Athbi Alenezi is the co-founder and CEO of JustClean, one of the Gulf region’s most prominent service platforms. Founded in 2016 with his brother Nouri Al-Enezi, the company has grown from a laundry-focused app into a broader marketplace offering multiple cleaning services across the Middle East. Today, under Athbi’s leadership, JustClean is recognized as a regional player shaping the way consumers and businesses access on-demand services.
Building a Startup From a Simple Idea
The idea behind JustClean was straightforward: to bring efficiency and technology to a sector that had long remained offline. Laundry services in the region were fragmented, often inconvenient, and lacked standardized delivery. Athbi and Nouri saw an opportunity to create a digital marketplace that could connect customers with reliable vendors while providing the logistics and support needed for businesses to scale.
Launched in Kuwait, the app initially focused on laundry services. Its early traction confirmed there was demand for a trusted digital solution in the everyday services space.
Expanding Beyond Laundry
What started as a laundry platform quickly grew into a more ambitious project. JustClean now includes a wide range of offerings, from home cleaning to car wash services. The company positions itself as more than a consumer app: it also provides digital infrastructure and operational tools for service providers.
This dual approach serving both consumers and businesses has been central to its growth. By giving small and medium-sized service providers the technology to manage orders, payments, and delivery, JustClean has built a network effect that benefits all sides of the marketplace.
Funding Milestones and Strategic Growth
A significant turning point came in March 2022, when JustClean raised $6 million in fresh funding. The round was led by the Gulf Investment Corporation (GIC), with support from regional backers. Prior to that, the company had also received investment from Faith Capital, a venture capital firm based in Kuwait that specializes in early-stage startups.
The funding has been instrumental in scaling operations, improving technology, and expanding into new markets across the Gulf Cooperation Council (GCC). It also reinforced investor confidence in JustClean’s business model, which blends logistics with marketplace technology.
Leadership and Vision
As CEO, Athbi Alenezi has been at the center of JustClean’s strategic direction. His leadership emphasizes reliability, user experience, and operational efficiency. By focusing on quality standards and timely delivery, JustClean has differentiated itself in a competitive market.
Equally important has been Athbi’s recognition that service providers need as much support as end users. JustClean’s platform offers partners the tools to manage scheduling, track performance, and handle payments, an approach that builds long-term loyalty and ensures consistent service levels.
Regional Expansion and Challenges
Growing a logistics-driven business across the GCC has not been without challenges. Each market presents unique regulations, consumer expectations, and operational hurdles. Under Athbi’s direction, the company has approached expansion carefully, prioritizing markets where the demand for organized cleaning services is high and digital adoption is strong.
This strategy has allowed JustClean to scale while maintaining quality control, a critical factor in customer retention and brand reputation.
The Road Ahead
Looking forward, Athbi Alenezi is steering JustClean toward becoming a comprehensive services platform a “super app” for cleaning and related household needs. With continued investment in technology and a focus on customer trust, the company is positioned to deepen its presence across the GCC and beyond.
Athbi’s journey with JustClean highlights how solving an everyday problem can evolve into a scalable business model. By combining technology with a service that people use regularly, he and his team have built a platform that is reshaping a traditional industry in the digital age.
Lasting Impact
Athbi Alenezi’s role as co-founder and CEO of JustClean demonstrates the impact of clear vision and disciplined execution. Backed by strong investor confidence and driven by a commitment to both users and service providers, JustClean’s story reflects the broader evolution of startups in the Gulf region. What began as a focused idea in Kuwait is now a growing regional enterprise, one that continues to define what modern convenience looks like.
