Goodlord

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.

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

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Platform Subscriptions: SaaS platform subscription for letting agents providing access to core platform features including referencing, payments, contracts, and compliance tools
2. Rent Protection Insurance: Insurance product protecting landlords' rental income, sold as part of the platform offering
3. Buildings & Contents Insurance: Insurance products for landlords covering property and belongings, and alternative accommodation costs
4. Tenant Contents and Liability Insurance: Insurance products for tenants protecting belongings and property fixtures
5. Tenant Referencing Services: Fees charged for comprehensive tenant screening including identity verification, credit checks, and affordability assessments
6. Tenant Payments: Rent collection and payment processing services with agent oversight
7. Utility Management Services: Bills management services for tenants including utilities setup and management
8. Goodlord Guarantor: Professional guarantor service for tenants who cannot provide a UK guarantor, helping them secure tenancies

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability5 records

Feature7 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ReapitcoreTechnology or Integration · 9 June 2026Strategic 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)coreChannel Partner/ Reseller/ Distributor · 1 September 2025Goodlord 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 GroupminorChannel Partner/ Reseller/ Distributor · 24 August 2021Partnership with The Lomond Group to streamline lettings processes across the group's brands, protecting landlords and improving operational efficiency.
• Legal & GeneralminorStrategic or Co-development Partner · 15 June 2021Partnership with Legal & General to offer tenants renting through the Goodlord platform new Illness and Injury Insurance designed for modern-day renters.
• PaymentshieldminorStrategic or Co-development Partner · 19 May 2021Five-year partnership with General Insurance provider Paymentshield, with Goodlord setting sights on becoming UK's biggest referencing business.
• VouchcoreStrategic or Co-development Partner · 13 July 2020Goodlord 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

Direct 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

• Xx.com/sogoodlord
• LinkedInlinkedin.com/company/goodlord
• Facebookfacebook.com/sogoodlord

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 records

Funding overview

Funding rounds8 records

Investors14 records

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

M&A3 records

Investments

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

Frequently asked questions about Goodlord