Welcome to Herdspace - A place to search for what matters

Herdspace started the same way most horse searches do.

With a fairly clear idea of what was needed - and no way to actually search for it.

The brief wasn’t unusual.

A horse that had seen enough to be sensible, but not so much that it came with baggage.

Brave, but not sharp.

Happy to travel alone.

No drama to load.

The kind of horse you’d trust a teenager with as they stepped up from ponies.

But when the search began, all you could use were filters.

Height.
Age.
Colour.
Gender.
Discipline.

None of the things that really decide whether a horse fits a rider’s life.

So the process became familiar: endless scrolling, screenshots sent back and forth, vague conversations, time wasted asking questions that should never have needed asking in the first place. 

Sellers doing their best to describe a horse in a paragraph. 

Buyers trying to read between the lines.

At some point the obvious question came up:

Why is this still the best we can do?

The real issue

The problem isn’t that horse people don’t know what they’re looking for.

It’s that the places they’re forced to search don’t reflect how horses are actually bought and sold.

Most buyers aren’t just buying “a 16.1hh bay gelding.”

They’re buying confidence.

Or ability.

Or something that fits around school, work, traffic, time pressure, nerves, or previous experiences.

In reality, the majority of the decision sits in things like temperament, rideability, quirks, suitability, and honesty about what a horse is and isn’t.

Yet most of that isn’t searchable.

From our research, around two-thirds of what buyers care about never appears in filters at all. It’s buried in free-text descriptions - if it’s mentioned honestly - or only discovered after hours of messages, phone calls, and viewings.

That’s not just inefficient. It leads to bad matches, disappointed buyers, stressed horses, and situations that could have been avoided.

So we built Herdspace

Herdspace exists to fix that gap, by letting people search in the way they already think.

We’re building a platform where buyers can look for what actually matters - using real language - and where sellers are supported to describe horses clearly, fairly, and without sales pressure.

Behind the scenes, Herdspace uses modern tech to understand listings beyond surface details. That means recognising behavioural cues, suitability indicators, and context - not just height and discipline - and making those things findable.

It also means giving sellers better tools to be upfront, because honest listings sell better - and quicker.

More than horses

While horses are where Herdspace begins, the same problem exists across the equestrian world.

Jobs are advertised vaguely.

Vehicles are hard to compare properly.

Property searches rarely reflect how yards actually operate.

Herdspace is being built as an ecosystem - one place designed specifically for equestrian life, not retrofitted from generic classifieds.

Where this goes next

We’re starting small and building carefully.

We want a search that actually works to find the things we care about. And that go beyond basic search filters. 

Herdspace isn’t here to reinvent the equine advertising industry for the sake of it. It’s here because the current experience hasn’t moved on. And it should have.

So we built  what we wished had existed when we needed it.