What JUSTCLEAN TRADING does

JUSTCLEAN TRADING is a Kuwait-headquartered, two-sided marketplace for on-demand home services, founded in 2016/2017 when its parent Faith Capital Holding acquired and rebranded the Masbagti cleaning platform. The company connects residential customers with vetted cleaning, laundry, car wash, pet grooming, and men's spa providers across seven countries: Kuwait, Bahrain, the UAE, Qatar, Oman, Saudi Arabia, and Egypt, with operational headquarters in Kuwait City and a regional headquarters in Dubai.

The platform aggregates a fragmented supply base of more than 1,500 partners, 7,500 cleaners, 500 laundry facilities, and 800 car detailers across 273+ UAE service areas, and serves 200,000+ customers in the UAE alone, generating 5,000+ daily customer interactions. Core product features include a partner rating system, real-time job tracking, a prepaid wallet with a 25% top-up bonus, and justSECURE booking protection. The company distributes through direct channels and a 2019 partnership with Careem, and has made strategic investments in adjacent on-demand platforms including Keno.

Revenue is generated through marketplace commissions on booked services, partner network fees, and float on the prepaid wallet. The company is led by co-founders Athbi Al-Enezi (CEO), Nouri Al-Enezi (Deputy CEO), and Ahmed El Morsy (Deputy CEO), and employs 100+ team members with 50+ dedicated to customer experience. Cumulative funding totals approximately $30M, including an $8M Series B led by Faith Capital Holding in 2020 and a $6M strategic investment from Gulf Investment Corporation in 2022.

Name

JUSTCLEAN TRADING

Legal name

justclean

Website

https://justclean.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

JUSTCLEAN is a Kuwait-headquartered two-sided marketplace connecting residential customers in seven GCC and MENA markets with vetted providers of cleaning, laundry, car wash, pet grooming, and men's spa services via an app, wallet, and booking-protection product.

Ownership category

akta.pro rank

Product category

Home Services Marketplace

NAICS

Drycleaning and Laundry Services (except Coin-Operated) (812320)

akta.pro primary industry

App-Based Laundry Marketplace / Aggregator Platforms (HSAJACAD)

akta.pro secondary industries

Local Services & Experiences Generalist Marketplaces (CRAFAAAD), Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)

Keywords

• Home services marketplace
• On-demand cleaning
• Mobile laundry platform
• Verified provider network
• Household booking app

Headquarters

HQ city

Kuwait City

HQ country

Kuwait

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Service Transaction Commission: Platform takes commission on transactions between customers and service providers. Customers pay for laundry, home cleaning, car wash, and other services through the platform.
2. Wallet/Credit System: justclean Credit wallet system where users top up funds and receive bonus credit (25% extra on top-ups), driving prepaid revenue.
3. Partner Network Fees: Service providers (laundries, cleaners, detailers) join as partners to access the customer network, contributing to platform revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

justclean operates a mobile-first marketplace platform that connects individual consumers with vetted local providers of home cleaning, laundry pickup and delivery, mobile car wash, pet grooming, and men's spa and massage services. Customers browse, compare, and book providers through a native iOS/Android app, with real-time tracking, transparent per-unit pricing, and a justSECURE protection guarantee bundled into every transaction. The platform monetizes primarily through marketplace commissions on each completed service and through a prepaid credit wallet.

Product overview

justclean is a technology platform that operates as a marketplace connecting customers with verified local service providers for home services. The platform offers five core service categories: Home Cleaning (professional cleaning for apartments and villas), Laundry (pickup and delivery dry cleaning), Car Wash (mobile car wash at customer locations), Pet Grooming (mobile grooming at homes), and Men's Spa & Massage (mobile or spa center visits). The ecosystem includes justSECURE, a built-in booking protection guarantee. Users choose providers, compare prices and ratings, and book through the mobile app or website. The platform serves customers across Kuwait, Bahrain, UAE, Qatar, Oman, Saudi Arabia, and Egypt through a network of verified partners.

Differentiator

Problem solved

Functional benefit

Brands

• justSECURE: Booking protection guarantee included in every booking, offering booking protection, order fulfilment guarantee, booking price guarantee, and 24/7 customer support.

Products and services

• Home Cleaning On-demand home cleaning service offered through the justclean marketplace: customers book background-checked, trained cleaners for regular cleaning, deep cleaning, and move-in/move-out packages across studios, apartments, and villas, with pricing starting at 80 AED for 2 hours.
• Laundry Wash & fold, wash & iron, dry cleaning, and specialty garment care through a vetted provider network, with free pickup and delivery across the GCC; per-item pricing starts at 5 AED and weight-based pricing is also available (5 KG from 15-20 AED, 10 KG from 28-35 AED).
• Car Wash Mobile car wash service where verified providers come to the customer's location (home, office, or any parking spot) with four package tiers: Quick Wash 48 AED (1 hr), Shine Wash 96 AED (1.5 hrs), Premium Wash 132 AED (3 hrs), and Luxury Wash 180 AED (3.5 hrs); no call-out fee.
• Pet Grooming Mobile pet grooming service with certified groomers arriving at customer homes in fully equipped vans, with offerings ranging from a 24 AED nail trim to a 120 AED full grooming package for dogs and cats.
• Men's Spa & Massage Men's spa and massage service available as a mobile therapist at home or at physical spa centers, offering Swedish massage, deep tissue, Moroccan bath, sports massage, hot stone, Thai massage, and foot spa treatments starting at 72 AED.

Quantifiable outcome

• 98% customer satisfaction rate
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• CareemminorGTM or Marketing Partner · 1 January 2019Kuwait-born laundry tech startup justclean teams up with MENA ride-hailing pioneer Careem to offer exclusive promotions and expand customer reach across the region.
• KenominorStrategic or Co-development Partner · 1 January 2019justclean made a strategic investment in Dubai-based on-demand car care startup Keno to expand its footprint in the clean-tech sector and digitize the regional cleaning industry.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• TaskRabbit: Global home-services marketplace (owned by IKEA/Ingka) connecting customers with cleaners, movers, and handymen. Directly comparable in two-sided marketplace model and vetted-task-worker structure.
• Thumbtack: US marketplace connecting consumers with local professionals for cleaning, moving, repairs, and events. Comparable two-sided marketplace with provider ratings, transparent pricing, and lead-based monetization.
• ServiceMarket: Dubai-headquartered online marketplace for booking home services (cleaning, pest control, moving, salon). Directly comparable to justclean in target customers, marketplace model, and GCC operating geography.
• Handy (Angi): US-based on-demand platform for home cleaning, furniture assembly, and handyman services, now part of Angi Inc. Closely aligned platform model with justclean's home-cleaning and furniture-handling adjacencies.
• Urban Company (UrbanClap): India- and UAE-operating home services marketplace offering cleaning, salon, plumbing, and appliance repair through a vetted professional network. Closest global analog to justclean's multi-category, mobile-first services model.
• JustMop: UAE-founded on-demand home cleaning marketplace with similar mobile-app booking flow, vetted cleaner model, and Gulf region footprint. Closest direct competitor to justclean's home-cleaning vertical.

Broad incumbents

• Careem: MENA super-app (owned by Uber) offering ride-hailing, food delivery, and payments. Partnered with justclean in 2019 and has the distribution scale to expand into home services, making it both a channel and a long-term competitive threat.
• Angi (Angie's List): Public US home-services marketplace and lead-generation platform with national brand and large provider network. Comparable marketplace model at much larger scale and broader category coverage.
• Talabat: Kuwait-born, Delivery Hero-owned MENA food delivery and quick-commerce super-app. Operates in the same geographies and categories that justclean's co-founder Ahmed El Morsy helped build; a likely future competitor in on-demand home services.

Regional players

• Mrsool: Saudi Arabia-based on-demand delivery and services platform operating across the Gulf. Regional peer with comparable on-demand mobile-app model and overlapping customer base in KSA, a key expansion market for justclean.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/justclean
• Instagraminstagram.com/justclean
• Facebookfacebook.com/justcleankw

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 JUSTCLEAN TRADING