Whickr

What Whickr does

Whickr Group Limited operates a UK-focused, cross-platform online marketplace purpose-built for the equestrian community. The platform enables private sellers, breeders, dealerships, and yards to list horses, horseboxes and trailers, equestrian properties, and equine job vacancies; buyers and job seekers browse and filter using domain-specific taxonomies spanning 45+ horse breeds and 12+ disciplines, with location-based search and a 50-mile radius filter. The service is delivered via a web application at whickr.com and native iOS and Android apps, with an optional Horse & Hound Magazine print integration for horse-for-sale listings. A free Wanted Advert system matches buyer criteria to new listings and notifies sellers, creating a pull-based discovery mechanism on top of standard listings.

The underlying technology stack is a mobile-first marketplace with Stripe payment processing, Olark live chat, Google Analytics and Hotjar for behavioural analytics, AWS Cognito for authentication, YouTube video embedding for listings, and standard ad-tech integrations (DoubleClick, AppNexus, Casale Media, etc.). No proprietary AI/ML capabilities are disclosed; filtering and matching rely on structured attribute search rather than learned models. The platform also functions as an FCA-authorized (Register Number 496160) Introducer Appointed Representative of Agria Pet Insurance Ltd, enabling referral of pet/horse insurance products to marketplace users.

Whickr's business model combines transactional listing fees (£29.99 per standard horse listing, live until sold, including unlimited photos and video), recurring subscription packages for dealerships and yards, and B2B advertising sold to equestrian businesses (display, social promotion, sponsored content, and email campaigns). Customer segments are highly fragmented: individual buyers/sellers form the long tail, while SMB and enterprise equestrian businesses (retailers, transport, livery, events, breeders, trainers) represent the B2B monetization layer. The company is privately held, founder/management-led, incorporated in England and Wales with a registered office in Aylesbury, and operates with a 1–10 employee team.

Name

Whickr

Legal name

Whickr Group Limited

Website

https://whickr.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Whickr is a UK cross-platform online marketplace for buying and selling horses, horseboxes, equestrian property, and equine jobs, serving individual owners, breeders, dealerships, and equestrian businesses through web and mobile apps.

Ownership category

akta.pro rank

Product category

Online Equestrian Marketplace

NAICS

Horses and Other Equine Production (112920)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH)

Keywords

• Horse marketplace
• Equestrian classifieds
• Horseboxes trailers listings
• Equestrian property portal
• Equine jobs board

Headquarters

HQ city

Caerphilly

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Standard Listing Package: One-time advertising fee of £29.99 per horse listing. Listings remain live until the horse is sold, with unlimited photos and videos included. This is the primary revenue stream for individual sellers.
2. Dealership & Yard Packages: Tailored subscription packages for dealerships, yards, and professional sellers offering premium features, discounted monthly pricing, and dedicated support. Revenue model is subscription-based with custom pricing.
3. Equestrian Advertising Platform: Display advertising, social media promotion, and content/email marketing services sold to equestrian businesses (retailers, transport, livery, events, breeders, trainers). Packages include placements in horse classifieds, blog, and community pages.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Whickr is a UK online marketplace that connects horse buyers, sellers, and rehomers through a website and native iOS/Android apps, with paid listings (Standard Advertising Package at £29.99, live until sold), subscription packages for dealerships/yards, and a free Wanted Advert matching service. It also operates specialist marketplaces for horseboxes and trailers, equestrian property, and an equine jobs board, alongside display, social, and email advertising solutions sold to equestrian businesses.

Product overview

Whickr is a UK equestrian marketplace platform operating across both web and mobile (iOS/Android). The core offering consists of multiple interconnected marketplaces: the primary Horse Marketplace for buying and selling horses, a Horseboxes & Trailers Marketplace, an Equestrian Property Marketplace, and an Equine Jobs Board. The platform also offers a free Wanted Advert Service that matches buyer criteria with seller listings. Additional revenue streams include Business Advertising Solutions (display advertising, social media promotion, content and email marketing) and paid Standard Advertising Packages at £29.99 with unlimited media until sold. Premium Dealership & Yard Packages are available for professional sellers. The platform also integrates with Horse & Hound Magazine for extended advertising reach.

Differentiator

Problem solved

Functional benefit

Products and services

• Horse Marketplace Primary marketplace platform for buying, selling, loaning, and rehoming horses in the UK, featuring advanced filters by breed, age, price, discipline, height, gender, colour, and 50-mile radius location, available on web and native mobile apps.
• Horseboxes & Trailers Marketplace Specialized equestrian vehicle marketplace for buying and selling horseboxes and trailers, including 3.5t to 7.5t lorries and trailers across the UK.
• Equestrian Property Marketplace Marketplace for equestrian properties for sale across the UK, including country homes with stables, riding schools, and land with equestrian facilities.
• Equine Jobs Board Job board platform for equestrian employment opportunities including grooms, yard staff, riding instructors, working pupil placements, and other roles in the horse industry.
• Wanted Advert Service Free service allowing buyers to create wanted adverts specifying criteria for horses they are seeking; the platform notifies matching sellers of buyer demand and enables direct contact.
• Standard Advertising Package (Horse Listings) Paid advertising package priced at £29.99 per horse listing; advert remains live until sold with unlimited photos, videos, and YouTube embeds, available across the website, iOS and Android apps, with optional Horse & Hound Magazine promotion.
• Dealership & Yard Packages Tailored premium subscription packages for horse dealerships, yards, and professional sellers offering discounted monthly pricing and dedicated support.
• Business Advertising Solutions Advertising packages for equestrian businesses combining display advertising on the Whickr website and blog, social media promotion (Facebook and Instagram), and sponsored blog posts and targeted email campaigns to the Whickr subscriber base.
• Whickr Mobile App (iOS & Android) Native mobile applications available on Apple App Store and Google Play Store that provide access to the full Whickr marketplace, including listing creation, browsing, filtering, and account management on iOS and Android devices.

Quantifiable outcome

• Adverts stay live until horse is sold - no renewal fees or time limits
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Whickr-106030094586028
• Instagraminstagram.com/whickr_app/?hl=en

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors

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 Whickr