What OH GOODLORD LTD does

Oh Goodlord Ltd., trading as Goodlord, is a UK-based, privately held SaaS company founded in 2014 that operates a cloud-based platform for the private rented sector. The platform-plus-modules architecture covers the full tenancy lifecycle — tenant referencing, contract generation, tenancy progression and management, payments, deposit registration, insurance distribution, utility management and end-of-tenancy processes — and is consumed primarily by letting and estate agents, with secondary use by landlords and tenants. Core technology is an AWS-hosted SaaS platform augmented by AI features built on AWS Bedrock for identity verification, fraud detection, document handling and a Renters' Rights Act compliance assistant.

Goodlord makes money through four streams: SaaS subscription fees from letting agencies (annual, custom-quoted), insurance commissions on rent protection, buildings and contents, and tenant contents and liability products (the firm is an Appointed Representative of FCA-regulated Goodlord Protect Limited, FRN 836727), commission on tenant-affiliate services such as broadband, media and utility switching via Sky, Home Telecom, OVO Energy and Home Telecom integrations, and fees from integrated deposit protection scheme registrations (TDS, DPS, mydeposits, Reposit). Go-to-market is sales-led for enterprise and mid-market agencies with a self-serve component for smaller operators, supported by a content and events engine (newsAGENT, Goodlord Leaders Forum, State of the Lettings Industry report). The company's geographic footprint is exclusively UK, and it has no disclosed parent company, external investors or M&A activity in the source data.

Name

OH GOODLORD LTD

Legal name

Oh Goodlord Ltd.

Website

https://goodlord.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

Goodlord is a UK-based SaaS platform that lets letting agents, landlords and tenants manage the full tenancy lifecycle — referencing, contracts, payments, insurance, compliance and utilities — through an AI-enhanced, integrated workflow.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Platform Subscription Fees: SaaS platform subscription model for letting agents to access the complete lettings management system including referencing, contracts, tenancy management, and compliance tools.
2. Insurance Products: Revenue from rent protection insurance, buildings and contents insurance, and tenant contents and liability insurance products. Goodlord acts as an Appointed Representative of Goodlord Protect Limited, FCA regulated.
3. Tenant Service Commissions: Commission earned when tenants choose Goodlord broadband, media, utility deals, and other services during the tenancy journey.
4. Deposit Scheme Integration Fees: Integration fees for facilitating registration of security deposits with government-approved deposit protection schemes including TDS, DPS, and mydeposits.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

OH Goodlord Ltd, trading as Goodlord, provides a cloud-based SaaS platform that enables UK letting agents, landlords, and tenants to manage the end-to-end lettings lifecycle. The platform bundles tenant referencing, rent collection, contract generation, deposit registration/integration, and insurance products into a single workflow, replacing fragmented point solutions used across the UK residential lettings market.

Product overview

Goodlord is a unified lettings platform with platform-plus-modules architecture. The Core Platform powers the entire tenancy lifecycle, with specialized modules for letting agents (Tenant Referencing, Rent Protection Insurance, Tenant Payments, Contracts, PEPs & Sanction Checks, Landlord Onboarding, Utility Management, Inventory Check-In, Tenant Experience, Tenancy Progression, Tenancy Management, End of Tenancy), landlord solutions (Rent Protection Insurance, Buildings & Contents Insurance, The Landlord Hub, Build to Rent), and tenant services (Goodlord Guarantor, Contents and Liability Insurance, Broadband and Media, Tili utility management, Goodlord x The Bunch). The platform integrates CRM and payment/deposit systems (Alto, Reapit, Street.co.uk, mydeposits, Reposit, TDS, DPS), offers AI-powered referencing and fraud detection, and provides industry insights through newsAGENT and the Goodlord Rental Index. Additional tools include the Renters' Rights Act Assistant for regulatory navigation.

Differentiator

Problem solved

Functional benefit

Brands

• newsAGENT: Industry news and insights platform providing webinars, reports, and rental index data for the lettings industry.
• Goodlord Guarantor
• Goodlord x The Bunch

Products and services

• Goodlord Lettings Platform Cloud-based end-to-end lettings management platform used by UK letting agents to coordinate tenant referencing, contracts, payments, and compliance workflows in a single system.
• Tenant Referencing Service

Quantifiable outcome

• 80% admin time reduction
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability7 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core.

• ReapitcoreTechnology or IntegrationReapit is a property software provider of CRM and property management solutions for the residential real estate sector. The integration allows agencies using Reapit to seamlessly transfer data to Goodlord for referencing, contracts, and tenancy management.
• AltocoreTechnology or IntegrationAlto is a cloud-based sales and lettings platform with property management and client accounting functionality. The integration connects Alto users directly to Goodlord's referencing and tenancy services.
• Street.co.ukcoreTechnology or IntegrationMulti-award-winning sales and lettings CRM combining advanced technology with seamless workflows. Integration allows data transfer between platforms for efficient tenancy processing.
• Qube Property Management SystemcoreTechnology or IntegrationQube PMS integration enables seamless import and export of data between Goodlord and the property management system, eliminating duplicate data entry.
• mydepositscoreTechnology or IntegrationGovernment-approved deposit protection scheme protecting over £1B in tenant deposits. Fully integrated with Goodlord for automated deposit registration and management.
• The Tenancy Deposit Scheme (TDS)coreTechnology or IntegrationLongest-serving government-approved deposit protection scheme operating the largest Insured Scheme. Fully integrated with Goodlord for deposit registration.
• The Deposit Protection Service (DPS)coreTechnology or IntegrationOne of the UK's largest government-authorized tenancy deposit protection providers offering custodial and insured schemes. Fully integrated with Goodlord platform.
• RepositcoreTechnology or IntegrationDeposit replacement scheme provider making renting more affordable and accessible. Integration enables tenants to pay reduced upfront deposits while landlords maintain protection.
• OVO EnergycoreTechnology or IntegrationRenewable energy provider offering excellent customer experience through smart technology. Preferred energy supplier integrated through Goodlord's utility management service.
• Sky UK LimitedcoreTechnology or IntegrationTelevision and broadband Internet services provider. Partnership enables Goodlord to offer broadband and media deals to tenants during tenancy setup.
• Home TelecomcoreTechnology or IntegrationUK's largest tenant broadband and TV specialist. Partnership allows agents to offer range of broadband contracts suitable for different tenancy lengths.
• PaymentshieldcoreTechnology or IntegrationInsurance partner working with UK's best-known insurers to deliver premium insurance products. Provides buildings and contents insurance options through Goodlord.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Reapit: Largest UK/international estate and lettings agent CRM. Larger incumbent with broader portfolio; both a core integration partner and a potential competitor if it natively extends into referencing and compliance.

Direct peers

• Canopy: UK tenant referencing and rent collection platform with a consumer-friendly tenant experience. Directly overlaps Goodlord's Tenant Referencing and Tenant Payments modules.
• PayProp: Cloud-based rental payments and reconciliation platform for UK letting agents. Closely comparable to Goodlord's Tenant Payments and rent collection modules, with overlapping enterprise sales motion to letting agencies.
• Arthur: UK property management software built for letting agents and landlords, covering maintenance, tenancies, and accounts. Directly competes with Goodlord's tenancy management and end-of-tenancy modules.
• Street.co.uk: UK sales and lettings CRM combining workflow automation with native proptech features. Both an integrated partner and a direct competitor for end-to-end agent workflows.
• Homeppl: UK tenant referencing specialist focused on identity verification and affordability assessments for letting agents. Overlaps directly with Goodlord's AI-powered referencing capability.
• Alto: Established UK cloud-based sales and lettings CRM/property management platform. Both partner (via integration) and direct competitor for the agent-facing workflow layer.
• Vouch: UK tenant referencing and rent collection platform targeting letting agents and landlords. Directly comparable to Goodlord's referencing and tenant payments modules.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 OH GOODLORD LTD