At some point, I realised that if I wanted to build something meaningful in this industry, I had to be visible in it.
The SoftWash Company didn’t begin with a big plan or a polished playbook. It grew from being on the tools, walking properties, and understanding how Auckland homes really weather over time. You learn quickly that no two houses age the same. Sun, shade, moisture and materials all play their part. The work demands care, patience, and an eye for detail.
That same thinking shapes how I run the business.
Auckland’s climate sets the pace. Coastal air, seasonal rain, and fluctuating UV levels affect every surface differently. The SoftWash Company is built for these local conditions and the expectations of homeowners who understand their property as an investment worth protecting.
Today, the business grows through trust rather than traditional advertising.
Homeowners want to know who they’re inviting onto their property. They want to see the work, understand the process, and feel confident that the person leading the business stands behind every job. I show up on site, online, and behind the scenes because that accountability matters.
Most homeowners don’t realise there’s a fundamental difference in cleaning methods. Some use high pressure that can compromise paint, strip timber grain, or damage delicate joinery. It’s fast. It’s common. And on many architectural surfaces, it’s destructive.
Soft washing is about restraint and precision. It’s a low-pressure technique that uses professional solutions to address organic growth at its source rather than simply displacing it. Done properly, this approach extends the life of exterior finishes and maintains the visual clarity of a well-kept home.
That philosophy carries through everything we do: thoughtful service, long-term thinking, and consistency over shortcuts.
One of our core values is something I call “painting the back of the fence.” It’s the idea that the unseen work matters just as much as the visible result. Thorough rinses. Clean edges. Clear communication. The details most people don’t notice but always feel.
The brand isn’t the logo on the truck. It’s the standard you live by and whether you show up to meet it, every day.
