Wayhome
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
Wayhome firmographics
Firmographics- Name
- Wayhome
- Legal name
- Unmortgage Ltd
- Website
- https://wayhome.co.uk
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Wayhome industry classification
Industry- Product category
- Alternative Homeownership / Proptech Consumer Finance
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Lessors of Real Estate (5311)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Affordable Housing & First-Time Buyer Brokerage (BPAJAAAD)
- akta.pro secondary industry
- Purchase Mortgage Origination (Homebuyer Focused) (FSALAAAD)
Keywords
Where Wayhome is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Wayhome business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Infrastructure, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Monthly Living Payments: Customers pay fixed monthly living payments during the 5-year agreement period. For Gradual Homeownership, rent is set at market rates with annual increases tied to inflation/RPI.
- Purchase Option Fee: Customers pay a 1% purchase option fee upfront to secure the right to buy the home later. This fee is non-refundable.
- Reservation Fee: £1,000 reservation fee charged during home reservation, later deducted from purchase option fee.
- Home Support Costs: £4.50 per month added to rent covering buildings insurance and home emergency plan.
- Staircasing Revenue: When customers buy additional shares of their home (staircasing), revenue is generated from the equity purchase at current market value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Deposit Bridge: 1% upfront, fixed monthly payment, 10% discount on purchase |
| Subscription | Monthly | Gradual Homeownership: starts from 5% deposit |
| One time/ perpetual license | Monthly | Resale Homes: 5% deposit, Stamp Duty and survey costs covered |
| One time/ perpetual license | Pay-as-you-go | Reservation Fee |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Wayhome product offering
Product offeringCore offering
Wayhome sells a non-mortgage homeownership pathway through its Deposit Bridge product, enabling customers to move into a new-build home with a 1% upfront purchase option fee, pay fixed monthly living payments for five years, and then purchase the home at a 10% discount to its independently assessed market value (or move on with up to 7% of sale proceeds). It also sells a small inventory of Gradual Homeownership resale homes available with a 5% deposit. The offering targets UK consumers who cannot afford traditional 5–15% deposits.
Product overview
Wayhome operates as a single-product platform with its primary offering being Deposit Bridge, a pathway to homeownership that allows customers to move into new-build homes with only 1% upfront and purchase them after five years with a built-in 10% discount as a deposit alternative. The previous Gradual Homeownership product (co-ownership model with up to 40% maximum ownership) has been retired but a limited number of resale homes from this model remain available for purchase with a 5% deposit.
Differentiator
Problem solved
Functional benefit
Products and services
- Deposit Bridge A homeownership pathway enabling customers to move into a new-build home with a 1% upfront purchase option fee, pay fixed monthly living payments for five years, and then purchase the home with a 10% discount on its independently assessed market value, or move on and receive up to 7% of sale proceeds. Customers can personalise the home (paint, decorate, keep pets) and benefit from cost certainty over the five-year term.
- Gradual Homeownership Resale Homes Properties already co-owned by Wayhome under the retired Gradual Homeownership model, available for purchase with just a 5% deposit. Wayhome covers initial Stamp Duty and survey costs on the initial share (up to 5%). Buyers take on the existing co-ownership structure with no upper price cap on property value.
Quantifiable outcome
- Move in with only 1% upfront instead of traditional 5-15% deposit
- +3 more outcomes
Companies that use Wayhome
Customer profileSegments3 records
Ideal customer profiles2 records
Wayhome technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Wayhome partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Mortgage Brokers and LendersminorPartnerships with mortgage brokers and lenders to enhance the gradual homeownership model and provide financing options for customers when they decide to buy.
- HomebuildersminorWayhome works with specific homebuilder partners to offer Deposit Bridge on selected new-build homes listed on their platform.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Wayhome competitors and assessment
Company assessmentDirect peers
- Habito: UK digital mortgage broker and home-buying platform that intermediates between consumers and lenders. Comparable as a digital-first intermediary tackling UK first-time-buyer friction, though operating within the regulated mortgage channel rather than rent-to-buy.
- Tembo: UK fintech mortgage broker focused on helping first-time buyers and "booster" buyers onto the housing ladder via innovative mortgage products. Directly addresses the same deposit-gap customer that Wayhome targets, but via mortgage intermediation rather than shared ownership.
- First Home Group: UK shared-ownership and affordable home ownership provider operating new-build housing schemes for first-time buyers. Comparable product (shared ownership/staircasing) and customer (first-time buyers priced out of full ownership).
- So Resi: Shared-ownership sales arm of Metropolitan Thames Valley housing association, offering part-buy/part-rent on new-build homes across the UK. Closest established housing-association analogue to Wayhome's co-ownership proposition.
- Stride Up: UK shared-ownership provider that helps first-time buyers purchase a share of a new-build home with a low deposit and pay rent on the remainder. Most direct like-for-like competitor to Wayhome's Gradual Homeownership model.
Broad incumbents
- Rightmove: UK's largest property portal listing homes for sale and rent, including new-build developments. Broad incumbent reaching the same first-time-buyer audience Wayhome targets, and a potential indirect distribution channel for new-build listings.
- Zillow Group: US-listed proptech platform covering home search, financing, and co-investment products. Useful as a global proptech comparable for unit economics and capital-partnership model, though operating in the US housing market rather than the UK.
- Lendable: UK fintech lending platform offering personal and secured loans, including home-purchase-related credit products. Broader incumbent in UK consumer credit fintech with overlapping first-time-buyer customer base but different product set.
Emerging players
- Goodlord: UK proptech providing tenant-referencing, rent-collection and moving-related software to agents and landlords. Operates in the UK rental transaction stack that surrounds Wayhome's deposit-bridge and shared-ownership products.
- Bricklane (formerly Abode): UK proptech providing shared-ownership investment products allowing investors to buy shares in individual homes, structurally adjacent to Wayhome's LLP-based co-ownership model. Uses similar institutional capital partner dynamics for residential property.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Wayhome social profiles
Digital presenceWayhome compliance and trust
Trust signalCompliance3 records
Wayhome financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wayhome leadership team
Management profileNumber of profiles
Profiles4 records
Wayhome subsidiaries and ownership
Company hierarchySubsidiaries3 records
Wayhome funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wayhome M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wayhome
What does Wayhome do?
Wayhome sells a non-mortgage homeownership pathway through its Deposit Bridge product, enabling customers to move into a new-build home with a 1% upfront purchase option fee, pay fixed monthly living payments for five years, and then purchase the home at a 10% discount to its independently assessed market value (or move on with up to 7% of sale proceeds). It also sells a small inventory of Gradual Homeownership resale homes available with a 5% deposit. The offering targets UK consumers who cannot afford traditional 5–15% deposits.
Is Wayhome a public or private company?
Wayhome is a private company. It is classified as venture growth investor backed and is currently operating.
When was Wayhome founded?
Wayhome was founded in 2016. It employs 51 to 100 people.
Where is Wayhome based?
Wayhome is headquartered in London, United Kingdom, in the Europe region.
How does Wayhome make money?
Five revenue lines are on record. Monthly Living Payments are the primary driver. The others are purchase Option Fee, reservation Fee, home Support Costs and staircasing Revenue.
Who are Wayhome's main competitors?
Direct peers on record are Habito, Tembo, First Home Group, So Resi and Stride Up. Broad incumbents are Rightmove, Zillow Group and Lendable. Emerging players are Goodlord and Bricklane (formerly Abode).
Does Wayhome have an API?
No public API is recorded for Wayhome.
What industry is Wayhome in?
Wayhome's product category is Alternative Homeownership / Proptech Consumer Finance. Its primary akta.pro industry code is BPAJAAAD, Affordable Housing & First-Time Buyer Brokerage, with a secondary code of FSALAAAD, Purchase Mortgage Origination (Homebuyer Focused). Its NAICS code is 52231 and its SIC code is 6531.