Australia’s leading on-demand laundry platform, The Laundry Lady powered by TimeBoss®, has secured $1 million in seed funding to turbocharge its expansion into Canada, the United Kingdom – and beyond.
The raise was backed by an impressive lineup of investors and supported by the Queensland Government’s Female Founders Co-Investment Fund and Austrade’s Export Market Development Grant.
The Laundry Lady was founded by Susan Toft after the sight of her own laundry piling up in the spare bedroom sparked an idea: if only there was a wash and fold service that could manage this time-consuming household chore.
Now, The Laundry Lady is rewriting the rules on laundry services through its tech-enabled, home-based contractor model. What started as a solo operation has grown to more than 375 contractors strong across Australia, including 25 franchises in New Zealand.
The Laundry Lady provides pickup and delivery laundry services, including washing, drying, folding, and ironing, to thousands of residential and business customers. Customers can easily book their service online and expect a 24-hour turnaround, with national availability.
“We’ve built a business that not only delivers an essential service but also creates flexible income opportunities – predominantly for women,” says CEO and Founder, Susan Toft.
“We are 100% female-owned and founded business and more than 90% of our team are female.
“We offer a work-from-home journey, primarily for mums, carers of children with additional needs, husband and wife teams and those looking for an additional income stream.”
The team of Laundry Ladies and Lads service residential, business, National Disability Insurance Scheme (NDIS) and aged care customers nationally. Contractors work from their own homes, using their own equipment, with all bookings going through the central Head Office on Queensland’s Sunshine Coast.
TimeBoss®’s AI-driven features allow Laundry Lady’s remote contractors to easily manage their schedules, track energy usage, and process payments, enabling them to run their businesses from home.
It also features contractor CRM, recruitment, and onboarding capabilities.
“TimeBoss® is the backbone of our business,” says Susan.
“It seamlessly integrates every part of the service lifecycle—from customer bookings to contractor scheduling and payments, allowing us to operate efficiently across different regions without the need for physical infrastructure.”
“After using off-the-shelf systems for several years, we outgrew their limitations,” explains Susan.
“Transitioning to TimeBoss® required training for both contractors and customers, but its intuitive design made the shift seamless.
“TimeBoss® has given us the flexibility to streamline operations, empower contractors, and support rapid growth without compromising service quality.”
It is an affordable startup opportunity with the big brand backing plus ongoing training and support.
With new capital fuelling AI innovation, mobile app development and global growth, The Laundry Lady is showing just how far Queensland-born innovation can go.
Congratulations to Susan and the Laundry Lady team – and to all the investors and supporters backing female founders to scale!
About the Female Founders Co-Investment Fund
The Female Founders Co-Investment Fund is designed to empower women founders in Queensland by boosting the funds in early-stage capital raise projects.
Last updated: 19 Aug 2025