Laundry piling up?
Just in time, NoScrubs, a tech-enabled laundry startup from Texas, has chosen Miami as its first out-of-state market and is launching today.
Claiming to be the fastest laundry turnaround service out there, NoScrubs says it will pick up, wash, fold, and return clean clothes to you in as little as four hours. Founded in 2024, NoScrubs secured a $2 million pre‑seed round in April led by Initialized Capital to fuel rapid geographic expansion and deepen its proprietary logistics technology.
The Austin‑based startup reports it has experienced explosive growth in its home state, growing 734% increase in customer acquisition and a 170% quarter-over-quarter growth. NoScrubs’ founder and CEO is Matt O’Connor, a serial entrepreneur with some gig economy cred: He was employee No. 20 at Instacart.
The service model integrates the gig economy with strategic partnerships with local laundromats, with a big assist from technology. How does the service work? According to the company, images and videos are collected throughout the order and passing these through AI allows the team to audit the order in real-time at scale. For example, if a drop-off photo doesn’t precisely match the pickup photo, the app alerts the Scrubber (the gig worker) in real time to confirm the location to match the pickup photo.
Then when orders are unpacked, NoScrubs collects a video and itemizes the clothes using AI to ensure every item in the order is properly returned to the customer. Scrubbers upload a photo of the folded clothes and AI automatically flags any subpar folding in real time and alerts the Scrubber which items’ folding needs to be improved.
Service is starting in eastern Miami and the beaches, with plans to expand. Monthly plans cost under $2 a day (and less with a promotion) and one-time service is available too.
NoScrubs, a core team of 15 with experience at Instacart, Amazon, ThredUp and other high-growth companies, will open its service in Miami under Miami Market General Manager Alex Amenta, who previously worked at locally based GoTu, and an associate. NoScrubs is in the process of hiring hundreds of Scrubbers in the Miami metro area.
I caught up with O’Connor to learn more.
Q. I’ve seen some other tech-enabled laundry services come and go. What makes NoScrubs successful?
A. People said the same thing about Instacart! Here are a few main points of differentiation: NoScrubs is ten times faster than any other service. Other companies have 24-72 hour turnarounds, which is dramatically slower than doing the chore yourself. Only by being faster than the customers’ alternative can you create the service that defines the market and changes consumers’ behavior.
Secondly, we’re extremely proud of our quality and customer ratings (4.9 on Google). We’ve spent a lot of time building AI into our process to identify any potential issues with an order and preemptively fix them before the order is returned to the customer. Our asset-lite model allows us to scale quickly and operate with minimal overhead, which unlocks the affordable price points we offer.
Q. What are a couple of learnings from your growth in Texas?
A. The biggest learning is people hate doing laundry! Growth has been exceptional. Further, we’ve learned how working with local laundry facilities creates a win-win for local businesses, us, and our customers.
Q. Why did you choose Miami for your first expansion market?
A. Miami was a great market for Instacart, and NoScrubs sees the same demand built up there for laundry. Additionally, the prevalence of robotic delivery is another factor that will help us deliver efficiently and sustainably.
People in Miami spend 387 million hours per year doing laundry. We’re excited to give Miami residents time back with perfect laundry, delivered faster and better than people can do it themselves.
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