Gumtree selects GBG to transform its business onboarding and accelerate growth in home services sector

Gumtree selects GBG to transform its business onboarding and accelerate growth in home services sector

28 January 2026, LONDON - Gumtree, one of the UK’s leading online marketplaces, has partnered with GBG, the global identity technology business enabling safe and rewarding digital lives, to support its next stage of growth in the home services sector.

As part of its ambition to become the go-to platform for home services, Gumtree recently launched a major update to its Home Services category – making it easier than ever for its millions of users to connect with trusted professionals online. GBG’s end-to-end Know Your Business (KYB) solution, GBG Detected, will play a vital role in this transformation by streamlining the onboarding process for verified home service providers and enhancing trust and safety across the marketplace.

With GBG Detected, Gumtree will be enabled to:

• Accelerate business onboarding to fuel growth: GBG Detected will automate and scale the onboarding of Gumtree’s professional services accounts. By reducing the need for manual checks, Gumtree can onboard more business accounts faster the first time and power the rapid expansion of its Home Services category.
• Strengthen marketplace integrity and user confidence with end-to-end business verification and ongoing monitoring: In a category where people invite professionals into their homes, safety isn’t optional, it’s essential. GBG Detected helps Gumtree enhance the safety of its users by using real-time data to verify those offering services are who they say they are.
• Gumtree will benefit from GBG Detected’s up-to-date business intelligence from 600 million company records and ownership registries to verify service providers and screen ultimate beneficial owners (UBOs) and directors. This includes global identity checks, document verification, and ongoing monitoring against watchlists for politically exposed persons (PEPs), sanctions, and negative media.
• Service providers who are verified will benefit from enhanced rankings and increased business opportunities, while consumers can engage with greater confidence.
• Deliver an easy, fast onboarding experience: By leveraging GBG Detected’s customised and automated workflows, new service providers can complete verification swiftly within a single, intuitive platform, ensuring the best start to a new business relationship.

Joseph Rindsland, Head of Digital Trust & Safety at Gumtree, said: “We chose GBG because we needed a simple, powerful solution to make business onboarding faster and easier for our service providers, whilst ensuring the necessary KYB checks have been completed. With its business onboarding solution, GBG Detected, we’re able to automate this process into a single, connected system, eliminating silos and static checks. This helps us onboard and verify service providers faster, while also improving their user experience, supporting our goal to lead in home services category.”

Andy Chrascina, Chief Revenue Officer – Identity Fraud, EMEA and APAC at GBG, said: “Trust is essential for building strong online communities. We’re proud to support Gumtree’s ambition to lead the home services sector by making it easier for people to find reliable, professional help through efficient Know Your Business (KYB) verification and onboarding of service providers. GBG Detected plays a vital role in keeping fraud out, helping genuine businesses get started quickly, and supporting Gumtree’s mission to become the top choice for home services across the UK.”

To find out more about GBG Detected, visit: https://www.gbg.com/en-us/use-cases/business-verification/

About Gumtree 

Gumtree is one of the UK’s most popular online marketplaces and the go-to marketplace for the home, offering users an effortless and secure way to buy and sell. Founded in 2000, Gumtree has become a trusted brand with millions of users across the UK, championing re-commerce and supporting trading. With more than 1.8 million live ads at any one time, it’s not surprising that more than 10 million people visit the site every month to find what they need affordably, sustainably and effortlessly. Visit www.gumtree.com and follow @GumtreeUK (Instagram), Gumtree UK (Facebook) and @Gumtree (X) to join the conversation.  

About GBG

GBG is a global identity technology business, enabling safe and rewarding digital lives for genuine people, everywhere.

For over 30 years, we have combined global data with our innovative technology to make sure that genuine people everywhere can digitally prove who they are and where they live.

We provide mission-critical services that protect against digital crime, strengthens business resilience and drives responsible growth, at scale, across a diverse range of sectors. Today, our team of over 1,100 people serve more than 20,000 customers globally.

GBG is a publicly traded company (LSE: GBG). Find out more at www.gbg.com and follow us on LinkedIn.