From Kitchen Tables to Significant Events: Rozie Takes the Next Step

It seems like yesterday that I was telling the early story of Rozie.app, about how three co-founders, including myself, decided to introduce tech-driven cleaning services to Malta. A national partnership with Benna milk cartons, approaching 10,000 users, and a prestigious Trademark Nomination are just a few of the exciting milestones we're about to achieve. I'm amazed at how much we've expanded as we scale, and it's thrilling to see Rozie become well-known.

Observing Rozie at Breakfast Tables in Malta

This year, collaborating with Benna, Malta's biggest dairy producer, was one of the most bizarre experiences. We collaborated to get Rozie's branding on 250,000 milk cartons, which meant that kitchens throughout the island saw our logo. I was completely taken aback when I saw our happy robot logo and QR code on something as commonplace as milk while I was in a grocery store.

Despite its oddball nature, this campaign represented Rozie's transformation from a tenacious start-up to a well-known brand throughout Malta. When friends send me pictures of their breakfast with Rozie on the milk carton, I'm still in awe. Although it's an unusual partnership, it allowed us to connect with new families who might not have otherwise found our app. Our brand is now practically on the breakfast table, as opposed to the flyers we used to distribute at local markets. Without a doubt, that is progress.

From Home, an EU Trademark Nod

The announcement that Rozie.app is a nominee for the Latvian Patent Office's "Trademark of the Year 2025" award in the European Union category was nearly as astounding. This recognition is extremely meaningful to me as a Latvian. Despite concentrating on the Maltese market, Rozie's lively brand and user-centric business model have drawn attention domestically.

It was very encouraging to see our small cleaning platform included among well-known Latvian trademarks. It emphasizes how our name, which was influenced by an amiable robot housekeeper, appeals to more people than just our target market. Our group is proud of the way "Rozie" exudes comfort and approachability, which are principles we have worked hard to maintain. The nomination demonstrates that we're on to something bigger: a company that has the potential to grow internationally and reach more people with on-demand services.

Hurrying to Reach 10,000 Users

We're quickly approaching 10,000 registered users in Malta, as if the milk carton campaign and trademark nomination weren't enough. That seems like a huge amount to us, given that the country is home to about 500,000 people. We celebrated minor victories early on, such as our 500th user, but we're soon to reach five figures.

Reaching 10,000 users is a sign of trust, not just a statistic. When looking for cleaning services, people who previously relied on word-of-mouth now use Rozie to locate screened cleaners whenever they need them. That change in behavior demonstrates how strongly convenience is valued in this place. Cleanings are now scheduled via an app by the same families who found us on a milk carton. We never really thought it would happen, but it's exactly what we hoped for. It feels real to hear about success stories, such as Airbnb hosts receiving a last-minute cleaning or busy parents freeing up a weekend. Every sign-up means we're assisting one more person.

What These Accomplishments Signify for Us

One thing is clear from seeing our brand on milk cartons, receiving a significant EU trademark nomination, and seeing our user base grow to almost 10,000: Rozie is no longer a startup. We're developing into a significant force in Malta's service industry. It's exciting and humble at the same time, especially considering how hard we've worked to build credibility in a traditional industry.

These milestones provide our team with confirmation that we are creating something that genuinely adds value. Startup life, let's face it, can sometimes feel like an unending race with no end in sight. However, each new accomplishment serves as a reminder of our progress. My co-founders Dan and Edgards seem more confident to me; we're all a little braver and a little more sure that we can take on the next challenge. These victories provide us with new motivation, whether it's for enhancing the user experience or setting the stage for growth.

Rozie's popularity in Malta indicates that this historically offline market is prepared for tech-driven solutions. Apps for food delivery and ride-hailing have become popular here, so why not home cleaning? Our expansion is contributing to the standardization of quality, dependability, and transparency standards—areas in which the industry was previously divided. Rozie offers new opportunities for both independent cleaners and well-established businesses, allowing them to earn fair wages and improve their reputations through real-time ratings. We've successfully raised the bar for everyone by introducing competition.

The adoption of Rozie by Malta suggests broader global changes for our sector. The on-demand economy has completely changed how we make reservations for lodging, order food, and hire taxis. Previously solely based on word-of-mouth, cleaning services are now included in that trend. We're demonstrating that it's feasible to establish win-win marketplaces where cleaners and consumers alike gain from modernizing a historically low-tech industry. And we take pride in operating in a neighborhood that values personal touch, trust, and recommendations from neighbors.

Individual Thoughts: Possessing a Sense of Responsibility and Gratitude

Personally, I find these accomplishments to be both touching and a little intimidating. There is no denying the endearing aspect: it is immensely satisfying to see people use Rozie to enhance their everyday routines. When technology is used properly, it can simplify routine tasks and free up time for more significant pursuits. And it still makes me happy to see our brand become well-known, whether it's through milk cartons or a trademark nomination.

Realizing that more users equate to higher expectations, however, also instills a sense of accountability. People entrust their homes to Rozie when they need a trustworthy cleaner. We don't take that lightly. Every milestone encourages us to improve our support, uphold quality checks, and streamline our vetting procedure. Just because we've reached 10,000 users or received an award nomination doesn't mean we can relax. Actually, that gives us even more motivation to keep coming up with new ideas.

For more info visit Rozie – Malta’s cleaning services app homepage.