Lourandi Kriel | CEO | SweepSouth | mail me |
In an era increasingly shaped by rapidly evolving technology, many equate good leadership with a calculated focus on profit maximisation. This trend often creates the belief that society’s future depends solely on innovations in algorithms and devices.
However, my experience leading South Africa’s foremost home services platform has taught me otherwise. True, enduring impact comes from the trust we build and the people we empower through genuine relationships. The legacy of lasting impact begins with connection.
We have pursued the transformation of South Africa’s home services for over 11 years. We do this because connection is a powerful antidote to the country’s unemployment crisis.
In a context of stark inequality, tech platforms must go beyond bridging supply and demand. They must evolve into tools for social empowerment, offering safe and equitable employment opportunities to thousands. Moreover, the needs and ambitions of the people using digital tools to access work must shape the values and purpose of these tech platforms. It is this ethos that defines the legacy of lasting impact on society.
Establishing a legacy of lasting impact through unity
Leading a South African business means embracing a leadership style rooted in social responsibility. We operate in a low-growth economy. In the first quarter of 2025, more than 8 million people were unemployed. While this can create a sense of isolation or individual survival, the real solutions lie in unity.
The domestic work sector, which is vital to many households, has experienced a 15% drop in jobs since before the COVID-19 pandemic. This is deeply concerning, especially as 87% of domestic workers are their families’ primary breadwinners. Each typically supports around four dependents on a single income. In this context, focusing solely on profit margins or innovation is not only tone-deaf but also harmful.
The digital economy, when used effectively, can connect job seekers to meaningful economic opportunities. It can also help people earn the living wages they both desire and deserve. But this vision requires leaders who want to drive economic growth while treating social empowerment as a core business priority.
Domestic workers face a range of persistent challenges. Low wages, rising living costs and a lack of savings create widespread financial insecurity. Most cannot save even small amounts monthly, leaving them exposed to economic shocks. This harsh reality shows that a business’s bottom line cannot exist in isolation. Purpose and impact must carry equal weight. Tech platforms, therefore, must do more than facilitate transactions. They must commit to uplifting the people who rely on them.
Admittedly, this is not always simple in an industry where work takes place behind closed doors, in private homes. The legacy of apartheid still shapes public perceptions of domestic work. We feel a responsibility to change that narrative. We aim to transform home services into a sector where fair pay, safe conditions, and work-life balance are standard.
Earning and upskilling opportunities
For platforms like ours, this mission involves improving compensation, working conditions and educational outreach. It also means constant innovation to create more income-generating opportunities.
In 2024, we saw a modest 5% rise in median earnings for SweepStars. Users of our platform consistently earned more than those who had never joined. We regularly raise our minimum pricing and urge customers to pay above the base rate. These efforts contributed to SweepStar earnings reaching over 50% of the minimum wage. While this is just a start, it shows real movement in the right direction.
The legacy of lasting impact also means investing in the growth and well-being of the people who use platforms. To do this effectively, we must get to know them.
For instance, 85% of the domestic workers we surveyed expressed a strong desire to pursue further education. This explains their continued use of the platform and signals their hunger for progress. This kind of user insight allows us to create meaningful upskilling and training opportunities. It equips domestic workers with the tools to use technology for their personal goals and career advancement. Additionally, partnerships with like-minded organisations help us offer discounts and benefits. These reduce daily living and transport costs for workers.
Building a purpose-driven legacy
To truly build a lasting legacy in South Africa, businesses must understand both user and customer behaviour. We must learn the real challenges people face and examine our role in either adding to or reducing those hardships.
Leaders need to move beyond rhetoric and adopt tangible, measurable solutions for social empowerment.
This includes:
- Championing fair compensation – guaranteeing living wages and supporting the enforcement of labour laws.
- Prioritising well-being – creating supportive workplaces and community structures that address physical and mental health.
- Fostering development – offering accessible education and upskilling opportunities to help workers grow and transition.
- Ensuring safety and dignity – protecting workers from abuse and ensuring they are treated with respect.
- Promoting inclusivity – removing systemic barriers and promoting diversity, especially for historically marginalised groups.
In conclusion
Our longevity is not just about technical innovation. It reflects a deep, consistent commitment to these values.
South Africa’s domestic work sector remains complex and heavily influenced by its historical context. Driving meaningful change means engaging with this legacy and recognising that success is not only measured in profits.
It is measured in lives transformed, trust earned, and opportunities created. It is measured in how we serve both our SweepStars and our customers. Above all, it is measured in our contribution to a fairer, more prosperous South Africa. The legacy of lasting impact lies in making every interaction count.
