Domestica SP Empregadas Domesticas

What Domestica SP Empregadas Domesticas does

Domestica SP Empregadas Domesticas, doing business as Agencia Rei do Lar, is a privately held domestic employment agency headquartered near Metrô Praça da Árvore in São Paulo, Brazil. Founded in 2008, the firm places household staff — including domestic workers, nannies, elderly companions, cooks, resident caretaker couples, and private drivers — with families and households in the São Paulo metro. Its core offering is a curated, manual matching service operated through a website (agenciareidolar.com.br), two dedicated phone lines (one for clients, one for candidates), and a WhatsApp channel; the agency explicitly describes itself as a staffing provider rather than a software platform, and no proprietary technology, app, or AI functionality is disclosed.

The business model is a professional-services placement model: households contact the agency and pay a placement fee to hire a vetted worker, with worker salaries paid directly between the household and the worker (i.e., the agency does not appear to payroll the domestic staff). Pricing is pay-as-you-go and undisclosed publicly; worker compensation varies by accumulated functions, household size, children, animals, hours, and days off. The go-to-market motion is direct-to-consumer, with no intermediaries, no enterprise contracts, no recurring SaaS revenue, and no app-based distribution. Marketing relies on its own website, phone, WhatsApp, and a Facebook page, supplemented by the Premio Quality 2013 industry award as a credibility signal in a trust-driven, fragmented market.

The addressable customer base is São Paulo households requiring cleaning, childcare, elderly care, cooking, property maintenance, or personal transportation support. Operating scale is modest — approximately 20 employees with no disclosed candidates-in-pool figure, no revenue, no funding history, no M&A activity, and no patents. The strategic posture is that of a long-tenured local incumbent protecting a regional reputation rather than scaling via capital, technology, or geographic expansion.

Name

Domestica SP Empregadas Domesticas

Legal name

Agencia Rei do Lar

Website

https://domesticasp.com.br

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Agencia Rei do Lar is a São Paulo-based domestic employment agency, founded in 2008, that places household staff — cleaners, nannies, elderly companions, cooks, caretaker couples, and private drivers — with local families via website, phone, and WhatsApp.

Ownership category

akta.pro rank

Product category

Domestic Staffing Services

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Private Duty Personal Care Agencies (Non-Medical Home Care Providers) (HLADAGAL)

akta.pro secondary industry

Recurring Housekeeping for Seniors/In-Home Support (HSAEAAAL)

Keywords

• Domestic staffing services
• Household employment agency
• Nanny placement
• Elderly care staffing
• Domestic worker recruitment

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Placement/recruitment fees for domestic workers: The agency earns revenue by placing domestic workers, elderly companions, babysitters, cooks, caretakers, and drivers with households. Families contact the agency and pay for the placement service to hire a qualified professional. Salary for workers is paid directly by families to the workers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Agencia Rei do Lar (DBA: Domestica SP Empregadas Domesticas) is a domestic employment and household staffing agency based in São Paulo, Brazil. The agency recruits, screens, and places domestic workers — including cleaners, nannies, elderly companions, cooks, resident caretaker couples, and private drivers — with families and households. Families pay the agency for placement services, while worker salaries are paid directly by the employing household.

Product overview

Agencia Rei do Lar is a domestic employment agency offering a portfolio of six staffing services for household needs: domestic workers (EMPREGADAS DOMÉSTICAS) for general cleaning and housekeeping, elderly companions (ACOMPANHANTES DE IDOSOS) for senior care, nannies (BABÁS) for childcare, professional cooks (COZINHEIRA) for meal preparation, resident caretaker couples (CASAL DE CASEIROS) for property maintenance, and private drivers (MOTORISTA PARTICULAR). The company operates as a placement service connecting families with domestic professionals, not as a software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Empregadas Domésticas (Domestic Workers) Placement of experienced domestic workers for house cleaning, laundry, ironing, basic cooking, and general household maintenance for families and households.
• Acompanhantes de Idosos (Elderly Companions) Placement of caregivers and elderly companions to assist with daily activities, personal hygiene, feeding, medication management, and incontinence care for seniors.
• Babás (Nannies) Placement of trusted nannies and childcare professionals for children, including clothing care, room tidying, feeding, play activities, and light household assistance.
• Cozinheira (Professional Cook) Placement of professional cooks for meal preparation, ranging from innovative menus to traditional recipes, including menu planning and kitchen management.
• Casal de Caseiros (Resident Caretaker Couple) Placement of resident caretaker couples for property maintenance of homes, farms, country estates, and rural properties.
• Motorista Particular (Private Driver) Placement of professional chauffeurs for transporting employers, children, and relatives.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Emerging players

• GetNinjas: Brazilian home-services marketplace connecting households with independent cleaners, nannies, caregivers, and other domestic professionals. Comparable as an alternative demand channel for households seeking domestic staff, though it operates as a marketplace rather than a traditional placement agency.
• Care.com: Global online marketplace connecting households with caregivers, including nannies, senior-care providers, and housekeepers. Comparable as an alternative channel for finding domestic workers, though it uses a platform/marketplace model rather than direct agency placement.

Direct peers

• Cuidadores: Brazilian online platform for placing elderly caregivers in private homes. Comparable as it addresses the same elderly-companion placement use case, though with a tech-enabled marketplace model rather than a traditional offline agency.
• Help Home Care: Brazilian home-care and domestic-staffing agency focused on elderly care and special-needs support. Comparable as a Brazilian caregiver-placement provider serving households with non-medical personal-care needs.
• Mary Help: Brazilian domestic employment agency placing maids, nannies, elderly companions, and caregivers with households. Directly comparable as a traditional Brazilian placement agency competing for the same household client base across multiple service verticals.

Broad incumbents

• Right at Home: US-based franchise providing non-medical in-home care and companionship for seniors and adults with disabilities. Comparable to the agency's elderly-companion and personal-care verticals in non-medical home care, though structured as a national franchise system.
• Visiting Angels: US-based non-medical home care franchise providing companion, personal care, and respite services in private homes. Comparable to the agency's elderly-companion placement as an established agency model in non-medical home care, though at much larger scale.
• BrightStar Care: US home-care franchise offering both medical and non-medical in-home services, including senior companionship and personal care. Comparable to the agency's non-medical in-home care verticals, though with broader clinical capability.
• Home Instead: Global franchise network offering non-medical in-home care services for seniors, including companionship, personal care, and household support. Comparable to the agency's elderly-companion vertical as a structured, franchised agency model operating in many global markets.

Regional players

• Worky: Mexican online platform connecting households with domestic workers and caregivers. Comparable as a regional Latin American platform addressing the same household-staffing use case, though operating in Mexico rather than Brazil.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/203611256686233
• LinkedInlinkedin.com/company/domestica-sp-empregadas-domesticas

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 Domestica SP Empregadas Domesticas