Helm
HELM is a London-based luxury yacht charter brokerage founded in 2015 that pairs high-net-worth travellers with vetted crewed yachts globally, delivering 350+ charters annually through a personal broker model.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Helm does
HELM (legally Harrison Morgan Limited) is a London-based luxury yacht charter brokerage founded in 2015 that matches high-net-worth travellers with crewed motor, sailing, catamaran, and gulet yachts worldwide. The company operates a sales-led model in which prospective clients use the proprietary Experience Builder tool to submit preferences (destinations, activities, and desired feelings), after which a personal charter broker curates a shortlist from HELM's vetted inventory. HELM works exclusively with approximately the top 5% of crewed yachts in any given region, claiming access to every charter fleet globally and delivering more than 350 crewed charters annually. The technology layer is intentionally light: the Experience Builder is a structured intake questionnaire rather than an algorithmic recommendation system, and the value creation sits in human curation, regional expertise, and broker relationships with captains and crews.
HELM monetizes primarily through brokerage commissions on crewed yacht charters (transaction-fee revenue), with charter fees starting at approximately €25,000 per week and ranging up to €1M+ per week for superyachts, plus Advanced Provisioning Allowance (APA, typically 25–40% of charter fee) and destination-specific VAT. A secondary revenue stream is yacht purchase advisory — covering new builds, charter management programs, and brokerage of pre-owned vessels — billed as professional services. A sister brand, Anchor, handles bareboat and skippered charters, segmenting the demand stack. Distribution is direct-to-consumer through the helm.yt website, supplemented by phone-based broker support in the UK, USA, and Australia, with growth historically driven by personal referrals and content/SEO rather than paid marketing. There are no disclosed funding rounds; the company appears privately held and founder/management-operated.
Helm firmographics
Firmographics- Name
- Helm
- Legal name
- Harrison Morgan Limited
- Website
- https://helm.yt
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HELM is a London-based luxury yacht charter brokerage founded in 2015 that pairs high-net-worth travellers with vetted crewed yachts globally, delivering 350+ charters annually through a personal broker model.
- Ownership category
- akta.pro rank
Helm industry classification
Industry- Product category
- Luxury Yacht Charter Brokerage
- NAICS
- Scenic and Sightseeing Transportation, Water (48721), Support Activities for Water Transportation (4883)
- SIC
- Water Transportation (4400)
- akta.pro primary industry
- Crewed Yacht Charters (Luxury Crewed) (THAEAEAA)
- akta.pro secondary industries
- Private Yacht & Luxury Boat Charters (With Crew) (THAJALAE), Cruise Yacht Charters (Private Crewed) (THAEADAG)
Keywords
Where Helm is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Helm business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Yacht Charter Brokerage Commission: HELM acts as a yacht charter brokerage, earning commissions by matching discerning travelers with crewed yachts. The company facilitates bookings and handles the coordination from enquiry through booking and beyond. They work exclusively with the top 5% of crewed yachts and have access to every charter fleet worldwide.
- Yacht Sales and Ownership Management: HELM offers yacht purchase assistance including new builds, charter management programs, and brokerage yachts. They provide guidance through shipyard selection, design teams, and navigation of technical specifications for yacht buyers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Luxury Crewed Yacht Charters starting from €25,000 per week |
| Usage-based | One time | Advanced Provisioning Allowance (APA) |
| Other | One time | VAT by Destination |
| Other | One time | Crew Gratuity |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Helm product offering
Product offeringCore offering
HELM (Harrison Morgan Limited) is a personalized yacht charter brokerage that matches discerning travelers with crewed luxury yachts worldwide. Founded in 2015 and based in London, the company curates only the top 5% of crewed yachts globally—spanning motor, sailing, catamaran, power catamaran, and gulet vessels—and delivers more than 350 crewed charters annually across the Mediterranean, Caribbean, South Pacific, and beyond. HELM also provides yacht purchase advisory services covering new builds, charter management programs, and brokerage of pre-owned yachts.
Product overview
HELM (Harrison Morgan Limited) operates as a luxury yacht charter brokerage platform offering three primary service tiers: Crewed Yacht Charters (the flagship offering with professional captain, chef, and crew for ultimate luxury), Skippered Yacht Charters (with a hired captain for those without sailing qualifications), and Bareboat Yacht Charters (self-operated rentals for licensed sailors). The company also offers Yacht Sales services including new build advisory, charter management, and brokerage through its yacht-sale platform. HELM's unique Experience Builder tool enables personalized charter customization. The company works exclusively with the top 5% of luxury crewed yachts and has a sister brand called Anchor (anchor.yt) that handles bareboat and skippered charter operations. Charter destinations span the Mediterranean (Greece, Croatia, France, Italy, Turkey, Spain), Caribbean (British Virgin Islands, US Virgin Islands), and South Pacific (French Polynesia, Thailand, Indonesia, Australia), with yacht types including motor yachts, sailing yachts, catamarans, power catamarans, and gulets.
Differentiator
Problem solved
Functional benefit
Brands
- Anchor: Sister site specializing in bareboat and skippered yacht charters
Products and services
- Crewed Yacht Charters Fully crewed luxury yacht charters with a dedicated captain, chef, and crew providing five-star hospitality aboard motor, sailing, catamaran, power catamaran, and gulet vessels. Targeted at discerning travelers and families seeking bespoke private charter vacations, starting from €25,000 per week.
- Skippered Yacht Charters Yacht charters that include a professional captain for clients who want to explore destinations without needing sailing qualifications. Operations handled by sister site Anchor (anchor.yt), while HELM provides the brokerage and curation layer.
- Bareboat Yacht Charters Self-operated yacht rental for licensed sailors seeking complete freedom to chart their own course. Operations handled by sister site Anchor (anchor.yt), while HELM provides the brokerage and curation layer.
- Yacht Purchase Services Advisory services covering new build yacht purchases, charter management programs for owners who want their vessels integrated into the charter fleet, and brokerage of pre-owned yachts. Includes guidance on shipyard selection, design teams, and navigation of technical specifications. Targeted at prospective and current yacht owners.
Quantifiable outcome
- 4.8/5 average Trustpilot rating based on customer reviews
- +1 more outcomes
Companies that use Helm
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
Helm technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Helm partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AnchorcoreAnchor is HELM's sister company specializing in bareboat and skippered yacht charters. HELM handles crewed luxury charters while Anchor manages self-skippered and bareboat bookings, creating a comprehensive yacht charter service offering across all experience levels.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Helm competitors and assessment
Company assessmentDirect peers
- Burgess: Global superyacht brokerage offering crewed yacht charter, sale, purchase, new-build, and management services to HNW clients. Directly comparable to HELM's full-service, broker-led model, but at significantly larger scale with a broader superyacht fleet focus.
- Camper & Nicholsons: Established luxury yacht brokerage with charter, sales, new-build, and yacht management services worldwide. Comparable to HELM in targeting HNW clients seeking crewed luxury charters, with deeper fleet relationships and longer operating history.
- Fraser Yachts: Global superyacht broker offering crewed charter, brokerage sales, new-build, and management. Highly comparable charter brokerage offering, competing for the same top-tier yacht inventory and HNW clientele as HELM.
- Y.CO: Yacht brokerage and charter specialist combining broker-led service with a digital-first client experience for luxury yacht charter, sale, and management. Closely comparable tech-enabled, broker-led charter model serving HNW clients.
- Northrop & Johnson: Worldwide luxury yacht brokerage and charter firm with established presence in crewed charter, sales, and new construction. Competes for the same HNW charter clients and high-end crewed yacht inventory as HELM.
- IYC (International Yacht Collection): Global superyacht charter and sales brokerage with a network of regional offices. Directly comparable charter-led brokerage serving HNW clients seeking crewed luxury yacht experiences.
- CharterWorld: Online yacht charter broker specializing in crewed luxury yacht bookings across the Mediterranean, Caribbean, and beyond. Directly comparable brokerage model with broader digital funnel but similar end-customer and inventory.
- Boatbookings: Yacht charter broker offering crewed and bareboat charters globally with a broker-led sales approach. Comparable charter brokerage targeting similar HNW and affluent leisure customers.
Emerging players
- GlobeSailor: Online yacht charter platform specializing in bareboat, skippered, and crewed charters across the Mediterranean and Caribbean. Comparable end-customer (luxury leisure yachting) but skews toward self-serve digital booking rather than HELM's high-touch broker model.
- Ahoy Club: Digital-first yacht charter and sales platform with an app-based booking experience targeting younger HNW and affluent travelers. Competes in the crewed luxury charter category but with a more productized/tech-led approach than HELM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Helm social profiles
Digital presenceHelm financial estimates
Financial estimateRevenue estimate
Valuation estimate
Helm leadership team
Management profileNumber of profiles
Profiles3 records
Helm funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Helm 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 Helm
What does Helm do?
HELM (Harrison Morgan Limited) is a personalized yacht charter brokerage that matches discerning travelers with crewed luxury yachts worldwide. Founded in 2015 and based in London, the company curates only the top 5% of crewed yachts globally—spanning motor, sailing, catamaran, power catamaran, and gulet vessels—and delivers more than 350 crewed charters annually across the Mediterranean, Caribbean, South Pacific, and beyond. HELM also provides yacht purchase advisory services covering new builds, charter management programs, and brokerage of pre-owned yachts.
Is Helm a public or private company?
Helm is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Helm founded?
Helm was founded in 2015. It employs 1 to 10 people.
Where is Helm based?
Helm is headquartered in London, United Kingdom, in the Europe region.
How does Helm make money?
Two revenue lines are on record. Yacht Charter Brokerage Commission is the primary driver. The others are yacht Sales and Ownership Management.
Who are Helm's main competitors?
Direct peers on record are Burgess, Camper & Nicholsons, Fraser Yachts, Y.CO, Northrop & Johnson, IYC (International Yacht Collection), CharterWorld and Boatbookings. Emerging players are GlobeSailor and Ahoy Club.
Does Helm have an API?
No public API is recorded for Helm.
What industry is Helm in?
Helm's product category is Luxury Yacht Charter Brokerage. Its primary akta.pro industry code is THAEAEAA, Crewed Yacht Charters (Luxury Crewed), with a secondary code of THAJALAE, Private Yacht & Luxury Boat Charters (With Crew). Its NAICS code is 48721 and its SIC code is 4400.