This was lived before it was built.
CleanerFlow is personal for us. Not born from a brainstorm. Not from opportunity. Born from more than a decade cleaning real homes in Geneva — the weight on the body, the silence after a perfect job, the invisibility that never made sense. And the day we decided it had to change.
We are Luciano and Maria Luiza Rezende — Brazilians from Minas Gerais, married since 2006, parents of Laura and Lucas. We met in Geneva, Switzerland, in 2005. For more than ten years, we both worked in housecleaning — not managing it from an office, but doing it. Side by side, in real homes, on real schedules, with clients who sometimes valued the work and sometimes treated it as if it barely existed.
We also lived in Portugal. We speak Portuguese, French, Spanish, English, and Italian. Today we live in San Diego, California. But our story began long before the software — in the physical effort, in the close observation of a profession that holds together homes, families, and entire daily routines, but that for too long was treated as invisible and disposable.
CleanerFlow was not born from a beautiful idea sitting in a room. It was born from the routine that weighs on the body, from the silence after work well done, and from the conviction that this profession deserves more.
Maria Luiza Rezende
Co-Founder
THE STORY OF MARIA LUIZA
She knows this profession from the inside.
Luiza knows this market from the inside. Not through theory. Not through distant observation. Not through a spreadsheet. She lived the profession at many levels.
She was an employee, a team leader, built her own company, and later in the United States returned to work as an employee and became a specialist in Airbnb properties. Today she continues her path as an independent professional — with the strength of someone who knows, in her body and in her hands, the real value of this work.
She did not just clean. She transformed environments, cared for homes, and built trust. Clients came back not because of convenience, but because of the standard she set every single time.
One thing was always clear: Luiza always had many clients. Not by luck. But by competence, honesty, speed, meticulous care, and a rare fighting spirit.
The pains she lived — and that many professionals still live.
- —The lack of recognition from many clients
- —The fact that the profession is still treated as something of little value
- —The instability: in times of budget cuts, the professional is often one of the first to lose income
- —The high physical wear and real risk of illness
- —The loneliness of work often done without support
- —The absence of praise even after transformative work
- —The injustice of a profession that demands real skill, adaptation, technique and relational intelligence — but is still treated as "simple work"
Those who do not know how to clean properly make mistakes. Those who do know that there is technique, sensitivity, reading of the environment, rhythm, prioritization, perception and responsibility.
THE STORY OF LUCIANO
He lived this world too — and chose to fight for it.
Luciano also worked in housecleaning for more than a decade in Geneva — the same homes, the same routines, the same weight on the body at the end of the day. He knows what it feels like to finish a job, leave in silence, and carry on without a word of recognition. That feeling never left him.
Later, he built a career in marketing, entrepreneurship, and audience building. For more than 10 years, he taught French online to thousands of students, gathered hundreds of thousands of followers, and organized marketing events for tens of thousands of people. But none of that, alone, would explain CleanerFlow.
What gave birth to CleanerFlow was much more personal. It was watching his wife — someone with real skill, real consistency, and real care — give so much of herself, get so tired, and receive so little recognition in return. And realizing that this was not just about Luiza. It was the portrait of an entire profession.
He decided he could not watch from the side anymore. He chose to use everything he built — the marketing, the systems, the entrepreneurial instinct — to help reorganize, value, and elevate this profession.
Luciano Rezende
Co-Founder
THE DECISION
Both lived this work. Both carried the weight. Both understood what the market was missing. CleanerFlow was not born from one person watching the other — it was born from a shared life, a shared conviction, and a joint decision to build a company that could give this profession what it never had: structure, identity, and a real path to grow.
It was born from the life we lived. The work we did. The pain we carried. And the decision to not accept the invisibility of this profession anymore.
WHY CLEANERFLOW EXISTS
Because this work needs to be elevated.
CleanerFlow exists because this work has been underestimated for too long. Millions of homes, families, schedules, and routines depend on someone who cleans, organizes, and maintains the space where life happens — and yet, for decades, this profession received almost no structure, no identity, and no path to grow.
We are not just building software to organize jobs. We are building infrastructure for an entire market — so that identity, reputation, growth, and continuity stop depending on luck and start depending on structure.
The home does not run itself. And those who care for it deserve much more than invisibility.
It was not born from opportunism. Not from trend. Not from a beautiful pitch without foundation.
It was born from the life we lived. From the homes we cleaned. From the profession Luiza carried in her body for many years. From the market Luciano saw up close and decided to fight for. And from the company we chose to build together — not to sell software, but to help give this profession the structure, the dignity, and the continuity it deserves.