In fact, most of Alfred’s personal concierges are women - but so are many of its clients. The partners also strove to avoid the connotation that household chores are women’s work. The name Alfred readily conjures Batman’s famous butler. “I don’t think a society of masters and servants should be the American dream or anybody’s dream,” said Raz Godelnik, assistant professor of strategic design and management at Parsons. Some experts, however, question the model. An automated counterpart, Hello Alfred, aggregates on-demand apps for clients nationwide.īacked by $12 million in funding, Alfred plans expansion to Hoboken, NJ, and Queens in coming months, and to all of the top 10 US cities by 2017. Alfred makes money by clustering at least three brief stops per building and charging retail prices for laundry and cleaning. Since opening a New York office last year, the company has hired 75 Alfreds to work in parts of Manhattan and Brooklyn. New York City’s Alfreds are a blend of butler, maid and an idealized version of Mom, so caring that she anticipates when your milk carton will be empty and replaces it without even asking - all while you’re at work. Now, for only $99 a month, New Yorkers who are too busy to unpack, buy groceries or put away dry cleaning - let alone pick it up - can hire an unseen servant to dispatch these tasks. The service is a step beyond one-off apps for chores. Marcela Sapone, who created the company in Boston with Jess Beck in 2013, calls it on-demand 2.0. With Alfred, a new on-demand personal concierge service, clients simply tap an app and don’t have to see the help at all.
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