Our story

One that’s gone from strength to strength


The beginning: Agents’ Mutual established

We were formed by a collective of leading estate and letting agents with a vision: to disrupt the portal market by offering the UK public a fresh, modern look to property hunting, while providing estate agents with a fair, reasonably-priced model.

The proposal quickly took off and attracted thousands of agents across the UK, who committed via letters of intent to list their stock with us once it went live. These agents were prepared to fund the venture themselves (by way of loan note subscriptions), which soon led to the planning and development of our website.


UK website launched

Our website launched with the properties of over 4,600 branches nationwide. It quickly attracted interest from consumers and became the UK’s third largest property portal.


Expansion and growth

Momentum kept building with the portal attracting thousands of new agents and website visits passing 10 million visits per month for the first time.


We went public

Launching to the public via a placing to investors on the AIM market, we raised £30million of new equity capital and revealed a new, powerful growth strategy for the business.

The transformational strategy resulted in the branch count doubling over the next 18 months to 12,000, with site visits surpassing 15 million per month for the first time.


New peaks

A New Homes division of the portal was launched, offering a search dedicated solely to new home builds, which quickly attracted the majority of the UK’s large home builders.

In 2020, we passed 20 million site visits per month and were working with 13,500 advertisers.


New Chief Executive: Jason Tebb

A former-estate agent, Jason quickly began a listening tour with agents across the country and powered an agent engagement programme, giving agents more say in how the portal is run.

A major development roadmap started and we announced two major commercial partnerships with award-winning data specialists Sprift and leading tenant referencing business Canopy.

We introduced several new lead types (e.g. Automated Valuation Model leads and Ask The Agent), providing new ways for consumers to interact with our advertisers, whilst at the same time providing a clear proposition which encourages such interactions. The design of new products and functionality became focused on increasing lead and valuation opportunities for customers.

We embarked on a complete refresh of the user experience, with our UX design team focused on consumer engagement strategies to encourage site visits and improve conversion rates.