London ‘proptech’ startup Goodlord, which offers cloud-based software to help estate agents, landlords and tenants manage the rental process, has raised £7 million in Series B funding. The round is led by Finch Capital, with participation from existing investor Rocket Internet/GFC, and is roughly equal in size to Goodlord’s Series A in 2017. However, it would be fair to say a lot has happened since then.

In January, we reported that Goodlord had let go of nearly 40 employees, and that co-founder and CEO Richard White was leaving the company (we also speculated that the company’s CTO had departed, too, which proved to be correct). In signs of a potential turnaround, Goodlord then announced a new CEO later that month: serial entrepreneur and investor William Reeve (pictured), a veteran of the London tech scene, would now head up the property technology startup.

As I wrote at the time, Reeve’s appointment could be viewed as somewhat of a coup for Goodlord and showed how seriously its backers — which, along with Rocket Internet (and now Finch), also includes LocalGlobe and Ribbit Capital — were treating their investment and the turn-around/refocus of the company. With today’s Series B and news that Reeve has appointed a new CTO, Donovan Frew, that effort seems to be paying off.

Founded in 2014, unlike other startups in the rental market space that want to essentially destroy traditional brick ‘n mortar letting agents with an online equivalent, Goodlord’s Software-as-a-Service is designed to support all stakeholders, including traditional high-street letting agents, as well as landlords and, of course, tenants.

The Goodlord SaaS enables letting agents to “digitize” the moving-in process, including utilizing e-signatures and collecting rental payments online. In addition, the company sells landlord insurance, and has been working on other related products, such as rental guarantees, and “tenant passports.”

If Goodlord can reach enough scale, it wants to let tenants easily take their rental transaction history and landlord references with them when moving from one rental property to another as proof that they are a trustworthy tenant.

Meanwhile, the company says new funding will be used to build new products, grow its customer base, and invest in the further development of its proprietary technology to continue to make “renting simple and more transparent for letting agents, tenants and landlords”.