Bricky Bot vs Goodlord
Weighing up Bricky Bot vs Goodlord? They mostly do different jobs. Goodlord takes a tenancy from offer to move-in for letting agents: referencing, contracts, payments and insurance. Bricky Bot is an AI team that does the lettings work around it, from the first enquiry to the repair at month six, and waits for your ✅.
Luke AshtonFounder of Bricky Bot and Based Lettings · Updated The short answer
- Choose Goodlord if you’re a letting agency and the bottleneck is getting tenancies over the line: fast referencing, legally checked contracts, move-in money and rent collected for you, and rent protection for your landlords.
- Choose Bricky Bot if the time goes on everything else: portal enquiries and viewings, WhatsApp groups, repairs, certificate renewals and landlord statements, often room by room, with nothing sent until a person approves it.
- The honest line: Goodlord references tenants, holds and moves money and sells insurance. Bricky Bot does none of those. It does the day’s lettings work, and you approve it.
What Goodlord does well
Goodlord was founded in 2014, launched its tenancy progression platform in 2015 and its referencing in 2016, and its own timeline lists £37M of revenue in 2025 (about us). It calls itself a lettings-only platform. A few things stand out on its own pages:
- Referencing at speed. AI-powered identity checks, fraud detection, financial data processing and automated employment checks, which it says return references in 24 hours on average, with income verified at source. It says more than 3,000 letting agents trust it (tenant referencing).
- The paperwork from offer to move-in. Terms of Business, tenancy agreements certified by legal experts and updated free when legislation changes, AML checks on new landlords, and PEPs and sanctions checks on tenants (tenancy progression, platform).
- Rent and move-in money collected for you. Holding deposits, move-in monies and rent, with reminders and chasers, a unique payment ID for each tenant and full audit trails (tenant payments).
- Rent protection insurance. It says its policy pays 100% of the rent until vacant possession, and that it was upgraded for the Renters’ Rights Act (Goodlord).
- Fits an agent’s existing CRM. It integrates with “the leading CRMs used by estate and letting agents, including Reapit, Street, Alto, and others” (CRM integrations).
On AI, Goodlord is careful about what is live. Its platform page says that today AI powers identity verification, fraud detection and financial data processing in referencing, and that Tenancy Talks lets tenants ask questions about their contract in plain language; “more is in development”, with the team approving anything that needs judgement (platform FAQ).
Side by side
Goodlord facts are from Goodlord’s own website, checked 12 October 2026. “Not stated” means we couldn’t find it there.
| Goodlord | Bricky Bot | |
|---|---|---|
| What it is | A lettings platform for letting agents: tenancy progression, referencing, payments, insurance | An AI lettings team of eight specialists, working in a full property CRM |
| Built for | Letting agents; a Landlord Hub for their landlords; services for tenants | HMO landlords, co-living and rent-to-rent operators, and letting agents |
| Who does the day-to-day work | Your team, with AI in referencing today and more “in development” | The AI team drafts and does it; a person approves anything that goes out |
| Portal enquiries and viewings | Not stated | Syncs every SpareRoom and OpenRent thread, drafts replies, books viewings, tracks each lead to a signed tenancy |
| Referencing | Its own service: ID, fraud, income and employment checks, 24 hours on average | Doesn’t reference tenants; follows referencing to a decision and files the result on the tenancy |
| Contracts and signing | Templates certified by legal experts, updated when the law changes; e-signing | Fills the tenancy from the records, follows every signature, files the signed PDF |
| Talking to tenants | Rent reminders and chasers; Tenancy Talks for questions about the contract | Runs the WhatsApp groups you already have, each linked to its house, lead or contractor record |
| Repairs | Not stated | Logs issues from the chat, suggests the fix that worked last time, books contractors after your ✅ |
| Compliance | AML, PEPs and sanctions checks; certificate expiry alerts; Section 13 notices through a Renters’ Rights Act workflow | Tracks every certificate on every property, opens each renewal inside its lead time, suggests the dates from the certificate PDF for you to confirm |
| Rent and money | Collects holding deposits, move-in monies and rent; payouts; audit trails | Never holds or moves money. Matches each line of your bank statements to rent, a cost or a payout, and drafts landlord statements with your fees taken off |
| Insurance | Rent protection, landlord buildings and contents, tenant contents (FCA-regulated through Goodlord Protect) | None |
| HMOs and rooms | Not stated | Built running HMOs: a record and tenancy per room, the licence and every certificate tracked per house |
| Where it runs | An online platform; landlords use the Landlord Hub in a web browser | Your own Mac or Mac mini, or Bricky Cloud; your team uses any browser or phone |
| Price | Not published; book a demo or speak to sales | See pricing on brickybot.com |
The real difference: getting tenants in vs running the tenancy
Take a room coming free. Goodlord’s part starts once you have an applicant: it references them, sends the contract, collects the holding deposit and move-in money, and protects the rent once they’re in. Before that, someone still writes the advert, answers the enquiries and books the viewings, and after it someone answers the WhatsApp messages and sorts the boiler.
That is the part Bricky Bot does. The notice is logged against the room, the Listings Manager builds the advert from the house record for your own SpareRoom and OpenRent accounts, and the Enquiry Manager answers the enquiries, books viewings and follows each lead to a signed tenancy. Once they move in, repairs, renewals and landlord statements are prepared the same way. You approve each step with a ✅, in the app or straight from WhatsApp, and every action is logged on the record it touched.
The honest difference runs the other way too: Goodlord is a referencing house, a payments service and an insurance distributor, and Bricky Bot is none of those. If referencing speed and rent protection are what you need most, Goodlord is built for that.
Who does which job
- Goodlord: referencing, guarantors, contracts and Terms of Business, AML and sanctions checks, holding deposits, move-in money, rent collection, rent protection and landlord insurance, utilities at move-out.
- Bricky Bot: adverts, portal enquiries and viewings, shared-house WhatsApp groups, repairs and contractors, certificate renewals, rent matching and landlord statements, all prepared for a person to approve.
- Both, in different ways: following a tenancy to signature, and keeping certificates in date.
Who each is for
- Goodlord suits letting agencies, from small independents to multi-branch, that want referencing, contracts, payments and insurance in one platform connected to their CRM (platform).
- Bricky Bot suits HMO landlords, co-living and rent-to-rent operators and letting agents who let room by room and want the day’s work taken off their plate, while keeping the final say on everything that goes out. Running an agency? See Bricky Bot as lettings agent software and as a letting agent CRM.
Using both, or switching
Many agents won’t switch at all: Goodlord can keep referencing and collecting rent while Bricky Bot handles enquiries, WhatsApp and repairs. Bricky Bot doesn’t connect to Goodlord, so each runs in its own account. If you’re moving your tenancy records into Bricky Bot, we move your houses, rooms, tenants and landlords, certificates and their dates, and files across. Migration is included, and you can export everything from Bricky Bot in open formats too.
If HMOs are most of what you manage, see how Bricky Bot works as HMO management software. Comparing other tools too? Read Bricky Bot vs Arthur Online, Bricky Bot vs COHO or, for repairs, Bricky Bot vs Fixflo, or, for AI that runs agency workflows, Bricky Bot vs Autoprop, or see the best AI lettings software in the UK.
Questions people ask
What is the main difference between Goodlord and Bricky Bot?
Goodlord is a lettings platform for letting agents that runs the tenancy paperwork and money: referencing, contracts, move-in payments, rent collection, compliance checks and rent protection insurance. Bricky Bot is an AI lettings team: specialist bots answer room enquiries, book viewings, run WhatsApp groups, chase repairs and renewals, and prepare every message for a person to approve.
What is Goodlord?
A UK lettings platform founded in 2014 and built for letting agents. Its own site describes tenancy progression, tenant referencing, tenant payments, contracts, PEPs and sanctions checks, tenancy management, end of tenancy, rent protection insurance and a Landlord Hub, and says it is trusted by over 3,000 letting agents (checked 12 October 2026).
Why do letting agents use Goodlord?
Mostly to move tenancies from offer to move-in faster: referencing that it says returns in 24 hours on average, contracts certified by legal experts and updated when the law changes, move-in money and rent collected in one place, and rent protection insurance for their landlords. It connects to agents’ CRMs, including Reapit, Street and Alto.
How much does Goodlord cost?
Goodlord doesn’t publish prices on its website; it asks agents to book a demo or speak to sales (checked 12 October 2026). Bricky Bot’s prices are on brickybot.com/#pricing.
Does Bricky Bot do tenant referencing or rent protection insurance?
No. Bricky Bot follows referencing to a decision, prepares the tenancy for signing, records the deposit’s scheme and files the signed copy, but it doesn’t reference tenants or sell insurance. If you want those from one provider, that is what Goodlord does; some agents will want both.
Can I use Bricky Bot and Goodlord together?
They do different jobs, so yes: Goodlord for referencing, contracts, payments and insurance, Bricky Bot for enquiries, viewings, WhatsApp, repairs, compliance renewals and landlord statements. Bricky Bot doesn’t connect to Goodlord; your team uses each in its own account.
Does Bricky Bot message tenants on its own?
No. Every message, advert, booking or payment the team prepares waits for a person’s approval, in the app or straight from WhatsApp.
See the team do the work
A short demo of Bricky handling real lettings work: enquiries, WhatsApp, repairs and approvals, with nothing sent until you say so.
Book a demoSources
- Goodlord home page (checked 12 October 2026)
- Goodlord platform and FAQ (checked 12 October 2026)
- Goodlord tenant referencing (checked 12 October 2026)
- Goodlord tenant payments (checked 12 October 2026)
- Goodlord tenancy progression (checked 12 October 2026)
- Goodlord tenancy management (checked 12 October 2026)
- Goodlord CRM integrations (checked 12 October 2026)
- Goodlord Landlord Hub (checked 12 October 2026)
- Goodlord about us and timeline (checked 12 October 2026)
Goodlord is a trademark of its owner. Bricky Bot isn’t affiliated with Goodlord. If anything here is out of date, email hello@brickybot.com and we’ll correct it.