Simplify

What Simplify does

Simplify is the UK's leading independent conveyancing and property services group, formed in March 2019 through the merger of My Home Move and The Simplify Group and headquartered in Leicester. The group comprises seven regulated conveyancing law firms (Advantage Property Lawyers, Cook Taylor Woodhouse, DC Law, Gordon Brown Law, JS Law, Premier Property Lawyers, and My Home Move) plus the Move with Us property services brand, collectively processing more home mover transactions than the next four conveyancing groups combined. It serves three primary customer segments: B2B introducers (1,500+ estate agents, mortgage intermediaries, lenders, and house builders), direct consumers via My Home Move Conveyancing, and specialist clients in probate and shared ownership, with operations across 11 UK locations plus home-based coverage in England and Wales.

The technology backbone is a proprietary platform-plus-modules architecture: eWay provides 24/7 client-facing case management, ieWay gives introducers quoting, instruction, and performance tracking, iPX is an interactive sales tool used by housebuilders for part exchange and assisted sale conversations, and the Property Sales Portal delivers real-time portfolio and forecasting analytics. The group layers Robotic Process Automation for document extraction, AI call listening (credited with a 9%+ conversion uplift since Spring 2024), generative AI explainer videos, ID and AML verification, and Residential Pricing Reports built on the firm's proprietary transaction dataset.

The business model is overwhelmingly transactional and per-matter, with fees collected on each conveyancing instruction plus referral commission paid back to introducer partners. Revenue is generated across conveyancing delivery (consumer and introducer), managed panel services for 300+ partner firms serving lenders and large introducers, housebuilder property services (part exchange, assisted sale, valuations), and probate and estate management. Pricing is quote-based and not publicly disclosed, though the consumer channel is anchored by a "no move, no fee" guarantee and the company reports conveyancing income uplifts of over 40% and bottom-line additions of up to 47% for its introducer partners.

Name

Simplify

Legal name

Simplify Moving Limited

Website

https://simplify.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Simplify is the UK's largest independent conveyancing and property services group, operating seven regulated law firms, a 300+ firm managed panel, and proprietary eWay, ieWay, iPX and Property Sales Portal platforms serving 1,500+ estate agent, broker, lender and housebuilder introducer partners across England and Wales.

Ownership category

akta.pro rank

Headquarters

HQ city

Leicester

HQ country

United Kingdom

HQ region

Europe

Offices11 records

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. Conveyancing Services for Introducers: Simplify helps introducing partners (estate agents, mortgage intermediaries, lenders) grow their conveyancing income by identifying sales opportunities, improving conversion rates, and managing panel and conveyancing delivery. Introducers receive referral fees for conveyancing instructions sent to Simplify's regulated law firms.
2. Consumer Direct Conveyancing: Direct-to-consumer online conveyancing services for home movers through My Home Move Conveyancing. Customers pay for conveyancing services on a per-transaction basis with no move, no fee guarantee.
3. Specialist Conveyancing Services: Specialist services for leasehold and shared ownership properties through Cook Taylor Woodhouse for customers requiring additional expertise.
4. Property Services for House Builders: Part exchange and assisted sale services for house builders including valuation, sales progression, and technology solutions (iPX software, Property Sales Portal). Revenue derived from service fees for valuation reports, sales progression, and platform access.
5. Probate and Estate Management: Property sales management services for probate administrators and estates, including maintenance, insurance, content valuation, survey, and Probate Valuation Reports.
6. Panel Management Services: Managed service for panel management with over 300 firms, providing control, transparency and online quotation for lenders and large introducers.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Simplify is the UK's largest independent conveyancing and property services group, providing conveyancing services for home movers through in-house law firm brands and a managed panel of 300+ partner firms. It serves estate agents, mortgage intermediaries, lenders and house builders with referral-based conveyancing, panel management, part exchange and assisted sale services. Direct consumers are served through My Home Move Conveyancing with online quotes, dedicated conveyancers and 24/7 eWay case management.

Product overview

Simplify is a platform-plus-modules architecture consisting of multiple integrated products. The core offering includes eWay (customer-facing client management portal) and ieWay (introducer-facing management portal) which form the technology backbone. Supporting these are property services including iPX (interactive sales software for house builders), Property Sales Portal (portfolio management platform), and Residential Pricing Reports. The conveyancing delivery is handled through ConveyancingDirect (six in-house law firm brands) plus a Panel Management service with 300+ partner firms. For consumers, My Home Move Conveyancing provides direct online conveyancing services. Property services are delivered through Move with Us. These products work together to provide end-to-end conveyancing and property services across estate agents, house builders, probate administrators, lenders, and consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• eWay Cloud-based client management technology portal available 24/7 that allows home mover customers to transact, complete tasks, upload documents and review progress of their conveyancing transaction.
• ieWay Award-winning introducer portal providing comprehensive management information, client data visibility, business and branch performance tracking, and individual negotiator management through one central source for estate agents and financial intermediaries.
• iPX Software Interactive software for house builders that supports in-person discussions with prospective new build home buyers about estimated valuations, compares with on-market and sold properties, provides real-time market summaries by house type and helps teams instantly identify customer preferences for part exchange versus assisted sale.
• Property Sales Portal Client operating platform for housebuilders providing 24/7 access to property portfolio data, sales progression tracking, accurate forecasting tools, and comprehensive valuations and market insights.
• Residential Pricing Reports Tailored independent reports offering housebuilders market data and experience supporting pricing strategies for new development launches or land bid assessments, including comparable information on similar local developments.
• My Home Move Conveyancing Direct-to-consumer online conveyancing service providing instant online quotes with a no move, no fee guarantee, dedicated named conveyancers and 24/7 online case management access through the eWay portal for home buyers, sellers and remortgagers.
• Panel Management Service Managed conveyancing panel service with a national panel of over 300 firms providing tailored service, full data visibility, online quotation and control for lenders and large introducers requiring national coverage.
• Move with Us Property Services Property services offering including part exchange, assisted sale, valuation and sales progression for house builders, probate administrators and lenders, supported by iPX software, the Property Sales Portal and Residential Pricing Reports.
• Conveyancing Sales (Referral & Self Quote) Sales expertise service for introducers identifying more conveyancing opportunities and converting at higher rates, offering referral (integrated data capture and sales proposition) and self-quote (online quotation tool via ieWay) options.
• Probate Property Services Specialist probate property sales management service for solicitors, trust corporations and charities, including maintenance, insurance, content valuation, survey, and Probate Valuation Reports for estate administration.

Quantifiable outcome

• Conveyancing income increase of 'in excess of 40%' for introducing partners
• +5 more outcomes

Named customers6 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

AI capability6 records

Feature9 records

Partnerships

One partnership is on record.

• Southport FCminorGTM or Marketing Partner · 23 August 2021Simplify became a season sponsor for Southport FC, with branding pitch-side at The Pure Stadium. This community partnership brings together two organisations with a strong sense of community. The sponsorship is the fourth season via DC Law, which has an office located near the stadium.

Scale indicators20 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bird & Co Solicitors: UK online conveyancing specialist offering direct-to-consumer residential conveyancing services. Comparable to Simplify's My Home Move Conveyancing brand in target customer, online self-service model, and transaction-based revenue.
• LMS (Link Mortgage Services): UK conveyancing panel management provider serving mortgage lenders and intermediaries. Directly comparable to Simplify's Panel Management service (300+ firm panel) and shares lender and intermediary GTM.
• Optima Legal Services: Outsourced legal services provider with a significant conveyancing and panel management practice in the UK. Operates a similar volume-driven model with law firm partnerships, overlapping Simplify's B2B and B2C conveyancing offerings.
• eConveyancer: UK online conveyancing comparison and delivery platform. Directly comparable to Simplify's direct-to-consumer conveyancing proposition in digital channel and price-led positioning.
• Property Law Partners: UK specialist residential conveyancing law firm. Comparable niche focus and customer base to Simplify's specialist conveyancing brands, though smaller in scale.

Broad incumbents

• Taylor Rose: UK national law firm with a sizeable residential conveyancing and property practice. Comparable in conveyancing service offering but operates as a broader full-service law firm rather than a conveyancing specialist.
• DWF Group: Large UK-listed legal services group with property and conveyancing capabilities. Overlaps with Simplify's panel management and conveyancing delivery but competes as a diversified incumbent across many legal categories.
• Irwin Mitchell: Major UK law firm with a substantial residential property practice. Comparable conveyancing offering but as part of a much broader legal services portfolio rather than focused on the conveyancing niche.
• VWV (Veale Wasbrough Vizards): UK law firm with established property and conveyancing practice. Similar B2B and consumer conveyancing services but competes as a regional full-service firm rather than a national conveyancing specialist.
• Weightmans: UK national law firm with property and conveyancing services. Competes with Simplify in conveyancing but as part of a broader insurance and legal services portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SimplifyConveyancing

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Simplify