Bettys Städ

What Bettys Städ does

Bettys Städ AB is a Swedish cleaning services provider operating across 22 Swedish cities, including Stockholm, Göteborg, Uppsala, Malmö, and Karlstad. The company delivers residential services (hemstädning, flyttstädning, storstädning, fönsterputs) and a broad commercial portfolio covering office, facility, industrial, gym, school, retail, construction, and stairwell cleaning, supported by add-on modules including specialized floor care, carpet cleaning, and entrance mat rental. Bettys Städ operates 10 local offices backing roughly 6,000 cleaning assignments per month for 2,500+ active customers, with 90% of customers reportedly recommending the service to others.

The business monetizes through both subscription-based recurring contracts (weekly, biweekly, or monthly visits) and transactional one-time jobs. Residential hourly pricing starts at 139 kr/hour for new customers; commercial rates run 295-395 kr/hour depending on shift; specialty services use per-square-meter pricing (storstädning ~45 kr/m², flyttstädning 35-80 kr/m²). The Swedish RUT tax deduction (50% off labor cost) is applied directly to invoices for eligible household services. Pricing and quote requests are distributed via the company website, phone/SMS, and in-person consultations through local service teams. Distribution is explicitly direct-to-consumer and direct-to-business, with no binding contracts.

Operationally, Bettys Städ maintains an ISO-certified quality and environmental management system, deploys professional cleaning equipment including high-reach gear for industrial and window work, and provides a satisfaction guarantee (including a formal guarantee against inspection objections on move-out cleans performed to Mäklarsamfundet standards). The entity is privately held as a Swedish private limited company (AB), headquartered in Västra Frölunda, with no disclosed institutional funding, parent company, mobile app, public API, or AI/ML capabilities. Customer mix spans residential subscribers and SMB/enterprise accounts across fitness, education (including municipal), retail, and property management/BRF segments.

Name

Bettys Städ

Legal name

Bettys Städ AB

Website

https://bettysstad.se

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

Bettys Städ AB is a privately held Swedish cleaning services provider delivering residential and commercial cleaning across 22 Swedish cities, executing roughly 6,000 monthly assignments for 2,500+ active customers through subscription and transaction-based pricing.

Ownership category

akta.pro rank

Headquarters

HQ city

Västra Frölunda

HQ country

Sweden

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Residential Cleaning Services: Hourly and per-square-meter billing for home cleaning services including hemstädning, storstädning, flyttstädning, and window cleaning. Revenue generated from recurring weekly/biweekly subscriptions as well as one-time cleanings. New customer pricing at 139 kr/hour.
2. Commercial Cleaning Services: Hourly billing for business cleaning services with rates from 295-395 kr/hour depending on scope and timing. Services include kontorsstädning, lokalvård, industristädning, and specialized cleaning. Fixed monthly pricing available through subscription agreements.
3. RUT Tax Deduction Services: Services eligible for Swedish RUT tax reduction (50% deduction on labor costs), which effectively reduces customer cost and drives demand for household cleaning services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Bettys Städ AB is a Swedish cleaning services provider delivering home cleaning (Hemstädning), move-out cleaning (Flyttstädning), deep cleaning (Storstädning), and window cleaning (Fönsterputs) to private households, alongside office cleaning (Kontorsstädning), facility management (Lokalvård), industrial cleaning (Industristädning), stairwell cleaning (Trappstädning), construction cleaning (Byggstädning), gym/fitness cleaning, school/preschool cleaning, retail cleaning, and floor care for commercial customers. Services are delivered by local teams across 22 Swedish cities under ISO-certified quality and environmental management, with Swedish RUT tax deduction applied directly to residential invoices.

Product overview

Bettys Städ is a Swedish cleaning company offering a comprehensive portfolio of residential and commercial cleaning services. The core offering consists of home cleaning (Hemstädning), move-in/move-out cleaning (Flyttstädning), deep cleaning (Storstädning), and window cleaning (Fönsterputs) for private customers. For business customers, the company provides office cleaning (Kontorsstädning), facility management (Lokalvård), industrial cleaning (Industristädning), stairwell cleaning (Trappstädning), construction cleaning (Byggstädning), gym and fitness facility cleaning (Gymstädning), school and preschool cleaning (Skola och förskola), and retail store cleaning (Butiksstädning). Specialized add-on services include floor care (Golvvård) with sub-services for linoleum, stone/concrete floors, and carpet cleaning (Mattvätt), as well as entrance mat rental (Entrémattor). The company operates across major Swedish cities including Stockholm, Göteborg, Uppsala, Malmö, and surrounding areas, offering both one-time services and subscription-based recurring cleaning agreements with quality guarantees.

Differentiator

Problem solved

Functional benefit

Products and services

• Hemstädning (Home Cleaning) Regular recurring home cleaning service for private Swedish households, including vacuuming, dusting, floor mopping, and kitchen and bathroom cleaning, with optional RUT tax deduction applied to labor costs.
• Flyttstädning (Move-in/Move-out Cleaning) Move-in and move-out cleaning service for both private and commercial properties, performed according to Mäklarsamfundet recommendations with a guarantee against inspection objections.
• Storstädning (Deep Cleaning) Thorough deep-cleaning service for private customers covering all rooms, kitchens, bathrooms, and accessible surfaces, with optional window-cleaning add-on and per-m² unit pricing.
• Fönsterputs (Window Cleaning) Professional window cleaning service for residential and commercial properties, including high-rise work with certified equipment, available as a standalone service or bundled with other cleans.
• Kontorsstädning (Office Cleaning) Recurring office cleaning service for businesses, including vacuuming, floor mopping, waste disposal, dusting, and kitchen and toilet cleaning on a scheduled basis.
• Lokalvård (Facility Management Cleaning) Comprehensive facility and premises cleaning for businesses, covering all types of commercial properties with customizable schedules and fixed monthly pricing options.
• Industristädning (Industrial Cleaning) Specialized industrial cleaning for production facilities, warehouses, and manufacturing sites, including high-rise cleaning performed with certified safety equipment.
• Trappstädning (Stairwell Cleaning) Professional stairwell cleaning for residential buildings and housing cooperatives (BRF) with flexible scheduling and fixed monthly pricing.
• Byggstädning (Construction Cleaning) Construction-site cleaning during and after building projects, including renovation cleaning and workspace/barrier cleaning for builders and developers.
• Gymstädning (Gym/Fitness Facility Cleaning) Specialized cleaning for gyms and fitness facilities, including equipment areas, showers, changing rooms, and toilets maintained to elevated hygiene standards.
• Skolstädning (School and Preschool Cleaning) Professional cleaning for schools and preschools, including toilet and kitchen/pantry cleaning, with flexible scheduling that does not disrupt school activities.
• Butiksstädning (Retail Store Cleaning) Professional cleaning services for retail stores and shopping environments available 24/7/365 with customized cleaning frequency and food-retail hygiene compliance.
• Entrémattor (Entry Mat Rental Service) Rental and exchange service for commercial entrance mats, including regular washing, exchange, quality control, and a recurring maintenance service agreement.
• Golvvård (Professional Floor Care) Professional floor-maintenance and treatment service for commercial facilities, covering wood, vinyl, linoleum, stone, and concrete floors using specialized equipment.

Quantifiable outcome

• 90% customer recommendation rate (9 of 10 customers recommend Bettys to others)
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Jitex (Tjejfotboll)minorOthersBettys Städ is a proud sponsor of Jitex, supporting women's football (tjejfotboll). This sponsorship represents corporate social responsibility engagement in local sports.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Compass Group: Compass Group is a global contract food services and support services company with Swedish cleaning operations serving corporate and institutional clients. Comparable in commercial cleaning segment, particularly for large multi-site enterprise accounts.
• ISS A/S: ISS is a global facility services giant offering office cleaning, industrial cleaning, and workplace hygiene across dozens of countries including Sweden. Comparable as a broad incumbent in commercial and institutional cleaning, competing with Bettys for larger enterprise, school, and public-sector contracts.
• Sodexo: Sodexo is a global facility management and food services provider with significant Swedish operations in office cleaning, school cleaning, and integrated facility services. Overlaps with Bettys' commercial cleaning segment for larger enterprise and institutional accounts.

Emerging players

• Cleanify: Cleanify is a Swedish digital cleaning marketplace that connects customers with vetted cleaners for home and office cleaning. Comparable as a tech-enabled Swedish cleaning operator competing for the same residential and SMB customers, though with a marketplace rather than employed-cleaner model.

Direct peers

• Weclean: Weclean is a Swedish on-demand and subscription cleaning service operating across multiple Swedish cities, providing hemstädning and commercial cleaning. Closely comparable to Bettys in GTM motion, target customer, and RUT-utilizing residential service model.
• Hemfrid: Hemfrid is one of Sweden's largest and most established home cleaning companies, offering RUT-eligible hemstädning, flyttstädning, and storstädning across Sweden. Direct competitor to Bettys in residential subscription cleaning with comparable pricing model and geographic spread.
• Maid for You: Maid for You is a Swedish home cleaning franchise offering RUT-eligible hemstädning, flyttstädning, and storstädning in multiple Swedish cities. Closely comparable to Bettys in service mix, subscription model, and customer targeting.

Regional players

• Städarna: Städarna is a Swedish cleaning services provider offering residential and commercial cleaning in select Swedish regions. Comparable mid-size local/regional operator competing with Bettys in overlap markets for both hemstädning and kontorsstädning contracts.
• Samhall: Samhall is a Swedish state-owned company providing cleaning, facility management, and property services with a social mission of employing individuals with disabilities. A direct competitor in Swedish commercial, office, and public-sector cleaning, particularly for government and municipal contracts.
• Hemhjälpen: Hemhjälpen is a Swedish home services company offering cleaning and household support, with RUT-eligible offerings. Comparable regional residential cleaning competitor serving similar household customers under the same RUT subsidy framework.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bettysstadab
• LinkedInlinkedin.com/company/bettys-stad

Compliance1 record

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 Bettys Städ