The two fastest-growing residential cleaning franchises in the cohort, both PE-backed, with very different fee structures and disclosure approaches. All data from 2025 FDDs filed with the Wisconsin DFI.
| Two Maids & A Mop | The Cleaning Authority | |
|---|---|---|
| Franchised outlets | 144 | 233 |
| Initial investment | $93K–$149K | $92K–$147K |
| Annual fees at $300K | $64,800 (21.6%) | $22,902 (7.6%) |
| 3-year net growth | +52 units | +24 units |
| System trajectory | Accelerating | Stable positive |
| Royalty structure | 7% / 6% / 5% / 4% | 6% / 5% / 4% |
| Franchising since | 2013 | 1996 |
All data from 2025 FDDs filed with the Wisconsin Department of Financial Institutions. Fee burden figures Modeled at $300K gross revenue, Year 5, single territory.
The fee gap between these two brands is the largest in the cleaning cohort. The Cleaning Authority charges a tiered royalty (6%/5%/4% for Enterprise markets) with a brand fund capped at $200/week and DHH-based local marketing. Two Maids charges a marginal royalty (7% on first $30K/month, declining to 4% above $90K/month) plus 2% national ad fund, $2,500–$3,000/month in franchisor-directed local advertising, and a $650/month technology fee.
At $300K revenue, Cleaning Authority’s total fee burden is $22,902 (7.6%). Two Maids’ is $64,800 (21.6%). That’s a $41,898/year difference — the widest fee spread between any two brands in the cleaning cohort. The gap persists at every revenue level because Two Maids’ mandatory local advertising ($30K–$36K/year) and technology fee ($7,800/year) are fixed costs that Cleaning Authority does not have.
| Revenue Level | Two Maids & A Mop | The Cleaning Authority | Difference |
|---|---|---|---|
| $200,000 | $55,800 (27.9%) | $15,902 (8.0%) | $39,898/yr |
| $300,000 | $64,800 (21.6%) | $22,902 (7.6%) | $41,898/yr |
| $400,000 | $73,400 (18.4%) | $29,902 (7.5%) | $43,498/yr |
| $500,000 | $81,400 (16.3%) | $36,902 (7.4%) | $44,498/yr |
Both brands are growing, which distinguishes them from most cleaning franchises in the cohort (Merry Maids, Molly Maid, The Maids, and MaidPro are all contracting or flat). Two Maids grew by +52 units over 3 years (+7, +19, +26) — accelerating growth with 32 openings in 2024 alone. The Cleaning Authority grew by +24 units (+9, +3, +12) with improving churn: turnover dropped from 10.6% in 2023 to 4.1% in 2024.
Two Maids’ growth rate is faster in absolute terms, but the system is younger (founded 2013 vs. franchising since 1996 for Cleaning Authority) and smaller (144 vs. 236 outlets). Cleaning Authority’s growth is steadier and accompanied by declining churn — a more mature growth signal.
| Year | Two Maids | Cleaning Authority | ||
|---|---|---|---|---|
| Net Change | End Count | Net Change | End Count | |
| 2022 | +8 | 99 | +9 | 218 |
| 2023 | +19 | 118 | +3 | 221 |
| 2024 | +26 | 144 | +12 | 233 |
Two Maids’ initial investment ranges from $93K–$150K. The Cleaning Authority’s Enterprise Market ranges from $93K–$147K (Hometown Market: $77K–$120K). The entry cost ranges are nearly identical.
Two Maids’ franchise fee structure is $19,950 (initial) + $40,000 (territory fee) = $59,950 total. Cleaning Authority’s Enterprise fee is $20,000 + $0.75 per Designated Household, typically $22,500–$45,000. Both brands keep entry costs moderate relative to the cleaning cohort.
The Cleaning Authority has the lowest fee burden in the cleaning cohort (7.4–8.0% across all revenue levels), the richest Item 19 disclosure (revenue by thirds, COGS percentages, price-per-clean data for 206 Enterprise territories), and a growing system with declining churn. Top-third Enterprise territories average $2.45M gross revenue.
Two Maids has the fastest growth trajectory in the cohort (+56.5% over 3 years), the most detailed Item 19 analysis (quintile breakdowns across 86 territories, multi-unit owner data, gross margin by tier), and a tiered royalty that rewards scale. Top-quintile territories average $1.17M with 52% gross margin.
A buyer focused on unit economics and ongoing cost efficiency has a clearer path with Cleaning Authority — its fee burden is less than half of Two Maids’ at every revenue level. A buyer focused on growth trajectory and a younger, faster-scaling system has a rationale for Two Maids — but should model whether the $42K/year fee premium is offset by Two Maids’ franchisor-managed marketing and support infrastructure. The TCAF lawsuit against Cleaning Authority (alleging marketing fund opacity) is a factor worth monitoring during diligence.
See the full fee burden, system health, and cost-to-enter comparisons across all 7 cleaning brands.