We got you: How Justlife’s co-founders built reliability into a business model
Ali Cagatay Ozcan and Kerem Kuyucu, the co-founders of Justlife, on showing up through uncertain times, scaling from cleaning to healthcare, and why crossing 15 million bookings is less about scale than trust
18 May, 2026
TT
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“Our signature move is showing up.” It is a line Kerem Kuyucu, co-founder of Justlife, returns to almost reflexively when asked how the business has held its shape through a particularly unsettled year. The platform was, he says, “born and built in the UAE,” and that origin runs through nearly every answer he and his co-founder Ali Cagatay Ozcan, the company’s CEO, give in this conversation. Reliability, in their telling, is not a service feature. It is the business model.
That model has, by the founders’ own measure, just hit a defining milestone. Justlife has crossed 15 million bookings, a number Cagatay describes not as a marketing achievement but as something the team views “with gratitude”, the cumulative result of consistent effort from their professionals and the trust their customers have placed in the platform, day after day. What began as a home cleaning marketplace has, over the past decade, grown into the Middle East’s leading at-home services super app, expanding through beauty, maintenance, wellness, and most recently, Justlife Healthcare, an integrated suite of licensed, doctor-led services delivered to the home.
The conversation takes place against a backdrop the founders describe simply as “moments like these” — a period of regional uncertainty in which the company says it has stayed “closely aligned with UAE government guidance” and contributed to broader business continuity efforts. It has also recently launched “There’s No Place Like Home,” a community initiative offering reliable home cleaning, accessible therapy services and neighbourhood-level support for households navigating the disruption. Speaking to Gulf Business, Cagatay and Kerem reflect on how a platform built on the simple promise of “We Got You” responds when life becomes complicated and what a decade of showing up has taught them about building a business that lasts.
The current situation has been unexpected for everyone. How has Justlife been coping?
Cagatay: Justlife was born and built in the UAE, so moments like these feel deeply personal to us. Our approach has been simple: stay grounded and show up for our customers and for our professionals. Everything we do remains closely aligned with UAE government guidance, and we see it as our responsibility to contribute to the broader business continuity effort across the country. At the end of the day, we’re a platform people can rely on, whether that means convenience, stability, or just a sense of reassurance when everyone needs a hand.
Kerem: We cope by doing what we do best, being reliable. Operational continuity, launching things that genuinely make people’s lives easier, and adapting quickly when routines shift. That’s the job, every single day. It’s what led us to launch “There’s No Place Like Home”, a practical initiative to support households navigating uncertainty. Through it, we’re giving back with reliable home cleaning, accessible therapy services, and neighbourhood-level support that helps people hold onto a sense of normalcy.
Any advice you can offer to other businesses during this time period?
Kerem: Our signature move is showing up. I’ve seen Cagatay do it from day one of working together: stay attentive, act with empathy, and focus on long-term trust over short-term wins. Businesses that listen carefully to what people actually need right now will build relationships that last well beyond this moment.
Cagatay: How a business shows up during uncertain times defines how people remember you, not just now, but for years to come. Even small gestures of consistency can have a lasting impact. Our advice is simple: respond swiftly, prioritise people over plans, and adapt in real time. That’s how you build resilience that actually holds.
How did your service mix evolve from cleaning to a full-spectrum home services super app, as well as health, and what drove that decision?
Cagatay: The evolution came naturally. People want reliable solutions for multiple aspects of their daily lives, all in one place, and the easier, the better. We followed that instinct.
Kerem: We started with home cleaning, but over time expanded into beauty, maintenance, wellness, and most recently, Justlife Healthcare. Each step was guided by listening to our customers and understanding the everyday challenges they face. Our principle has always been “We Got You”: make life simpler and more manageable. And every new service we onboard has to meet the same standards of quality and trust that people already expect from Justlife.
How does Justlife ensure service quality and consistency across such a broad set of offerings?
Cagatay: Consistency is non-negotiable. Every service, from cleaning to healthcare, follows clear standards and processes, with professionals trained, equipped, and evaluated regularly. We also run ongoing quality checks, including independent assessments, to make sure we’re continuously improving the experience across the platform.
Kerem: On the healthcare side, we work exclusively with licensed clinical partners to ensure safety and regulatory compliance. But the bigger point is this: reliability is built into every interaction. Whether it’s a home service or a healthcare appointment, we want people to feel confident that Justlife will deliver the same level of trust and care every time.
What mechanisms do you use to train, vet, and retain top-rated professionals on the platform?
Kerem: We see our professionals as partners, not service providers. Each one goes through structured onboarding and training, and we continue providing guidance and feedback throughout their journey based on performance and customer ratings. Retention comes from offering steady work and creating a real sense of belonging. When our professionals feel valued, it shows in the quality of service and the trust customers place in us.
How do you handle peak demand, logistics, and same-day bookings across multiple cities?
Cagatay: It’s about balancing technology with human insight. Our platform uses smart scheduling to match demand with supply, while our operational teams anticipate peaks and ensure the right coverage across cities. But equally important is our network of trusted professionals, who allow us to respond quickly and reliably. Technology, planning, and people: that combination is how we make sure customers can count on Justlife even during the busiest periods.
How does consumer behaviour change during festive periods, and how does Justlife respond?
Kerem: There’s a clear shift toward last-minute planning and convenience. People want their homes ready and their appointments managed reliably, especially working parents trying to make sure they actually get to enjoy the festivities. These are the moments we prepare for. We respond by scaling our services, offering curated bundles, and providing flexible scheduling. The goal is simple: make busy times easier for households so they can focus on what truly matters.
Reaching 15 million bookings is a significant milestone. What strategies or product innovations were most important in achieving this?
Cagatay: We like to think about growth beyond the numbers. It’s about earning and keeping people’s trust. Every booking is a chance to show that Justlife can be relied on, day in and day out. We enjoy building this brand together, learning from our mistakes but always failing forward. Reaching 15 million bookings is a milestone we view with gratitude. It’s the result of consistent effort from our team, the dedication of our professionals, and the faith our customers place in us. Focusing on quality, supporting our network, and introducing innovations like service bundles and home healthcare have allowed us to scale steadily, always to make life a little easier for the people who use our platform.
