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Plum Guide

Building a marketplace of the world's best holiday homes

21-100 employees
  • B2B
  • Travel
  • Lifestyle
  • Marketplace
Angel, London, UK

Company mission

Plum Guide is on a mission to build the definitive collection of the world’s best holiday homes.

Top investors

51% female employees

16% employee growth in 12 months

Otta's take

Theo Margolius headshot

Theo Margolius

COO of Otta

The Plum Guide pitches itself as the Michelin Guide for Homes. They seek out the very best holiday rental homes across multiple sources (e.g. Airbnb, private short-term lets etc.), vet them in person, and put them all in one place for people to book.

Their main differentiator is that they cut through the noise and select only the top 3% of properties in a given city. All of their homes are reviewed by a real person, which marks the property against 150 criteria (e.g. wifi, water pressure).

The Plum Guide competes primarily with the luxury hotel market and Airbnb, who are increasingly targeting more affluent customers with the release of Airbnb Luxe. It will be important for The Plum Guide to maintain super high quality and build their brand/reputation to grow their share in the market.


  • Work from anywhere in the world for 4 weeks of the year
  • Early finish on Fridays (4:30pm)
  • Discount on Plum Guide stays for Family and Friends

Funding (last 2 of 7 rounds)

Feb 2022



Oct 2021




Total funding

This company has top investors


Previously founded innovation agency firm Promise Communities (now C Space), which he grew to 140 people and ran for 10 years. Sold the business to Omnicom

Previously built and developed large scale platforms for BBC, Bacardi and Russian Standard

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