Fair to both sides
A tenancy is someone's home and someone else's biggest asset. It only works when it works for both. Fair pricing, fair terms, fair dealing in both directions.
2017
The deal next door
Rich was renting in south London when his landlord gave notice to sell. At a barbecue at Mike's house, Mike's neighbour Mark mentioned he was about to let out his home for the first time.
Rich did the maths on agent fees and went to Mark directly: less rent than an agent's tenant would pay, more money in Mark's pocket than an agent would leave him. Deal done on the spot.
The tenant paid less. The landlord earned more. The only loser was the fee nobody needed to pay.
Then the hard part: how does a tenancy actually get done? The information was out there, but scattered and contradictory. They worked it out together, got it over the line, and Rich moved in next door. The thing they'd both needed still didn't exist.
2017 to 2018
The itch that wouldn't go away
Rich kept talking about it: the fees, the confusion, an industry that ran on landlords and tenants not knowing better. Mike, then leading product management across EMEA for a large American bank, recognised the shape of it immediately: a process problem software could solve end to end. The research made it obvious.
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5m
private rental homes in the UK, a huge market
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Low tech
among the least digitised of any major consumer market
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High fees
poor service, and unhappy customers on both sides
A friend from Rich's MBA, who had spent 15 years building a high-street agency group, confirmed the problem from the inside. Then he deliberately let them design from first principles, checking their work against the law and the real world. The three invested their own money and started building in late 2018.
The journey
From fence to platform
Eight years, one pivot, and thousands of real tenancies.
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2017
The fence
Rich and Mark do the deal that starts it all.
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Late 2018
Building begins
Founders' money in, first proof of concept, friends and family round.
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2019
All in
Mike leaves banking. A seed round closes at year end, funding the build through lockdowns.
Day one in the first office. Also the whole team. -
The pivot
Late 2020
We became our own first customer
Landlords loved the platform, then hesitated: hand your biggest asset to a brand-new company? Fair question. So we used our own software to run a full letting and management service at a fraction of high-street prices, starting with flyers through every letterbox in Wimbledon.
The Wimbledon flyers, 2020. Quality control in progress. 
On the way to the first pitch. The mask was mandatory. The nerves came free. -
Late 2022
Scaling the proof
£1.9m raised. The managed portfolio grows to almost 1,000 properties and thousands of tenant finds, all run on the platform we were building for landlords to use themselves.
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The first board goes up. Sunset optional, but appreciated. -
2024
Back to the mission
Operations mature, software battle-tested. We refocus on the original goal: landlords doing it themselves.
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April 2025
DIY launches
Get Listed and Get Rented go live. Landlords tell us what to improve and we ship it.
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2026
The challenger
DIY properties up 4x in 7 months, growth driven by word of mouth and independent voices rather than advertising, in a market reshaped by the Renters' Rights Act. Still a small team by design: experienced people, no layers between a landlord's problem and its fix.
The team today. Not pictured: the remote dev team, allegedly at their desks.