The premise of Homejoy is fairly simple. Go to the website or download the app, create an account, and pick a time you want your house cleaned. The rate is $20 per hour plus a $5 supply fee. A key selling point is that the housecleaners themselves are insured and vetted by Homejoy. Like Uber’s drivers, however, they’re not technically employed by the company. Instead, they work as freelancers who set their own hours and receive assignments based on availability.
For investors, Homejoy’s appeal would seem to rest on its potential to create efficiency through transparency. (Google Ventures and Levchin didn’t immediately return requests for comment.) Homejoy, Cheung says, provides a highly visible way for the vast workforce of independent cleaners to make themselves known and demonstrate their competence. “We’re essentially organizing all the independent cleaners onto our platform,” Cheung says.