South African startup GoodApp, a home services platform launched in 2023, is preparing to test the waters in the United States after experiencing rapid adoption in its domestic market. Positioned as a digital bridge between households and skilled service providers, the platform offers a wide array of services such as plumbing, electrical work, cleaning, and general handyman support. With a strong foundation built in cities like Johannesburg and Cape Town, GoodApp is now setting its sights on underserved neighborhoods in the U.S.
Platform Design Grounded in Local Realities
GoodApp was born out of a deep understanding of both technology-driven marketplaces and the informal nature of South Africa’s gig economy. CEO Prakhar Srivastava emphasized that the platform was designed to meet the needs of township-based professionals who often struggle to find consistent and dignified employment. At the same time, it provides homeowners and tenants with a trusted alternative to unreliable word-of-mouth recommendations or classifieds.
Bridging Informal Markets with Formal Solutions
Unlike its local competitors, such as SweepSouth and Kandua, which focus on niche service verticals or specific market segments, GoodApp aims to be comprehensive. It offers a broad suite of services, underpinned by a trust-first approach and deep market penetration, particularly in underserved communities. By embedding fintech tools for secure payments, earnings management, and performance tracking, GoodApp is creating a holistic ecosystem for both customers and service providers.
Growth Driven by Community and Technology
Since its inception, the platform has onboarded over 10,000 vetted service providers and facilitated more than 2,500 customer bookings. All this has been achieved without major institutional funding, relying instead on early angel investment and revenue reinvestment. With an average customer service rating of 4.7 stars and growing repeat usage, Srivastava says the startup has validated its business model in a challenging environment.
Strategic Marketing and Partnerships Fuel Adoption
GoodApp has used a mix of targeted digital advertising and community referrals to drive customer acquisition, with additional traction gained through collaborations with real estate managers, insurers, and banks. Its flexible, hyperlocal approach has helped it gain a foothold in key metros across South Africa, including Pretoria and Durban. This network-first growth model has enabled the startup to expand while maintaining a lean operational structure.
Next Step: Piloting in the United States
With its core platform now stable and scalable, GoodApp has registered a U.S. entity in Orlando, Florida, to begin piloting services in selected neighborhoods. Srivastava highlighted similarities between South African townships and certain underserved U.S. areas where reliable gig-based services remain difficult to access. The startup also plans to explore white-label partnerships, such as embedding GoodApp features within mobile banking apps through collaborations with institutions like Absa.
Monetization and Long-Term Vision
GoodApp generates revenue through a commission-based model, taking a margin from each transaction on the platform. Plans are underway to introduce subscription packages for top-tier service providers and develop white-label APIs for enterprise partners in sectors like insurance, banking, and property management. Srivastava projects the business will reach profitability within the next 24 months, bolstered by strategic alliances, recurring revenue, and a capital-efficient growth strategy.
Despite hurdles, including building trust in a new brand and ensuring service quality in remote locations, GoodApp has made significant progress in formalizing a traditionally informal market. Its dual mission—to provide reliable home services and create sustainable income opportunities for skilled workers—is gaining momentum at home and soon abroad. As the company readies its U.S. pilot, it stands as a promising example of how technology can drive both business value and social impact.
Source : Disrupt Africa