What Move iQ does

Move iQ is a UK digital property advice and comparison platform founded by Phil Spencer MBE, one of the country's most recognized property media personalities. It is built to serve UK consumers navigating residential property transactions — first-time buyers, home movers, and sellers — by aggregating the moving journey into a single destination. Core products include a free Property Report, side-by-side quote comparison across mortgages, conveyancing, home insurance, removals, storage, and personal loans, a suite of property calculators, long-form editorial and video content, and a podcast series.

The platform's underlying architecture is a content-led web and podcast destination with vertical-specific comparison funnels that route user enquiries into partner providers via tracked referral links or lead forms. Move iQ Pro extends the platform into B2B, offering estate agents and property developers white-label tools, branded content, and lead-generation integrations, leveraging Phil Spencer's personal brand as a content asset.

Move iQ monetizes primarily through affiliate and referral commissions paid by partner providers — Trussle (mortgages, via an FCA Introducer Appointed Representative arrangement), AnyVan (removals), Safestore (storage), Loans Warehouse (personal loans), and TEn Insurance (home insurance) — with the Move iQ Pro B2B offering adding a SaaS/lead-generation revenue line. The business is UK-only, privately held, and operationally lean, with no public funding rounds, headcount, or revenue disclosures.

Name

Move iQ

Legal name

Move iQ Limited

Website

https://moveiq.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Move iQ is a UK digital property advice and comparison platform founded by Phil Spencer MBE, serving UK property movers with quote comparison across mortgages, conveyancing, removals, storage, loans and insurance, plus B2B tools (Move iQ Pro) for estate agents and developers.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate/Referral Commissions: Move iQ connects users with third-party service providers (mortgage advisers, conveyancers, surveyors, removals companies, storage providers, insurance providers, loan providers) and earns referral fees or commissions when users complete transactions with recommended partners. The company operates as an introducer, pre-vetting service providers and presenting them as recommended options for people moving home.
2. FCA-Regulated Mortgage Introductions: Move iQ is an introducer appointed representative (IAR) of Trussle (trading name of Trussle Lab Ltd), authorized and regulated by the FCA under reference number 924229. This enables the company to introduce customers to mortgage services with regulatory compliance.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Move iQ is a free UK consumer property-advice platform that combines original content (blogs, podcasts, videos, area guides, eBooks) with paid Property Reports and lead-introduction quote services for mortgages, conveyancing, home insurance, removals, self-storage, homeowner loans, online auctions and surveys. Revenue is generated through referral/affiliate commissions from pre-vetted third-party partners when users request quotes or are matched with an estate agent, supported by the Move iQ Pro B2B partnership programme for estate agents, developers and property brands.

Product overview

Move iQ is a comprehensive UK property advice and services platform founded by Phil Spencer. The core offering consists of a Property Report product providing detailed property-specific and local area intelligence, complemented by a suite of quote comparison services including mortgage quotes, conveyancing quotes, home insurance quotes, removal quotes, self-storage quotes, homeowner loan quotes, and online property auctions. The platform also provides free tools including calculators (stamp duty, mortgage affordability, mortgage payments, extension value, affordability), an estate agent finder, and credit score checking. Content offerings include property podcasts, advice guides and blogs, and eBooks. Move iQ Pro is a separate B2B partnership program for property industry professionals. The platform operates as an introducer appointed representative of Trussle (FCA regulated) and partners with Propertymark-accredited agents.

Differentiator

Problem solved

Functional benefit

Brands

• Move iQ Pro: A partnership initiative for estate and letting agents, developers and property brands who share Move iQ's values of putting consumers first, raising standards, and building trust through transparency. Move iQ Pro creates video content that educates, inspires and helps people make better property decisions through local market reviews, property tours and brand storytelling.

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Trussle (Trussle Lab Ltd)coreTechnology or IntegrationMove iQ is an introducer appointed representative (IAR) of Trussle, authorized and regulated by the FCA under reference number 924229. This partnership enables Move iQ to introduce customers to mortgage services with regulatory compliance. Trussle trades under Trussle Lab Ltd.
• Move iQ Pro Partner NetworkcoreGTM or Marketing PartnerMove iQ Pro is a partnership program collaborating with estate and letting agents, developers, and property brands who share Move iQ's consumer-first values. The program creates video content including local market reviews, property tours, and brand storytelling to help home movers make better property decisions.
• PropertymarkcoreGTM or Marketing PartnerPropertymark is the UK's leading professional body for estate and letting agents. Every estate agent recommended through Move iQ's Find an Estate Agent tool is Propertymark-accredited and regulated. Move iQ has partnered with Propertymark for the 'No Nonsense Guide to Selling Your Home' eBook.
• SafestoreminorChannel Partner/ Reseller/ DistributorSafestore is the UK's largest self storage provider with 123 locations nationwide covering Central London, Greater London, Birmingham, Manchester, Leeds, Glasgow, Cardiff and beyond. Move iQ refers users to Safestore for self storage unit quotes, earning affiliate commission on completed bookings.
• AnyVanminorChannel Partner/ Reseller/ DistributorAnyVan is the UK's favorite moving service, providing home removals, man with van services, and international removals. Move iQ refers users for removal quotes, earning affiliate commission when users complete bookings. AnyVan covers properties from one-bed to six or more.
• Loans WarehouseminorChannel Partner/ Reseller/ DistributorLoans Warehouse is an award-winning loan broker established in 2006, holding the 'What Mortgage Award for Best Secured Loan Broker' every year since 2013. They provide personal loans (£1,000-£35,000), homeowner loans (£10,000-£500,000), and bridging loans (£25,000+) with 5-star Trustpilot rating.
• TEn InsuranceminorChannel Partner/ Reseller/ DistributorTEn Insurance is the approved insurance provider for Move iQ's home insurance quote services. They provide quotes for buildings only, contents only, or buildings and contents combined insurance policies.
• PropertymarkcoreGTM or Marketing PartnerThe 'No Nonsense Guide to Selling Your Home' eBook is brought to readers in partnership with Propertymark, ensuring the advice is practical, trustworthy, and puts consumer interests first.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• OnTheMarket: UK property portal competing directly with Rightmove and Zoopla, with growing content and market insight features. A broader incumbent in the same property-discovery and advice space that Move iQ targets.
• MoneySupermarket: UK price-comparison platform with mortgage, insurance and household-bill verticals. Uses the same affiliate-introducer model as Move iQ at much greater scale, and represents the natural incumbent comparison business that home-mover referral categories are increasingly consolidated into.
• Rightmove: UK's largest property portal with the deepest consumer mind-share in home-mover search. While its primary offering is listings, it increasingly publishes property news, guides and market commentary, overlapping with Move iQ's content-led approach to capturing home-mover attention.
• Zoopla: One of the UK's largest property portals, combining listings, valuation estimates, and an expanding editorial/advice content library. Competes for the same home-mover audience and search intent as Move iQ, though Zoopla's core business is listings rather than affiliate referrals.

Emerging players

• Better.co.uk: UK online mortgage broker using content-led, advisor-supported model to capture home-mover intent. Competes with Move iQ in the mortgage-introducer category and shares the same content-plus-affiliate approach.
• Trussle: UK online mortgage broker and Move iQ's named FCA principal (Trussle Lab Ltd, FCA ref 924229). Shares the same D2C, content-plus-introducer proposition for the mortgage category and is both a partner and an adjacent competitor.
• Habito: UK online mortgage broker combining broker services with consumer-facing content and tools. Directly comparable to Move iQ in the mortgage-introducer category, although Move iQ operates at the top of the funnel while Habito executes the mortgage transaction.
• OpenRent: UK online letting agent that combines free landlord/tenant tools with paid add-on services. Comparable to Move iQ as a D2C property platform that monetises audience through service referrals rather than traditional estate agency commissions.

Direct peers

• Reallymoving: UK price-comparison/quote platform for conveyancing, surveys, removals and mortgages. Operates the same affiliate/referral model as Move iQ, monetising home-mover traffic by introducing consumers to vetted service providers, making it the closest functional comparator.

Others

• Propertymark: UK professional body for estate and letting agents, with which Move iQ has a content partnership (co-branded 'No Nonsense Guide to Selling Your Home'). Not a competitor, but an ecosystem participant whose accreditation underpins Move iQ's Find an Estate Agent tool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/MoveiQProperty
• YouTubeyoutube.com/@MoveiQ
• Facebookfacebook.com/MoveiQ
• LinkedInlinkedin.com/company/move-iq
• Instagraminstagram.com/moveiq
• TikToktiktok.com/@philspencertv

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Move iQ