Vaboo
Vaboo is a UK-based SaaS company that provides white-labeled tenant rewards, NPS tracking, and customer-insight dashboards to letting and estate agents serving the UK Private Rented Sector, reaching 350+ agent branches and 250,000+ tenants via a per-branch subscription model.
- Company typePrivate
- Founded2015
- HeadquartersHemel Hempstead, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Vaboo does
Vaboo Limited is a UK-based, privately held SaaS company founded in 2015 that operates a white-labeled customer engagement and rewards platform targeting estate and letting agents in the UK Private Rented Sector (PRS). The core product combines a tenant-facing rewards portal (national retailer discounts, monthly 'Win Your Rent' prize draws funded by Vaboo), Net Promoter Score tracking with automated survey distribution, curated customer-insight dashboards, and weekly engagement emails. The technology stack is a cloud-based SaaS platform with a RESTful API for single-line user provisioning, Zapier compatibility, Stripe-based payment processing, and direct integration with FixFlo for property maintenance workflows.
The company generates revenue through a B2B subscription model sold per letting-agent branch, with quote-based pricing structured into Standard and Premium tiers; agents can white-label the platform to roughly 99% customization under their own brand. Vaboo's go-to-market is sales-led, combining direct sales and website demo funnels with a self-service signup path and franchise-group distribution for multi-branch networks. The platform is claimed to serve over 350 letting agent branches and approximately 250,000 tenants, with monthly survey data collected from over 150,000 tenants feeding the proprietary dataset that underpins the company's insights layer. The business is founder-led (Jonathan Stein, CEO; Andrew Miln, COO), operates without disclosed external funding, and remains UK-domestic only.
Vaboo firmographics
Firmographics- Name
- Vaboo
- Legal name
- Vaboo Limited
- Website
- https://vaboo.co.uk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Vaboo is a UK-based SaaS company that provides white-labeled tenant rewards, NPS tracking, and customer-insight dashboards to letting and estate agents serving the UK Private Rented Sector, reaching 350+ agent branches and 250,000+ tenants via a per-branch subscription model.
- Ownership category
- akta.pro rank
Where Vaboo is headquartered
LocationHeadquarters
- HQ city
- Hemel Hempstead
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Vaboo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscription: Subscription-based revenue model where letting agents pay for access to the Vaboo platform on a per-branch or per-property basis. The pricing is quote-based and tailored to each agency's size and needs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard Platform - Basic tenant rewards and engagement |
| Subscription | Annual | Premium Platform - Enhanced rewards with higher discount values |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Vaboo product offering
Product offeringCore offering
Vaboo provides a white-label customer engagement and rewards platform for UK letting and estate agents operating in the Private Rented Sector. The platform bundles national retailer discounts, monthly 'Win Your Rent' prize draws, automated engagement emails, NPS tracking, and curated customer data insights into a single tenant-facing solution delivered under each agent's own branding.
Product overview
Vaboo is a customer engagement platform for the UK Private Rented Sector, consisting of a core platform with modular add-ons. The core Vaboo Customer Engagement Platform provides white-label rewards, customer insights, and engagement tools for letting agents. Modules include the White-Label Branding Module (99% customizable), Curated Insights Module (NPS and survey analytics), Customer Perks (national retailer discounts), Prize Draws (monthly rent giveaways), Success Reports (quarterly business reviews), Engagement Tools (weekly email campaigns), Content Module (with FixFlo integration), and a RESTful API for automation. The platform is designed to help agents compete on value and service rather than price.
Differentiator
Problem solved
Functional benefit
Products and services
- Vaboo Customer Engagement Platform A white-label customer engagement and rewards platform for letting agents in the UK Private Rented Sector, combining national retailer discounts, monthly prize draws, NPS tracking, weekly engagement emails, and curated customer data insights under each agent's branding.
- Personalised Business Performance Scorecard A free diagnostic tool designed exclusively for letting and estate agents that evaluates key areas of their business and delivers instant customised insights and recommendations.
Quantifiable outcome
- Email open rates over 50%, double the industry average
- +7 more outcomes
Companies that use Vaboo
Customer profileNamed customers18 records
Segments4 records
Ideal customer profiles1 record
Vaboo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature7 records
Vaboo partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and supporting.
- FixFlocoreFixFlo property maintenance management software is integrated directly into Vaboo's tenant interface, allowing tenants to submit and track maintenance requests without leaving the platform. This integration enhances the tenant experience while providing agents with streamlined property management tools.
- Stripe Payments Europe LtdcoreStripe processes all payment information for Vaboo's platform. Card and bank details are collected and processed by Stripe, with Vaboo not storing payment card details. Stripe's processing is governed by their privacy policy and ensures secure payment collection.
- ZapiersupportingVaboo's RESTful API can be extended through Zapier integration, enabling clients to connect Vaboo with their existing CRM systems, email marketing tools, and other business applications without custom development.
- GoodlordsupportingReferenced as a comprehensive property services platform offering rent protection, tenant insurance, utility switching, and other services. Goodlord represents the type of one-stop-shop property management solution that Vaboo complements rather than competes with directly.
- ReapitsupportingReferenced as a technology platform tailored to estate agencies facilitating seamless communication and efficient operations. Vaboo can integrate with such CRM systems to enhance the data flow between property management and tenant engagement.
- National RetailerscoreVaboo has partnered with hundreds of national retailers to provide exclusive discounts and savings offers accessible to tenants on the platform. These partnerships enable the rewards and perks functionality, with retailers providing discount codes and deals in exchange for access to the engaged tenant audience.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Vaboo competitors and assessment
Company assessmentDirect peers
- PayProp: (Duplicate candidate omitted)
- Goodlord: UK-based proptech platform offering letting agents tenant referencing, rent protection, utility switching, and a CRM-style workflow. Both Vaboo and Goodlord serve UK letting agents with SaaS tools designed to improve operational efficiency and tenant experience, though Goodlord is broader and transaction-focused.
- FixFlo: Property maintenance management software for letting agents, landlords, and tenants. FixFlo is both a Vaboo integration partner and a direct competitor in the UK letting agent tech stack — its maintenance workflow overlaps with Vaboo's tenant engagement surface.
- Arthur Online: UK property management software for letting agents, landlords, and property managers. Provides operational SaaS (tenancies, maintenance, accounting) that overlaps with the workflow Vaboo complements, making it a credible incumbent competitor.
- PayProp: Automated rent collection and disbursement platform for letting agents, nominated alongside Vaboo for Best Proptech 2020. Targets the same UK letting agent customer base with operational SaaS, and could expand into tenant engagement over time.
- Homeflow: UK-based digital marketing and CRM platform for estate and letting agents. Targets the same UK agent customer base with website, CRM, and lead-generation tools, competing for the same technology budget.
Broad incumbents
- Reapit: One of the largest CRM and operations platforms for UK estate and letting agents, used by major franchise groups. As a broad incumbent, Reapit competes with Vaboo in the agent tech stack and is also an integration partner referenced in Vaboo's materials.
Regional players
- PropertyMe: Australian property management SaaS for agencies and landlords. Comparable product functionality (tenant portal, maintenance, inspections) but operates primarily in Australia, making it a regional peer rather than direct competitor in the UK.
- Console: Australia-based property management and CRM platform for residential agencies. Provides comparable SaaS functionality for letting agents, with a UK presence through Console Gateway — relevant as an international comparable for the UK PRS SaaS category.
Emerging players
- Lendlord: UK-based portfolio management software for landlords, nominated alongside Vaboo for Best Proptech 2020. Operates at the landlord-side of the PRS rather than the agent-side, but addresses the same customer relationships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Vaboo social profiles
Digital presenceVaboo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vaboo leadership team
Management profileNumber of profiles
Profiles2 records
Vaboo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vaboo 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 Vaboo
What does Vaboo do?
Vaboo provides a white-label customer engagement and rewards platform for UK letting and estate agents operating in the Private Rented Sector. The platform bundles national retailer discounts, monthly 'Win Your Rent' prize draws, automated engagement emails, NPS tracking, and curated customer data insights into a single tenant-facing solution delivered under each agent's own branding.
Is Vaboo a public or private company?
Vaboo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Vaboo founded?
Vaboo was founded in 2015. It employs 1 to 10 people.
Where is Vaboo based?
Vaboo is headquartered in Hemel Hempstead, United Kingdom, in the Europe region.
How does Vaboo make money?
One revenue line is on record: saaS Platform Subscription.
Who are Vaboo's main competitors?
Direct peers on record are PayProp, Goodlord, FixFlo, Arthur Online, PayProp and Homeflow. Reapit is listed as a broad incumbent. Regional players are PropertyMe and Console. Lendlord is listed as an emerging player.
Does Vaboo have an API?
Yes. Vaboo provides a RESTful API that allows tech-savvy clients to automate user management and access. The API supports integration with Zapier to link other services. Clients can add users to their Vaboo platform with a single line of code using any programming language. During setup, Vaboo works closely with clients who choose to integrate their systems to develop a tailored approach. Example usage includes automating tenant onboarding, managing customer access levels based on service tiers, and triggering activation emails during move-in processes. Developer documentation is at vaboo.co.uk/features.