GOTO Group

What GOTO Group does

GOTO Group is a UK-based digital platform that aggregates the full spectrum of home-moving services into a single online destination operated under the legal entity Genle Ltd (founded 2015, headquartered in Lewknor, Oxfordshire). Its product portfolio spans ten branded service lines: GOTO Surveys (RICS-regulated property surveys via a network of 350+ chartered surveyors), GOTO Conveyancing (panel of 5-star regulated conveyancers), GOTO Mortgages (250+ FCA-regulated mortgage advisers covering standard, buy-to-let, large and overseas mortgages), GOTO Auctions (Modern Method of Auction with 56-day completion), GOTO EPCs (energy performance certificates), GOTO Floorplans (2D/3D visualisation), GOTO Insurances (Defaqto 5 Star rated home insurance under FCA-authorised GENLE Ltd), GOTO Removals (100+ firm network powered by Pickfords with smartphone video surveys), GOTO Estate Agents (data-driven agent matching), and GOTO Wills (will writing and trust services with £3/month storage). The platform supports a concierge model where a dedicated adviser guides customers through the transaction alongside self-serve online tools, and integrates into the Reapit CRM App Marketplace for estate agent referrals.

The underlying technology is a cloud-hosted, single-login platform that matches consumers to a curated panel of regulated providers rather than performing the underlying services in-house. Customer acquisition combines direct-to-consumer digital channels (website, blog, Move iQ Podcast hosted by Phil Spencer, SEO) and B2B partnerships (500+ estate agents, 250+ mortgage brokers, CRM integration via Reapit, event partnerships such as Dezrez's EAvolution21). Revenue is generated through affiliate/referral fees paid by service providers (free to consumers for conveyancing and mortgage matching), transaction fees on surveys, EPCs, floorplans and auctions, insurance commissions on home insurance products, and subscription fees for will storage. The operating geographies cover the four UK nations plus Ireland, with international removals available beyond.

Name

GOTO Group

Legal name

Genle Ltd

Website

https://gotogroup.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

GOTO Group is a UK-based digital platform aggregating surveys, conveyancing, mortgages, auctions, removals, insurance, wills, and EPCs into a single concierge experience, connecting consumers and 500+ partner estate agents to a panel of over 700 regulated providers.

Ownership category

akta.pro rank

Product category

Property Services Platform

NAICS

Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Appraisers (531320), Title Abstract and Settlement Offices (541191)

SIC

Real Estate Agents & Managers (For Others) (6531), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Buyer Representation Services (BPAJAAAJ)

akta.pro secondary industries

Foreclosure/REO & Distressed Property Auctions (BPAJAEAF), Appraisal Review & Quality Assurance Services (BPAJAKAN)

Keywords

• Property services aggregation
• Home moving platform
• Conveyancing services
• Property surveys
• Mortgage brokerage

Headquarters

HQ city

Lewknor

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Referral and Introduction Fees from Service Providers: GOTO Group introduces customers to a panel of regulated conveyancers, mortgage advisers, surveyors, removal firms, and estate agents, earning referral or introduction fees from these providers. The company states it does not charge customers extra for matching them to conveyancers or mortgage advisers.
2. Service Fees from Consumers: Customers pay for specific services such as surveys (Home Survey Level 2 and Level 3), EPCs, floorplans, wills drafting and storage, and removal services, which GOTO arranges and manages through its network of providers.
3. Home Insurance Premiums (GOTO Insurances): GOTO Insurances, trading as GENLE Ltd and FCA-authorised, earns commissions on home insurance products. Features include £500,000 buildings cover as standard, £50,000 contents cover, and optional extras such as accidental damage, personal possessions, home emergency, and legal expenses cover.
4. Auction Buyer Premiums: GOTO Auctions charges a non-refundable buyer's premium when a purchase is agreed via the Modern Method of Auction. The company also charges estate agents and mortgage broker partners for auction services.
5. Specialist Survey Reports: Additional revenue from specialist reports including asbestos reports, gas and central heating reports, roof reports, structural engineer reports, timber and damp reports, tree reports, wall tie reports, electrical reports, drain reports, and bespoke surveys.
6. Wills Drafting and Storage: GOTO Wills offers will drafting services and secure storage for £3 per month. The company also offers trust drafting services and HMRC trust registration handling.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels9 records

Core offering

GOTO Group operates a multi-service home moving platform that aggregates property-related services — surveys, conveyancing, mortgages, auctions, EPCs, floorplans, removals, home insurance, and wills — under a single login. It matches home buyers, sellers, and remortgagors to a curated panel of regulated providers (350+ RICS surveyors, 250+ FCA mortgage advisers, 100+ removal firms, 5-star conveyancers) and also serves as an introducer for estate agents through the Reapit CRM marketplace. Revenue is earned via referral/commission fees from panel providers, auction premiums, insurance commissions, and direct service fees for surveys, EPCs and wills.

Product overview

GOTO Group operates a multi-service home moving platform that aggregates and provides access to a comprehensive range of property products under a single login. The core offering consists of a portfolio of branded service lines: GOTO Surveys (RICS-regulated property surveys via 350+ surveyors), GOTO Conveyancing (panel of 5-star regulated conveyancers), GOTO Mortgages (250+ FCA-regulated advisers), GOTO Auctions (Modern Method of Auction), GOTO EPCs (energy performance certificates), GOTO Floorplans (visualization tools), GOTO Insurances (Defaqto 5 Star rated home insurance), GOTO Removals (100+ firm network), GOTO Estate Agents (agent matching), and GOTO Wills (will writing and trust services). The platform also includes GOTO Reservation Fee Option and Reservation Fee Cashback — unique mechanisms designed to reduce buyer fall-through rates by requiring financial commitment upfront and ordering legal packs in advance. Services are accessible to consumers directly and to estate agents via the Reapit App Marketplace integration. The company is the trading name of GENLE Ltd, authorised and regulated by the FCA for insurance activities.

Differentiator

Problem solved

Functional benefit

Brands

• GOTO Surveys: Property survey services including RICS Home Survey Level 2 and Level 3 Reports
• GOTO Conveyancing
• GOTO Mortgages
• GOTO Auctions
• GOTO EPCs
• GOTO Floorplans
• GOTO Removals
• GOTO Wills
• GOTO Insurances
• GOTO Estate Agents
• Move iQ Podcast

Products and services

• GOTO Surveys RICS-regulated property survey service offering Home Survey Level 2 (Homebuyer Report) and Home Survey Level 3 (Building Survey) reports via a network of over 350 RICS surveyors, with optional valuation and a range of specialist reports. Includes a traffic-light rating system on digital reports for ease of comprehension.
• GOTO Conveyancing Conveyancing referral service matching buyers, sellers, and remortgagors to a panel of 5-star regulated conveyancers (Law Society or CLC regulated) at no additional cost. Covers buy, sell, buy & sell, and remortgage transactions.
• GOTO Mortgages Mortgage broking referral service introducing clients to over 250 FCA-regulated mortgage advisers. Covers buy-to-let, non-standard mortgages, large mortgages, first-time buyers, and overseas property purchases. Service is free to clients.
• GOTO Auctions Modern Method of Auction platform enabling estate agents and mortgage brokers to sell properties via an online auction process. Exchange and completion of contracts occur within 56 business days from receipt of draft contracts. Buyers pay a non-refundable premium upon offer acceptance.
• GOTO EPCs Energy Performance Certificate service for dwellings, commercial properties, new builds, and Display Energy Certificates. EPCs are valid for 10 years and are required under the Energy Performance of Buildings Directive when marketing property for sale or let.
• GOTO Floorplans Floor plan and 3D property imaging service for estate agents, domestic energy assessors, and commercial and consumer markets. Offers colour 2D floor plans, 3D property imaging, and maps with bespoke branding options.
• GOTO Insurances Defaqto 5 Star rated home insurance product (trading name: GENLE Ltd, FCA authorised). Includes £500,000 buildings cover (upgradeable to £1 million), £50,000 contents cover with new-for-old replacement (upgradeable to £75,000), and optional extras including accidental damage, personal possessions, home emergency, and legal expenses up to £100,000.
• GOTO Removals Removal services via a network of over 100 firms covering the whole of the UK and international moves. Offers video survey capability via smartphone, enabling quotations within 24-48 hours. Removal services are provided by Pickfords.
• GOTO Estate Agents Estate agent matching service that analyses local market data to identify agents with the largest market share, fastest sale times, or best prices in a given postcode. Also offers guidance on sale method — traditional sale with reservation fee option (reducing fall-through rates from ~70% to 95%) or Modern Method of Auction.
• GOTO Reservation Fee Option / Reservation Fee Cashback A dual-service offering designed to reduce buyer withdrawal from property sales. The Reservation Fee Option requires buyers to pay a non-refundable premium upon offer acceptance, with a free legal pack ordered upfront and agreed timescales. The Cashback option enables sellers who use GOTO moving services to increase the buyer's reservation fee by up to £2,500 and receive that amount as cashback after completion.
• GOTO Wills Will writing and trust setup service. Services include free initial consultation, fixed-fee trust drafting, trustee guidance, secure storage at £3/month, and HMRC Trust Registration Service handling. Covers trusts for asset protection, Inheritance Tax reduction, and vulnerable beneficiary support.

Quantifiable outcome

• GOTO's Reservation Fee Option reduces transaction fall-through rate from approximately 30% to 5%, increasing the likelihood of a buyer completing from 70% to 95%.
• +5 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• DezrezcoreGTM or Marketing Partner · 11 March 2021GOTO partnered with Dezrez for EAvolution21, a virtual property technology event. GOTO showcased its services at an interactive booth, offering demos, live chat, and video calls with representatives. This partnership provided visibility among Dezrez's network of estate agents.
• Reapit (App Marketplace)coreTechnology or IntegrationGOTO has its own app listed in Reapit's App Marketplace, a leading CRM ecosystem for UK estate agents. Through this integration, estate agents using Reapit's CRM can instruct GOTO services (conveyancing, EPCs, floor plans, mortgages, auctions, surveys) directly from their workflow, earning £500-£800 per sale and tracking all referrals through the CRM.
• BookmarkminorOthersGOTO Group sponsors Bookmark, a UK literacy charity that provides reading support to children aged 5-8 who are falling behind. Bookmark volunteers deliver six-week 1:1 reading programmes, with statistics showing 1 in 5 children in England cannot read well when leaving primary school. GOTO provides financial support to help Bookmark reach more children.
• Pickfords (Removals)minorChannel Partner/ Reseller/ DistributorGOTO's removal service is provided by Pickfords, one of the UK's oldest and largest removal companies. GOTO arranges removal quotes for customers with Pickfords handling the physical moving services, including international moves.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Reallymoving: UK price-comparison platform connecting home movers with conveyancers, surveyors, removals and mortgage advisers — direct competitor to GOTO's referral/aggregator model across the same home-moving categories.
• Compare the Market (comparemymove): UK lead-generation and comparison site for conveyancing, removals and other moving services — overlapping user intent and panel-based revenue model with GOTO Group.
• GetAgent: UK estate-agent comparison platform that matches sellers with local agents based on performance data — most directly comparable to GOTO's data-driven agent matching and Reservation Fee Option.
• MyHomeMove (LMS): One of the UK's largest conveyancing panel management and instruction platforms — directly comparable to GOTO Conveyancing's referral model and a meaningful share of voice in UK home-moving.

Emerging players

• iamproperty: UK proptech offering an auction/SSTC and agent-tools platform; overlapping with GOTO Auctions and the Reservation Fee Option's purpose of reducing fall-throughs via upfront commitment.
• OpenBrix / Emoov (hybrid agency platforms): Digital/hybrid estate-agency platforms seeking to streamline UK home selling — competing for the same agent-side relationships and seller demand as GOTO's agent matching service.

Broad incumbents

• Strike (formerly Purplebricks): Hybrid digital estate agent with national reach and integrated ancillary services — broad-incumbent competitor to GOTO's bundled home-moving proposition for sellers.
• Rightmove: UK's largest property portal and dominant agent-software ecosystem — broad incumbent that could expand downstream into GOTO's home-moving services category via adjacent partnerships.
• Zoopla: Major UK property portal with substantial agent and consumer reach — broad incumbent that overlaps with GOTO's consumer acquisition and could vertically integrate adjacent services.

Others

• Surveyor Compare / Love Surveying: UK surveyor-comparison and instruction platforms — relevant adjacent player competing for the same surveyor-instruction funnel that feeds GOTO Surveys.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubevimeo.com/gotosurveys
• Xx.com/goto__group
• Facebookfacebook.com/GoToGroup1

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

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 GOTO Group