On-demand cleaning and housework platform and iOS app Handybook has dropped the "book" from its name. It might not seem like a big deal, but CEO Oisin Hanrahan says the change will clear up some confusion.
"People associated us with an actual, physical book," he said. "We meant booking. They made comparisons with the Yellow Pages, and it wasn't in the right place in consumers' minds."
A new logo and refreshed website will reflect the rebranding of the 2-year-old company, which has quickly become the "Uber for cleaning." Handy connects some 3,000 contractors with people looking for help around the house, from apartment deep-cleaning and plumbing to painting and furniture assembly. The site gives you a quote for the task and time you requested. If you book it, the service charges your card, eliminating haggling and confusion.
Handy has also found a partner in Airbnb, which began including the service as part of its booking process for hosts earlier this year.
"We're very happy with that relationship," Hanrahan said. "More than being a global business for us, they help us think about how we build out in terms of trust and safety."
The Airbnb affiliation hasn't led to an onslaught in business, mainly because Handy chooses how many new customers it can accommodate every week, effectively throttling its growth.
Handy offers services in 27 cities around the world, but has no plans to expand in the next six months, instead focusing on building out its team. The company recently hired former Amazon executive Jeff Pedersen to be its chief financial officer. Choosing its leadership wisely and building a brand people can remember will help Handy in an increasingly competitive market. Rival Homejoy has moved into Handy's territory and was also part of Airbnb's cleaning services trial, but the home-sharing platform in July chose Handy to handle those tasks for hosts going forward.