Landbay was originally launched in 2014 as an online peer-to-peer lending platform enabling investors to invest in the United Kingdom's buy-to-let mortgage market.

The business model matches investors' funds to buy-to-let mortgages, thus all loans are secured by residential real estate.

[6][7][8] Landbay has whole of market intermediary coverage with the major broker networks & clubs partnering with them.

[14] In January 2022 Landbay achieved certification becoming Carbon Neutral having measured scope 1,2 & 3 emissions and offset the resultant CO2E via the Climate Fund™ Portfolio of certified carbon reduction projects around the world.

[15][16] The company was founded by John Goodall and Gray Stern,[17][18] who appointed a specialist product development studio Innovify,[19] founded by Maulik Sailor, whom John met whilst pursuing his MBA programme from Imperial College Business School, to develop their initial product.