Doorly grows on-demand marketplace

A digital services platform is set to scale rapidly after securing fresh investment to broaden its on-demand offering nationwide.

Doorly has launched as a home services marketplace across nine UK cities following a £600,000 funding round. 

Previously known as Appacut, the business began life in Manchester in 2024 as a booking platform for mobile barbers before rebranding and expanding its scope.

The investment includes backing from Steve Oliver, co-founder and chief executive of musicMagpie, who has joined the company as non-executive chairman. 

Steve said: “It was always the plan to expand Appacut to offer multiple services, and now we are accelerating our strategy.

“Opportunities have come to us, as people have asked us to provide other services.

“Doorly is disruptive and uses brilliant technology.

“We have huge ambitions for it and we are constantly looking to grow the range of services we provide, as well as expanding our geographical reach.”

Doorly now connects customers with vetted service providers offering everything from beauty treatments and dog training to DIY, cleaning and personal chefs.

The platform is live in Birmingham, Brighton, Cardiff, Edinburgh, Leeds, Liverpool, London, Manchester and Sheffield, with further expansion planned into cities including Newcastle, Bristol and Glasgow.

More than 1000 providers have already signed up, operating across eight service categories, as Doorly looks to tap into growing demand for flexible, app-based home services.

Founder Michael Lawes added: “Being able to book services on demand is very attractive to people who may be time-pressed and want to fulfil their personal needs at home.

“We’re pleased to be offering great convenience, flexibility, value and service to customers at their door, while providing a marketplace for solo entrepreneurs and businesses to offer their services and generate income, with some already earning over £50,000 a year on the platform.

“Having successfully proven the concept with Appacut, the funding we’ve recently received has enabled us to rapidly expand the scope and geography of services we can offer.

“Our sole focus is on making the provision of great services at home as easy as possible via a single platform.

“We wanted a name that truly reflects this, which is how Doorly was born, as it brings services to your door.”

Michael added: “Ease of booking is one of our key differentiators, and the providers come fully equipped.

“They set their own fee and get the full amount from the customer, we just charge a booking fee.

“The Deliveroo and Uber models have shown that people do appreciate a fast and convenient way to obtain services from trusted providers.”

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