WashLava

About WashLava

WashLava emerged from a direct and frustrating experience of its founder, Todd Belveal, a seasoned entrepreneur with a background in retail and technology. Founded in 2014, the Tampa-based company was born after one of Belveal's laundromats was robbed, leading to the decision to create a cashless, more secure laundry system. This event catalyzed the development of an Internet of Things (IoT) technology platform designed to modernize the shared laundry experience. Belveal, who previously co-founded the mobile-based car rental service Silvercar, which was acquired by Audi, applied his expertise in rental business models and app-based services to the laundromat industry.

The company's core offering is a proprietary, patent-pending technology platform that allows users to manage their laundry entirely through a smartphone app. This system enables customers to locate nearby facilities, view machine availability, reserve washers and dryers in advance, and receive notifications when their laundry cycle is complete. A key feature is its completely cashless payment system, eliminating the need for coins and providing a more convenient transaction process. The technology is brand-agnostic, meaning it can be retrofitted onto equipment from various major commercial laundry manufacturers, including LG, Dexter, Huebsch, Speed Queen, and Maytag. WashLava's business model targeted several markets, including university and college campuses, apartment buildings, hotels, and company-owned public laundromats. Revenue was generated by providing this technology as a service and operating its own app-enabled laundromats.

Over its history, WashLava secured significant funding, raising over $19.2 million across multiple rounds from investors such as LG Electronics, Monterey Private Capital, and the David A. Straz Jr. Foundation. These funds were aimed at research and development, and expansion. The company established partnerships with major institutions like the Massachusetts Institute of Technology (MIT) and Syracuse University. However, the implementation at MIT was met with mixed reviews from students, who cited issues with app functionality and the removal of cash payment options. In July 2021, Belveal stepped down as CEO, and the company announced a $9 million recapitalization. While there were plans to franchise the technology, public records indicate the company is now defunct, and by early 2023, the WashLava app was removed from service at partner locations like MIT.