10ninety

What 10ninety does

10ninety Limited is a privately held UK SaaS provider, incorporated in England & Wales (company number 6667496) and headquartered in Tunbridge Wells with a secondary office in Colchester. Founded in 2003 and operating with a team of 1-10 employees, the company sells a cloud-based, browser-accessible property management platform built specifically for UK estate and letting agents. The product unifies three core modules — Sales, Lettings Management, and Marketing — into a single system, eliminating the need for agents to operate multiple disconnected tools. Key technical components include distribution automation to 60+ UK property portals (Rightmove, Zoopla, PrimeLocation), built-in website themes (Clear, Cityscape, Horizon, Visual) with blog CMS and Google Map search, electronic document signing via Signable, deposit scheme integration with the Deposit Protection Service, automated property/applicant matching, an online diary synced to Gmail/Outlook with automated SMS/email reminders, a Client Hub branded portal for landlords/tenants/vendors/buyers, and a tenant-facing maintenance reporting form. The platform runs on UK cloud infrastructure spanning AWS (Amazon Data Services Ireland), Microsoft Azure, Tsohost, and Fasthosts.

The business model is primarily subscription-based, charging customers a monthly fee based on the number of 'Units' (properties under sale, letting or management), with no per-user charges, no minimum contract term, no setup fees, and free feature upgrades. A secondary recurring stream is website hosting at £10/month (waived with active subscription), and a one-time website development revenue stream is billed in instalments under a Statement of Work. Free email/phone support and a YouTube tutorial channel reduce onboarding friction, while sales-assisted demo requests target larger mid-market prospects. Marketing is predominantly inbound: SEO, content (blog, video), social (Facebook, LinkedIn, X, Instagram), Google 5-star reviews, and a referral scheme. Distribution is purely domestic UK.

The company's customer base consists of 'hundreds' of UK estate and letting agencies, primarily SMB, with no named enterprise customers or disclosed revenue figures. The platform is GDPR-compliant and integrates with UK regulatory and industry bodies (TPOS, ARLA Propertymark, DPS). No external venture capital or private equity investment has been disclosed, and the company appears to be founder- or management-owned, funded through operating cash flow.

Name

10ninety

Legal name

10ninety Limited

Website

https://10ninety.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

10ninety Limited is a UK-based SaaS provider of cloud-based estate agent and letting agent software, unifying sales, lettings management, and marketing distribution to 60+ property portals for hundreds of SMB UK agencies, billed via unit-based monthly subscriptions.

Ownership category

akta.pro rank

Product category

Real Estate Agency Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

akta.pro primary industry

Vertical/Specialty Search (e.g., jobs, real estate, travel, products) (BPAMAAAD)

Keywords

• Estate agent software
• Letting agent software
• Lettings management software
• Property marketing distribution
• Agency website design

Headquarters

HQ city

Colchester

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription (Unit-based): Monthly subscription fees based on the number of 'Units' (properties under sale, letting or management) controlled by the customer. Subscription fees are payable monthly in advance. No charge for additional users within the agency. Free upgrades ensure customers always have the latest features.
2. Website Hosting: Monthly hosting charge of £10+VAT per month for all website themes. Website hosting is included at no additional charge provided Subscription Fees are paid in full and for as long as the customer maintains their software subscription.
3. Website Development: One-time website development fees as agreed in Statement of Work. Website development, maintenance and hosting services are subject to separate Website Fees, payable by way of instalments as stipulated in writing. Initial invoice for 25% of total cost with remainder due on completion.
4. Professional Services (Training): Free training and video tutorials on YouTube Channel provided. Additional professional services may be offered for customized training or implementation support.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

10ninety provides a cloud-based SaaS platform for UK estate and letting agents that combines property Sales management, Lettings Management, and multi-channel Marketing distribution in a single web-based system. The platform enables agents to enter property details once and distribute them to over 60 property portals, social media, brochures, and applicant emails/SMS, while managing sales pipelines, tenancies, rent collection, deposit registration, maintenance, inventories, and inspections. Optional add-ons include a branded Client Hub portal for landlords, tenants, vendors and buyers, a tenant Maintenance Reporting Form, and professionally designed responsive agent websites.

Product overview

10ninety is a cloud-based estate agent software platform providing an integrated suite of tools for UK estate and letting agents. The core platform combines Sales management, Lettings Management, and Marketing distribution in a single unified system. Sales functionality includes applicant matching and viewing scheduling. Lettings Management covers rent collection, tenancy agreements, deposit registration, and maintenance tracking. Marketing distributes property listings to over 60 portals including Rightmove and Zoopla. Optional add-ons include Client Hub (branded client portal), Maintenance Reporting Form, website themes (Clear, Cityscape, Horizon, Visual), Property/Applicant Matching, Diary management, and document templates. Website hosting is available at £10/month additional charge.

Differentiator

Problem solved

Functional benefit

Products and services

• 10ninety Estate Agent Software Cloud-based SaaS platform providing integrated Sales, Lettings Management, and Marketing functionality for UK estate and letting agents. Includes applicant matching, viewing scheduling, sales progression tracking, rent recording, landlord statement generation, tenancy agreement creation, deposit protection scheme integration, maintenance job management, inventory and inspection reports, document templates, and single-entry distribution to 60+ property portals, social media, brochures, and email/SMS marketing.
• Client Hub Branded client portal that gives landlords, tenants, vendors and buyers access to their own accounts and property information through the agency's white-labelled hub, integrated directly with the 10ninety system.
• Tenant Maintenance Reporting Form Embeddable online form enabling tenants to submit details and photos of maintenance issues from the agency website. Reported issues are emailed to the agent and appear as alerts in the 10ninety system, from which maintenance jobs can be raised and sent to suppliers.
• Estate Agent Websites (Clear, Cityscape, Horizon, Visual themes) Range of professionally designed, fully responsive estate and letting agent website themes integrated directly with the 10ninety system. Themes include Clear, Cityscape, Horizon, and Visual, with property search, listings, blog CMS, Google Map search, user registration forms, and branding to the agency. Website development and branding are delivered as a service with optional hosting included with an active software subscription.

Quantifiable outcome

• Distribution to 60+ property portals from single property entry
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered infrastructure, core and minor.

• TsohostinfrastructureTechnology or IntegrationUK-based hosting provider used by 10ninety for cloud infrastructure services. Part of the sub-processor network for data hosting.
• FasthostsinfrastructureTechnology or IntegrationUK-based hosting provider used by 10ninety for cloud infrastructure services. Part of the sub-processor network for data hosting.
• Amazon Data Services Ireland LtdinfrastructureTechnology or IntegrationCloud service provider (AWS) used by 10ninety for cloud infrastructure. Entity based in Ireland.
• Microsoft AzureinfrastructureTechnology or IntegrationCloud service provider used by 10ninety for cloud infrastructure services. UK-based entity.
• SignablecoreTechnology or IntegrationeSignature provider enabling electronic document signing for tenancy agreements and other legal documents. Listed as a business partner for customers interested in electronic signatures.
• RightmovecoreChannel Partner/ Reseller/ DistributorUK's largest property portal. 10ninety distributes property listings to Rightmove as part of its 60+ portal distribution network.
• ZooplacoreChannel Partner/ Reseller/ DistributorMajor UK property portal. 10ninety distributes property listings to Zoopla as part of its 60+ portal distribution network.
• PrimeLocationcoreChannel Partner/ Reseller/ DistributorUK property portal. 10ninety distributes property listings to PrimeLocation as part of its 60+ portal distribution network.
• Deposit Protection Service (DPS)coreTechnology or IntegrationGovernment-approved deposit protection scheme. 10ninety integrates with DPS for automated deposit registration as part of the lettings management workflow.
• ARLA PropertymarkminorGTM or Marketing PartnerAssociation of Residential Letting Agents. Referenced on agent websites as a professional membership body.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• CFP Software: CFP Software ( CFP-OS ) provides estate and letting agent software including sales, lettings, and accounting modules to UK agencies. It is a long-standing direct competitor to 10ninety in the same SMB and mid-market UK agency segment.
• Jupix: Jupix is a UK estate and letting agent software platform owned by Street Group, offering sales progression, applicant matching, and property marketing features directly comparable to 10ninety.
• Arthur Online: Arthur Online is a UK cloud-based property management software platform serving letting agents, landlords, and property managers. It overlaps directly with 10ninety on tenancy management, maintenance tracking, and landlord reporting workflows.
• PayProp: PayProp (by Sage) is a UK-focused automated rental payment and lettings management platform for letting agents and landlords. It directly overlaps with 10ninety's lettings management suite, including rent collection, landlord statements, and tenant disbursements.
• Dezrez: DezRez is a UK-based estate agent CRM, property portal, and workflow platform serving sales and letting agents. It overlaps with 10ninety on agency CRM functionality, property listing distribution, and integrated client portals.
• REBS (Rooftop): REBS by Rooftop is an established UK estate and letting agent CRM and management software platform. It competes head-on with 10ninety across sales progression, applicant management, and lettings workflows for UK agencies.
• Vebra: Vebra provides estate agent software, property API feeds, and website solutions in the UK, including portal feed distribution to Rightmove and Zoopla — directly comparable to 10ninety's marketing and portal distribution capabilities.
• Street Group: Street Group is a UK property technology provider combining CRM, data, and analytics tools for estate agents. Its CRM and sales progression tooling compete with 10ninety's sales module for the same UK agency buyers.
• Acquaint CRM: Acquaint CRM is a UK estate and letting agent CRM platform with sales, lettings, and applicant matching modules, targeting the same SMB and mid-market agency segment as 10ninety.

Broad incumbents

• Rightmove: Rightmove is the UK's largest property portal and a critical distribution channel for 10ninety. While it primarily operates a portal, Rightmove's broader agent tools and data products overlap with 10ninety's listing and marketing functionality.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/10ninety
• YouTubeyoutube.com/c/10ninetyltd/videos
• Facebookfacebook.com/10ninety
• LinkedInlinkedin.com/company/10ninety

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 10ninety