Alliance Direct

Company profile

Alliance Direct company profile

Alliance Direct is a British residential cleaning company headquartered in Southport, Merseyside, with primary operations in London. Founded in August 2023 by Alex Naughton, Asad Ghani, Callum L. Grady, Fateh Mohammad, Olaf Blom, and Veda Moola, the company was established to provide discreet, flexible, and trustworthy domestic cleaning services. The business model emphasizes low overhead and high adaptability, employing freelance cleaners and commission-based sales agents. Alliance Direct gained early traction by targeting property managers and interior designers, supported by a branding strategy focused on client privacy - requiring all cleaners to sign non-disclosure agreements. The company emerged from lessons learned at the founders’ previous venture, Semantic Holdings, and was shaped by Grady’s leadership as Chairman, particularly in branding and operational strategy. He stepped back from the company in June 2024 to pursue ventures in AI and educational governance.