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The operating layer for serviced apartment operators.
One operating system above the tools an operator already runs. The team moves from the back office to the front of house.
Prepared forBe London · Directors
DateJuly 2026
StatusConfidential overview
Confidential and proprietary. This document is the property of Keystone Operations Ltd and is provided to the named recipient in confidence, solely to evaluate a potential pilot, co-development and investment. It may not be copied, distributed or disclosed without prior written consent, nor used to develop, fund or assist any competing product, nor to circumvent Keystone in respect of the markets, partners or opportunities described. No intellectual-property rights are granted. All rights reserved.
The problem
Every operator's team becomes the integration layer.
Serviced apartment operators run a tool for every job and a person to hold them all together. The work that should grow the business is crowded out by the work of keeping it running.
6 to 10
disconnected tools in a typical operator's stack
8 to 12 hrs
per week lost to stitching those tools together
£100k+
annual hidden cost for a 100-unit operator
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What Keystone is
One operating system, above the stack.
Keystone sits above the software an operator already uses, makes it consistent, and turns it into one system the team can run from. A family of modules, with an intelligence layer on top.
AtlasData
CompassOperations
LedgerFinance
CharterCommercial & Team
SentryMonitor
CopilotAssistant
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Why now
The moment the category opens.
One
Operators have professionalised
Licensing, VAT complexity and institutional capital demand hotel-grade operations, without hotel-grade systems.
Two
The tools are finally connectable
By 2026 the operator's software ships mature integration. A clean layer can now sit above the lot.
Three
The incumbents won't reach
The intelligence layer above the existing stack sits structurally outside the incumbents' business model. The space is open.
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The opportunity
A large, growing, fragmented market.
Global TAM
$3 to 4bn
Operator software spend worldwide
SAM · Phase 1
£60 to 90m
UK & Ireland, our launch market
SAM · Phase 2
£150 to 250m
English-first international expansion
SOM · Year 5
£5 to 8m
ARR target, a low single-digit share
The sector is growing 12 to 15% year on year. Sizing is on 2025 data, so the addressable market grows underneath the plan.
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Where we are
In active build, beta imminent.
The core is being built. Atlas, Ledger and Compass are in active build and close to beta testing.
Grounded in real operational experience. Keystone has been designed by people who run serviced apartment businesses and understand the challenges operators face.
Demand is there. Operators consistently confirm the problem and want to see the product in production.
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The team
Operator instinct, serious engineering.
Josh White
Founder & Company Lead
Founder and director of a 150-unit central London operator, with twelve years inside the serviced apartment sector.
Calum Harker
Founding Engineer
Leads the MVP build. Years of software engineering, part of the founding team of two previous SaaS start-ups.
Joel Speed
Chief Technology Officer
Senior Principal Software Engineer and Architect of Red Hat OpenShift. Owns Keystone's technical direction. His experience with large-scale infrastructure ensures the platform is built to scale reliably and stay stable as the operator base grows.
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The plan and the ask
Funded in stages, against milestones.
01 · Incubation
£50 to 100k
Completes and beta-tests the MVP. We are confident the working product lands within this stage.
02 · Pre-seed
£250 to 350k
Full commercialisation. First paying operators, live in market, the reference case built and proven.
03 · Seed
£1.5 to 2.5m
Powers into the market. Sales, team and the English-first expansion. Sized to the traction pre-seed delivers.
Each stage is funded against a milestone already in sight, not a promise: MVP within incubation, commercialisation within pre-seed, then a seed round to scale.
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For Be London
Three ways to be early.
01 · Pilot
A first-mover operator
Run the platform against a real operation and shape it around how Be London actually works.
02 · Co-development
Build it together
Direct input into the roadmap, priorities and the standard the sector gets held to.
03 · Incubation
Back it early
Support the company at its earliest and most valuable stage, ahead of the wider market.
Confidentiality & non-circumvention. Shared with Be London in confidence to evaluate the opportunities described. Not to be reproduced, disclosed, or used to build, fund or assist a competing product, or to circumvent Keystone in respect of its markets, partners or opportunities. No licence to any intellectual property is granted. All rights reserved · Rev 1.0 · July 2026.