UK’s Online Cleaning Platform Rebrands to Helpling

London, 1 June 2017, the European pioneer for booking a trusted and local cleaner online, today announced that the company has rebranded to Helpling in order to extend its market leadership in the UK and Ireland. This move takes place two years after was acquired by Helpling, Europe’s leading online marketplace for booking household services online. was founded in late 2012 as Europe’s first platform to allow customers to book a domestic cleaner online. In summer 2015, the company was acquired by Helpling, the leading online marketplace for home services in Europe. Helpling is active in nine countries across three continents and has secured €67M of investment since its launch in early 2014.

After the acquisition, the companies first focused on technological- and process-related integration before making the step to merge the two brands. In early 2016, Helpling migrated globally to the technology of the subsidiary. At the same time, adopted essential operational processes from Helpling, which enabled the company to be the first platform of its kind to expand nationwide in late summer 2016 in the UK.

The first steps towards the rebranding began with the integration of the Helpling icon into the branding at the end of last year. From today, the website and any other communications material will change from’s purple to Helpling’s green. The rebranding will not cause any changes on the platform for customers and cleaners. The ongoing long-term relationships, which account for 80% of the business, will not be affected.

Speaking of the change, CEO of, Sam James, says: “Since the acquisition by Helpling in 2015, a lot of hard work has been happening in the background to make the rebranding possible. We are very proud of how much trust and loyalty we have built towards cleaners and customers with during the last four years. The global brand is the base for accelerated growth and will enable us to further strengthen our position as the UK’s and Ireland’s market leader for home cleaning.”

Benedikt Franke, Co-Founder of Helpling: “A strong and consistent global brand is key to our mission of becoming the synonym for any help at home. The introduction of the Helpling brand in the UK and Ireland reinforces our position as Europe’s leading destination for booking household services online. The UK is one of our most important markets - over the next two years, we will invest €10M into marketing activities in the UK to take the business to the next level.”

“It's also important to note that, whilst there is a great deal of uncertainty due to the EU referendum result, we see the growth and demand for household services: recent ONS figures have valued the UK’s domestic cleaning market at £2.8 billion, with one in three British families now hiring domestic help. We therefore remain committed to growing our business through a seven-figure investment, which will help boost cleaner supply numbers and national marketing campaigns for new cities.”


Helpling is Europe’s leading online marketplace for home services. On the website or via the app, customers can book a vetted and insured service provider and gain back free time within a couple of clicks. For service providers, the innovative online service makes it easier than ever to find new clients and to manage when and where they want to work.

Helpling was founded in early 2014 by Benedikt Franke and Philip Huffmann. Among its investors are Rocket Internet, Mangrove Capital, Lakestar, APACIG and Accel. Helpling currently offers its services in 9 countries: Australia, Germany, Italy, France, Ireland, UK, UAE, the Netherlands and Singapore. .