Acquisition
Jan 2023Merged with Homely to expand internationally and combine Colombian and Mexican cleaning operations; press coverage described the combined business as roughly 1,000 cleaning professionals plus 110 administrative staff.
SourceHogaru is a tech-enabled home services platform in Latin America.
Company research
Public company, workplace, funding, and market signals
Overview
Hogaru (Hogarú) is a Colombian tech-enabled home and office cleaning company that directly employs cleaners and formalizes domestic work for households, offices, micro businesses, and companies; it also offers a formal-employment product (Apporta) for household employers.
Primary product
On-demand professional cleaning services for homes and offices
Founded
2014
Headquarters
Bogotá, Colombia
Team size
40-50
Industry
Janitorial Services
Sub-industry
Tech-enabled home, office, and domestic-work formalization platform
Offices
Cl. 105 #45a39, Bogotá
Cl 42A #63c-60, Laureles - Estadio, Medellín
Av. 3 Nte. #44-38 Local 29B, La Merced, Cali
Business model
B2C
B2B
subscription
service fees
employment services
Funding
Stage
seed
Total raised
$1.4M
Latest round
Merger with Homely · Jan 2023
People & investors
Leadership
Chief Executive Officer
President; Co-founder
Pablo Felipe Jaramillo Cuellar
Chief Operating Officer
Chief Growth and Technology Officer
Member Board Of Directors
Member Board Of Directors
Work & culture
Mission-driven and impact-oriented, with a strong emphasis on worker formalization, training, quality control, legal compliance, and tech-enabled operational rigor; hiring pages stress autonomy and high-impact work.
Compensation
Public sources indicate cleaners are formally employed, paid at least around 1.3x minimum wage in some coverage, receive paid leave, pension/health coverage, bonuses, emergency loans, and other benefits; a 2026 Bogotá hiring ad also advertised an indefinite contract, hybrid work, and COP 1.45M monthly pay for an administrative collections role.
Benefits
Formal labor contracts
Paid leave
Healthcare
Pension contributions
Social security enrollment
Hiring bonuses
Emergency loans
Training in cleaning and customer service
Cash rewards/bonuses
Flexible leave arrangements
Support to open bank accounts
Education support
Vacation pay
Stable monthly/biweekly income
Product & market
Pricing
Monthly subscriptions and tailored service-fee packages for home and business cleaning; Apporta is positioned as a formal-employment/administration product for employers.
Differentiators
- —Directly employs cleaners instead of relying on a marketplace model
- —Formal contracts and statutory benefits for workers
- —Training and vetting before assignment
- —Proprietary tech stack for scheduling, quality, payroll, and matching
- —Worker-focused retention and stability model
- —Apporta formalization product for household employers
- —Strong impact/worker-welfare brand positioning
Technology
Ruby on Rails
Amazon Web Services
Cloudflare Bot Management
Cloudflare
Google Analytics
Google Tag Manager
Facebook Pixel
Google Font API
JavaScript
in-house ERP/CRM
mobile apps
cleaner app
client app
route optimization
billing automation
dynamic pricing
machine learning demand forecasting
Customers
Households in Colombia
Offices
Micro businesses
Small and medium businesses
More than 800 companies (reported in 2025 coverage)
Competitors
Homely
Symplifica
Casalimpia
AYDA
Veolia Colombia
Scale & contact
Estimated revenue
US$3.3M–US$7.1M (2021 actual to 2025 estimate)
Estimated monthly visits
33.6K
Traffic estimate as of May 2026
Signals & risks
Latest news
Asuntos Legales · Mar 2025
Recent coverage on Hogaru's 'Aporta' model, algorithmic management, and formalization of 8,000 domestic workers.
Comfenalco Valle · Feb 2025
Profiles Hogaru's 2014 founding, 600+ formalized professionals, wages above minimum, and impact on housing and education.
Hogaru blog · Oct 2024
Official blog post describing formal contracts, social security, paid leave, bonuses, severance, and training for 600+ women workers.
WageIndicator · Apr 2024
Podcast/blog interview with CEO Juan Sebastián Cadavid on formalization, stable work, and cleaner welfare.
Bloomberg Línea · Jan 2023
Reports the merger with Homely and the plan to accelerate expansion across Colombia and Mexico.
Jobs and careers at Hogaru
0 jobs at Hogaru
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