“ The Hottest New Amenity in Luxury Housing ”

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Making The Simple Sexy: The Cofounders Behind Harry's, Casper And Hello Alfred Share Their Perspectives

“Marcela Sapone, cofounder and CEO of Hello Alfred, which built its business around the idea of combining the human touch with technological wizardry to deal with all the annoying tasks of daily life, said that establishing a strong brand requires gaining and keeping consumers’ trust.”

Marcela Sapone Co-founder, Hello Alfred

“The most important feature of a business pitch is showing confidence and conviction—confidence from having done the work and conviction from having worked through the self-doubt.”

Move over, Alexa. New Hello Alfred offers virtual assistance to D.C. apartment dwellers.

“Alexa has competition in a new hospitality, technology and in-home commerce platform named Alfred. Hello Alfred, a service that operates in the District as well as numerous other cities across the United States, coordinates everything from grocery shopping to house cleaning to party planning to pet services”

Searching Harlem for a More Efficient Home

“Searching Harlem for a More Efficient Home. Kendal Fisher found the creature comforts and the affordability he was looking for in a new eco-friendly development.”

MRP Delivers Apartment Building On H Street With One Of D.C.'s First Hello Alfred Service Platforms

“MRP Delivers Apartment Building On H Street With One Of D.C.'s First Hello Alfred Service Platforms”

There are riches to be found in serving a time-poor generation

“Millennials are turning to ‘home managers’ like those offered by Hello Alfred”

New Jersey City rental debuts in leafy, historic Hamilton Park

“Amenities include a rooftop lounge with an outdoor kitchen, a private dining room, a fitness center, a swimming pool, a screening room and on-site parking. Concierge service Hello Alfred has been hired to provide hospitality services like in-home package delivery, apartment cleaning, and grocery shopping.”

Hello Alfred’s $40 Million Raise Is About More Than Maid Service

“Google discribes the company as an “American maid service company” for luxury properties but the bigtime investors in their cap table is a giveaway that there is a lot more than meets the eye.”

Hello Alfred attracts $40 million in Series B funding

“The automated personal-concierge service plans to add at least 60,000 rental apartments to its client list this year”

Hello Alfred raises $40M to bring hotel-style hospitality to more households

“New York-based chore wizard Hello Alfred is about to expand its mission to make life easier, one to-do list at a time.”

Hello Alfred raises $40M in Series B

“Hello Alfred, an in-home assistant and property management startup, raised $40 million in a Series B funding round, the company announced Thursday.”

Invesco, DivcoWest Lead $40M Series B Funding in Butler Service Hello Alfred

“Hello Alfred, a startup that provides personal home managers, has raised $40 million in a Series B funding round led by real estate developers Invesco and DivcoWest”

Hello Alfred Raises $40 Million To Bring Commerce Even Closer To Home

“Hello Alfred, a New York home service startup, has just raised $40 million in a Series B round as it looks to expand into more buildings in more cities.”

Hello Alfred, the in-home assistant service, snags $40 million

“Hello Alfred is trying to make that vision reality by weaving together technology with an army of employees who will enter your home to do everyday tasks like restocking your fridge, watering your plants, and even buying birthday presents.”

Caregiver Crunch? No Problem, This Is How Tech-Savvy Millennials Will Care For Aging Baby Boomers

“Other services under the umbrella of the sharing economy like Taskrabbit or Hello Alfred (for home maintenance and other household tasks) and Instacart (for grocery shopping and delivery) can serve to fill other instrumental tasks that are commonly done by unpaid caregivers. We tend to associate services like these with ease, convenience, even laziness. But for a caregiver who finds time to be at a major premium, they could be a lifesaver.”

Taking a break is part of your job

“Voluminous research supports the critical importance of recovery. But corporate work cultures around the world continue to celebrate unrelenting effort with diminishing returns. Instead, we should think of non-work time as not only something that makes us better at our jobs—but as part of our jobs.”

Is There a Future Perfect?

“Offered as an amenity at luxury apartment buildings, Hello Alfred sends a real-life human to perform household chores at a client's home. “We are the real assistant for your home,” Ms. Sapone said.”

Glimpse the Hollywood Sign and Capitol Records Building from This New Rental Tower

“Onsite amenities include an outdoor swimming pool and spa, a dog run, barbecue grills, a catering kitchen, and a library lounge with a travertine fireplace. Argyle House will also use Hello Alfred technology to provide in-home digital concierge services.”

High Over Hamilton Park, 485 Marin Is the Next Generation of Jersey City Apartment Living

“It’s also where residents can use the cutting-edge Hello Alfred service for app-based lifestyle coordination with a human touch which is only available to Jersey City residents living in KRE Group buildings.This revolutionary platform combines concierge services with savvy Alfred home managers who can assist with a wide array of everyday and extraordinary residential needs. Hello Alfred helps residents facilitate deliveries, including groceries all the way to the fridge and laundry hung in the closet. Use the app to coordinate move-in, errands, and more, executed by the dedicated home managers they simply call…Alfreds. It’s the next best thing to actually being Bruce Wayne.”

Related Cos. Opens Luxury Community in Hollywood

“The property is in the process of becoming LEED Silver certified. The Argyle House is also the first property in SoCal to have Hello Alfred technology integrated through Related Companies’ custom platform, Life Simplified, meaning it can anticipate and complete instinctive and sophisticated to-dos on a resident’s behalf including app-based grocery ordering, pantry and fridge stocking, dry cleaning, and laundry pick-up and delivery.”

Cultural Changes Call for a Rethinking of Apartment Amenities

“Marcela’s company is being used in thousands of apartment units to help renters connect to services including a partnership with Related Company, New York City’s largest luxury apartment owner with over 7,000 units. Residents will receive Alfred’s in-home service as well as additional custom services aimed at enhancing the resident experience such as entertainment planning (think rooftop barbecue or intimate dinner party); living space enhancements (think furniture set-up, or baby-proofing); and special events with neighborhood cultural and dining venues.”

Hello Alfred Is Coming Out With Its Own Line Of Home Goods

“Hello Alfred, which was created in 2014 by co-founders Marcela Sapone and Jessica Beck, set out to provide people with one of the most coveted things in the world: more time. Alfreds shop to keep homes stocked with items that the members need, they take out the trash and keep things organized, but they can also handle more customized needs, so long as the desires are reasonable and legal.”

Ahead of the Times

“In-home concierge service Hello Alfred takes a more Luxe approach to outsourcing by pairing clients with a specific “Alfred” to complete various customizable chores-from laundry to grocery shopping to in-store returns.”

Start-Up Star Hello Alfred is Expanding

“The co-founders of Hello Alfred built a business around the concept of combining the human touch with technological wizardry. Now they’re branching out.”

40 Under 40 Class of 2018

“The solution: a home manager—namely an Alfred, after Batman’s butler—who, just for starters, uses algorithms and the keys to a client’s apartment to anticipate their needs, keep the fridge stocked and put away the dry cleaning. Revenue surged 600% in January as the company signed deals to become an in-house amenity at scores of luxury high-rises, including the entire rental portfolio of The Related Cos. ”

3 Lessons Big Brands Can Learn From Disruptive Startups

“The Hello Alfred startup offers its users the service of a concierge, on-demand. It was launched when the co-founders realized that working long hours and handling all of the other things in life, like taking care of yourself and your apartment, do not go hand in hand. Being your own customer helps your understand which element of the customer experience to focus on and where to prioritize human connection over mere transactions.””

Two Bedroom With Views—And A Personal Concierge

“The company hit 1 million home visits this past year and signed a significant deal in December with Related Companies, one of the largest residential real estate developers in the U.S. Alfred will bring its app-powered, on-demand services—which rely on human assistants who can anticipate what customers want—to an additional 11,000 units and help Related’s luxury buildings woo and retain tenants.”

The World's 50 Most Innovative Companies

“The Alfred platform works in conjunction with an app to provide customers with next-level services such as putting groceries away in the refrigerator and auto-ordering and restocking toilet paper. Alfred assistants also learn about customers’ usage habits, using that info to better inform the AI work. Meanwhile, Alfred has partnered with brands such as Diageo, Nestlé, and P&G to allow Alfred’s customers to test new products (and have the brands receive helpful feedback on beta goods). Available at various price points, Alfred is now focused on incorporating itself into more and more apartment buildings. In 2017, it signed a deal with major real estate company Related Companies, which added Alfred services to an additional 11,000 units while helping Related’s luxury buildings retain tenants.”

NYC developments get smart: A look at the latest residential building technologies

“Residents of Journal Squared can even experience Hello Alfred’s services before they live in the building. The platform offers digital move-in coordination, where “Home Managers” assist with sourcing movers’ quotes, arranging telecom services set-up, and packing and unpacking. Once they move in the building, residents can rely on Alfred’s digital hospitality platform for last-minute planning and errand assistance, or its daily in-home package delivery to lighten the burden of carrying boxes after a day’s work. For a premium membership, residents can receive a weekly Alfred visit, which includes apartment tidying, grocery shopping, laundry, dry cleaning, clothing/shoe repairs, prescription pick-ups, and shipping packages or outgoing mail.”

Hello Alfred concierge service saves apartment-dwellers time

“Hello Alfred manages all the services you’d bring into the building. It’s dry cleaning, grocery shopping, dog walking, staffing a gym,” Sapone explains. Hello Alfred also customizes its services. “You can ask for anything. If we can figure it out, we do it,” she said. The most requested services include: taking care of pets, making store returns, planning a party and specialty shopping.”

Tribeca Rental Specials at 88 Leonard Street: Hello Alfred Services + Renovated 3-Bed Penthouses

“Residents have access to Hello Alfred, a platform that integrates powerful technology and concierge services. ”


“This past year, Hello Alfred expanded beyond individual clients to partner with residential developers throughout six U.S. cities, becoming the exclusive provider of customized concierge service across all of the developers’ properties. With such a booming enterprise, Sapone and Beck are walking advertisements for their company’s services. So when their Alfreds help cut down their to-do lists, how do the entrepreneurs spend their time?”

Journal Squared: First Building In NJ To Offer Hello Alfred Service

“For many residents, living in Jersey City just became even more convenient. Leading real estate developer KRE Group has partnered with app-based hospitality service Hello Alfred to provide a singular amenity to tenants in all of their Jersey City properties. Launching first at Journal Squared and then across the entire portfolio later this year, Hello Alfred will enhance the resident experience and position KRE Group a head above the rest.”

Job titles make everyone worse at their jobs

“While we use traditional titles at Hello Alfred for external communications, our internal handles are the teams, or pods, to which we’re assigned—e.g., Activation, Expansion, Habit, and (our humor intact) New World Order. Practically speaking, this means “titles” and responsibilities evolve every few weeks or quarters, along with the goals and teams tasked with achieving them. As pods reconfigure, different people come together bringing different strengths and expertise, making for a more collaborative, dynamic workplace.”

More Than Views - A Closer Look at Jersey City's 53-Story Rental, Journal Squared

“Journal Squared's spacious apartments with up to three bedrooms have more than enough space for families, but there is also a colorful children's playroom to entertain the little ones. Residents also have access to the in-home hospitality platform Hello Alfred.”

KRE Group and Hello Alfred Team Up To Make Life in Jersey City a Little Sweeter

“Residents of KRE Group’s Journal Squared tower will be the first in the state of New Jersey to test out the service.”

LinkedIn Top Voices 2017: Venture Capital & Entrepreneurship

“The 10 must-know professionals weighing in on everything from tech's gender crisis to the funding market for venture capital.”

Why Women Should Compete With - Not Against - Each Other

“If you look at the startup world where I live, you see a lot of female cofounders and predominantly female teams. And the data show we are more likely to be successful thanks to that collaborative spirit. At Hello Alfred, my co-founder, Jess Beck, and I are working everyday to prove that true.”

What the world's largest hedge fund can teach a startup

“7 Lessons from the World's Most Successful Investor, Ray Dalio.”

Real Estate Firm Uses Tech Partnership To Simplify Life For Residents

“Real estate firm Related Companies has partnered with the tech and hospitality platform Hello Alfred to provide a suite of personal life-enhancing services to residents.”

CRE developer partners with Hello Alfred to provide concierge services

“App-driven personal concierge service Hello Alfred and prominent commercial real estate developer Related Companies have jointly announced a partnership that will deploy Hello Alfred in a select number of Related Companies’ residential properties.”

Hello Alfred, Related Companies, and Our Vision for a Smarter Home

“Our partnership with Related marks a new industry standard, not just for urban residential living but for the emergent field of in-home hospitality. Related and Hello Alfred share a commitment to bringing concierge-level hospitality into the home and infusing our everyday lives with luxury.”

With Hello Alfred Partnership, Related Seeks To Make Time The Hottest New Amenity In Luxury Housing

“Forbes calls it the "Hottest New Amenity in Luxury Housing".”

In-home concierge service Hello Alfred strikes major deal with Related

What Three Generations of Hospitality Engineers Have to Say About the Future

“Alfred earns the trust of our customers in order to bring goods and services into their homes. Our public narrative has been about getting things done and saving people time. But we’re ultimately about providing a hospitality experience for the hosts themselves. We combine technology, including data science and artificial intelligence, with intuitive human service to master the essential tool of all great hosts: the power to anticipate needs.”

Why Hello Alfred Is Focused More On Its Workers And Less On Algorithms

“People need to have jobs, and they need to feel like they are connected to the mission of the company that they’re working for, that they’re being paid well and treated well,” Marcela Sapone, Hello Alfred’s CEO and co-founder, told me on the latest episode of my podcast, The Bottom Line. “That’s how you actually affect change at a large scale.”

Office Hours: Meet Hello Alfred Co-Founder & CEO Marcela Sapone

“With Hello Alfred, Marcela Sapone, is taking the stigma out of asking for help and making luxury accessible. The on-demand personal assistant service is changing the way day-to-day things get done. One of Marcela's top goals was to get people thinking about "help" as being a utility and to make it both accessible and affordable.”

Hello Alfred Gets Your Chores Done

“Launched in 2014, Alfred has hundreds of employees in San Francisco, Boston and New York and thousands of users dependent on its errand-running services. Their business model is notable compared to other shared-economy enterprises as their task-doers are employees with W2s instead of contractors with 1099s.”

To help landlords lure tenants, this company will tend to their every need

Is the Gig Economy Working?

“For now, however, companies such as Hello Alfred, going above and beyond market demands out of principle, may be the gig economy’s best hope. ”

The Importance Of Human Touch In The IoT Age

“I think we have a real, trust-based relationship with people. Because of the human factor, there is a relationship, someone caring for you, looking out for you. This can transcend the idea of a website thinking they know you because they know your click or purchase history. That is often very imperfect information. We also make it very easy for people and remove friction: you can have a handyman come without having to be in the country, you can have those shoes grabbed from your closet and re-soled before your big event. People end up using us for more and more services.”

How to Be a Successful Entrepreneur and Mom at the Same Time

“Note that there are many ways that you can outsource and delegate. It’s possible in both of your walks of life. For example, you can outsource home chores through such services as Hello Alfred, which can do a lot of the stuff at home if you don’t have the time for it.”

A growing number of startups are ditching the Uber model and hiring full-time workers

“The home management platform Hello Alfred is also testing that theory using full-time employees. “Alfreds,” as they’re called, are entrusted with customers’ keys and perform tasks ranging from laundry to grocery shopping and home cleaning. Because of the intimate nature of the work, hiring Alfreds as full employees made more sense, says CEO Marcela Sapone; she says she also felt strongly about offering her workers traditional benefits.”

The Gig Economy’s False Promise

“Legislation and lawsuits might ensure that traditional labor laws are applied to the gig economy. But a few smaller companies, like Hello Alfred, which dispatches people to do household chores... are taking steps on their own, by treating workers as employees. They say that this lowers turnover and improves the quality of their services.”

The Future Of Home Service, Human After All

“Home Managers, who visit your home weekly or more, depending on how often you schedule them, do indeed perform tasks that are often associated with the traditional butler—they tidy up your home, put away your laundry, do your grocery shopping—but the secret to Alfred is that it’s more than any single task. “Alfred is a system. We plug in other service providers, and we find the best vendors. We have Alfred-approved handymen, Alfred-approved carpenters, Alfred-approved personal chefs, even Alfred-approved dog walkers,” says Sapone. “The menu of services that we do is actually much more expansive than what we market. It’s not like a handy home cleaning service. It’s really adding hospitality to your life,” she continues.”


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