DomestikCo, a Chilean tech startup launched in June 2024, aims to transform domestic work management through digital innovation. CEO Catalina Kawas, along with co-founder Marcelo Meyer, developed the platform to address urgent needs in Chile’s domestic employment sector.
“Our goal is to promote formalization and well-being in the domestic sector, establishing high standards of quality and legal compliance across the region,” Kawas stated.
The platform, conceived in June 2023, took 12 months to develop. It offers comprehensive services including personalized contract generation, automatic salary settlements, management of work events such as permits and vacations, and real-time assistance.
Kawas outlined DomestikCo’s pricing structure:
“We offer three subscription plans:
- D-Free provides basic tools,
- D-Plus costs 9,990 chilean pesos monthly for managing one worker up to two days weekly, and
- D-Max, at 14,990 chilean pesos monthly, offers unlimited worker management and legal support.”
On security, Kawas detailed the use of Amazon Web Services, SSL encryption, and cloud-based storage. “We ensure all data transmission and storage is secure and centralized,” she emphasized.
DomestikCo operates with a team of eight and aims to capture 4,000 users in its first year from Chile’s 1.2 million household market. Kawas reported a 40% conversion rate from free to paid users.
The CEO highlighted DomestikCo’s impact on labor formalization: “Over 40% of workers registered on our platform lacked formal contracts before joining.”
Kawas outlined their digital marketing strategy, which includes investments in Meta and Google Ads, content marketing, SEO, free webinars, and active social media presence.
On funding, Kawas stated, “We’re currently 100% self-funded, but may seek angel investors, competitive funds, and acceleration programs in the medium term.”
The platform streamlines the hiring process, with Kawas noting, “Employers can complete the entire process in less than 5 minutes.”
For conflict resolution, Kawas explained, “Our documentation tools prevent misunderstandings, and we have specialist lawyers to advise on fair dispute resolution.”
Addressing competition, Kawas said, “We focus on continuous innovation, personalized attention, effective digital marketing, and superior user experience to stay competitive.”
Kawas emphasized DomestikCo’s unique position: “While other solutions require separate hiring of lawyers, accountants, and advisors, DomestikCo unifies all these services in an intuitive application.”
The CEO acknowledged initial challenges, including resistance to change and adaptation to new technologies. “Through educational campaigns and a special effort to perfect our customer service, we’ve overcome these obstacles,” Kawas explained.
Looking ahead, Kawas outlined plans to integrate payment systems, AI-based evaluation tools, and automated legal assistance in the next six months. Long-term, DomestikCo aims to become the leading digital platform for domestic employment management across Latin America.
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