Boomin Delays Launch Until Next Year in Letter to Agents

After releasing a snazzy marketing video to attract agents yesterday (which we analyzed here), new UK portal company Boomin has followed up today with an email to agents saying that it will delay the launch of its hotly anticipated portal site until the new year.

The new site, which will include a 'Playground' area for users to contract tertiary services as well as buy furnishings and other products, was due to go live this month. In an email sent to agents who have signed up to list with Boomin however the Executive Chairman and Founder Michael Bruce explains that:

Our plans were to launch in December 2020; to create the quality of execution we know is so important to you and us, we have decided that it would be better to publically launch in early 2021.

As for the reasoning behind the decision, Bruce puts Boomin's delay down to a desire to let employees enjoy well-deserved time off with their families around Christmas and take advantage of the slight relaxation of lockdown rules while they last. It has however been speculated in some quarters that despite a slew of headlines from the Boomin PR machine to the contrary, the new 2021 launch date is due to an underwhelming number of agency sign-ups with a critical mass of agents seen as crucial for the portal's ultimate success from the off.