Betfred expands T5C partnership with online Bet Builder launch

Betfred has extended its partnership with T5C with the launch of a BRUNO-powered Bet Builder product across its online sportsbook ahead of the 2026/27 football season. The launch builds on the companies’ existing retail partnership, which saw T5C deploy Smart Accas, Trending Accas and Trending Bet Builders across approximately 1,300 Betfred shops during the 2026 FIFA World Cup.

The online product uses T5C’s BRUNO platform to identify and present relevant Bet Builder combinations based on available markets, statistics and current Betfred prices. Customers are presented with pre-configured combinations around selected fixtures, designed to reduce the number of steps involved in finding and constructing a Bet Builder.

Betfred retains control of pricing, market availability and risk, with BRUNO operating within the bookmaker’s existing trading and commercial framework. The expansion also enables Betfred to use the same T5C technology across its retail, web and app channels.

Mark Hartley, Head of Product & Commercial at Betfred, said: “Bet Builder is naturally a huge focus for us, and we’re always looking for ways to remove friction for customers when placing bets. T5C’s technology helps us surface relevant, ready-made combinations, making it quicker and easier to discover and place the bets they’re interested in, while we retain full control of our pricing, markets and risk. It’s a natural extension of the work we’ve already done together in retail and another step in improving the Bet Builder experience for our customers.”

Andrew Grimshaw, Commercial Director at T5C, added: “The strongest technology partnerships expand across channels and solve more than one customer problem. Our World Cup retail deployment demonstrated how BRUNO can deliver relevant acca and Bet Builder content across a major SSBT estate. Extending that relationship online shows that the same intelligence can be adapted for a different customer environment, giving Betfred a scalable supply of relevant Bet Builder content for the new season.”