What UnderTheDoormat Group does

UnderTheDoormat Group is a London-based proptech holding company founded in 2014 by Merilee Karr that operates across the entire short-term rental value chain through four integrated brands. UnderTheDoormat and Veeve (merged in December 2023) provide full-service property management for individual luxury homeowners and Build-to-Rent operators in London and Paris; Hospiria is a proprietary SaaS property management platform that aggregates distribution across multiple OTAs (Airbnb, Booking.com, Expedia, Trip.com), booking and reservation management, dynamic pricing, and operational workflows, available as software-only, software-plus-managed-service, or pay-for-success; and TrustedStays is the first industry platform connecting accredited short-term rental inventory with the Global Distribution System (Amadeus) and the $156bn corporate and government travel market, backed by STAA and ARL. The company has delivered more than £10 million in cumulative net revenue with a team of approximately 50 people and has secured an exclusive national-level platform partnership with Oman's OMRAN Group supported by a $7M investment in September 2025, bringing total funding to $18 million.

The underlying technology is Hospiria, a proprietary SaaS platform built from first-hand property management experience that consolidates fragmented operator tech stacks into a single system with multi-OTA and GDS distribution, dynamic pricing, and operational tooling. TrustedStays extends distribution into the corporate travel channel through a first-mover Amadeus GDS integration launched in October 2022, with the Guest Referral Network spanning 400+ partners and 5,000+ bookable homes. Documented customer outcomes include 87% average occupancy and 21% higher net income for Build-to-Rent clients using flexible rentals versus long-let only, 140% growth in allocated units for one BTR client in 2023, direct bookings rising from 31% to 40% between 2023 and 2024, and one rural operator generating £330k in gross revenue in its first year on Hospiria.

The business model combines managed services fees (UnderTheDoormat and Veeve full-service management), SaaS subscriptions with optional service layer and pay-for-success pricing (Hospiria), and transaction or subscription fees on corporate/government bookings (TrustedStays), with bespoke arrangements for Build-to-Rent developers and operators covering void periods, absorption support, and corporate lets. Go-to-market is primarily enterprise field sales targeting Build-to-Rent operators, institutional real estate owners, and corporate travel managers, complemented by self-serve SaaS onboarding for property managers and channel distribution through the GDS, major OTAs, and a 400+ partner referral network. Customer segments span Build-to-Rent developers and operators, individual luxury homeowners, corporate and government travel buyers, professional property managers, and property/estate agents, with named enterprise relationships including Canary Wharf Group and a transfer of 200+ Onefinestay properties to Veeve management in April 2026.

Name

UnderTheDoormat Group

Legal name

Under The Doormat Ltd.

Website

https://underthedoormatgroup.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

UnderTheDoormat Group is a London-based proptech holding company operating UnderTheDoormat, Veeve, Hospiria, and TrustedStays to deliver full-service property management, a SaaS property management platform, and GDS-based corporate travel distribution for short-term rental operators, Build-to-Rent developers, and corporate travel buyers across the UK, Europe, and the Middle East.

Ownership category

akta.pro rank

Product category

Short-term Rental Property Management

NAICS

Residential Property Managers (531311), Nonresidential Property Managers (531312)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Full-Service Vacation Rental Property Management (BPAJAIAA)

akta.pro secondary industry

Multi-Unit STR / Aparthotel Management (BPAJAIAC)

Keywords

• Short-term rental management
• Property management software
• Corporate accommodation booking
• Build-to-rent solutions
• Flexible rental services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Property Management Services (UnderTheDoormat & Veeve): Full-service property management for individual homeowners and B2B operators. Revenue generated through management fees from property owners who list homes for short-term rental. Services include guest matching, cleaning, check-in, linens, amenities, and revenue management.
2. Hospiria SaaS Platform: Subscription-based SaaS property management software providing distribution, booking management, and operational tools. Optional service layer available. Pay-for-success model available. Has delivered over £1.6m revenue and 20,000 bookings for property partners.
3. TrustedStays Corporate Booking Platform: Industry platform connecting accredited short-term rental companies with corporate and government travel buyers through GDS. Revenue through transaction fees or subscription from property operators accessing the corporate market.
4. Build-to-Rent Flexible Rental Solutions: Partnership arrangements with BTR developers and operators providing flexible rental management services. Revenue from management fees and performance-based arrangements covering void periods, absorption support, and corporate lets.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels5 records

Core offering

UnderTheDoormat Group operates an integrated portfolio of flexible rental solutions spanning full-service property management (UnderTheDoormat for Build-to-Rent portfolios and Veeve for luxury urban homes in London and Paris), a SaaS property management platform called Hospiria, and TrustedStays, an industry platform connecting accredited short-term rental operators to the Global Distribution System and the corporate travel market. Its products cover distribution, dynamic pricing, booking management, on-the-ground operations (cleaning, linens, guest services), and GDS connectivity for B2B property managers, individual homeowners, Build-to-Rent developers, and corporate/government travel buyers.

Product overview

UnderTheDoormat Group is an award-winning proptech company organized as a portfolio of four distinct but integrated brands covering the complete flexible rental value chain from property to guest. The core portfolio consists of three business units: (1) Hospiria — a SaaS property management system (PMS) providing a single platform for distribution across multiple OTAs, reservation management, dynamic pricing, and operational tooling, with an optional managed service layer; (2) TrustedStays — the world's first industry platform connecting accredited short-term rental inventory with the Global Distribution System (GDS) and the $156bn corporate/business travel market; and (3) Veeve (merged with UnderTheDoormat in December 2023) — a full-service property management brand for premium urban short lets in London and Paris. Together, the brands offer four integrated products: distributed hotel property management (UnderTheDoormat and Veeve), SaaS technology with optional managed service (Hospiria), and an industry platform for corporate access (TrustedStays). The company also provides dedicated Build-to-Rent solutions using a combination of UnderTheDoormat Managed services, Hospiria technology, and TrustedStays GDS distribution. The Group was founded in 2014 by Merilee Karr and is headquartered in London.

Differentiator

Problem solved

Functional benefit

Brands

• Hospiria: SaaS platform providing single system for operators to distribute and manage their portfolios, with optional service layer.
• TrustedStays
• Veeve

Products and services

• UnderTheDoormat (Full-Service Property Management) End-to-end full-service short-term property management for private homeowners, Build-to-Rent operators, and property agents. Covers void period management, sales support waiting periods, tenant interaction, ambassador referral programs, professional cleaning, linens, check-in, dynamic pricing, and revenue management. Originally launched in 2014.
• Veeve (Luxury Home Rental Management) Full-service short-term rental management for boutique and luxury homes in premium London and Paris locations. Provides comprehensive property management including guest vetting, in-person arrival greeting, professional cleaning, linens, multi-channel marketing across OTAs, dynamic pricing, and revenue management for individual homeowners. Portfolio of 1,000+ homes across London and Paris.
• Hospiria (SaaS Property Management Platform) SaaS property management software providing a single platform for professional operators to distribute and manage short-term rental portfolios. Aggregates distribution across multiple OTAs (Airbnb, Booking.com, Expedia, Trip.com) and GDS, with booking and reservation management, dynamic pricing engine, operational toolkit (finance and day-to-day operations), and optional managed service layer. Subscription-based with monthly billing and pay-for-success option. The exclusive platform for short-term rental access to Oman's national market.
• TrustedStays (GDS Corporate Travel Platform) The industry's first platform connecting accredited short-term rental operators with the Global Distribution System (GDS) and the $156bn corporate and government travel market via Amadeus. Enables corporations and government agencies to book professionally managed, accredited home accommodation through their approved corporate booking systems. Backed by STAA and ARL accreditation, with Quality in Tourism accreditation services. Includes a Guest Referral Network of 400+ partners sharing leads.
• UnderTheDoormat Managed (Build-to-Rent Solution) Fully managed end-to-end short and mid-term rental service specifically for Build-to-Rent operators. Combines Hospiria's distribution technology, TrustedStays' GDS corporate access, and on-the-ground operations (property onboarding, multi-channel listing optimization, dynamic nightly pricing, guest check-ins, on-call support, cleaning coordination). Targets void coverage, absorption support, and corporate lets to optimize yield across short, medium and long-term tenancies.

Quantifiable outcome

• 21% higher net income for BTR clients using flexible rentals vs traditional long-let only
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• SavillsminorStrategic or Co-development Partner · 16 December 2025Savills partnered with Visit Oman and UK-based Hospiria to launch licensed short-term rental accommodations in Oman. Savills manages on-the-ground operations and property management as part of initiative aligned with Oman's Vision 2040.
• Visit Oman (OMRAN Group)minorStrategic or Co-development Partner · 8 November 2025Visit Oman, part of OMRAN Group, partnered with Bókun (Tripadvisor company) to expand global reach for Omani tourism experiences through Bókun's distribution network.
• VeevecoreStrategic or Co-development Partner · 13 December 2023Veeve and UnderTheDoormat Group merged to create one of Europe's largest end-to-end short-term rental businesses. Combined entity incorporates largest full-service manager of premium urban short lets in London and Paris, Hospiria SaaS solution, and TrustedStays industry platform. Smedvig Capital led investment round with ~£4m combined investment from Second Century Ventures and other investors.
• Canary Wharf GroupcoreStrategic or Co-development Partner · 1 January 2023TrustedStays went live on GDS with Canary Wharf Group partnership, among first in the world to bring apartment inventory onto the $50bn annual accommodation platform previously only accessible by hotels. Canary Wharf properties distributed through TrustedStays/Amadeus GDS connection.
• AmadeuscoreTechnology or Integration · 1 October 2022TrustedStays partnered with Amadeus to bring short-term rental inventory to the Global Distribution System, enabling travel agents and corporate buyers to book home accommodation through GDS for first time. Partnership launched October 2022, making TrustedStays first platform of its kind to access GDS.
• Short-Term Accommodation Association (STAA)coreStrategic or Co-development PartnerIndustry body backing TrustedStays as the first platform connecting accredited short-term rentals with corporate travel market. Merilee Karr previously elected as Chair of STAA. STAA launched TrustedStays initiative in October 2020.
• Association for Rental Living (ARL)coreStrategic or Co-development PartnerIndustry association partnering with TrustedStays for Resident Hosting programs. ARL and TrustedStays publish joint blogs on resident hosting models and flexible living trends. TrustedStays is partnered with The ARL for corporate and government client access.
• TrustedStays Network Partners (400+)minorChannel Partner/ Reseller/ DistributorTrustedStays Guest Referral Network has 400+ partners all sharing leads. Partners include Sykes, Altido, and other professional property management companies. Homeowners can earn up to 5% of gross booking value with successful guest referral.
• UK Association of Agents (UKAA)minorStrategic or Co-development PartnerTrustedStays launched partnership with UKAA to add Build to Rent sector to its corporate and government flexible lets proposition. UKAA supports industry professionalization and standards.
• Quality in TourismminorStrategic or Co-development PartnerTrustedStays partnered with Quality in Tourism for accreditation services, ensuring properties meet quality and safety standards for corporate and government bookings.

Scale indicators20 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Vrbo (Expedia Group): Major vacation rental OTA within Expedia Group, providing both a distribution channel for Hospiria listings and a competing demand source for Veeve/UnderTheDoormat properties.
• Awaze: Largest UK holiday-letting operator (parent of cottages.com, Hoseasons, James Villa Holidays). Broad incumbent offering scale, distribution, and managed services that overlap with UnderTheDoormat's UK reach and Hospiria's customer base.
• Airbnb: Global short-term rental marketplace that sits alongside Hospiria and Veeve as both a distribution partner and a competing consumer-facing platform for managed inventory.

Direct peers

• Guesty: End-to-end property management platform for short-term rentals, well-funded and global. Directly comparable to Hospiria's SaaS offering and increasingly to managed-service-plus-software bundles.
• Plum Guide: London-based luxury and boutique short-term rental operator curating high-end homes. Closely comparable to Veeve's premium urban short-let positioning and to UnderTheDoormat's luxury London focus.
• Sykes Holiday Cottages: UK holiday rental operator and part of the TrustedStays Guest Referral Network. Comparable as a UK-focused short-term rental manager and Hospiria user.
• GuestReady: Full-service short-term rental management company operating across the UK, France, Portugal, Spain, and the Middle East, with a SaaS arm. Directly comparable to UnderTheDoormat/Veeve on managed services and to Hospiria on property management software.
• Hostaway: Vacation rental property management SaaS platform serving professional property managers with channel manager, PMS, and operational tools. Direct competitor to Hospiria in the same software category.
• Onefinestay (Exclusive Collection): Original luxury home-rental brand; transferred its 200+ London and Paris properties to Veeve in April 2026 and remains a direct competitor in the same high-end managed-homes category.

Emerging players

• AltoVita: Corporate serviced-accommodation platform with B2B distribution to corporate and government travel buyers. Closely comparable to TrustedStays on the corporate/GDS side of UnderTheDoormat's business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/underthedoormatgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UnderTheDoormat Group