Goodlord
Goodlord is a UK-based RentTech SaaS platform that automates the end-to-end rental lifecycle for 3,500+ letting agents, landlords, and tenants. The platform consolidates tenant referencing, compliance, rent collection, insurance, and utility management, processing over £1 billion in annual rent.
- Company typePrivate
- Founded2013
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Goodlord does
Goodlord is a UK-based RentTech company founded in 2013 and headquartered in London, providing a cloud-based SaaS platform that automates and consolidates the end-to-end rental lifecycle for letting agents, landlords, and tenants. The core platform orchestrates workflows across tenant referencing, compliance documentation, contract and notice management, rent collection and reconciliation, insurance distribution, and utility management, with 40+ compliance steps automated and a reported 80% reduction in agent administrative time. The platform processes over £1 billion in annual rent across 3,500+ UK letting agents serving more than 1 million landlords and tenants per year, and is organized into three solution suites (Letting Agent Solutions, Landlord Solutions, Tenant Solutions) sitting atop a unified core platform.
The platform architecture is modular and has been expanded through three acquisitions: Vouch (2020, tenant referencing), acasa (2021, household bill management), and Halo (2023, tenant onboarding), each integrated into the unified platform. Technical capabilities include AI-powered identity verification and fraud detection in tenant referencing, automated PEPs and sanctions screening, Open Banking-based affordability checks via TrueLayer, facial recognition for ID document matching, and a Public Referencing API launched in 2025 enabling partner integrations. Goodlord holds FCA-regulated status (Firm Reference Number 836727) for insurance distribution and has navigated successive UK regulatory regimes including the Tenant Fees Act, COVID-era rules, and the upcoming Renters' Rights Act.
Goodlord operates a hybrid B2B go-to-market combining direct sales to enterprise letting agency groups, channel partnerships with property management software providers (Reapit, Street.co.uk, Alto), and an exclusive tenant referencing partnership with the National Residential Landlords Association (NRLA). Revenue is generated through multiple streams: SaaS subscriptions to letting agents, transaction fees on tenant referencing and rent processing, and insurance distribution commissions on landlord and tenant insurance products. Pricing is quote-based and not publicly disclosed. The company is privately held, backed by Highland Europe and Columbia Lake Partners following a £27 million Series B in March 2022, and reported EBITDA profitability in FY2024 with significantly grown revenues.
Goodlord firmographics
Firmographics- Name
- Goodlord
- Legal name
- Oh Goodlord Limited
- Website
- https://goodlord.co
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Goodlord is a UK-based RentTech SaaS platform that automates the end-to-end rental lifecycle for 3,500+ letting agents, landlords, and tenants. The platform consolidates tenant referencing, compliance, rent collection, insurance, and utility management, processing over £1 billion in annual rent.
- Ownership category
- akta.pro rank
Where Goodlord is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Goodlord business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Software Platform Subscriptions: SaaS platform subscription for letting agents providing access to core platform features including referencing, payments, contracts, and compliance tools
- Rent Protection Insurance: Insurance product protecting landlords' rental income, sold as part of the platform offering
- Buildings & Contents Insurance: Insurance products for landlords covering property and belongings, and alternative accommodation costs
- Tenant Contents and Liability Insurance: Insurance products for tenants protecting belongings and property fixtures
- Tenant Referencing Services: Fees charged for comprehensive tenant screening including identity verification, credit checks, and affordability assessments
- Tenant Payments: Rent collection and payment processing services with agent oversight
- Utility Management Services: Bills management services for tenants including utilities setup and management
- Goodlord Guarantor: Professional guarantor service for tenants who cannot provide a UK guarantor, helping them secure tenancies
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise letting agents - custom pricing |
| Other | Multi-year contract | Goodlord Leaders Forum event ticket |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Goodlord product offering
Product offeringCore offering
Goodlord provides a cloud-based SaaS platform that automates the end-to-end UK residential lettings lifecycle for letting agents, landlords, and tenants. Core offerings include AI-powered tenant referencing, automated compliance workflows, rent collection and reconciliation, insurance products (rent protection, buildings and contents, tenant contents), utility management, and integrated payments. The platform combines transaction processing, regulatory compliance tooling, and a public referencing API for partner integrations.
Product overview
Goodlord is a UK-based RentTech company offering a unified platform-plus-modules architecture for the lettings industry. The Core Platform serves as the central hub powering every stage of the rental journey, with distinct solution suites for letting agents, landlords, and tenants. Agent solutions include Tenant Referencing (with AI-powered identity verification and fraud detection), Rent Protection Insurance, Tenant Payments, PEPs & Sanction Checks, Contracts & Notices, Utility Management Services, Inventory Check-in, and CRM Integrations. Landlord solutions encompass Rent Protection Insurance, Buildings & Contents Insurance, Landlord Hub, and Build to Rent services. Tenant solutions include Goodlord Guarantor, Contents and Liability Insurance, Broadband and Media, Utility Management, and Goodlord x The Bunch. The company has expanded through acquisitions including Vouch (referencing, 2020), acasa (bill management, 2021), and Halo (tenant onboarding, 2023), with each integrated into the unified platform.
Differentiator
Problem solved
Functional benefit
Brands
- Vouch: Tenant referencing platform acquired in 2020, now part of the Goodlord Group.
- The Rosewood Edition
- The Aspen Edition
Products and services
- Goodlord Core Platform Cloud-based SaaS platform that automates compliance, tenant referencing, rent collection, contracts, notices, insurance, and administrative workflows for UK letting agents, landlords, and tenants.
- Tenant Referencing AI-powered identity verification and fraud detection combined with referencing experts to screen tenants, including credit, affordability, and right-to-rent checks. Sold to letting agents.
- Rent Protection Insurance Insurance product covering landlords' rental income against tenant arrears and eviction delays, paying 100% of rent until vacant possession is achieved. Also protects agent management fees.
- Tenant Payments Rent, deposit, and move-in monies collection and reconciliation service with agent oversight, saving time and reducing administrative burden.
- Goodlord Guarantor Professional guarantor service acting as UK guarantor for students or overseas tenants to help them secure tenancies with confidence.
- Buildings & Contents Insurance Property and contents insurance for landlords, including coverage for alternative accommodation costs.
- Tenants Contents and Liability Insurance Insurance protecting tenants' belongings and the property's fixtures and fittings.
- Landlord Hub Centralised portal for landlords to manage their rental properties and access Goodlord's tools and services.
- Build to Rent Solution Solutions tailored for build-to-rent property operators and developers managing large residential portfolios, including compliance automation, tenant onboarding, and portfolio management.
- Utility Management Services Instant assignment of utility bills to correct bill payers when tenancies end, eliminating hours of phone calls to utility suppliers. Sold to letting agents and landlords.
- Broadband and Media Hand-picked broadband and media packages from leading providers available to tenants during the rental process.
- Goodlord x The Bunch Bills management service helping tenants get utilities (broadband, water, energy, council tax) set up in a few simple steps.
- Vouch Referencing Platform Tenant referencing platform acquired by Goodlord Group in 2020 and now fully integrated, providing standalone and embedded tenant referencing solutions including Home Move Assistant portal.
- acasa Bills Management Household bill management fintech offering for tenants, integrated into Goodlord's platform to enhance tenant experience and increase agent revenue opportunities.
- Halo Tenant Onboarding Digital tenant move-in experience and onboarding platform, integrated into Goodlord's end-to-end rental management solutions.
Quantifiable outcome
- 80% admin time reduction allowing teams to focus on revenue generation
- +5 more outcomes
Companies that use Goodlord
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Goodlord technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability5 records
Feature7 records
Goodlord partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- ReapitcoreStrategic partnership integrating Goodlord's tenant referencing, compliance documentation, and insurance offerings directly into Reapit's property management platform for letting agents. The enhanced integration allows agents to manage full tenant onboarding within Reapit, reducing manual work and improving compliance visibility under the Renters' Rights Act.
- NRLA (National Residential Landlords Association)coreGoodlord became NRLA's exclusive tenant referencing partner. NRLA is the first partner to use Goodlord's new Public Referencing API, integrating market-leading referencing directly into their platform.
- The Lomond GroupminorPartnership with The Lomond Group to streamline lettings processes across the group's brands, protecting landlords and improving operational efficiency.
- Legal & GeneralminorPartnership with Legal & General to offer tenants renting through the Goodlord platform new Illness and Injury Insurance designed for modern-day renters.
- PaymentshieldminorFive-year partnership with General Insurance provider Paymentshield, with Goodlord setting sights on becoming UK's biggest referencing business.
- VouchcoreGoodlord and Vouch joined forces bringing the fast-growing Vouch referencing business into the Goodlord group. Vouch operates as part of Goodlord Group, launching Home Move Assistant portal to help agents boost revenue streams. Full technology integration achieved.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Goodlord competitors and assessment
Company assessmentDirect peers
- Reapit: The dominant UK CRM and property management software platform for letting and estate agents, with deep integration into Goodlord's referencing and compliance modules. Serves the same UK letting-agent customer base and is both Goodlord's largest integration partner and most credible potential competitor.
- PayProp: UK-focused automated rent collection and reconciliation platform for letting agents, owned by Reapit Group. Directly competes with Goodlord's Tenant Payments module and shares the same UK letting-agent customer base.
- Canopy: UK tenant referencing and rent passport platform offering digital referencing, open banking affordability checks, and rent reporting — directly overlapping with Goodlord's Vouch referencing proposition and tenant-side offerings.
- flatfair: UK deposit alternative/replacement provider that reduces cash deposit requirements for tenants. Sits within the same UK letting-agent distribution channel as Goodlord and competes for agent wallet share on tenant-facing financial products.
- Zero Deposit: UK deposit replacement scheme partnered with major letting-agent groups. Competes with Goodlord on tenant move-in financial solutions and is sold through overlapping UK letting-agent channels.
- OpenRent: UK online letting agent and rental marketplace serving landlords and tenants directly. Competes with Goodlord in the UK rental journey, although more on the listing/matchmaking side than the compliance/referencing workflow side.
- Fixflo: UK maintenance reporting and management software for letting agents, landlords, and tenants. Sells into the same UK letting-agent base as Goodlord and complements the tenancy lifecycle, though focused on repairs rather than pre-tenancy.
Emerging players
- Arthur: Emerging UK rental platform offering a digital rental journey for renters and landlords, including referencing and tenancy management. Younger, narrower product set than Goodlord but competing for the same UK letting workflow share.
Broad incumbents
- Rightmove: UK's largest property portal, owned by Rightmove plc. A broad incumbent in UK property rather than a direct lettings-software competitor, but increasingly active in lettings workflow products and a potential strategic acquirer of platforms like Goodlord.
- Zoopla: Second-largest UK property portal, owned by a US-listed parent. Broad incumbent rather than direct lettings-software competitor, but possesses the agent relationships and data to build or buy into the workflow layer where Goodlord operates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Goodlord social profiles
Digital presenceGoodlord compliance and trust
Trust signalCompliance1 record
Goodlord financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodlord leadership team
Management profileNumber of profiles
Profiles8 records
Goodlord subsidiaries and ownership
Company hierarchySubsidiaries3 records
Goodlord funding detail
Funding detailFunding overview
Funding rounds8 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodlord M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goodlord
What does Goodlord do?
Goodlord provides a cloud-based SaaS platform that automates the end-to-end UK residential lettings lifecycle for letting agents, landlords, and tenants. Core offerings include AI-powered tenant referencing, automated compliance workflows, rent collection and reconciliation, insurance products (rent protection, buildings and contents, tenant contents), utility management, and integrated payments. The platform combines transaction processing, regulatory compliance tooling, and a public referencing API for partner integrations.
Is Goodlord a public or private company?
Goodlord is a private company. It is classified as venture growth investor backed and is currently operating.
When was Goodlord founded?
Goodlord was founded in 2013. It employs 251 to 500 people.
Where is Goodlord based?
Goodlord is headquartered in London, United Kingdom, in the Europe region.
How does Goodlord make money?
Eight revenue lines are on record. Software Platform Subscriptions are the primary driver. The others are rent Protection Insurance, buildings & Contents Insurance, tenant Contents and Liability Insurance, tenant Referencing Services, tenant Payments, utility Management Services and goodlord Guarantor.
Who are Goodlord's main competitors?
Direct peers on record are Reapit, PayProp, Canopy, flatfair, Zero Deposit, OpenRent and Fixflo. Arthur is listed as an emerging player. Broad incumbents are Rightmove and Zoopla.
Does Goodlord have an API?
Yes. Goodlord offers a Public Referencing API that allows partners to integrate market-leading referencing directly into their platforms. The NRLA is noted as the first partner to use this API. The API enables automated referencing checks, affordability assessments, and compliance documentation integration for letting agents and property managers.