William Reeve

Chief Executive Officer Goodlord

Last Reviewed: September 28, 2026

Executive Summary

William Reeve has been Chief Executive Officer of Goodlord, the London company whose software and services run the rental process for UK letting agents, landlords and tenants, since January 2018. He came to the job as an outsider to lettings but not to scaling consumer internet businesses: he co-founded Fletcher Research and LOVEFiLM, was an early director of Secret Escapes, and has chaired or sat on the boards of Nutmeg, Graze, Zoopla, Paddy Power and Dunelm. Under his leadership Goodlord has made three acquisitions and, by its own figures, grown revenue from £14M in 2022 to £37M in 2025.

Career Highlights

• Chief Executive Officer of Goodlord since January 2018, succeeding co-founder Richard White; a director of the operating company, Oh Goodlord Ltd, since November 2018.
• Oversaw Goodlord’s acquisitions of tenant referencing platform Vouch (2020), bill-splitting app Acasa (2021) and tenant engagement platform Halo (2022).
• Co-founded Fletcher Research, now part of Forrester Research, where he was Research Director from 1997 to 2000.
• Co-founded LOVEFiLM and served as its Managing Director, President and COO from 2003 to 2008; the business was later acquired by Amazon.
• Non-executive director of Dunelm Group PLC from 2015 to 2024, and non-executive chair of Nutmeg (2018–2021), Graze.com (2008–2015) and Augmentum Fintech PLC (2024–2026).

Professional Journey

Reeve began his career as a business analyst at McKinsey & Co. from 1995 to 1997, then co-founded Fletcher Research, an IT research and advisory firm, serving as Research Director from 1997 to 2000. Fletcher Research became part of Forrester Research, where he was Group Director, Data Products until 2002.

In 2003 he co-founded LOVEFiLM and ran it as Managing Director, President and COO until 2008; it was subsequently acquired by Amazon. Alongside and after that he built a substantial non-executive career: director of Zoopla (2007–2012), chairman of Graze.com (2008–2015) and of the question-answering company Evi (2008–2011), since acquired by Amazon, and a non-executive director of Secret Escapes (2009–2012) and Paddy Power PLC (2010–2012). He also moved into operating roles at Paddy Power as Head of Operations (2012–2013), ran the alpha-capture business Oxalyst as Managing Director (2010–2012), and was co-CEO of the home delivery service Hubbub (2014–2016).

He joined Goodlord as Chief Executive in January 2018. The company had been founded in 2014 by Richard White, Philip Mundy and Tom Mundy to digitise the tenancy process for letting agents, and Reeve took over from White as CEO. Since then Goodlord has broadened from tenancy progression into referencing, rent protection and landlord insurance, rent collection and utilities, buying Vouch in 2020, Acasa in 2021 and Halo in 2022, and raising £27M in 2022 from investors including Highland Europe. The company reports revenue of £14M in 2022, £17m in 2023, £24m in 2024 and £37M in 2025, and in 2025 launched Rosewood, an edition of its platform built for compliance with the Renters’ Rights Act.

His board work has continued alongside the Goodlord role. He sat on the board of homewares retailer Dunelm Group PLC from 2015 to 2024, chaired the digital wealth manager Nutmeg from 2018 to 2021 ahead of its acquisition by JPMorgan, and chaired Augmentum Fintech PLC from 2024 to 2026. He is also an active angel investor, with disclosed holdings in companies including Tide, Adzuna and Plum Guide. He is based in London.

Education

No education record was found in first-party sources.