Launch27
“Can a vertical booking tool for cleaning businesses be transformed into a payments-monetized platform under Fullsteam's rollup?”
Founded2013
HQAuburn, AL, United States (parent Fullsteam); originally Washington, DC
FoundersRohan Gilkes
Latest roundBuyout/LBO (acquired by Fullsteam)
IndustryVertical SaaS / Home Services (Cleaning)
The story
Launch27 began in 2013 as founder Rohan Gilkes' bootstrapped maid-service booking software, originally leveraging Stripe as the sole payment rail. After being acquired by payments-focused rollup Fullsteam Operations, the product was rebranded under Fullsteam Software Holdings (DBA Automaid/Launch27) and the payments strategy shifted from third-party Stripe to a proprietary Fullsteam-owned processor marketed as 'Launch27Pay' — a classic vertical-SaaS-plus-payments consolidation play.
Last 12 months
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Product timeline
2013
Founded by Rohan Gilkes as an online booking system for maid services· launch
2014
Added cash/check payment options and Stripe credit card pre-authorization (auth/capture)· payments
2018
GDPR compliance rollout with data deletion controls· compliance
2023
Acquired by Fullsteam (operates as Fullsteam Software Holdings LLC DBA Automaid/Launch27)· acquisition
2026
Launched Launch27Pay — proprietary integrated payment processing via Fullsteam· payments
The stack
2 layers disclosed in Launch27’s embedded-finance stack
Payments / PSP
StripeLaunch27Pay (Fullsteam) (self-operated)
Accounting
in the full report
Accounting gap: minor
10 more providers across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.