When Martin Goertzen took his first job cleaning windows in Ottawa, it wasn’t part of some grand entrepreneurial plan—it was simply a way to pay the bills. But that practical move laid the foundation for something far greater. Today, Goertzen leads Softwash Butler, one of Canada’s top eco-friendly exterior cleaning companies, known for its innovative, environmentally responsible approach to property care.
The Ottawa entrepreneur’s family left the hardships of farming life in Mexico’s Germanic community for Windsor, Ontario when he was just two. At 18, Goertzen settled in the nation’s capital. He studied business and accounting at Algonquin College and also took courses in real estate. His professional career began when Window Butler, a start-up specializing in residential window and gutter cleaning, made him their first hire. Within a year, the ambitious Goertzen was Operations Manager, pulling double duty as the head of sales. By 2014, he had bought the company.
His success was built on efficiency and innovation. In a bold restructuring, Goertzen cut 75% of his contracts and reduced his staff from 25 to just 5, including himself. “Ninety percent of your issues come from ten percent of your jobs,” he shares. “And I’ve learned that it’s okay to say no to certain jobs.” He then redefined the company’s offering through innovation–becoming one of Canada’s first providers of soft wash technology.
Unlike traditional pressure washing, which can damage surfaces and void warranties; soft washing is gentle and manufacturer-approved for materials like siding, stucco, and asphalt roofs. The company’s state-of-the-art process sprays eco-friendly soaps onto residential and commercial surfaces, using 90 psi pressure, akin to that of a garden hose. After it sets, the Softwash team gives it an equally gentle bulk rinse at a slightly higher water volume. The company uses skids that are custom-built, with multiple modules for mixing and spraying the soaps, bulk rinsing, and purifying the water to clean windows. “Our soap mix is specially formulated to go deep into cracks and crevices to kill mold, algae, and moss,” Goertzen explains. “This allows a surface to remain cleaner longer and makes it harder for new growth to come back.” The result is a property that gleams like the company’s reputation.
It’s no doubt why Softwash Butler holds a huge advantage over the competition, some of which is dangerously suspect. Rival companies purchase a $500 pressure washer and reducer tip and then call it “soft washing”. But Softwash Butler relies on its custom built $100,000 soft washing system. The result is a bona fide soft wash, one that can sanitize a surface to a state of impeccability.
Environmental responsibility during residential and commercial cleaning is a core focus for Softwash Butler. The company’s equipment runs entirely on battery power, eliminating the need for fossil fuels. Everyday tools, like leaf blowers, have been converted to battery power, and every soap used is biodegradable and eco-friendly. “All sensitive plants and grasses are post-treated with soap neutralizers, restoring their pH balances,” explains Goertzen. This commitment earned the company a Green Seal Certification, reinforcing its reputation as a leader in sustainable exterior cleaning.
Today, Softwash Butler is one of the largest exterior cleaning companies in Canada, expanding far beyond residential services to commercial clients, property management firms, and government contracts at municipal, provincial, and federal levels. Major shopping centers like Bayshore Shopping Centre and Rideau Centre are now among its clientele. The company services all of Ottawa and has extended to Cornwall, Kingston, and Petawawa. A major expansion into Toronto is also underway after winning one of the largest window-cleaning contracts in the country. “It’s a long-term project,” Goertzen says. “We’re setting up an office there soon to support the work.”
Martin Goertzen, founder of Softwash Butler, has built one of Canada’s leading eco-friendly exterior cleaning companies, driven by advanced technology, sustainable practices, and a commitment to community involvement.
The locally owned and operated business features a fleet of 12 vehicles and 3 specialty man lifts. The full scope of its operation allows property managers to work with a single company instead of the multi-contractor norm. Clean-ups can be coordinated with ease, no matter the size of the project or the urgency of the situation. Plus, Softwash Butler’s work is backed by long-term warranties and customer satisfaction guarantees.
The company’s runaway success is a testament to the vision and hard work of Goertzen. Though the company is on solid ground, Goertzen keeps it in a state of constant growth. “I do believe one of the biggest factors for why we’ve become one of the largest companies in Canada is because we are always out to improve ourselves. We’re going to conventions, meeting new business at conferences, continuously learning, and always experimenting with new innovations and technologies.” The company’s growth was accelerated following the COVID-19 pandemic, too. Increased awareness of hygiene, combined with the viral popularity of before-and-after cleaning videos, elevated the industry’s profile. Goertzen capitalized on this by rebranding Softwash Butler with bold blue and yellow branding, vehicle wraps, and updated uniforms. “We wanted a brand that no one could miss,” he says.
Goertzen’s dedication to improving Ottawa’s topography extends beyond his professional duties. He’s started an exciting sideline: Trident Homes, specializing in custom-built properties. In addition, he volunteers with Habitat for Humanity Greater Ottawa, helping to address the current housing crisis, and is part of the Meals on Wheels initiative at the Western Ottawa Community Resource Centre.
He also dedicates time to environmental conservation. Working with Biodiversity Conservancy International, Goertzen has contributed to restoring Ottawa’s rare Pinhey Sand Dunes—a fragile ecosystem affected by land development and misguided conservation efforts. “Being known for eco-friendly practices, it just made sense to contribute to preserving our natural spaces,” he says. It’s a restoration of biodiversity Goertzen sees as an extension of the same commitment to environmentalism to which he holds his company.
Through these initiatives, Goertzen shows that Softwash Butler is more than a business—it’s a company with a mission to uplift the community and set new standards for environmental care. Looking ahead, the dynamic entrepreneur is looking to continue to set the standard for environmental and socially responsible business practices in Ottawa. “We’re always improving,” Goertzen says. “That’s how you grow—by staying curious, pushing forward, and making sure you leave things better than you found them.”
