What Leaf Software does

Leaf Software Ltd was a UK-registered private limited company founded in June 2015 by Chris Annetts and Mike Carter in Canterbury, Kent, operating as a specialist data capture studio. The company focused exclusively on a narrow discipline — helping organisations capture high-quality information from end users via forms, questionnaires, booking flows, and onboarding processes — and deliberately turned away work outside this scope (e.g., branding, brochure sites, print). Core client deliverables included bespoke web and mobile applications, most notably the MyRIFT tax refund web application for RIFT, the HEHA! trip-planning iOS/Android app for Holiday Extras, the Laced sneaker trading e-commerce platform, and a reimagined travel insurance booking flow for Holiday Extras.

The technology stack centred on Ruby on Rails, React, React Native, Node.js, and GraphQL, with integrations including Google Places API for location capture and Stripe/PayPal for payments. Leaf applied accessibility, content writing, psychology-based form design, and deterministic API-based data lookup (addresses, vehicles, banks) to maximise conversion and data accuracy, reporting outcomes such as 99.8% address accuracy and 99% vehicle accuracy on MyRIFT, a 192% increase in claim submissions, and a 233% faster insurance quote process.

The company operated a hybrid revenue model combining bespoke project-based consulting (project-specific pricing, 14-day payment terms, VAT-registered) and a standardised £749 productised analysis report designed as a low-friction lead-generation entry point. Approximately 90% of enquiries came via referrals from existing clients. The business remained bootstrapped throughout its life with no external venture or PE funding, growing from 2 founders to 5 team members by mid-2020. In April 2021, the founders announced permanent closure after six years of operation, with the team transitioning to freelance and roles at nuom, Motability, Laced, and CLEVER°FRANKE.

Name

Leaf Software

Legal name

Leaf Software Ltd

Website

https://weareleaf.com

Company type

Private

Founded year

2015

Operating status

Closed

Headcount range

1–10 employees

Short description

Leaf Software was a UK-based specialist data capture agency (2015–2021) that built bespoke web and mobile applications to help organisations capture high-quality information from end users, serving clients including RIFT, Holiday Extras, Laced, and Zendesk.

Ownership category

akta.pro rank

Headquarters

HQ city

Canterbury

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Project-based consulting and development: Leaf earns revenue through bespoke software development and consultancy engagements. Projects include form-based user flows, mobile app development (iOS/Android), web application redesign, and process automation. Pricing is project-specific and subject to VAT. Payment terms are 14 days; initial invoices must be paid before work commences.
2. Analysis report product: A fixed-price analysis report (£749) sold directly via the website. The report contains five tailored recommendations to improve how a client captures information from their customers. Includes an initial 1-hour call, analysis phase, detailed report, and a follow-up 1-hour wrap-up call. Full refund offered if not satisfied.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core offering

Leaf Software was a specialist data capture agency that designed and built web, iOS, and Android applications focused on making it easy for users to provide organisations with high-quality information. Core services included bespoke form-based data capture flows, intelligent API-driven lookups (addresses, vehicles, banks), accessibility- and psychology-informed form design, and process automation. It also sold a standalone £749 Product Analysis Report as a fixed-price entry-point engagement.

Product overview

Leaf Software is a specialist data capture agency offering a focused portfolio of services and products centered on helping organisations collect high-quality information from their users. Their core offering revolves around data capture expertise, form-based user flows, and intelligent information gathering. Key client-facing products include MyRIFT (a web application for tax refund claims), HEHA! (a React Native/GraphQL trip-planning mobile app), the Laced sneaker trading platform, and Holiday Extras' insurance booking flow. They also offer a standalone Product Analysis Report service (£749) providing five tailored recommendations. The company positions itself as specialists rather than generalists, focusing exclusively on making it easy for users to serve themselves and provide quality data.

Differentiator

Problem solved

Functional benefit

Products and services

• Product Analysis Report

Quantifiable outcome

• 192% increase in claim submissions for RIFT MyRIFT
• +6 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Scale indicators11 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• Ustwo: Boutique digital product studio known for app and web design and engineering. Closely comparable to Leaf as a small specialist agency that ships polished iOS/Android apps and web products for enterprise clients, with a similar project-based model.
• Work & Co: Digital product studio building apps, websites, and brand experiences for major brands. Similar boutique studio model with concentrated design-engineering talent and a focus on measurable client outcomes.
• Clearleft: UK-based UX and digital product consultancy working on user research, service design, and product builds. Directly comparable given UK location, similar scale, and overlap with Leaf's accessibility and form-design expertise.
• Made by Many: London-based digital product studio (later absorbed into Deloitte Digital) that built apps and platforms for enterprise clients. Closely comparable as a similarly small, specialist UK studio in the same category.
• Instrument: Independent digital creative and engineering studio working with brands on apps, sites, and platforms. Comparable as a small, senior-led studio delivering bespoke digital products for enterprise clients.
• Nomensa: UK digital agency specialising in user-centred design, accessibility, and web development. Strongly comparable to Leaf in UK location, accessibility focus, and bespoke web/app delivery.
• Cyber-Duck: UK digital agency delivering web, app, and UX projects for enterprise clients. Similar boutique agency model, with comparable service offerings and client base overlap.
• Fantasy Interactive: Boutique digital experience studio focused on web and mobile product design and engineering. Comparable to Leaf as a small specialist studio serving enterprise clients on data-rich, form-heavy applications.

Broad incumbents

• R/GA: Global digital agency offering product, brand, and experience design across many disciplines. Broader incumbent competing for the same enterprise digital-product work that Leaf pursued.
• Deloitte Digital: Large consulting-driven digital agency arm of Deloitte, offering end-to-end digital transformation services. Comparable as a much larger incumbent that competes for enterprise digital product engagements.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/we_are_leaf
• GitHubgithub.com/weareleaf
• Facebookfacebook.com/weareleaf
• LinkedInlinkedin.com/company-beta/10969781

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 Leaf Software