Smoor
Smoor is a London-based PropTech company, founded in 2016, building an automated lettings marketplace with a landlord/tenant reputation and scoring layer for the UK rental market. No active commercial operations or current funding activity are documented.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Smoor does
Smoor is a London-based PropTech company founded in 2016 that proposed to operate an automated lettings marketplace overlaid with a landlord and tenant reputation and scoring mechanism. The product concept positioned the company as a two-sided platform connecting landlords and tenants, with a differentiated trust/scoring layer intended to reduce information asymmetry in the UK rental market — a recognized pain point in lettings where screening and counterparty risk are largely manual. The company was led by co-founders Imran Ahmad and Aneel Yasin, with Stefanie Amini heading marketing, suggesting a small founding-and-GTM team consistent with early-stage PropTech builds.
Commercially, the source material discloses almost no operational detail: no products, no pricing, no customers, no partnerships, no revenue figures, and no technology stack beyond the high-level description of a reputation-scoring platform. The only documented capital event is a single funding round dated 2017-11-14 with $0 disclosed capital and unknown investors, which combined with a headcount range of 11-50 indicates a small, likely bootstrapped or minimally funded PropTech venture.
A material caveat for any diligence: the smoor.com domain is currently listed for sale on HugeDomains for $17,195 (or a 24-month, 0%-interest payment plan), with no current operating site tied to a Smoor product. This listing is a strong distress or wind-down signal, and any investor assessment should treat Smoor as either dormant, in wind-down, or having rebranded/migrated to a new domain — the available data does not disambiguate between these scenarios.
Smoor firmographics
Firmographics- Name
- Smoor
- Website
- https://smoor.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Smoor is a London-based PropTech company, founded in 2016, building an automated lettings marketplace with a landlord/tenant reputation and scoring layer for the UK rental market. No active commercial operations or current funding activity are documented.
- Ownership category
- akta.pro rank
Where Smoor is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Smoor business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Buy now option - full domain purchase |
| Other | Pay-as-you-go | Payment plan - 24 monthly installments |
Smoor product offering
Product offeringCore offering
Smoor operates a landlord and tenant reputation and scoring mechanism that sits on an automated lettings platform and marketplace. The product combines trust scoring for both parties in a rental transaction with marketplace functionality that connects UK landlords with prospective tenants.
Product overview
No product or service information available for Smoor. The source data pertains to the domain name 'Smoor.com' being offered for sale by HugeDomains.com, a domain name registrar, and does not contain any information about Smoor's actual products, services, or company offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Smoor Lettings Reputation and Marketplace Platform
Companies that use Smoor
Customer profileIdeal customer profiles2 records
Smoor technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Smoor partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Smoor competitors and assessment
Company assessmentDirect peers
- Rentberry: Global rental marketplace that combines long-term apartment listings with tenant application scoring and landlord-tenant matching. Closely mirrors Smoor's positioning of a reputation/scoring mechanism on top of a lettings marketplace.
- Badi: European rental marketplace that matches tenants with rooms and uses profile/reputation-style information to facilitate matches. Operates a comparable two-sided marketplace with tenant-side profile quality as a core differentiator.
- Goodlord: UK PropTech platform offering end-to-end digital lettings workflows including referencing, contracts, and payments for agents and landlords. Comparable to Smoor in automating the lettings process and embedding trust/referencing signals into the workflow.
- OpenRent: UK online lettings platform that lets landlords list properties and find tenants directly, bypassing traditional high-street agents. Directly comparable to Smoor's automated lettings marketplace concept and serves the same UK small-landlord segment.
- HomeLet: UK tenant referencing and insurance provider producing credit/identity checks for landlords and letting agents. Closely comparable to the 'reputation/scoring' layer Smoor was built around, though without its own marketplace front-end.
Broad incumbents
- Rightmove: UK's largest property portal covering sales and lettings with extensive landlord and agent adoption. Operates broadly in the same listings/marketplace space as Smoor but as an incumbent with a much wider portfolio of products.
- Zoopla: Major UK property portal combining listings, valuations, and lettings content. Overlaps with Smoor's marketplace ambition as a broad incumbent serving both landlords and tenants, though not specializing in reputation scoring.
Emerging players
- Nestpick: Global mid-to-long-term furnished apartment marketplace that aggregates listings and adds tenant verification features. Comparable to Smoor's combination of a rental marketplace with identity/trust layers for international tenants.
- Movebubble: UK-focused rental app that helps tenants search, shortlist, and secure rental properties with streamlined digital processes. Comparable to Smoor's mobile-first, tenant-experience angle on the lettings journey.
Regional players
- Rentomojo: India-based rental platform focused on furniture/appliance rentals with associated tenant profiles and trust signals. Comparable as a marketplace-plus-trust model for renting, though operating in a different geography.
Market position
Strengths2 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights4 records
Customer concentration
Smoor social profiles
Digital presenceSmoor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smoor leadership team
Management profileNumber of profiles
Profiles3 records
Smoor funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smoor 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 Smoor
What does Smoor do?
Smoor operates a landlord and tenant reputation and scoring mechanism that sits on an automated lettings platform and marketplace. The product combines trust scoring for both parties in a rental transaction with marketplace functionality that connects UK landlords with prospective tenants.
When was Smoor founded?
Smoor was founded in 2016. It employs 11 to 50 people.
Where is Smoor based?
Smoor is headquartered in London, United Kingdom, in the Europe region.
Who are Smoor's main competitors?
Direct peers on record are Rentberry, Badi, Goodlord, OpenRent and HomeLet. Broad incumbents are Rightmove and Zoopla. Emerging players are Nestpick and Movebubble. Rentomojo is listed as a regional player.
Does Smoor have an API?
No public API is recorded for Smoor.