JustClean

JustClean operates as a multifaceted digital marketplace aiming to streamline the cleaning services industry in the Gulf Cooperation Council (GCC) region. Founded in 2016 by brothers Athbi and Nouri Al-Enezi, the company originated in Kuwait as "Masbagti" before rebranding to JustClean in 2017 following a partnership with and acquisition by Faith Capital. The founders' journey began after identifying a gap in the market for a digitized and convenient laundry service. Athbi, with a background in Information Technology and Human Resources at the National Bank of Kuwait, and Nouri, a mechanical engineer, combined their experiences to tackle the inefficiencies of the traditional laundry sector. They were inspired by the success of other e-commerce platforms in the region and initially operated the business out of their car, personally signing up laundry partners.

The company functions on both a business-to-consumer (B2C) and a business-to-business (B2B) model. For consumers, JustClean provides a mobile application that acts as a one-stop shop for booking various cleaning services, including laundry, home cleaning, and car washes. Users can select service providers in their area, schedule pick-up and delivery times, and make payments through the platform. For its business clients, which are the cleaning service providers themselves, JustClean offers a comprehensive Software-as-a-Service (SaaS) solution. This includes a point-of-sale system, laundry management software, and logistical support, enabling traditional businesses to digitize their operations, manage orders, and reach a wider customer base. Revenue is generated through commissions on orders placed through the marketplace and likely through fees for its SaaS offerings to business partners.

Since its inception, JustClean has expanded its services beyond laundry to become a broader cleaning super-app, incorporating home cleaning, car wash services, and even some beauty and wellness services. The platform has successfully expanded its geographical footprint from Kuwait to operate in the UAE, Bahrain, Saudi Arabia, and Qatar. The company has secured significant funding to fuel this growth, including an $8 million Series A round in 2019, an $8 million Series B in 2020, and a $6 million round in 2022 led by the Gulf Investment Corporation (GIC). This capital has been instrumental in enhancing its technology and diversifying its service portfolio, with plans for continued expansion across the GCC and beyond.

Keywords: on-demand cleaning, laundry marketplace, GCC, Kuwait, SaaS, B2B services, home cleaning, car wash, mobile application, logistics support, Faith Capital, Athbi Al-Enezi, Nouri Al-Enezi, cleaning services platform, digital transformation, e-commerce, service aggregation, laundry management software, MENA startups, venture capital