Stirling Ackroyd

What Stirling Ackroyd does

Stirling Ackroyd is a London-headquartered estate agency group operating 35+ branches across London, Surrey, and the South East of England, providing residential sales, lettings and property management, commercial property services, land and new homes brokerage, and RICS surveying through its wholly-owned subsidiary MAP Chartered Surveyors. Founded in 1873 with commercial operations expanding from 1986, the firm operates as part of the LRG Estate Agency brands group and employs between 101 and 450 people across its network.

The company's revenue model is multi-stream and primarily transaction- and subscription-based: commission on residential and commercial sales, recurring monthly management fees across tiered lettings services (Premier Service, Rent Collect Service, Let Only Service, Portfolio Client Management), auction fees, surveying fees, and referral income from sister companies Mortgage Scout (~22% per completed mortgage transaction) and Taylor Rose MW conveyancing (~£540+VAT per referral). Cross-sell is enabled by an integrated services stack including MAP Chartered Surveyors (1,000+ property inspections per month), Stirling Ackroyd Commercial, Stirling Ackroyd New Homes, Stirling Ackroyd Flex (flexible office space), and the Residency tenant subscription product (£45/month).

Go-to-market is a hybrid sales-led and direct-to-consumer model anchored by the physical branch network, with marketing through Rightmove and Zoopla property portals, a property insights blog, monthly House Price Index and Rental Price Index publications powered by Dataloft/PriceHubble, and lead generation via a free online property valuation tool and face-to-face valuations. Technology stack is predominantly third-party SaaS (Fixflo for maintenance, Teamtailor for recruitment, Dataloft for analytics) with no disclosed proprietary AI or platform IP. Certifications include ISO 9001, Client Money Protection, Propertymark membership, The Property Ombudsman membership, HMRC Anti-Money Laundering Supervision, and RICS registration via MAP.

Name

Stirling Ackroyd

Legal name

Stirling Ackroyd Group Limited

Website

https://stirlingackroyd.com

Company type

Private

Founded year

1873

Operating status

Operating

Headcount range

101–250 employees

Short description

Stirling Ackroyd is a London and South East estate agency operating 35+ branches, offering residential sales and lettings, commercial property, new homes, and surveying services to individual buyers, sellers, landlords, tenants, and developers.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices30 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Sales Commission: Commission-based residential property sales services. The company takes a commission fee on successful property transactions. Specific rates are quote-based and negotiated individually.
2. Lettings Management Fees: Property lettings and management services including tenant sourcing, rent collection, and property management. Multiple service tiers available including Premier Service, Rent Collect Service, Let Only Service, and Portfolio Client Management.
3. Commercial Property Services: Commercial property sales and lettings including leasehold and freehold disposal, property acquisition, investment and development services across commercial asset types.
4. Land and New Homes Services: Land acquisition, developer services, and new homes sales. Services include site identification, planning advice, marketing and sales of new developments. Operating for over 30 years in this segment.
5. Surveying Services: RICS property surveys and valuations provided through sister company MAP Chartered Surveyors. Includes Home Buyer reports, Building Surveys, party wall guidance, and lease extension support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Stirling Ackroyd is a London-based estate agency delivering residential property sales and lettings, commercial property agency, RICS property surveying, and land and new homes services across 35+ branches in London and the South East. The firm earns revenue primarily through sales commissions and recurring lettings/management fees, supported by dedicated central sales progression, call centre, and property management teams.

Product overview

Stirling Ackroyd is a traditional estate agency offering a comprehensive suite of property services. The core offering consists of Residential Sales and Lettings services across 35+ branches in London and the South East. These are supported by specialized divisions: Commercial Property (sale, lease, and flexible office services), RICS Chartered Surveying (via MAP Chartered Surveyors), and Land & New Homes (covering land acquisition, developer services, and new home sales). Additional services include property auctions, an online property valuation tool, mortgage referral (via Mortgage Scout), and conveyancing referral (via Taylor Rose MW). The company also provides ancillary tenant products including the Residency no-deposit subscription service and Fixflo-based maintenance reporting. Market intelligence tools include a House Price Index and Rental Price Index powered by Dataloft/PriceHubble.

Differentiator

Problem solved

Functional benefit

Brands

• The Residency: Tenant membership program offering benefits including monthly rent prize draw, starting at £45 per month.
• Stirling Ackroyd Flex

Products and services

• Residential Sales
• Residential Lettings
• Commercial Property Services
• RICS Chartered Surveying
• Land and New Homes
• Property Auctions
• The Residency (Tenant Deposit Alternative Subscription)
• Renters' Rights Portfolio Audit

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Mortgage ScoutcoreGTM or Marketing PartnerSister company and financial services provider offering mortgage services including buy-to-let mortgages. Stirling Ackroyd receives approximately 22% referral fee for every completed transaction. Referenced on property guides and mortgage jargon buster content.
• MAP Chartered SurveyorscoreStrategic or Co-development PartnerSister company providing RICS property surveys and valuations. Inspects over 1,000 properties per month. Offers Home Buyer reports, Building Surveys, party wall guidance, and lease extension support. Maintains superior customer satisfaction score on Feefo.
• PropertymarkcoreGTM or Marketing PartnerIndustry body providing professional qualifications and training certification. Stirling Ackroyd is a certified exam centre and the first large agency to utilize the Propertymark online learning portal. Over 2,400 team members trained on Renters Rights legislation.
• Shooting Star Children's HospicesminorOthersCorporate charity partnership - Stirling Ackroyd is proud to sponsor Shooting Star Children's Hospices as their charity of choice and is their longest standing corporate partner.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Foxtons: London-focused residential sales and lettings estate agency with a comparable branch-network model in similar postcodes. Foxtons is the most direct competitor in prime Central and Greater London markets.
• Hunters: National UK estate agency network with a multi-service sales, lettings and surveying offering. Comparable mid-market positioning with overlapping services and a similar franchise/network-led GTM model.
• Winkworth: London-centric residential sales and lettings franchise network with overlapping branch coverage in South West and Central London. Competes directly for the same prime London instructions and landlord portfolios.
• Chestertons: London-headquartered estate agency offering residential sales, lettings and property management across similar London and South East postcodes with comparable service tiers and a similar branch-led GTM motion.
• John D Wood & Co. Heritage London and country estate agency offering sales, lettings and property management. Shares Stirling Ackroyd's premium positioning, established brand and reliance on local branch expertise in central London postcodes.
• Hamptons: Established London and Home Counties estate agency covering residential sales, lettings and surveying. Part of the Connells Group, it competes head-to-head with Stirling Ackroyd in London and the South East for sellers, buyers and landlords.

Emerging players

• Purplebricks: Online and hybrid estate agency that disrupted the UK market with a lower fixed-fee model. Represents the principal structural threat to traditional branch-based agencies like Stirling Ackroyd and benchmarks the digital pricing pressure on commissions.

Broad incumbents

• Savills: Global real estate advisory with a large UK residential, commercial and rural agency business. Competes for the same prime London instructions and developer mandates while offering a broader international platform.
• Connells Group: UK's largest estate agency and mortgage services group, parent of Hamptons and numerous regional brands. Competes with Stirling Ackroyd via its London brands, surveying arm and mortgage services, and represents the most likely large-scale consolidator in the UK estate agency market.
• Knight Frank: Global real estate services firm with substantial London residential agency, commercial, and surveying operations. Overlaps with Stirling Ackroyd across residential, commercial and surveying services but operates at significantly greater scale and geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/stirling_london

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Stirling Ackroyd