South Africa’s domestic and care work sector plays a vital role in keeping households and families functioning, yet the people working in it are often undervalued and the industry itself remains largely misunderstood.
For Lindiwe Shibambo, founder of Maid4U, changing this perception has been a central part of her entrepreneurial journey since establishing the business in 2007.
Maid4U provides households and businesses with domestic workers, nannies, childminders and caregivers, alongside cleaning, training and HR and compliance services. The business aims to bring greater structure and professionalism to an industry where trust, skills and responsible employment practices are critical.
“Domestic and care work is real work, and it deserves to be recognised as such. These are people who care for our children, support our elderly and help keep households running. We need to
create a sector where workers have access to skills and opportunities, while families have confidence that they are making safe and responsible hiring decisions,” says Shibambo.
The issue is becoming increasingly relevant as South African families navigate demanding careers, childcare responsibilities and the needs of ageing relatives. For many households, finding reliable and appropriately trained support is no longer simply a convenience. It is an essential part of managing modern family life.
Shibambo believes the answer lies in moving away from an informal approach towards a more professional model that prioritises training, proper recruitment, compliance and mutual respect between employers and workers.
Maid4U’s services include the placement of domestic workers, nannies and childminders, home based care, residential and commercial cleaning, as well as training and HR and compliance support. The company also offers training aimed at developing practical skills for domestic workers, caregivers and childcare professionals.
The business has also identified entrepreneurship opportunities within the sector through its franchise model, creating a pathway for entrepreneurs to build businesses around services that address the everyday needs of South African families.
For Shibambo, the future of the sector is ultimately about changing perceptions.
“The people who care for our homes, our children and our loved ones should not be an afterthought. Professionalising this sector benefits everyone. It gives workers greater opportunities to develop, it gives families greater peace of mind and it creates the foundation for a more sustainable household and care economy,” she says.
As South Africa continues to grapple with unemployment and the need for sustainable entrepreneurship, Shibambo believes the household and care services industry deserves greater attention as both an employment sector and a business opportunity.
Maid4U’s journey is a case study in what can happen when an overlooked sector is approached with a focus on professionalism, skills and trust.
