Cleaning Business Software
The buyer population — Janitorial services (except window cleaning)
Base industry report for 561722 →- Establishments · CanadaA
- 10,768
- Under 10 employeesA
- 78%
Of 10,768 Canadian establishments with employees, 78% have fewer than ten — an industry of very small operators. Each of those is one potential account, before any filter for size or fit.
Entry signal — what decides who wins here
One thing must be trueEntry turns on a single condition that can be named and tested before much is spent. Clear it and this becomes an execution question; fail it and no amount of operating skill helps.
Displace an incumbent the screen found well defended — payments attached to the workflow, data that does not leave, a contract that renews itself. Share here means giving a buyer a reason to break something that currently works, which is a higher bar than being better.
Measured, not forecast: the share of US establishments opening in one year that were still active later. It counts good operators and bad ones together, which is exactly why it is the honest answer to “what are the odds”. It is for the whole sector rather than this market, and the ten-year figure comes from an older cohort because no younger one has reached ten years.
This is not a probability of success, and it is not a verdict on you. No survival probability is published per market, and inventing one would be worse than saying so. What the bar reads is how much of the outcome sits inside an operator's control: green means the hurdles are ones a better operator clears, red means the binding constraint is capital, an asset or a permission rather than execution. Someone arriving with an advantage this screen did not assume can win a market shown in red.
Companies named in this market · 16
The binding constraint — incumbent vulnerability
Cleaning software is two markets that share a name, and both are taken. Residential and maid services go to the horizontal platforms. Jobber (Edmonton; $176M raised to February 2023, the last $100M led by General Atlantic [B]) and Housecall Pro (Denver; $125M in June 2022 from Permira and Vista Credit Partners [B]) sell to cleaners as one trade among 50+, with payments, quoting, CRM and marketing in one login. Jobber now claims 400,000+ service professionals and Housecall Pro 200,000+ [C, vendor]; the best-known cleaning-specific tool, ZenMaid, claims 3,000+ maid-service owners [C, vendor]. The cleaning-only booking tools (ZenMaid, Launch27, BookingKoala) have no disclosed venture funding and compete on price and ease of use against products funded two orders of magnitude more heavily. Commercial janitorial does not go horizontal — it goes to TEAM Software. Contract cleaning needs multi-site inspections, job costing against a fixed monthly contract, payroll for high-turnover crews, and client-facing quality reports, which Jobber and Housecall Pro do not centre. TEAM's WinTeam ERP says it runs 50% of the largest US cleaning companies [C, vendor] and has sat inside WorkWave (an IFS company, EQT-controlled) since September 2021 [B]. Below it the small-contractor tier is already crowded: Swept (Halifax; US$2M seed 2017, iNovia and Afore [B]), Otuvy (the former CleanTelligent, Provo; inspections and work orders, 105,000+ users claimed [C]) and Janitorial Manager (Toledo; owned by Double A Solutions). So the answer to whether horizontal beats specific is: yes at the residential end, no at the commercial end, and in neither is there an unoccupied seat. The vacation-rental turnover niche is a marketplace (Turno, formerly TurnoverBnB; $4.5M Series A 2021 led by RET Ventures [B]) more than software. The owner's own operating record (561722 Commercial Janitorial Services) found 6,009 of 10,768 Canadian janitorial firms have four employees or fewer — buyers who pay $50–$300 a month and churn when the business does. Incumbent vulnerability is what decides it: the incumbents are not weak at either end. The only angle worth keeping is an operator's one: a BC contractor who knows exactly what Swept and Otuvy miss can sell a narrow add-on to them, not against them.
The incumbent
Who owns this market and who is coming for it. Fields a screen never reached say so rather than guessing.
The field
Every vendor named on this record, and what each one discloses. Most disclose nothing, which is why the market is not sized.
Competitor set · 9 named · 0 disclose revenue
| Name | Revenue | Share | Note |
|---|---|---|---|
| JobberB | not disclosed | — | Private; no revenue published. $176M raised to February 2023; $100M Series D led by General Atlantic with Summit Partners, Version One Ventures, Tech Pioneers Fund [B: BetaKit]. 2021: 'tripled its revenue' since the US$60M Summit-led round [C, as reported] |
| Housecall ProB | not disclosed | — | Private; no revenue published. $125M in June 2022 — equity from Permira Growth Opportunities, credit from Vista Credit Partners [B: Permira release]. Earlier rounds (General Catalyst-led Series C reported) not opened. Claims 200,000+ pros and lists maid-service software [C] |
| TEAM Software (WinTeam) — WorkWave / IFSB | not disclosed | — | Inside WorkWave since 30 September 2021, terms undisclosed; Accel-KKR invested in 2018. WorkWave was acquired by IFS (EQT) in 2017. No line broken out. Claims 50% of the largest US cleaning companies and '$120B of revenue among customers' [C, vendor] |
| SweptB | not disclosed | — | Private, Halifax. US$575K pre-seed 2016 and US$2M seed October 2017 led by iNovia and Afore; US$440K ARR at August 2017 [B: Entrevestor]. Claims 40,000+ users [C] |
| Otuvy (formerly CleanTelligent)C | not disclosed | — | Private, Provo, Utah; quality-inspection and work-order software for commercial cleaners, 20+ years in business. Claims 105,000+ users and 429,000+ service locations [C, vendor]. No funding disclosed |
| ZenMaidC | not disclosed | — | Private, Palo Alto; maid-service scheduling. Claims 3,000+ maid-service owners [C]. No funding disclosed |
| Janitorial ManagerC | not disclosed | — | Owned by Double A Solutions, Toledo; built 2014 by cleaning-company operators. No funding or customer count disclosed |
| Launch27 / BookingKoala / ServiceM8C | not disclosed | — | Private; no funding disclosed. Launch27 and BookingKoala are online-booking tools sold heavily to maid services; ServiceM8 is horizontal trades job management with a cleaning edition |
| Turno (formerly TurnoverBnB)B | not disclosed | — | Private, Honolulu; cleaner marketplace and scheduling for short-term-rental hosts. $4.5M Series A August 2021 led by RET Ventures with Blue Startups; 20,000+ hosts then [B for the round; C for hosts] |
Nobody here publishes revenue. The market is not sized for that reason — an estimate built on nothing would only look like knowledge.
Startups & challengers
Newer and smaller vendors going at the incumbent — funded challengers first. Named, not researched to the depth of the field above; a company with a page here links to it.
| Company | Stage | What it does | Raised |
|---|---|---|---|
| Maidily | Startup | Booking, scheduling and payments for residential cleaning companies | — |
| Clean Smarts | Scrappy competitor | Inspections, scheduling and operations software for commercial janitorial companies | — |
| GorillaDesk | Scrappy competitor | Field service software for pest, lawn and cleaning businesses | — |
| Service Autopilot | Scrappy competitor | Scheduling, routing and CRM for lawn care, landscaping and cleaning companies | — |
Evidence
Evidence. Market size and vendor revenue UNVERIFIED — no vendor in this category publishes revenue, so no revenue floor or share is built; funding totals and customer counts below are tiered individually. Funding rounds were opened in the announcing coverage: Jobber's $100M Series D and $176M total in BetaKit (7 February 2023) [B]; Housecall Pro's $125M in Permira's own release (23 June 2022), which splits it into Permira equity and Vista Credit Partners credit [B for the round]; Swept's US$2M seed and US$575K prior round in Entrevestor (10 October 2017) [B]; TurnoverBnB's $4.5M Series A in Short Term Rentalz (August 2021) — the Business Wire original returned 403 [B]. TEAM Software's acquisition by WorkWave was opened on WorkWave's newsroom (30 September 2021) [B for the deal]; IFS's acquisition of WorkWave was opened on EQT's release (28 September 2017) [B]. Every user and customer count — Jobber 400,000+, Housecall Pro 200K+, ZenMaid 3,000+, Swept 40,000+, Otuvy 105,000+, BookingKoala 20,000+, TEAM's '50% of the largest US cleaning companies' — was read on the vendor's own homepage on 2026-10-08 and is tier C. NOT used: aggregator totals for Housecall Pro ($146.5M–$175M on Clay/vcbacked/PitchBook previews) and Jobber ($183.5M); a CB Insights listing that credits Turno with 2024–2025 rounds from British International Investment, Quona, B Capital and Stellaris — those are the investors of an unrelated Indian EV-financing startup also called Turno, and the listing looks conflated; and a reported October 2025 Housecall Pro round with no amount or investor. turno.com returned 403, so Turno's current host count is unverified. No vendor publishes revenue, so no market size is attached. The horizontal-versus-specific conclusion rests on vendor-claimed user counts and on product scope, not on share data, and the cut factor is analyst judgment.
Where the industry talks
The associations, forums and events where people in this trade actually talk shop — where to listen before entering, and where the first customers are found. Each link was opened on the date shown.
Canadian arm of ISSA, the cleaning industry association
members, including distributors, manufacturers and building service contractors; homepage says 'more than 11,000'
Residential-cleaning peer group inside ISSA; arcsi.org now redirects here. Certification, a find-a-cleaner directory and partner discounts; no separate residential member count stated
member companies; homepage says 'more than 1,000' from the US and 15 countries
The main cleaning trade show; Nov 16-19, 2026 at Mandalay Bay, Las Vegas
Trade magazine for cleaning contractors; daily news current to Sept 2026
Five entries are carried from the 561722 Commercial Janitorial Services record (checked 2026-09-22); ISSA Residential was opened 2026-10-08. No cleaning-software user community was verified.
The businesses it sells to
Operating-business records filed along the same branch of NAICS — the customers of this software, screened as businesses in their own right.