Fine and Country

What Fine and Country does

Fine & Country is a global licence network of estate agencies specialising in the marketing and sale of prime residential properties, operating in over 300 locations across more than 20 countries. The network combines international marketplace reach with the local expertise of carefully selected independent property professionals, serving high-net-worth buyers and vendors seeking exclusive homes, lifestyle properties, and cross-border real estate transactions. The company holds UK trademark rights to the Fine & Country brand and operates through GPEA Limited, a private limited company registered in England and Wales (Company No: 02819824), as part of The Property Franchise Group.

The core technology stack is built around a licence network infrastructure comprising a CRM system, a centralised property portal, and a member portal (MyF&C) used by licensees. The public-facing website runs on Craft CMS with Cloudflare security, Google Analytics, Facebook pixel tracking, and New Relic application performance monitoring. Third-party service providers (ehouse Ltd, Evolve Partnership Ltd) supply property media assets including photography, floor plans, video, and Energy Performance Certificates, while payment processing is handled through Paysafe and Divido for deferred payments.

The business model is structured as a B2B licence network rather than a traditional franchise. Revenue is generated through four streams: territorial licence fees (calculated by territory size and transaction volume), monthly sub-licence fees from associate agents plus commission splits on completed transactions, transaction commissions on property sales across the network, and professional services including property management, valuations, foreign exchange, mortgage brokerage, auctions (via IamSold), and property staging. Licensees operate autonomously while benefiting from brand recognition, marketing infrastructure, training, and an international referral system that connects buyers and sellers across the global network.

Name

Fine and Country

Legal name

GPEA Limited

Website

https://fineandcountry.com

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Fine & Country is a global licence network of estate agencies specialising in prime residential properties, operating 300+ locations across 20+ countries and serving high-net-worth buyers and sellers through independent agents operating under a unified luxury brand.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Licence Fees: Licensees pay a fee to be part of the Fine & Country brand, calculated based on the size of the territory and transaction numbers. The licence structure allows licensees to continue investing in their marketing and promotion while obtaining maximum investment return.
2. Sub-licence Fees: Associates pay a monthly sub-licence fee and receive a commission percentage on successful property transactions. The commission split and monthly sub-licence fee varies across the network.
3. Property Sales Commission: The company generates revenue through commission on property sales facilitated by its network of agents and licensees operating under the Fine & Country brand in the prime residential property market.
4. Professional Services: Additional revenue streams include property letting/renting services, property valuation, discreet marketing, property management, buying agent services, foreign exchange services, and mortgage services.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Fine & Country operates a global licence network of estate agencies specialising in the marketing and sale of prime residential properties across 300+ locations in 20+ countries. Independent estate agents join the network as licensees or associates, paying licence/sub-licence fees and earning commissions on property transactions. The company supports the network with brand recognition, marketing tools, CRM systems, international referral networks, and a central online property portal.

Product overview

Fine and Country is a global network of estate agents specializing in the marketing and sale of prime residential properties. The company operates as a platform combining a property marketplace with supplementary services. The core offerings include Property for Sale and Property to Rent listing services, supported by specialized search features like Lifestyle Property Search and European Golf Properties. The platform provides add-on services including Buying Agent Service, Property Valuation (home visit and instant online), Discreet Marketing, Property Management, Letting and Renting, Open Houses, Foreign Exchange Services, Mortgage Services, Property Staging and Styling, and Auction Services. The company also operates franchise and associate programs (Licensee Program and Associate Program) enabling independent agents to join the network, along with content offerings such as Exclusive Home Worldwide Magazine, TV and Videos, Property Market Guides, and the Fine and Country Blog. The Fine and Country Foundation manages charitable activities. The network spans over 300 locations worldwide with offices across UK, Europe, Australia, Africa, Middle East, and South America.

Differentiator

Problem solved

Functional benefit

Products and services

• Property for Sale

Quantifiable outcome

• Best International Estate Agency Marketing award 7 times in 10 years

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Partnerships

Five partnerships are on record, tiered parent, minor and core.

• The Property Franchise GroupparentOthersFine & Country is part of The Property Franchise Group, a larger corporate group that owns and supports the Fine & Country brand and its franchise/licence network operations.
• Just Move InminorStrategic or Co-development PartnerConcierge service partner providing moving and relocation assistance to Fine & Country clients.
• Richard James (Savile Row)minorGTM or Marketing PartnerContent partnership featuring the luxury menswear brand Richard James in Fine & Country's Luxury Edit editorial content, showcasing British craftsmanship and lifestyle content relevant to high-net-worth clientele.
• OTZIminorGTM or Marketing PartnerContent partnership featuring the luxury furniture design studio OTZI in Fine & Country's Luxury Edit editorial content, highlighting British craftsmanship for discerning property clients.
• The Fine & Country FoundationcoreStrategic or Co-development PartnerCharitable foundation associated with the network, focused on charitable fundraising and making positive social impact through People, Planet and Community initiatives.

Scale indicators4 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Sotheby's International Realty: The world's leading luxury real estate affiliate network with a comparable global licence-style model spanning hundreds of offices across more than 80 countries. Directly competes with Fine & Country for premium residential mandates, HNW clients, and cross-border referrals.
• Knight Frank: Global real estate consultancy with deep UK roots and a substantial prime residential sales and acquisitions business. Comparable in target clientele (HNW), international reach, and complementary services such as buying agent and property management.
• Christie's International Real Estate: Affiliate network affiliated with the Christie's auction brand, focused on luxury and unique residential properties globally. Comparable premium positioning, network-based growth model, and shared reliance on HNW cross-border transactions.
• Engel & Völkers: German-founded premium residential real estate franchise with global coverage in 30+ countries. Direct peer on luxury positioning, licence-based model, and international referral network for prime properties.
• Hamptons International: UK-focused premium estate agency with strong prime residential positioning and an international referral component. Directly competes in the London and Home Counties luxury market with overlapping HNW buyer and seller segments.
• Strutt & Parker: Heritage UK estate agency specializing in country houses, prime residential, and rural estates. Comparable premium positioning and target clientele, especially in country and rural luxury markets within the UK.
• Chestertons: International estate agent with strong London and overseas premium residential operations. Comparable international referral capability and luxury buyer focus, particularly in London prime central and select overseas markets.

Broad incumbents

• Savills: Global real estate services group with significant prime residential operations as part of a wider portfolio including commercial, investment, and advisory. Overlaps with Fine & Country on HNW residential but operates across a much broader service menu.

Others

• The Property Franchise Group: Parent company of Fine & Country, operating other UK residential franchise brands such as Hunters and Belvoir. Relevant as the entity whose capital allocation, shared services, and group strategy directly determine Fine & Country's resourcing.

Emerging players

• LeadingRE (Leading Real Estate Companies of the World): Global network of independent real estate firms with shared referral system and luxury marketing resources. Comparable as a network-of-networks model that competes for cross-border luxury mandate flow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/FineandCountry

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 and Country