Care economy activities and business model

About the organization:
Homely is a digital platform that connects clients with a trusted cleaning professional for their home or office more easily, quickly, and securely. Employees can choose to provide hourly or fixed contract work. In both cases, domestic workers receive all the legal and social benefits. Homely´s mission is to provide adequate tools for the economic independence of cleaners/keepers and continue expanding to other domestic and care jobs such as caregivers and nurses.

Activities in the care economy:
Provision of technology & services that train/upskill domestic & care workers (e.g. technology that links employers to domestic/care workers), Provision of technology, services & policies/practice that improve condition for domestic & care worker (e.g. apps that calculate decent remuneration), Provision of affordable time and labour saving technology and products (e.g. product that makes washing, cooking more efficient), Awareness raising on the care economy through marketing, information campaigns & programmes that raise awareness & increase motivation

Stage of growth: Mass roll-out/Expansion

Type of services: Domestic services

Number of customers (2020): Between 25,000 to 100,000

Number of customers (2019): Between 25,000 to 100,000

Number of customers (2018): Between 5,000 to 25,000

Financials

Profitability status: Financially profitable

Revenue USD (2020): Between 500,000 to 1 million

Revenue USD (2019): Between 250,000 to 500,000

Revenue USD (2018): Between 250,000 to 500,000

Pathways to impact

Challenge addressed:
Lack of recognition and action with regards to unfair distribution of care and domestic work (Recognize), Lack of affordable solutions to reduce amount of time spent on care and domestic work (Reduce), Lack of / poor remuneration for care and domestic workers (Reward), Limited redistribution of care and domestic work to other actors in the care economy (Redistribute)

Pathway to impact – 4 Rs: Recognize, Reward, Redistribute

Populations affected: Unpaid care workers, Paid care workers, Unpaid domestic workers, Paid domestic workers

Number of people served (2020): 25,000 to 100,000

Number of people served (2019): 25,000 to 100,000

Number of people served (2018): Between 5,000 to 25,000