Rozie hits 10,000 users: Malta’s top cleaning app thrives

Six months ago, a courageous new startup called Rozie quietly entered Malta’s technology scene, promising to make domestic chores as easy as ordering a taxi. Half a year later, the app’s user base has already surpassed 10,000 registered accounts - a milestone that signals both Rozie’s strong market fit and the broader shift in how Maltese people source help for their homes.

Now, Rozie marks another significant milestone: the startup was recently nominated for "Trademark of the Year for the European Union" 2025 by the Patent Office of Latvia - a prestigious recognition highlighting Rozie’s distinct brand identity and innovative approach in the European market.

Rozie bills itself as an app for anyone in need of a cleaner. But the company is not a traditional cleaning service or cleaning company. Instead, it’s a platform connecting users, many of them time-strapped professionals or parents, with verified cleaners and agencies.

Similar to a digital handshake, clients post job requests, cleaners bid on them, and secure cashless payments are facilitated via a verified payment processor. Both parties then rate one another. In a community that has traditionally relied on word-of-mouth referrals, this transparency and convenience have resonated.

“We wanted to solve two problems at once”, says Alex Tul, Rozie’s co-founder and head of community outreach. “People in Malta told us they dreaded making calls just to find out that every cleaner was already booked. Meanwhile, cleaners were saying that scheduling and cancellations ate up far too much time. Rozie puts everyone on the same page.”

The growth's hidden actor

Early success of the app can be attributed to a mix of strategic marketing, local collaborations, and an intuitive user interface.

Yes, Rozie did generate buzz with a collaboration alongside Benna, Malta’s largest dairy producer. For nine days, 250,000 milk cartons featured the app’s logo and a clever promotion, inviting thousands of families to scan a QR code over their morning coffee.

However, company insiders say that was only a single element in a much wider push to position Rozie as Malta’s next must-have tool. Early adopters discovered Rozie primarily through social media and real-world testimonials. Word spread fast. Maltese homeowners began posting screenshots of the booking process, marvelling that they could schedule a cleaner any phone calls!

Benefits for clients and cleaners

From the cleaner’s perspective, the app offers an alternative to old-school classifieds and inconsistent gig work. By centralising bookings, Rozie provides a steady stream of opportunities, plus a flexible way to earn money under fair and transparent conditions.

The platform’s reviews system further cements trust. Reliable cleaners can see their ratings climb, while customers can feel confident they’re hiring someone vetted by both the company and fellow users.

Malta’s service economy has long relied on personal connections: neighbours recommending neighbours. That dynamic works well when everyone knows everyone else, but it breaks down as soon as someone moves to a new town or juggles a demanding schedule.

For Rozie, what comes next?

If nothing else, Rozie's explosive ascent to 10,000 members emphasises how fast consumer behaviour is changing. The demand for on-demand digital services goes beyond ridesharing and food delivery. Homeowners want quick fixes for all kinds of daily tasks.

As the recent trademark nomination shows, Rozie is becoming popular beyond Malta, making it a startup worth watching.

For curious readers, the latest developments can be found directly on Rozie cleaning app official website.

Rozie has the potential to continue growing quickly. Right now, the app clearly appeals to people everywhere who value simplicity, cleanliness, and saving time: one task at a time.