Property Soup revealed last week that AIIC Group had increased its shareholding in home-moving tech platform SlothMove from 50% to 92% signalling a major push to integrate technology deeper into the home-moving journey.
AIIC, the legal group behind Taylor Rose, FDR Law and Kingsley Wood, says the move will unlock stronger commercial synergies and accelerate SlothMove’s next phase of growth.
Founded in 2019, SlothMove enables home movers to update their address and set up essential services through a single online form, covering organisations including DVLA, HMRC, council tax, utilities and healthcare providers.
Property Soup fires the question to Liam Horner (main picture), SlothMove’s new CEO, who is leading the next stage of expansion.
THE INTERVIEW
How would you describe SlothMove in one sentence?
SlothMove is the home‑moving admin platform that removes the hidden hassle people don’t realise they’re about to face, ensuring the important details are handled properly, at the moment they matter most.
What excited you most about becoming CEO?
When I began consulting for the business in June 2024, it quickly became clear both what was holding it back and what it had the potential to become. I could see where focus was needed, what needed to change, and how much stronger the platform could be with the right direction.
Becoming CEO gave me the opportunity to lead that transformation properly – to simplify the product, sharpen the strategy, and build with real pace and clarity.
What excited me most was the chance to turn a strong idea into a well‑executed business, and to do so in a way that genuinely improves the experience for people at a critical moment in their lives.
What problem is SlothMove really solving?
Most people underestimate how fragmented and unforgiving the home‑moving process really is – until something goes wrong.
Moving home isn’t just about boxes and broadband. It’s dozens of organisations, each with their own processes, deadlines and consequences if you miss a letter, an update, or a form.
When those updates don’t land, the knock‑on effects can be serious: missed council communications that escalate into fines, delayed healthcare referrals, disrupted utilities, or gaps in essential services.
“We built SlothMove to solve that hidden problem.”
We built SlothMove to solve that hidden problem – the fact that critical life admin is still dependent on people remembering who to notify, when, and how, during one of the most stressful moments in their lives.
This isn’t theoretical. I’ve moved home nine times in the last 10 years for work and I’ve seen first‑hand how easy it is for important correspondence to slip through the cracks. On more than one occasion, missed letters led to consequences that were completely disproportionate to the original oversight.
At the same time, moving disrupted access to NHS services simply because records and referrals didn’t follow quickly enough.
SlothMove exists to make sure that doesn’t happen. It brings the essentials into one place, so people can move home knowing that the important stuff – not just the obvious stuff – is actually taken care of.
Why is now the right time to deepen integration with AIIC?
First, consumer expectations have fundamentally shifted. People are now far more comfortable trusting digital tools to handle complex, sensitive tasks – provided those tools deliver real, tangible improvements to quality of life.
We’re seeing a growing willingness to rely on technology not just for convenience, but for responsibility: managing important admin, handling personal data securely, and reducing the cognitive load of everyday life.
SlothMove sits squarely within that shift, addressing a real pain point at the moment consumers are most receptive to intelligent, automated support.
That shift is particularly relevant in the context of home moves. Firms like Taylor Rose, one of the UK’s largest conveyancers, support tens of thousands of clients through the legal transaction itself, but the legal completion is only one part of a much broader and often overwhelming life event.
VALUE-ADDING EXTENSION
SlothMove complements that process by handling the downstream complexity that begins once contracts are exchanged – change‑of‑address notifications, service transitions, and critical admin that, if missed, can create real problems for clients.
As a result, our offering works as a natural, value‑adding extension to the conveyancing journey, improving client outcomes without adding friction to the legal process.
Second, our progress is underpinned by a clear strategic roadmap and a disciplined execution plan.
We know what we’re building, why we’re building it, and how it scales – particularly through partnerships with high‑volume, trusted intermediaries who already sit at the centre of the moving experience.
AIIC Group’s increased commitment reflects confidence not only in the opportunity itself, but in our ability to execute – in the pace we’re moving, the milestones we’re hitting, and the direction of travel. Their support reinforces our belief that we’re building the right solution at the right time, with a clear path to long‑term value.
What’s your leadership style?
I take a hands‑on, nimble approach to leadership, with a strong emphasis on clear, consistent communication – which is particularly important at SlothMove, where part of our qualities is about being a helpful hand and support to homeowners.
Momentum is created when teams understand not just what we’re building, but why it matters and how their work connects to improving outcomes in what is often a high‑stress, high‑stakes moment for customers.
I make a point of understanding how each function operates in practice. Small disconnects between product, partnerships, compliance, and operations can quickly create friction for customers if they’re not addressed early. Having visibility across those functions allows me to identify and remove bottlenecks, make better‑informed decisions, and ensure we are helping our customers in the best way.
At the same time, I actively encourage innovation and challenge from my team. SlothMove succeeds when people feel confident testing better ways of working, improving processes, and learning quickly, while maintaining the standards required in a regulated, customer‑critical environment.
What’s the biggest misconception about moving home?
There’s a widespread assumption that if the move itself goes to plan, everything else will naturally follow.
The keys are collected, the boxes are unpacked, and attention quickly shifts back to day‑to‑day life. But in reality, the physical move is only half the job.
Once the dust settles, the administrative side of moving often gets pushed to the bottom of the list.
People are exhausted, routines are disrupted, and the urgency fades – exactly at the moment when important actions still need to be taken.
Address changes, service updates, and critical notifications are easy to overlook, not because they’re unimportant, but because they’re fragmented, time‑consuming, and rarely feel urgent until something goes wrong.
That gap between completion and follow‑through is where problems quietly build. Missed correspondence, delayed updates, and incomplete records can lead to penalties, service disruptions, or lost access to essential support weeks or even months later. What starts as a simple oversight can quickly escalate, long after the move itself is considered “done.”
This is the reality most people don’t anticipate when they move home — and it’s precisely the point at which support is needed most.
What motivates you personally?
I’m motivated by progress and impact. I enjoy solving real problems and building solutions that genuinely make people’s lives easier, particularly where complexity or friction has been accepted as “just the way things are.”
What drives me most is taking something with clear potential and executing it to a high standard – turning good ideas into well‑run, reliable outcomes.
I’m also driven by a strong sense of determination. I come from a background where where ambition had to be earned rather than inherited.
That perspective has shaped how I work: I don’t take opportunity lightly, I value progress over status, and I’m prepared to put in the work required to succeed.
That combination – curiosity, discipline, and determination – underpins how I approach leadership and execution. I care deeply about building things properly, raising the bar for myself and the teams around me, and delivering results that stand up to scrutiny over the long term.
What does “enormous potential” mean to you in practical terms?
Three things define the opportunity for SlothMove: profitability, scalability, and the potential for category leadership.
The UK alone sees well over a million home moves each year, yet the administrative side of moving remains largely unaddressed. While parts of the journey – conveyancing, removals, utilities – have seen incremental improvement, there are very few direct solutions designed to handle the full breadth of post‑move admin properly.
As a result, a problem that affects almost every homeowner is still being managed through memory, spreadsheets, and good intentions.
That gap creates a clear commercial opportunity. SlothMove is designed to sit at the centre of a transaction that already carries high intent, high engagement, and high perceived value.
Because every move triggers the same underlying administrative needs, the model scales efficiently across customer segments – first‑time buyers, renters, homeowners, families, and later‑life movers – without requiring a fundamentally different product each time.
This repeatability underpins a strong path to profitability, particularly through partnerships with conveyancers, estate agents, and other intermediaries already embedded in the moving journey.
“The fragmentation, stress, and risk associated with post‑move admin exist in every market.”
Crucially, the problem SlothMove addresses is not unique to the UK. Home moving is a universal life event, and the fragmentation, stress, and risk associated with post‑move admin exist in every market.
While systems and regulations differ, the underlying need is the same: ensuring that critical updates are handled accurately, securely, and at the right time. That gives SlothMove a clear route to international scalability, with the potential to adapt a proven core platform to new geographies.
Over time, we believe this positions SlothMove to define a new category. Rather than being viewed as a helpful add‑on,
SlothMove can become the default layer that sits around every home move – the infrastructure that ensures nothing important is missed. Our ambition is to help redefine what a modern moving experience looks like: one where completion isn’t the end of the journey, but the point at which the hardest part is already taken care of.
What role does technology play in the future of home moving?
Technology should protect the “new home high,” not undermine it by creating yet another to‑do list.
“Moving into a new home should feel like a moment of progress and possibility, but too often it’s followed by weeks of fragmented admin, uncertainty, and the anxiety of wondering whether something important has been missed.
Done well, technology removes that friction. It quietly handles the essentials in the background, prevents critical updates from slipping through the cracks, and gives people confidence that the right organisations have been informed at the right time.
Instead of chasing multiple providers or worrying about consequences weeks later, people can settle into their new home knowing the important admin is already taken care of.
What’s been your proudest SlothMove milestone so far?
Early on, I identified a number of legacy issues that were holding the product back – from fragmented user journeys to decisions that no longer aligned with how customers actually moved home.
Rather than layering new features on top of those foundations, we took a deliberate step back to consolidate and rebuild the experience end‑to‑end.
We simplified the product, clarified the value proposition, and ran a controlled soft relaunch to test, learn, and iterate quickly. The result was the strongest financial performance the business had delivered to date, with revenue up 247% on the previous peak.
That period was a turning point. It validated not just the changes we made, but the broader vision for the business – and confirmed that, with the right backing, SlothMove had the potential to scale into something far more meaningful.
What’s next for the platform?
With the support of partners such as Taylor Rose, we’re continuing to expand coverage and improve the customer experience end to end.
Working alongside one of the UK’s largest conveyancers gives us the ability to reach customers at the most critical point in the moving journey and to integrate SlothMove in a way that feels natural, timely, and genuinely helpful. That partnership helps ensure the experience is not just broader in scope, but smoother, more consistent, and more trusted from the outset.
At the same time, we’re actively developing the platform beyond address updates alone. Our roadmap extends into wider home and life admin – recognising that moving home often triggers a chain of related tasks that are currently fragmented and poorly supported. By expanding into these adjacent areas, we can reduce further friction for customers and deepen the value SlothMove delivers at moments when accuracy and follow‑through really matter.
Looking ahead, we’re also exploring opportunities in new markets. The challenges SlothMove addresses are not unique to the UK, and the progress we’ve made – particularly through partnerships with high‑volume, trusted intermediaries like Taylor Rose – gives us confidence in the scalability of the model.
Together, these initiatives position SlothMove to evolve from a point solution into a core layer of support around major life transitions, while continuing to raise the standard for what customers should expect from the moving experience.
How do you handle pressure in a scaling business?
Patience and perseverance. Pressure is part of growth, so I focus on building structured repeatable processes, tracking the right metrics, picking the right battles and keeping the team aligned on what matters most. To keep morale high, it’s important to celebrate the small wins on the path to the long term goal.
What’s one habit that’s helped you in your career?
Relentless follow-through. I’m persistent and I’m consistent in my approach to turning plans into action.
What makes a strong B2B partnership?
Aligned incentives, shared goals, and great communication. The best partnerships have clear ownership, agreed success measures and a genuine focus on improving the customer outcome, not just “doing a deal”.
Where do you want SlothMove to be in five years?
Our ambition is for SlothMove to become the clear digital leader in home and life admin – the platform people trust to handle the important details that sit around major life transitions.
We aim to be nationally recognised as the default solution for managing the complexity that follows a home move, setting a new standard for reliability, simplicity, and peace of mind.
