What Homely does

Homely is a UK-based digital platform founded in 2023 by three co-founders — Steven, Ellis, and Paul — with over 25 years of combined senior experience at banks, mortgage brokers, and credit agencies. Operating as Homely Global Limited (Company No. 13668288), the company is headquartered in London and focused exclusively on helping first-time homebuyers and renters in the UK overcome structural barriers to homeownership. Distribution is mobile-first: a free iOS and Android application serves as the primary user interface, supported by a web presence at homely.co.uk.

The platform integrates multiple products into a single savings-to-purchase funnel. HomelyPlan is an AI-powered personalization engine that generates a customized homeownership roadmap per user. HomelyBricks is a trademarked cashback currency earned across 2,000+ high street retailers (redeemable at 500 Bricks = £2.50), with friends and family able to accumulate Bricks on a user's behalf. A Lifetime ISA integration with Hargreaves Lansdown unlocks the UK government's 25% savings bonus, and an opt-in rental payment reporting mechanism claims potential credit score improvements of up to 65% via credit bureau submissions. FRED, a 24/7 AI conversational assistant, handles budgeting and financial education queries, while Homely Academy delivers structured content. The technology stack is freemium/PLG — free to end users, with no upfront fees — and accepts no direct user payments.

The business model is freemium with revenue generated downstream rather than at the point of consumer use. Income derives from affiliate commissions on retailer cashback transactions routed through the platform, plus one-time referral fees when users transition into the home-buying stage — specifically from qualified mortgage advisers, conveyancing services, surveys, and insurance partners (notably Aviva). The company is privately held at pre-seed stage, having raised strategic funding from UST, a digital transformation solutions company, in August 2023 at a double-digit million GBP valuation (~$20M disclosed equivalent post-money). Homely serves a B2C market of individual UK consumers, primarily budget-conscious renters aspiring to property ownership, with no disclosed enterprise or B2B revenue stream.

Name

Homely

Legal name

Homely Global Limited

Website

https://homely.co.uk

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Homely is a free UK mobile platform that uses AI to help first-time homebuyers and renters plan and accelerate their path to homeownership, combining personalized savings plans, HomelyBricks cashback from 2,000+ retailers, Lifetime ISA integration, credit score enhancement, and mortgage adviser referrals.

Ownership category

akta.pro rank

Product category

Consumer Homebuyer Planning Platform

NAICS

New Housing For-Sale Builders (236117)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Home Improvement Personal Loans (Unsecured Installment) (FSAKAAAE)

Keywords

• Homebuyer planning platform
• Deposit savings app
• Mortgage readiness tools
• Credit score enhancement
• Cashback rewards program

Headquarters

HQ city

England

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Revenue model

1. Freemium Platform with Affiliate Revenue: The platform is free to use for consumers with no upfront fees or hidden costs. Revenue is generated through affiliate commissions from retailer cashback (HomelyBricks) when users shop through the platform, and referral fees from mortgage advisers and service providers (conveyancing, surveys, insurance) when users are ready to purchase property.
2. Referral Commissions: When users are mortgage ready, Homely refers them to qualified mortgage advisers. Once users have an offer accepted and are moving in, Homely earns referral fees for recommending moving services such as conveyancing, surveys, and insurance.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Homely is a free mobile-first digital platform that helps first-time homebuyers and renters in the UK achieve homeownership. It combines AI-powered personalized planning (HomelyPlan), a retailer cashback rewards system (HomelyBricks) with over 2,000 retail partners, Lifetime ISA integration for a 25% government savings bonus, and credit score enhancement through rental payment reporting to credit bureaus.

Product overview

Homely operates as a free mobile-first platform for first-time homebuyers, built around the core HomelyPlan AI-powered planning system. The platform combines personalized savings roadmaps (HomelyPlan), a cashback rewards program (HomelyBricks), Lifetime ISA integration for government bonus savings, and credit score enhancement through rental payment reporting. Additional features include the FRED chatbot for 24/7 financial guidance, Homely Academy for education, and connections to mortgage advisers and moving services. Users access the platform via free iOS and Android applications with no upfront fees or hidden costs.

Differentiator

Problem solved

Functional benefit

Brands

• HomelyBricks: A unique loyalty currency on the Homely platform that users earn by shopping with retailers and engaging with the platform. Bricks can be redeemed for cash to boost savings for property deposits.

Products and services

• Homely Mobile Application (Homely – Your Way Home) Free mobile app for iOS and Android that helps first-time homebuyers in the UK achieve mortgage readiness through AI-powered personalized planning, savings optimization, credit score improvement, and cashback rewards.
• HomelyBricks Cashback Rewards Cashback rewards currency where users earn bricks by shopping at over 2,000 high street retailers through the Homely platform. Bricks redeem to cash at 500 Bricks = £2.50 to boost home deposit savings, with friends and family able to collect bricks on a user's behalf at homelybricks.co.uk.
• HomelyBricks Referral Program (homelybricks.co.uk) Standalone referral portal where friends and family of Homely users can collect HomelyBricks on the user's behalf, accelerating their deposit savings for a first home.

Quantifiable outcome

• Credit score boost up to 65% through rental payment history reporting
• +2 more outcomes

Segments2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• AvivacoreStrategic or Co-development Partner · 10 August 2023Aviva, a major insurance and financial services brand, is a trusted brand integration partner for Homely. The partnership involves integrating Aviva's services into the Homely homeownership platform, likely including insurance products for homebuyers.
• Hargreaves LansdowncoreTechnology or IntegrationHargreaves Lansdown is Homely's Lifetime ISA partner, offering users savings plans. The partnership enables Homely to provide ISA savings tools and access to government bonuses (25% boost) for users saving for their first home.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Atom Bank: UK digital-only bank with a dedicated mortgage offering. Comparable as an emerging player extending a digital-first savings and mortgage experience to UK consumers, intersecting with Homely's eventual mortgage-referral layer.
• Snoop: UK open-banking money management and savings app. Comparable as an emerging fintech consumer app that personalises money guidance and savings offers for UK users - a partial overlap with Homely's FRED and HomelyPlan assistance layer.

Broad incumbents

• Experian: Global credit bureau operating in the UK. Comparable because Homely's rental-payment credit-score enhancement feature depends on the bureau reporting rails Experian controls, and Experian's consumer products (e.g. via ClearScore) overlap end-user credit-improvement journeys.
• Rightmove: UK's largest property search portal. Comparable as a broad incumbent that monetises the home-buying journey through agent listings and adjacent services, though its focus is property search rather than savings/credit planning.
• Zoopla: UK property portal with house-hunter and valuation tools. Comparable as a broad incumbent in the UK home-buying funnel, with overlapping audience but primarily a search-first rather than plan-and-save-first proposition.

Direct peers

• ClearScore: UK free credit-score platform (backed by Experian) that uses credit data to funnel users into lender and product offers. Comparable because it shares Homely's credit-score-driven onboarding pattern and converts users via financial-product referrals.
• Moneybox: UK consumer investment and savings app with a strong Lifetime ISA proposition aimed at first-time buyers. Comparable because it sits in the same 'plan, save, and qualify' journey for UK first-time purchasers, with ISA and partner integrations that overlap Homely's flow.
• Habito: UK online mortgage broker and home-buying platform. Directly comparable because it targets UK first-time buyers with a digital end-to-end journey and earns revenue via lender referral commissions - the same monetisation model Homely ultimately relies on.
• Trussle: Former UK online mortgage broker that targeted first-time buyers with algorithm-driven adviser matching. Listed as a direct peer because, although now operating in a different form, it pioneered the same digital-first, referral-based mortgage funnel Homely targets.
• Octopus Money: UK financial-planning app that helps users set goals, save, and access regulated advice. Comparable because it overlaps Homely's AI-driven personal-planning positioning and consumer target segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/homelyhomeuk?s=21&t=wcnYf_GIPLGw64c9vJ1ywQ
• Facebookfacebook.com/BeHomelyUK
• LinkedInlinkedin.com/company/homely-global-ltd
• Instagraminstagram.com/homelyhomeuk?igsh=MWRuenhyYXA2cWs0ZQ==
• TikToktiktok.com/@homelyhomeuk?_t=8iuv9cVBAQK&_r=1

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Homely