post-construction cleaning, ironing, window and glass cleaning, environment sanitization, pre/post-move cleaning, floor and window frame restoration, and B2B outsourcing (Terceirização) and recruitment services. The franchise model is structured around home-based microfranchise units, with 56% of units operated as multi-unit franchisees, and the system collectively performs more than 1 million service appointments annually with stated system-wide annual billing of R$200M.

Maria Brasileira operates a proprietary technology platform that underpins both customer acquisition and franchise operations. Customers book services through a self-service website (mariabrasileira.com.br) and dedicated iOS/Android mobile applications, with WhatsApp serving as an additional booking and customer service channel. The backend includes a franchise management system that handles professional matching, geographic service routing, and performance tracking, plus an exclusive mobile app for partnered cleaning professionals to receive job assignments and manage schedules. Payment processing is handled exclusively through PagCerto. The company is LGPD-compliant (Brazilian data protection law) with a designated DPO and implements encryption and access controls for sensitive customer and payment data.

The business model is dual-revenue: (1) upfront franchise fees and ongoing royalties from selling franchise units to entrepreneurs (licensing/royalties), and (2) transaction/intermediation fees on each cleaning service booked through the platform, with the majority of service fees passed through to cleaning professionals and a percentage retained as commission. Pricing is quote-based, set by individual franchise units based on service type, property size, and duration (4h/6h/8h sessions). Customer segments are horizontal, split between individual residential homeowners/renters (primary) and SMB/commercial clients (primary), with a secondary use case in short-term rental turnover cleaning for Airbnb hosts. Marketing is multi-channel, combining content marketing, social media (Facebook, YouTube, Instagram), PR in major Brazilian media, presence at the ABF Franchising Expo, and WhatsApp-driven direct sales.

Name

Maria Brasileira

Legal name

Maria Brasileira Franchising Ltda

Website

https://mariabrasileira.com.br

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Maria Brasileira is Brazil's leading residential and commercial cleaning franchise network, operating 520+ franchise units across 495+ cities and serving over 1 million customers annually through a proprietary digital booking platform.

Ownership category

akta.pro rank

Product category

Cleaning Services

NAICS

Janitorial Services (56172)

SIC

Sanitary Services (4950), Services-Management Services (8741)

akta.pro primary industry

Commercial Office & Corporate Janitorial (IMAIADAA)

akta.pro secondary industries

General Commercial Janitorial (Recurring Contract Cleaning) (BPABABAA), Landlord/Property Manager Turnover Cleaning (HSAEACAE), Move-In/Move-Out & Turnover Cleaning (Commercial) (BPABABAO), One-Time Interior Surface & Detail Cleaning (Baseboards/Walls/Ceilings/Fans) (HSAEAFAI)

Keywords

• Residential cleaning services
• Commercial cleaning franchise
• Post-construction cleaning
• Sanitization services
• Cleaning franchise network

Headquarters

HQ city

São José do Rio Prêto

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Service Intermediation Fees: Maria Brasileira charges a transaction/intermediation fee on each cleaning service booking facilitated through its platform. The majority of the service fee is passed through to the cleaning professional, with the company retaining a percentage as commission.
2. Franchise Fees: Revenue generated from selling franchise units to entrepreneurs. Franchisees pay an initial franchise fee and ongoing royalty fees for access to the brand, platform, training, and operational support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Maria Brasileira operates Brazil's largest dedicated residential and commercial cleaning services franchise network, delivering professional cleaning services through 520+ franchise units across 495+ cities. Customers book through the website or mobile app, and the platform routes requests to the nearest franchisee; the franchisor earns intermediation fees on bookings and franchise fees/royalties from franchisees. Core services include residential cleaning, commercial/outsourced cleaning, post-construction cleaning, sanitization, ironing, glass cleaning, floor restoration, window frame restoration, pre/post-move cleaning, and recruitment of cleaning professionals.

Product overview

Maria Brasileira is Brazil's leading franchise network of residential, commercial, and domestic care cleaning services, operating with over 520 units nationwide. The company offers a unified platform combining online scheduling, professional staffing, and payment processing through its proprietary mobile app and website. The service portfolio includes core offerings (Residential Cleaning, Business Cleaning, Post-construction Cleaning, Glass Cleaning, Sanitization, Outsourcing, and Pre/Post-move Cleaning), specialty add-on services (Floor Restoration, Window Frame Restoration, Ironing, and Recruitment & Selection), all delivered by trained professionals through a franchise network.

Differentiator

Problem solved

Functional benefit

Products and services

• Limpeza Residencial (Residential Cleaning)
• Limpeza Empresarial (Business/Commercial Cleaning)
• Passadoria (Ironing / Laundry)
• Limpeza Pós-Obra (Post-Construction Cleaning)
• Limpeza de Vidros (Glass and Window Cleaning)
• Sanitização de Ambientes (Environment Sanitization)
• Terceirização (Copeira) — Outsourced Cleaning and Attendant Staff
• Limpeza Pré e Pós-Mudança (Pre/Post-Move Cleaning)
• Revitalização de Piso (Floor Restoration)
• Revitalização de Esquadrias (Window Frame Restoration)
• Recrutamento e Seleção de Profissionais de Limpeza (Recruitment and Selection of Cleaning Professionals)

Quantifiable outcome

• 1 million+ service appointments performed annually

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• PagCertocoreTechnology or IntegrationPagCerto serves as Maria Brasileira's exclusive payment processing partner for online transactions. The company states it 'compartilha informações exclusivamente com a PagCerto, nosso parceiro de pagamentos, para processar transações financeiras.' This partnership enables secure online payment processing for all service bookings through the platform.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CleanNew: Brazilian cleaning services franchise specializing in post-construction, residential, and corporate cleaning. Comparable to Maria Brasileira's service mix and franchise-based distribution.
• Ajuda Brasil: Brazilian home services franchise offering cleaning, maintenance, and small repairs through a distributed franchise network. Overlaps with Maria Brasileira in residential cleaning and franchise-driven GTM.
• Dr. Lava Tudo: Brazilian home cleaning franchise network offering residential and commercial cleaning via a franchise model. Direct competitor to Maria Brasileira in the Brazilian cleaning franchise market, with comparable microfranchise unit economics and digital booking experience.
• House Shine Brasil: Brazilian residential cleaning franchise operating a similar home-based franchise model with vetted professionals. Competes head-to-head with Maria Brasileira for both franchisees and end customers across Brazilian cities.

Broad incumbents

• Molly Maid: Established North American residential cleaning franchise owned by Neighborly. Comparable franchise-driven recurring cleaning model and unit economics, useful as a global benchmark for Maria Brasileira's growth ceiling and system economics.
• Merry Maids: One of the largest US residential cleaning franchises (owned by ServiceMaster/Authority Brands). Direct analog to Maria Brasileira's recurring residential cleaning franchise model at mature scale.
• ISS Brasil: Global facility services provider with Brazilian presence, offering integrated cleaning and workplace services to enterprise customers. Direct competitor in the B2B commercial cleaning segment.
• The Maids: US-based residential cleaning franchise with team-based cleaning model. Comparable franchise structure, recurring-service model, and brand-led customer acquisition approach.
• Sodexo Brasil: Global facilities services and outsourcing company with significant Brazilian operations. Competes with Maria Brasileira's commercial/outsourcing (copeira) segment for enterprise cleaning contracts.

Emerging players

• GetNinjas: Brazilian on-demand services marketplace connecting consumers with freelance service providers including cleaners. Represents the gig-economy competitive alternative to Maria Brasileira's franchise-based delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCdxFjhcUwINV-GrxTSL1y0A
• Facebookfacebook.com/mariabrasileirafranchising
• Instagraminstagram.com/mariabrasileira
• Xx.com/mb_franchising

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Maria Brasileira