ServeU Expands UAE Dominance with AED 100M House Keeping Acquisition

Malaz Madani

Last updated 6-08-2025

3 min

ServeU in Dubai is acquiring House Keeping (LLC) for AED 100 million.

ServeU aims to enhance service capabilities, integrating more people-centric solutions across various sectors.

House Keeping is the UAE's second-largest in its field, boasting strong expertise and client base.

The acquisition is expected to boost ServeU's revenue by 23% and EBITDA by 33% by 2025.

Both brands will retain their identities but operate under ServeU's ownership and direction.

Big moves are afoot in the world of facilities management over in Dubai, as ServeU—well-known as a subsidiary of Union Properties—has just announced it’s snapping up House Keeping (LLC) along with House Keeping Domestic Workers (LLC). The deal’s worth a tidy AED 100 million, which isn’t small change by any stretch. Honestly, acquisitions in the FM sector usually require a bit of paperwork faff, but this one looks surprisingly decisive.

For those unfamiliar, ServeU holds a pretty strong hand in the UAE’s FM market. With more than 8,900 employees, their services run the gamut from managing residential neighbourhoods to handling government and hospitality projects. They’ve got a reputation for keeping things ticking over and, from what I’ve seen, they don’t shy away from investing in innovation or greener solutions either. At Arageek, we’re always chuffed to bits to see regional players boosting both their capabilities and their workforce.

Eng. Amer Khansaheb, CEO and board member at Union Properties, described the acquisition as “a pivotal step" in their long-term plans. His thinking is that by bringing in such a major manpower and domestic workforce provider, ServeU won’t just beef up operational scale—they’ll also be able to offer more people-centric, integrated solutions for customers in various sectors. Can’t argue with that logic; having a wider toolkit tends to pay off in this game.

Now, House Keeping (LLC) isn’t just any old outfit. They’re the UAE’s second-largest provider in their niche, known for their deep expertise and pretty impressive client list. Between their 136 active housekeeping staff and an army of nearly 8,700 domestic workers, they’re shifting serious numbers. For the fiscal year 2024, they posted revenues of AED 221.1 million and an EBITDA of AED 21.4 million. I reckon those are the sorts of figures that turn a few heads in the boardroom.

Under the deal, House Keeping (LLC) and its sister brands will keep their own identities, but everything’s coming under the full ownership and direction of ServeU. That said, I’m not a huge fan of retaining separate brands after an acquisition—it can muddle the waters for clients if you ask me. On the flip side, it *can* help with continuity and keep loyal customers happy, so there’s that. The integration’s set to make a real dent in ServeU’s own numbers from August 2025: the estimate is a 23% jump in revenue and an eyebrow-raising 33% bump in EBITDA. Not too shabby, is it?

From where I’m sitting, these kinds of alliances make sense given the competitive pressure in the sector. You’ve got to keep moving or risk being left behind. When I first started reporting on MENA’s startup landscape for Arageek, I saw countless businesses struggle just to find the right partners—yet here’s ServeU, scooping up a solid performer at just the right time. It feels spot on for the current wave of smart, strategic growth.

So, with House Keeping’s expertise joining ServeU’s established infrastructure and leadership, there’s every chance this duo will become a force to reckon with across residential, commercial, and hospitality markets in the UAE. Here’s hoping the merger goes smoothly—though, as with any big move, it’ll no doubt come with its own fair share of hiccups along the way.

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