Moginie James

What Moginie James does

Moginie James is a Cardiff-focused estate and letting agency operating three physical branches in Roath, Pontcanna, and Cyncoed, serving residential property buyers, sellers, landlords, and tenants within the Cardiff market. Founded in 2001 (with the firm publicly claiming over 30 years of operating experience in local property valuation), the company positions itself as a neighbourhood-embedded agent combining in-branch service with digital property marketing. The core service triad comprises residential sales (commission-based on a 'no-sale-no-fee' model), lettings and full property management (sourcing, referencing, ongoing management, landlord reporting), and renting services for contract-holders; this is supplemented by add-on lines covering conveyancing, RICS surveying, mortgage brokerage (via Mortgage Scout), insurance, auctions, shared ownership, commercial property, land sales, and development advisory.

Operationally, the firm runs on a hybrid technology stack: Reapit for property management and listing data, Fixflo for online maintenance reporting, PayStream for tenant rent payments, and dual listings on Rightmove and OnTheMarket for distribution. A branded 'Instant Online Property Valuation' tool offers algorithmic home valuations as a top-of-funnel lead-capture mechanism, and 'The Residency' membership programme introduces a recurring subscription revenue stream via a no-deposit replacement scheme for tenants and enhanced landlord protection. Customer-facing channels include Rightmove/OnTheMarket, organic social (Facebook, Instagram, LinkedIn), email newsletters, paid social advertising, and blog/news content, with 989 Google reviews averaging 4.6/5 cited as primary social proof.

The revenue model blends transactional commission (sales), managed services fees (ongoing lettings management), subscription recurring revenue (Residency membership), and professional service referral fees (conveyancing, mortgage, insurance, surveying). The customer base is broad: 600+ landlord relationships and a cumulative 300+ sales mandates indicate a long-tail individual/SMB client mix, with student renters cited as a secondary segment. The legal entity Moginie James Ltd is registered in England (company number 09939099) but trades exclusively in Cardiff under Welsh regulatory regimes (Rent Smart Wales, Welsh Government tenancy legislation), with no disclosed parent company, institutional investors, or M&A activity.

Name

Moginie James

Legal name

Moginie James Ltd

Website

https://moginiejames.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Moginie James is a Cardiff-based estate and letting agency operating three neighbourhood branches (Roath, Pontcanna, Cyncoed) that provides residential property sales, full lettings and property management, and ancillary services (conveyancing, surveying, mortgage advice) to individual buyers, sellers, landlords, and tenants across the Cardiff market.

Ownership category

akta.pro rank

Product category

Real Estate Agency Services

NAICS

Offices of Real Estate Agents and Brokers (5312), Real Estate Property Managers (53131)

SIC

Real Estate Agents & Managers (For Others) (6531), Real Estate (6500)

akta.pro primary industry

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Estate agency services
• Residential lettings
• Property management
• Property sales
• Buy-to-let advisory

Headquarters

HQ city

Wokingham

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Property Sales Commission: Commission earned on successful property sales. Sales model described as 'no-sale-no-fee', meaning no charge if property does not sell.
2. Lettings Management Fees: Ongoing management fees from landlords for property management services including contract-holder sourcing, referencing, full property management, gas & safety checks, and rent reviews. Clear management packages with regular reports and rent payments to landlord accounts.
3. Residency Membership: Optional membership programme offering no deposit option for tenants, providing monthly payment scheme alternative to traditional deposits. Generates revenue through membership fees while offering landlord protection.
4. Ancillary Property Services: Additional services including conveyancing, mortgage advice, surveys, and insurance products referred to partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Moginie James is a Cardiff-based estate and letting agency that sells, lets, and manages residential and commercial property through three physical branches (Roath, Pontcanna, Cyncoed) and online portals. Its core services are property sales, lettings and full property management, and renting services for contract holders, supplemented by ancillary services including mortgage advice, RICS surveying, conveyancing, auctions, shared ownership, land sales, and a Residency membership programme offering a no-deposit alternative.

Product overview

Moginie James is a Cardiff-based estate and letting agent offering a comprehensive property services platform. The core offering comprises Sales Services, Lettings & Property Management, and Renting Services, supported by a range of add-on services including Mortgage Advisory Services, Auctions, Shared Ownership, Investment Services, Land Sales, Surveyors, and Conveyancing. The company also operates 'The Residency' - an exclusive membership program providing no deposit options and enhanced tenant protections. Additional digital services include Instant Online Valuation tools. The platform distributes listings through Rightmove and OnTheMarket property portals, uses Reapit for property management software, Fixflo for maintenance reporting, and integrates with Mortgage Scout for buyer mortgage services.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales Services Full property sales service for Cardiff homeowners, including free valuations, probate valuations, and commercial property sales, offered on a no-sale-no-fee commission basis. Targeted at Cardiff property sellers.
• Lettings and Property Management Letting and full property management service for landlords in Cardiff, including tenant sourcing, referencing, full management packages, gas and safety checks, rent reviews, and regular landlord reporting.
• Renting Services Rental property search and tenancy services for contract holders (tenants) across Cardiff, including property listings, viewing, and online tenant account.
• Mortgage Advisory Services Mortgage advice and broker service for Cardiff property buyers, provided in partnership with Mortgage Scout, including affordability calculators and buy-to-let mortgage options.
• Property Auctions Property auction service for sellers seeking a fast, time-defined sale and for buyers purchasing at auction in Cardiff.
• Shared Ownership Shared ownership property service assisting buyers purchasing through government shared ownership schemes in Cardiff.
• Investment Services Property investment advisory and buy-to-let services for landlords and investors in Cardiff, including sourcing investment properties and limited company formation.
• Land Sales and Development

Quantifiable outcome

• Properties typically go under offer in 3-6 weeks depending on branch location (Pontcanna: 3-4 weeks, Cyncoed: 4-5 weeks, Roath: 5-6 weeks)
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• RightmovecoreTechnology or IntegrationMajor UK property portal where all Moginie James listings are advertised, reaching high-volume property search traffic across the UK.
• OnTheMarketcoreTechnology or IntegrationUK property portal used for listing properties, providing additional exposure beyond Rightmove.
• Mortgage ScoutminorGTM or Marketing PartnerMortgage advice and calculator services linked from property listings, providing buyers with financing options.
• Rent CoverminorGTM or Marketing PartnerRent protection and insurance services offered to landlords as part of landlord services package.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Your Move: National UK estate and letting agency chain with a Cardiff presence offering the same mix of sales, lettings, and property management as Moginie James.
• Belvoir: UK franchise-led letting and estate agency network with a strong recurring-revenue lettings model comparable to Moginie James's landlord management offering.
• CJ Hole: Long-established Cardiff and South Wales estate and letting agency with a similar multi-branch, locally-embedded model offering sales, lettings, and property management in overlapping Cardiff neighbourhoods.
• Darlows: Cardiff-focused estate agent (part of Spicerhaart Group) offering sales, lettings, and mortgages directly competing for the same Cardiff sellers, landlords, and buyers.
• Allen & Harris: Welsh estate agency (now part of Connells Group) operating in Cardiff with comparable residential sales, lettings, and mortgage services to Moginie James.

Broad incumbents

• Connells Group: UK's largest estate agency group, parent of Allen & Harris and other regional brands; competes with Moginie James through Cardiff branches and provides a likely acquirer profile.
• Foxtons: Major UK estate and lettings agency known for branch density and lettings franchise; serves as a public benchmark for UK agency economics even though primarily London-weighted.
• Savills: Global real estate services firm offering residential sales, lettings, and investment advisory — overlaps with Moginie James's investment services and prime Cardiff segments.

Emerging players

• Purplebricks: Pioneer UK hybrid/online estate agent offering lower-commission sales; represents the digital-native threat to Moginie James's traditional full-service sales model.
• Strike: Online-first UK estate agent (acquired Purplebricks) offering flat-fee sales and lettings services; directly competes on price-sensitive seller and landlord segments Moginie James serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MoginieJamesUK
• LinkedInlinkedin.com/company/moginie-james-ltd
• Instagraminstagram.com/moginiejames
• Xx.com/moginiejamesuk

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Moginie James