What Fine & Country does

Fine & Country is a London-headquartered luxury residential estate agency operating under a franchise and licensee model. Founded in 2003, the company (legally GPEA Limited) is part of The Property Franchise Group PLC, a publicly listed multi-brand property franchise operator. Fine & Country specializes in the upper tier of the UK property market, handling transactions typically ranging from £475,000 to £2.5 million and above, and serves high-net-worth buyers and sellers, lifestyle property seekers, and international investors.

The core offering spans residential property sales, lettings and management, property valuations (both instant online and home-visit formats), discreet off-market marketing, a buying agent service, and an international property search powered by a network of more than 300 licensee offices across 20+ countries. Technology is conventional: the firm uses industry-standard property management software, third-party portals (Rightmove, Zoopla, OnTheMarket, LonRes, PrimeLocation), and proprietary marketing assets including the Refined and Exclusive Home Worldwide magazines and a Luxury Home Tour video series. Regional operations are run through wholly-owned subsidiaries such as F&C (Midlands) Limited, Fine Home Sales Limited, and C&D Rural Ltd.

Revenue is generated through commission on property sales, fees from lettings and property management, valuation fees, and franchise/marketing fees from the licensee network. Pricing is not publicly disclosed and is negotiated per transaction. Ancillary revenue streams include auction services (via iamsold.co.uk), currency exchange, property staging, and removals referrals. No proprietary technology platform or AI capability beyond a basic automated valuation tool is evident.

Name

Fine & Country

Legal name

GPEA Limited

Website

https://fineandcountry.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

101–250 employees

Short description

Fine & Country is a UK-based luxury estate agency operating a franchise licensee network of 300+ offices across 20+ countries. It specializes in residential property sales, lettings, and valuations for high-net-worth buyers and sellers in the premium housing market.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Property Sales Commission: Fine & Country earns revenue through commission fees on residential property sales transactions. The company specializes in luxury properties ranging from £475,000 to £2.5 million and above, with typical commission rates varying by office and property value.
2. Lettings Services: Revenue is generated from property letting and rental management services, including tenant finding and property management.
3. Property Valuations: The company offers property valuation services including home visit valuations and instant online valuations as lead generation tools.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Fine & Country is a luxury residential estate agency and lettings brand that sells, lets, and values premium UK and international properties through a network of 220+ UK licensee offices and 300+ international locations. Core services include residential property sales, residential lettings and management, property valuations (online and home-visit), discreet off-market marketing, a buying agent service, auction services, and ancillary concierge offerings (staging, currency exchange, removals). The brand is operated by GPEA Limited within The Property Franchise Group.

Product overview

Fine & Country operates as a premium estate agency and lettings network offering a comprehensive suite of property services. The core offering centers on residential property sales and lettings across the UK with an international reach spanning over 300 locations worldwide. The platform combines local expertise with an international marketing network, supported by specialized lifestyle property divisions (City Living, Waterside, Rural/Farm, Equestrian, Golf, New Homes, Land, Eco-friendly) that cater to specific property categories. Key value-add services include Property Valuations (both instant online and home-visit formats), Discreet Marketing for confidential high-value sales, the Luxury Home Tour Series (professional video content), Buying Agent Service, Currency Exchange, Property Staging and Styling, Auction Services, Removals Services, and an International Property Search referral system. The business operates through a franchise/licensee model with over 220 agents in the UK, supported by the Fine & Country Foundation for charitable initiatives. The company also provides mortgage and stamp duty calculators as embedded web tools on property listings.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Sales Services Full-service residential property sales offering across the UK and international markets, covering marketing, viewings, negotiations, and sales progression, focused on properties typically priced from £475,000 to £2.5 million and above.
• Property Lettings Services Residential letting service covering tenant sourcing, referencing, tenancy agreements, and ongoing property management across the UK licensee network.
• Property Valuations Property valuation service combining an automated instant online valuation with in-person home-visit valuations conducted by local agents, used both as a paid service and as a lead-generation tool.
• Discreet Marketing Service Confidential off-market marketing service for high-value properties that arranges private viewings with qualified purchasers from Fine & Country's internal database without publicly listing the home.
• Buying Agent Service Dedicated buyer-representation service that assists clients in identifying, evaluating, and acquiring properties matching their specific criteria, leveraging the international network.
• Auction Services Property auction service providing an online auction platform and support for properties sold via auction method, integrated with iamsold.co.uk.
• Currency Exchange Service Foreign exchange service facilitating currency conversion for international buyers and sellers engaged in cross-border property transactions.
• Property Staging and Styling Professional property staging and styling service preparing homes for photography and marketing, delivered with Lemon & Lime Homes Ltd as the specialist provider.
• Removals Services Concierge moving service coordinated with Just Move In to assist clients with property relocation logistics.
• Licensee (Franchise) Network Territorial license agreement model allowing independent estate agents to operate under the Fine & Country brand with access to branding, marketing tools, and the 300+ international network.

Quantifiable outcome

• Properties sold at or above asking price with efficient timelines (e.g., Dumfries & Galloway property sold for £1,175,000 against offers over £895,000, completed in 6 weeks)
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• The Property Franchise GroupcoreOthersFine & Country is part of The Property Franchise Group PLC, a listed company operating multiple property franchise brands. GPEA Limited trades as Fine & Country with the registered office in Bournemouth, Dorset.
• RightmovecoreTechnology or IntegrationProperty portal partnership for property listings distribution across the UK's largest property search platform.
• ZooplacoreTechnology or IntegrationProperty portal partnership for listings distribution on the second-largest UK property search platform.
• Mortgage Advice BureauminorStrategic or Co-development PartnerFinancial services partnership providing mortgage advice and protection products to property buyers and sellers.
• Lemon & Lime InteriorsminorImplementation/ SI/ Consulting PartnerProperty staging and styling services provider for preparing luxury properties for sale.
• Property Photographic LtdminorImplementation/ SI/ Consulting PartnerProfessional photography services including photos, floorplans, and EPCs for property listings.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Knight Frank: Global luxury residential and commercial real estate agency with deep UK and international coverage in the prime and super-prime segments. Directly comparable to Fine & Country in target customer (HNW), service mix (sales, lettings, valuations), and global referral network.
• Savills: Major UK-headquartered international real estate services firm with a strong prime residential division. Closely comparable in luxury property focus, international network reach, and lifestyle/professional buyer services.
• Hamptons International: UK-focused premium and super-prime residential estate agency operating in London and key Home Counties markets. Comparable in luxury positioning, marketing-led brand, and reliance on lifestyle/destination buyer segments.
• Sotheby's International Realty: Global luxury real estate network affiliated with the Sotheby's auction brand, operating a licensee/franchise model similar in structure to Fine & Country. Directly comparable on cross-border HNW referral mechanics and premium brand-led marketing.
• Strutt & Parker: UK country-house and premium regional estate agency owned by BNP Paribas Real Estate. Comparable in lifestyle property specialism (rural, equestrian, estates) and prime country-market buyer base.
• Engel & Völkers: International luxury real estate franchise operating a licensee model across Europe, North America, and beyond. Comparable in franchise-network structure, premium brand positioning, and cross-border residential referrals.
• Chestertons: London-focused prime residential sales, lettings, and new homes agency with international reach. Comparable in prime London market focus, international buyer engagement, and full-service residential offering.
• John D Wood & Co. Long-established London and country-house prime residential estate agency. Comparable in heritage-led luxury brand, prime London and Home Counties focus, and HNW buyer/seller profile.
• Winkworth: UK franchise-based residential estate agency network with a comparable licensee model, though serving a broader price band than Fine & Country. Comparable in network-led growth model and franchise economics.

Others

• The Property Franchise Group: Parent group of Fine & Country and operator of multiple UK estate agency franchise brands (e.g., Martin & Co, Hunters, EweMove). Adjacent as the corporate parent — relevant for understanding franchise economics, group-level capital allocation, and broader UK property franchise benchmarks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FineandCountry
• Xx.com/FineandCountry

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fine & Country