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Hogarú: The Colombian Finance Giant Disrupting Domestic Labor
A $72M revenue company that turned a spreadsheet problem into a national service
In Colombia's $8.3B domestic labor market, one company has quietly built a $72M revenue engine by solving the most painful administrative headache for millions of households. Hogarú isn't just a cleaning service—it's a financial infrastructure layer for domestic employment.
"Hogarú's true innovation isn't cleaning—it's turning legal compliance into a service."
The Financial Engine Behind Cleaning
With $72.3M in revenue and 275 employees, Hogarú operates at a staggering $263K revenue per employee—far exceeding typical service industry benchmarks. This isn't a low-margin cleaning business; it's a high-value compliance and employment management platform that happens to schedule maids. Their top search terms reveal the real pain point: 'liquidacion empleada domestica' (1,220 monthly searches) and 'hogaru liquidacion' (360 searches) show customers aren't looking for clean homes—they're looking for legal peace of mind.
The Dual-Sided Marketplace
Hogarú's 47% organic traffic suggests strong brand recognition—people aren't just finding them, they're searching for them specifically. The 'hogaru' keyword alone drives 1,390 monthly searches, indicating a brand that's become a category name. This is the holy grail of marketplace businesses: when your brand becomes the verb for the service. The 47% direct traffic confirms this—nearly half of visitors come directly, bypassing search engines entirely.
The company's tech stack reveals a pragmatic, growth-focused approach. Built on jQuery and Bootstrap with Tailwind CSS, it's not chasing bleeding-edge frameworks. Hotjar and Google Analytics track every conversion, while lazy loading and priority hints optimize for emerging market mobile users. This is a company that spends engineering hours on conversion, not vanity projects.
- Revenue per employee ($263K) rivals SaaS companies, not service businesses
- 47% direct traffic proves brand dominance in a fragmented market
- Top keywords reveal compliance, not cleaning, as the core value proposition
- Leadership team combines HR expertise (Barrera, Rincon) with business intelligence (Villalba)
Hogarú is building the Stripe for domestic employment
While competitors focus on marketplace mechanics, they've positioned themselves as essential financial infrastructure for the Colombian middle class—turning a $8.3B fragmented market into a $72M revenue machine.
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Open Graph Image
https://s3-us-west-2.amazonaws.com/fleet-production/images/static/logo_hogaru_white_over_blue_600x400.png
Meta Tags
Empresa de aseo por días | Hogarú en hogares y oficinas
Servicios de aseo y limpieza por días para hogares y empresas. Contrata empleadas domésticas Hogarú, somos tu aliado en aseo y limpieza de confianza
Empleadas domésticas por días para hogares y oficinas
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About hogaru.com
Servicios de aseo y limpieza por días para hogares y empresas. Contrata empleadas domésticas Hogarú, somos tu aliado en aseo y limpieza de confianza
Company Overview
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Technology Stack
hogaru.com uses 21 technologies across their website including Font Awesome, Google Fonts, Ruby on Rails, Cloudflare, and more.
Fonts
Font Awesome, Google Fonts
Backend Frameworks
Ruby on Rails
Cloud & Hosting
Cloudflare
Advertising
DoubleClick Floodlight, LinkedIn Insight Tag, Google Ads, Facebook Pixel
Analytics & Marketing
New Relic, Hotjar, Google Tag Manager, Google Analytics
Performance
Lazy Loading, Priority Hints
Traffic & Audience
hogaru.com receives approximately 47.6K monthly visitors and ranks #338,258 globally. The website has a bounce rate of 23% with visitors viewing an average of 14.5 pages per visit. Users spend an average of 6:46 on the site.
The majority of hogaru.com's traffic comes from undefined, .
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