What Luce does

Luce Maintenance Group Pte Ltd (operating as Luce) is a Singapore-based home and commercial services company founded in 2017 that aggregates 17 distinct service categories onto a single platform. On the residential side it offers home cleaning, home massage, babysitting, maid agency screening, aircon servicing (general servicing through installation), deep/move-in/post-reno cleaning, home beauty, specialized cleaning (mattress, carpet, sofa, curtain, floor polishing), pet care, handyman, and eldercare (home care and medical escort). On the commercial side it offers security, office, commercial, industrial, and condominium cleaning plus NEA-compliant pest control. The company differentiates on an insourced labor model — all workers are full-time employees (not freelancers) with a 5,000-hour minimum prior experience requirement and structured training.

The platform is delivered through three customer-facing channels: a proprietary mobile app on Google Play (with real-time availability tracking and in-app payments), the luce.sg website (offering a SGD 16+GST/hr promotional rate on self-booked home cleaning), and a WhatsApp channel powered by the "Lucy" chatbot, which the company states responds within five minutes. Behind the scenes, Luce runs PDPA-compliant data handling, WICA-compliant worker injury coverage, and NEA-compliant pest-control dispatch with EC WSQ-certified personnel.

Luce monetizes via three streams: per-session residential service fees with a 3-hour minimum, recurring commercial contracts (default 12-month term, 3-month minimum, monthly billing, early-termination fees up to 3x billing), and prepaid credit packages for aircon, beauty, pet care, and eldercare that expire after one year. The company has served 71,000+ customers and runs 218,000+ annual service sessions, supporting 21,000 homes per month in a single Singapore market with a stated 4.9 average rating across 8,000+ Google reviews. No external funding rounds, M&A, or leadership changes are disclosed; the entity is privately held and appears to operate independently.

Name

Luce

Legal name

Luce Maintenance Group Pte Ltd

Website

https://luce.sg

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Luce is a Singapore-based home and commercial services platform offering 17 service categories (cleaning, aircon, massage, pest control, eldercare, security, and more) delivered by full-time trained employees via app, web, and WhatsApp booking.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

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. Home Services: One-time and recurring service fees for residential home services including cleaning, aircon, beauty, and specialized cleaning. Revenue generated through per-session fees with minimum 3-hour session requirements.
2. Commercial/Business Services: Recurring commercial cleaning and pest control contracts with monthly billing. Default contract duration of 12 months with minimum 3-month service period.
3. Package Credits: Credit packages for aircon servicing, home beauty, pet care, and eldercare with prepaid credits that expire after specified period.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Luce is a Singapore-based home and commercial services company that delivers a unified portfolio of 17+ service categories (cleaning, aircon servicing, deep cleaning, specialised cleaning, home beauty, pet care, handyman, eldercare, home massage, babysitting, maid screening, pest control, security, and commercial cleaning variants) directly through its own full-time trained employees. Customers book and pay through a proprietary mobile app, website, and WhatsApp channel with real-time availability, and the company serves both individual homeowners and commercial clients (offices, malls, retail, condominiums).

Product overview

Luce is a Singapore-based home and commercial services marketplace operating as a unified platform that connects customers with professionally trained service providers. The platform offers a comprehensive portfolio of 17 distinct service categories spanning home services (Home Cleaning, Home Massage, Babysitter, Maid Agency, Aircon Servicing, Deep Cleaning, Home Beauty, Specialized Cleaning, Pet Care, Handyman, Eldercare) and business services (Office Cleaning, Commercial Cleaning, Industrial Cleaning, Condominium Cleaning, Pest Control, Security Services). All workers are full-time employees (not freelancers) who undergo screening and must have at least 5,000 hours of experience before onboarding. The platform is accessible via website, mobile app (iOS/Android), and WhatsApp booking. Services are priced in SGD with various package options including recurring subscriptions and ad hoc bookings. The company holds itself to PDPA compliance for data protection and NEA compliance for pest control services.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Cleaning General home cleaning offered on weekly, fortnightly, or one-time (ad hoc) basis including dusting, vacuuming, mopping, kitchen and bathroom cleaning, with no upfront costs and flexible session rescheduling. Targeted at individual homeowners in Singapore.
• Home Massage In-home massage services including Swedish, Deep Tissue, Aromatic Oil, Thai, and Foot Massage delivered by professionally trained therapists at the customer's preferred location. Targeted at individual homeowners.
• Babysitter Childcare supervision services providing meal assistance, engaging activities, diaper changing, bathing assistance, hygiene supervision, and maintaining a safe environment for children. Targeted at individual homeowners.
• Maid Agency Professional maid screening service connecting customers with vetted domestic helpers, with Luce acting as an intermediary providing screening verification rather than directly employing the maid. Targeted at individual homeowners in Singapore.
• Aircon Servicing Comprehensive air conditioning services including General Servicing, Chemical Overhaul, Chemical Wash, Gas Top Up, Repair & Diagnostic, Compressor Wash, and AC Installation. Includes cleaning air filters and vents, checking refrigerant levels, and inspecting electrical components. Targeted at residential and commercial customers in Singapore, with credit-based prepaid packages available.
• Deep Cleaning Intensive cleaning services covering move-in/move-out cleaning, post-renovation cleaning, and spring cleaning, with scrubbing, stain removal, and detailed cleaning of all surfaces. Quotations based on maximum 4 service hours. Targeted at individual homeowners.
• Home Beauty In-home beauty services including Manicure & Pedicure and Eyelash Extensions, with salon-quality products applied by trained beauty technicians in the customer's home. Includes a 7-day limited guarantee for nail services and 72-hour guarantee for eyelash extensions. Targeted at individual homeowners.
• Specialized Cleaning (Upholstery & Surfaces) Professional upholstery and specialised surface cleaning services including Mattress Cleaning, Carpet/Rug Cleaning, Sofa Cleaning, Curtain Cleaning, and Floor Polishing that remove hidden dust, dirt, mites, and allergens using specialised equipment and cleaning solutions. Targeted at residential customers.
• Pet Care Pet care services including Pet Grooming (bathing, trimming with standard grooming tools) and Pet Sitting, operating within 8:00am–10:00pm, excluding overnight sitting or medical treatments. Targeted at residential pet owners in Singapore, with credit-based prepaid packages available.
• Handyman General repair and maintenance services including General Repair, Plumbing, and Electrical Servicing, covering minor home repairs and maintenance tasks. Targeted at individual homeowners in Singapore.
• Eldercare Elder minding services providing assistance with activities of daily living (mobility, transferring, dressing, toileting, eating, showering), light housekeeping, and medical escort services for appointments (supervision, mobility assistance, and transportation coordination to medical appointments). Targeted at residential customers, with credit-based prepaid packages available.
• Pest Control Pest control services including Residential Pest Control (protecting homes from pests) and Commercial and F&B Pest Control (NEA-compliant solutions for businesses), designed to keep premises audit-ready and avoid fines. Targeted at both residential and commercial customers.
• Office Cleaning Commercial office cleaning services available as recurring contracts or ad hoc one-time cleaning, including daily/weekly maintenance, dusting, trash removal, restroom cleaning, and kitchen/common area cleaning. Targeted at business customers in Singapore.
• Commercial Cleaning Professional cleaning services for commercial premises including offices, malls, and retail establishments, offered as part of business service packages with customized cleaning schedules. Targeted at business customers in Singapore.
• Industrial Cleaning Heavy-duty maintenance cleaning for industrial facilities and warehouses, using specialised equipment such as floor cleaning, floor polishing, carpet cleaning, BOC, and high jet machines. Targeted at industrial customers in Singapore.
• Condominium Cleaning Common area, facility, and maintenance cleaning services for residential condominiums, covering lobbies, hallways, fitness centres, pools, and other shared building spaces. Targeted at condominium management in Singapore.
• Security Services Security guard services providing trained security professionals for business premises and commercial properties. Targeted at business customers in Singapore.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Handy: US-based on-demand home services marketplace for cleaning, handyman, and furniture assembly with professional (non-gig) worker model. Comparable to Luce in its emphasis on vetted full-time providers and bundled service offerings, though primarily North American.
• TaskRabbit: Major gig-based home services marketplace for cleaning, handyman, moving, and personal errands with broad US/UK/Canada presence. Comparable to Luce's platform-style multi-category offering but operates on a freelance/tasker model rather than full-time employees.
• UrbanCompany (UrbanClap): India-headquartered full-stack home services platform offering cleaning, beauty, plumbing, electrical, and appliance repair with an on-demand mobile app. Closest large-scale comparable in service breadth and platform model, with emerging SEA presence.

Emerging players

• Care.com: Online marketplace for childcare, eldercare, pet care, and household services with a matching platform model. Directly comparable to Luce's eldercare and babysitting verticals and similar hybrid self-serve + enterprise (Care@Work) distribution approach.

Direct peers

• Spickify: Singapore-based professional cleaning services company offering home and office cleaning with online booking. Direct competitor in Singapore residential and commercial cleaning, with overlapping service scope though narrower than Luce's 17-category portfolio.
• MaidForYou: Singapore-based residential cleaning and part-time maid services provider offering weekly, bi-weekly, and one-time home cleaning. Direct competitor to Luce in the Singapore home cleaning category with similar local-market positioning.
• Recommend.my (formerly Kaodim): Home and lifestyle services marketplace operating across Malaysia and Singapore, connecting users to vetted service providers for cleaning, handyman, beauty, and wellness. Closest pan-SEA home services marketplace comparable to Luce's full-stack category approach.
• Helpling: Global online marketplace for home cleaning services with active operations in Singapore. Most direct comparable in business model (D2C booking platform for residential cleaning) but uses a freelance/gig worker model vs Luce's full-time employee approach.
• Aistine: Singapore-based home cleaning and part-time helper services provider with online booking and recurring subscription options. Comparable in service focus (cleaning-centric) and Singapore market positioning, though with smaller service breadth than Luce.

Regional players

• NTUC (Home Services / Co-operative): Singapore national trades union congress operating co-operative household services (cleaning, part-time maids) via affiliated providers. Comparable Singapore market participant in residential cleaning with strong local brand recognition and trust, though limited to selected service categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lucegroupsg
• Instagraminstagram.com/luce.sg
• LinkedInlinkedin.com/company/lucesg

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Luce