luce, forward, hamilton & scripps
Luce (Luce Maintenance Group Pte Ltd) is a Singapore-based home and business services company founded in 2023, operating a digital platform that dispatches its own full-time employees for residential cleaning, aircon, beauty, babysitting, pet care, eldercare, handyman, and pest control services, plus commercial cleaning and security contracts.
- Company typePrivate
- Founded1873
- HeadquartersSan Diego, United States
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What luce, forward, hamilton & scripps does
Luce (Luce Maintenance Group Pte Ltd) is a Singapore-based home and business services company founded in 2023 that operates a digital marketplace connecting customers with its own full-time, vetted service workforce across a broad catalog including home cleaning, aircon servicing, home beauty, massage, babysitting, pet care, eldercare, handyman, pest control, deep cleaning, and specialized cleaning. The company also serves commercial clients with office, commercial, industrial, and condominium cleaning, NEA-compliant pest control, F&B pest control, and security services. All service workers are employed directly by Luce and must have a minimum of 5,000 hours of prior experience before onboarding, which differentiates the company from gig-economy competitors that rely on freelance labor.
The technical core is a proprietary mobile application available on iOS and Android powered by a real-time booking and session management backend, complemented by a self-serve website and a WhatsApp chatbot named "Lucy" that handles customer inquiries and bookings with typical response times around five minutes. Payments are processed in-app via Bank Transfers, PayNow, or debit/credit cards, and the platform supports both one-time bookings and recurring subscription packages across multiple service lines.
Luce's revenue model combines usage-based pricing (for example, $16+GST per hour promotional home cleaning and $20+GST per hour standard, plus per-unit aircon servicing) with recurring monthly subscriptions for ongoing cleaning, aircon, eldercare, and pet care packages. Residential customers represent the primary segment, with the commercial segment providing a secondary growth vector. The company reports 71,000+ total customers served, 218,000+ sessions conducted annually, 21,000 homes serviced monthly, and a 4.9-star average rating from 8,000+ Google Reviews, supporting a brand positioning as Singapore's "#1 Best Home Services Company."
luce, forward, hamilton & scripps firmographics
Firmographics- Name
- luce, forward, hamilton & scripps
- Legal name
- Luce Maintenance Group Pte Ltd
- Website
- https://luce.com
- Company type
- Private
- Founded year
- 1873
- Operating status
- Operating
- Short description
- Luce (Luce Maintenance Group Pte Ltd) is a Singapore-based home and business services company founded in 2023, operating a digital platform that dispatches its own full-time employees for residential cleaning, aircon, beauty, babysitting, pet care, eldercare, handyman, and pest control services, plus commercial cleaning and security contracts.
- Ownership category
- akta.pro rank
luce, forward, hamilton & scripps industry classification
Industry- Product category
- Home Services
- NAICS
- Exterminating and Pest Control Services (561710), Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Miscellaneous Business Services (7380)
- akta.pro primary industry
- Appliance Maintenance, Cleaning & Tune-Ups (Descaling, Filter Changes) (HSAGANAL)
- akta.pro secondary industries
- Personal Care & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA), Post-Construction Fixture & Appliance Detailing (Cabinetry/Hardware/Lighting) (HSAEADAM), Stinging Insect Control (Wasps, Hornets, Yellowjackets, Bees) (HSAMAAAB)
Keywords
Where luce, forward, hamilton & scripps is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
luce, forward, hamilton & scripps business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Home Services: Primary revenue stream from providing comprehensive home services including home cleaning (weekly, fortnightly, one-time), aircon servicing, deep cleaning, home beauty services (manicure, pedicure, eyelashes), home massage, babysitting, pet care (grooming, sitting), eldercare, handyman services, pest control, and specialized cleaning. Services offered as one-time bookings or recurring packages.
- Business/Corporate Services: Commercial cleaning services for offices, malls, retail spaces, industrial facilities, and condominiums. Pest control services (commercial and F&B) for businesses. These are typically contracted services with monthly billing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Home Cleaning - Promotional Rate |
| Usage-based | Pay-as-you-go | Home Cleaning - Standard Rate |
| Usage-based | Pay-as-you-go | Home Beauty - Manicure/Pedicure |
| Unit Pricing | Pay-as-you-go | Aircon Servicing |
| Subscription | Monthly | Recurring Packages |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
luce, forward, hamilton & scripps product offering
Product offeringCore offering
Luce is a comprehensive home and business services provider in Singapore, delivering professional cleaning, aircon servicing, home beauty, massage, pet care, eldercare, handyman, residential pest control, and formaldehyde removal to households, alongside commercial cleaning, pest control, and security services to businesses. All services are delivered by vetted, full-time Luce employees (each with 5,000+ hours of prior experience) rather than freelancers, and are booked through a proprietary mobile app, website, or WhatsApp chatbot.
Product overview
Luce is a comprehensive home and business services platform operating in Singapore. It offers a unified service ecosystem organized into two main categories: Services for Home (covering cleaning, beauty, care, and maintenance) and Services for Business (covering commercial cleaning, pest control, security, and air conditioning). The core offering is a marketplace connecting customers with professionally trained, full-time employees for on-demand and recurring services. The platform is accessible via a mobile app (available on Google Play), website booking, and WhatsApp chatbot (Lucy), with a real-time availability system for scheduling.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Cleaning
- Aircon Servicing
- Home Massage
- Babysitter
Quantifiable outcome
- 71,000+ customers served
- +3 more outcomes
Companies that use luce, forward, hamilton & scripps
Customer profileSegments2 records
Ideal customer profiles2 records
luce, forward, hamilton & scripps technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
luce, forward, hamilton & scripps partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
luce, forward, hamilton & scripps competitors and assessment
Company assessmentDirect peers
- Urban Company (formerly UrbanClap): India-headquartered but expanding across Asia/Middle East, Urban Company is a multi-service home services marketplace offering cleaning, beauty, handyman, and similar categories to consumers. It is the closest analog to Luce's multi-service D2C home services platform model in the region.
- Helpling: Online marketplace for home cleaning services with presence across Europe, Asia, and the Middle East, including Singapore. Directly comparable to Luce's residential cleaning offering and digital booking model.
- Handy (Angie's): US-based on-demand home services platform for cleaning, handyman, and installations. Comparable to Luce in the breadth of home services offered via a digital booking flow.
- TaskRabbit: Gig-economy home services marketplace owned by IKEA, offering cleaning, handyman, moving, and similar tasks. Comparable to Luce on the marketplace/D2C booking model, though using a freelance model versus Luce's W-2 employee base.
Regional players
- NimbusCare: Singapore-based home services provider offering cleaning and related domestic services. Comparable to Luce as a same-market competitor targeting Singapore residential customers.
- Homekeeper: Singapore-focused home cleaning and domestic services platform. Comparable to Luce's residential cleaning core, operating in the same Singapore market with overlapping service categories.
- SureClean Singapore: Singapore-based professional cleaning services company serving residential and commercial customers. Comparable to Luce on the cleaning services line and shared Singapore customer base.
- Maidly: Singapore-focused home cleaning and maid services provider. Comparable to Luce's residential cleaning segment, addressing the same Singapore consumer market with similar recurring service offerings.
Broad incumbents
- Rentokil Initial: Global commercial pest control and hygiene services giant with significant Singapore operations. Comparable to Luce on commercial and F&B pest control, where Luce sells NEA-compliant services.
Others
- Avery Laundry / Spin Laundry: Singapore-based on-demand laundry and dry-cleaning services provider. Relevant as a Singapore D2C home services competitor using an app-led subscription model similar to Luce's recurring packages.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
luce, forward, hamilton & scripps social profiles
Digital presenceluce, forward, hamilton & scripps financial estimates
Financial estimateRevenue estimate
Valuation estimate
luce, forward, hamilton & scripps leadership team
Management profileNumber of profiles
Profiles1 record
luce, forward, hamilton & scripps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
luce, forward, hamilton & scripps M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about luce, forward, hamilton & scripps
What does luce, forward, hamilton & scripps do?
Luce is a comprehensive home and business services provider in Singapore, delivering professional cleaning, aircon servicing, home beauty, massage, pet care, eldercare, handyman, residential pest control, and formaldehyde removal to households, alongside commercial cleaning, pest control, and security services to businesses. All services are delivered by vetted, full-time Luce employees (each with 5,000+ hours of prior experience) rather than freelancers, and are booked through a proprietary mobile app, website, or WhatsApp chatbot.
Is luce, forward, hamilton & scripps a public or private company?
luce, forward, hamilton & scripps is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was luce, forward, hamilton & scripps founded?
luce, forward, hamilton & scripps was founded in 1873.
Where is luce, forward, hamilton & scripps based?
luce, forward, hamilton & scripps is headquartered in San Diego, United States, in the North America region.
How does luce, forward, hamilton & scripps make money?
Two revenue lines are on record. Home Services are the primary driver. The others are business/Corporate Services.
Who are luce, forward, hamilton & scripps's main competitors?
Direct peers on record are Urban Company (formerly UrbanClap), Helpling, Handy (Angie's) and TaskRabbit. Regional players are NimbusCare, Homekeeper, SureClean Singapore and Maidly. Rentokil Initial is listed as a broad incumbent. Avery Laundry / Spin Laundry is listed as an others.
Does luce, forward, hamilton & scripps have an API?
No public API is recorded for luce, forward, hamilton & scripps.
What industry is luce, forward, hamilton & scripps in?
luce, forward, hamilton & scripps's product category is Home Services. Its primary akta.pro industry code is HSAGANAL, Appliance Maintenance, Cleaning & Tune-Ups (Descaling, Filter Changes), with a secondary code of HLADAGAA, Personal Care & ADL Assistance (bathing, dressing, toileting, mobility). Its NAICS code is 561710 and its SIC code is 7380.