Press Release – Freska Group (Freska Finland Oy)

Media contact: Sebastian Heinrichs,, +358 50 449 47 42

Freska Raises EUR 2M to grow market leadership in the Nordics online on-demand home cleaning space, a market where others have previously struggled

MAY 5th 2017 (Helsinki, FINLAND) – Today Freska announces EUR 2M million in funding, lead by top VC Spintop Ventures (Sweden). Other investors include Momentum Partners (Norway) as well as top Nordic tech entrepreneurs Lasse Smedsvig and Harald Aalvik, founders of Adams Matkasse in Norway, and Olli Sirkiä, co-founder of Finnish SaaS success Leaddesk. Freska also received public grants and loans from Finland’s public innovation fund Tekes as a part of the financing. The financing will be used to acquire more customers in the Nordic region and further develop Freska’s unique tech platform.

“We have analyzed the market drivers and the players in the market and are impressed about how Freska has solved some of the hardest problems in this space. Freska’s team and numbers have undoubtedly demonstrated their ability to grow a “soft” business at scale without sacrificing on the customer experience and preserving a strong social angle that is important to us. We are excited to join the team.”
– Finn Persson, Spintop Ventures

Freska is the leading North European player in the on-demand home cleaning space. Founded in 2015, today the company offers cleaning services for homes and offices in Finland and Norway. Following successful acquisition of Norwegian player Wipe in Q2 2016, Freska’s has rapidly expanded to new regions within Norway & Finland. Fast rollout and improving metrics are the result of Freska being innovative on tech along with an obsession for maximizing quality through rigorous company processes.

“Freska is targeting EUR +10M in revenue run rate by the end of this year. Despite scaling fast, our secret sauce produce the lowest cleaner and customer churn on the market”
– Freska CEO Sebastian Heinrichs

The global home cleaning space has seen recent setbacks, including Rocket internet’s Helpling bailing out from among others the Nordic space, and abrupt closure of HomeJoy after raising USD 65mil. Some players do persist and grow, and Freska is a bright example of that.

“The huge market opportunity hasn’t disappeared; every home demands cleaning and the global market is growing every year. You need to understand the sensitivities of the market and stay lazer focused on keeping the business fundamentals healthy. Its not enough to only create value for the consumer through easy booking, competitive prices etc. Unless you can be a company that your cleaners love as well, you’ll face problems in scaling due to high cleaner churn and platform leakage”
– Freska CEO Sebastian Heinrichs

For more info and interviews, please give a shout to Sebastian