What Let Alliance does

Let Alliance is a UK-based B2B platform serving the private rental sector through a network of approximately 5,000 letting agent partners. Operating as a trading brand of Barbon Insurance Group Limited (a subsidiary of PIB Group Limited), the company provides tenant referencing, landlord and tenant insurance, rent guarantee products, guarantor services, and affiliated media services. Its customer base spans letting agents (primary channel), landlords, and tenants, with the agent channel generating commission-based revenue on insurance sales and renewals. The company is FCA-authorised for insurance distribution and has been operating for over 30 years under its parent group, with a 4.9-star Trustpilot rating as of July 2023.

The platform's technological core is VISTA, a tenant referencing solution developed through a £3 million, three-year R&D investment in partnership with Experian, completing over 70% of applications instantly. AI-powered fraud detection checks every application against over 500 million data points, including the CIFAS database, and identifies 150+ fraud cases daily. Same Day Referencing combines Open Banking data with TransUnion credit file access for real-time affordability assessment. Supporting platforms include Vision+, a free pre-tenancy management tool for letting agents with CRM integrations and auto-updating compliance templates, and a dedicated agent portal plus tenant portal for transaction management.

The revenue model combines per-reference fees, recurring insurance commissions on policies and renewals (landlord buildings and contents, tenants contents and liability, rent guarantee, home emergency), one-time guarantor service fees, and affiliate commissions from media partnerships with Sky, Virgin Media, and AnyVan. Strategic priorities reflected in 2024-2026 activity include regulatory positioning for the UK's Renters' Rights Act, enterprise validation through the Dexters three-year partnership, and product diversification into consulting and direct-to-tenant guarantor services.

Name

Let Alliance

Legal name

Barbon Insurance Group Limited

Website

https://letalliance.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Let Alliance is a UK B2B platform that provides tenant referencing, landlord and tenant insurance, rent guarantee, and affiliated media services to approximately 5,000 letting agents, landlords, and tenants across the private rental sector.

Ownership category

akta.pro rank

Headquarters

HQ city

Frodsham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Tenant Referencing Services: Fees charged to letting agents for tenant referencing services including Same Day Referencing and VISTA intelligent referencing solutions. Revenue from per-reference charges and subscription plans for agent portal access.
2. Insurance Products (Tenants, Landlords): Commissions earned on sales and renewals of tenants contents insurance, tenants liability insurance, landlords buildings and contents insurance, and home emergency cover. Agents earn commission on each policy sold and renewed.
3. Rent Guarantee Insurance: Premiums collected from landlords for rent guarantee coverage protecting against tenant defaults. Includes claims payout when tenants fail to pay rent, with coverage up to 24 months rent or £100,000.
4. Let Alliance Guarantor: Guarantor service for tenants with one month rent fee paid by tenant. Agents earn commission on each purchase.
5. Media Services Commission: Commissions from TV and broadband partnerships with Sky and Virgin Media, plus removal services through AnyVan referral program.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Let Alliance provides tenant referencing, insurance, and rent guarantee services to letting agents operating in the UK private rental sector. Its core products include Same Day Referencing, VISTA AI-powered intelligent referencing, landlords and tenants insurance, and rent guarantee protection, delivered through a B2B2C model where letting agents resell products to their landlord and tenant customers.

Product overview

Let Alliance is a B2B platform providing specialist services for the private rental sector to letting agents, tenants, and landlords. The portfolio centers on tenant referencing (Same Day Referencing, VISTA/Intelligent Referencing) and insurance products (Landlords Buildings & Contents, Tenants Contents & Liability, Rent Guarantee). Supporting services include Pre Tenancy/Vision+ management platform, Let Alliance Guarantor, Media Services (Sky/Virgin Media), and Let Alliance Consulting. Services are designed to generate additional revenue for letting agents while protecting landlords and tenants.

Differentiator

Problem solved

Functional benefit

Brands

• VISTA: Ground-breaking tenant referencing solution providing accurate affordability assessment and fraud mitigation through partnership with Experian and AI technology.
• Vision+
• Rent on Time
• Let Alliance Guarantor

Products and services

• Same Day Referencing

Quantifiable outcome

• Over 70% of tenant reference applications completed instantly
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• DextersflagshipStrategic or Co-development Partner · 17 September 2025Three-year strategic partnership following successful VISTA referencing development. Dexters, one of UK's leading estate agent businesses working with over 50,000 landlords, entrusts Let Alliance with assessment of tenant applications. Strategic endorsement of VISTA proposition and customer service delivery.
• TransUnioncoreTechnology or IntegrationTransUnion (formerly Callcredit) is a consumer credit reporting agency partnered with Let Alliance to power Same Day Referencing. The partnership enables access to full credit files with real-time data for tenant affordability assessment, moving beyond publicly available credit information.
• ExperiancoreTechnology or IntegrationExperian partnership enables VISTA referencing solution through CAIS membership providing exclusive and extensive access to source data and full credit files from the Credit Bureau. Let Alliance uses Experian Rental Exchange for tenant payment history data.
• Legal for LettingscoreStrategic or Co-development PartnerLaw firm representing HomeLet and Let Alliance providing possession-related legal services. Provides insights through Quarterly CourtWatch report analyzing 1,200 possession-related applications annually, showing court delays and financial impacts on landlords.
• FCS ComplianceminorImplementation/ SI/ Consulting PartnerAward-winning provider of Anti-Money Laundering (AML) compliance services in the UK. Partnered for expert guidance on financial sanctions legislation obligations set by OFSI.
• ICG (The Innovation Collaboration Group)minorStrategic or Co-development PartnerMarket leading suppliers to letting agents come together to offer the best possible solutions in the industry through this collaboration group.
• Property StreamminorGTM or Marketing PartnerPart of 22 Group, Property Stream specializes in creating stunning branding and websites that focus on attracting and converting leads for letting agents.
• Bliss Promotional GiftsminorGTM or Marketing PartnerSpecialists in print and promotional gifts for the property industry.
• SkycoreGTM or Marketing PartnerTV and broadband partnership offering exclusive deals to tenants. Let Alliance earns commission on referrals while tenants access preferential pricing not available directly from Sky.
• Virgin MediacoreGTM or Marketing PartnerTV and broadband partnership offering exclusive deals to tenants. Let Alliance earns commission on referrals while tenants access preferential pricing with broadband speeds up to 1130Mbps.
• AnyVanminorGTM or Marketing PartnerLocal removal experts partnership helping tenants move into new homes. Commission earned on referrals with 40% cheaper pricing than competitors and £50,000 fire and theft cover included.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• HomeLet: UK tenant referencing and landlord insurance specialist. Direct competitor offering a similar product suite (referencing, rent guarantee, landlord/tenant insurance) and is in fact a sister brand under the same PIB Group parent as Let Alliance.
• Goodlord: UK proptech platform offering tenant referencing, rent collection, and compliance tooling to letting agents. Competes head-to-head with Let Alliance in agent-facing digital workflows and referencing.
• Canopy: UK digital tenant referencing service using Open Banking and credit bureau data. Direct competitor in same-day/digital referencing segment targeted at letting agents.
• Rentshield Direct: UK rent guarantee and tenant referencing specialist, also operating under the PIB Group umbrella alongside Let Alliance. Direct peer offering similar insurance-led agent proposition.

Emerging players

• OpenRent: UK online letting platform offering tenant referencing as part of a self-service agent/landlord workflow. Competes in referencing volume and pricing, especially among smaller landlords and agents.
• PayProp: UK property management and rent collection platform used by letting agents. Adjacent competitor as agents increasingly consolidate workflows onto integrated platforms like PayProp.
• Reposit: UK deposit alternative provider that integrates into the letting agent workflow alongside referencing. Functions as a competitor/complement in the pre-tenancy stack.
• Howsy: UK proptech offering landlord property management with integrated referencing and rent collection. Competes for agent and landlord wallet share in the broader pre-tenancy and ongoing-management stack.
• Arthur Online: UK letting agent CRM and property management software that includes tenant screening workflows. Adjacent competitor in the agent operating system layer where referencing and insurance attach.

Others

• Barbon Insurance Group: Parent entity of Let Alliance providing shared insurance infrastructure and FCA-regulated distribution. Not a market competitor but the operating vehicle through which Let Alliance distributes insurance products.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/letalliance
• Facebookfacebook.com/letalliance
• LinkedInlinkedin.com/company/let-alliance-limited
• Instagraminstagram.com/letalliance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Let Alliance