What Persimmon Homes does

Persimmon Homes is the operating brand of Persimmon plc, a publicly listed UK housebuilder incorporated in England in 1969 and headquartered at Persimmon House, Fulford, York. The company designs, constructs and sells new build residential properties across England, Wales and Scotland through multiple regional operating companies (e.g., Thames Valley, South Midlands, North Midlands), with a portfolio ranging from one-bedroom starter homes to five-bedroom family homes. Indicative plot pricing spans approximately £260,000 to £490,000 across developments such as Hampton Park (Littlehampton, West Sussex) and Malvern Rise (Malvern, Worcestershire). The company retains Charles Church as a premium subsidiary brand for tiered market positioning.

The core product offering is built around energy-efficient new build homes with a customisation programme called "Finishing Touches," which allows buyers to add flooring, kitchen, wardrobe and fixture upgrades after purchase. Distribution is direct-to-consumer via on-site show home sales advisors, a centralised Customer Hub contact centre, the persimmonhomes.com website (with virtual tours and appointment booking), and regional sales offices. Marketing combines website content, email, Instagram and TikTok campaigns, the Community Champions community giving programme (over £3 million donated to 3,500+ causes since 2015), and an official brand partnership with Team GB through the Los Angeles 2028 Olympic Games.

The revenue model is one-time sale of newly constructed residential units, supplemented by Finishing Touches upsells. Persimmon addresses customer acquisition friction through a suite of purchase assistance schemes: Part Exchange (the company buys the buyer's existing home), Deposit Boost (5% contribution), New Build Boost (15% interest-free equity loan via partner Gen H), Own New, Keyworker Contribution (up to £25,000), and Bank of Mum and Dad support, alongside government-backed Help to Buy equity loans delivered via Homes England and Help to Buy Wales. Customer segments span first-time buyers, growing families, downsizers, investment property buyers, key workers and existing homeowners with property to sell. Persimmon holds 5 Star builder status from the Home Builders Federation, displays the New Homes Quality Code and Consumer Code for Home Builders logos, and operates without disclosed AI or proprietary technology differentiators.

Name

Persimmon Homes

Legal name

Persimmon plc

Website

https://persimmonhomes.com

Company type

Public

Founded year

1972

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Persimmon Homes is one of the UK's largest housebuilders, designing and selling new build residential properties across England, Wales and Scotland. It serves first-time buyers, families, downsizers and investors through regional operating companies and multiple purchase assistance schemes.

Ownership category

akta.pro rank

Product category

Residential Home Building

NAICS

New Housing For-Sale Builders (236117), Residential Building Construction (23611)

SIC

Operative Builders (1531)

akta.pro primary industry

Spec Home / Production Homebuilding (Tract & Volume Builders) (IMAFABAD)

akta.pro secondary industry

Spec/Tract Builder Construction Financing (FSALAHAC)

Keywords

• Residential home building
• New build homes
• Property development
• Home construction
• House builder services

Headquarters

HQ city

Fulford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Infrastructure, Operations, Personnel, Marketing or Sales

Revenue model

1. New Build Home Sales: One-time sale of newly constructed residential properties ranging from one-bedroom apartments to five-bedroom family homes across regional developments in Great Britain
2. Finishing Touches Customization: Additional revenue from optional upgrades and customizations purchased by buyers including flooring, appliances, wardrobes, and kitchen enhancements

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Persimmon Homes builds and sells new build residential properties across Great Britain, offering one-bedroom apartments through five-bedroom family homes at named developments across England, Wales, and Scotland. Homes are sold directly through regional operating companies, on-site sales advisors, and a centralized Customer Hub, with optional Finishing Touches upgrades and buyer assistance schemes such as Part Exchange, Deposit Boost, and Help to Buy.

Product overview

Persimmon Homes is a UK housebuilder offering a unified portfolio of new build residential properties sold directly through regional operating companies. The core product consists of named house types ranging from one-bedroom starter homes to five-bedroom family homes, available across multiple UK developments. The offering extends through add-on modules including the Finishing Touches customisation programme for home upgrades, and the Ways to Help You Buy suite of purchase assistance schemes (Part Exchange, Deposit Boost, New Build Boost, Own New, Keyworker Contribution). The company also operates Community Champions community giving programme and holds an official partnership with Team GB.

Differentiator

Problem solved

Functional benefit

Brands

• Charles Church: Premium new home building brand operating under Persimmon group, mentioned alongside Persimmon in regional terms and conditions.

Products and services

• New Build Homes Newly constructed residential properties sold directly by Persimmon across Great Britain, ranging from one-bedroom starter homes and apartments to five-bedroom family homes, offered through regional operating companies and on-site sales advisors. Designed for owner-occupier buyers including first-time buyers, families, downsizers, key workers, and investment buyers.
• House Types Named residential house designs available across Persimmon developments, including one-bedroom, two-bedroom, three-bedroom, four-bedroom, and five-bedroom configurations, allowing buyers to select a home layout suited to their household size.
• Finishing Touches Optional customization programme that lets buyers personalize their new Persimmon home with upgrades including flooring, kitchen appliances, wardrobes, tiling, and garden landscaping before moving in.
• Hampton Park Development A specific Persimmon Homes development in Littlehampton, West Sussex, offering 2-bedroom apartments and 3-bedroom semi-detached and detached homes with energy-efficient designs in a coastal location.

Quantifiable outcome

• Community Champions programme has donated more than £3 million to over 3,500 good causes since 2015

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Team GBcoreGTM or Marketing PartnerOfficial brand partnership with Team GB (Great Britain Olympic team). Persimmon is proud to be one of Team GB's official brand partners, looking forward to the Los Angeles 2028 Olympic Games. Partnership includes athlete appearances, competitions, and challenges. Community events are run as part of this ongoing partnership.
• Gen HcoreStrategic or Co-development PartnerGen H operates the New Build Boost mortgage scheme, an exciting new mortgage option for Persimmon buyers. If buyers have saved a 5% deposit, they could get a 15% interest-free boost (equity loan). This partnership provides flexible financial support to first-time buyers.
• TrustpilotminorOthersThird-party review platform where Persimmon displays customer reviews and ratings. Marketing materials reference Trustpilot scores with date stamps to ensure currency of information displayed.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Taylor Wimpey: Taylor Wimpey is one of the UK's largest volume housebuilders, building and selling new homes across the country. It is directly comparable to Persimmon on geography, product (1–5 bedroom new builds), buyer-assistance scheme depth, and target customer mix.
• Barratt Developments: Barratt Developments is among the UK's top housebuilders with a national footprint of new-build developments and similar buyer-assistance schemes (Part Exchange, deposit help). Closely comparable in scale, product, and distribution model to Persimmon.
• Bellway: Bellway is a UK-focused volume homebuilder selling new homes from one-bedroom to five-bedroom units across regional operating divisions. Directly comparable on product range, buyer profile, and Help to Buy/part-exchange financing schemes.
• Redrow: Redrow is a UK housebuilder focused primarily on family-oriented new homes across England and Wales. It is comparable to Persimmon on customer mix and product type, though with somewhat higher positioning (Heritage collection) similar to Charles Church.
• Berkeley Group: Berkeley Group is a London- and South East-focused residential developer with mixed-tenure (private and affordable) new-build homes. Comparable to Persimmon on core new-build construction activity, though with greater London weighting and premium positioning.
• Vistry Group: Vistry Group (formed via Bovis Homes/Galliford Try housing merger) builds new homes across the UK including partnerships with housing associations. Comparable on product range and buyer-assistance schemes, with additional affordable-housing exposure.
• Crest Nicholson: Crest Nicholson is a UK residential developer of family-focused new homes in the South of England. Comparable to Persimmon on product and customer mix, though with a more geographically concentrated footprint.
• Miller Homes: Miller Homes is a UK regional housebuilder delivering new-build family homes across Scotland, the North of England, and the Midlands. Comparable to Persimmon on product type, first-time-buyer focus, and part-exchange availability.
• Keepmoat Homes: Keepmoat Homes is a UK volume homebuilder focused on new-build family homes with strong regional concentration in the North of England. Comparable to Persimmon on product, regional operating model, and first-time-buyer targeting.
• Bovis Homes (Vistry Partnerships): Bovis Homes is now part of Vistry Group and historically a directly comparable UK volume homebuilder to Persimmon on product, buyer profile, and partnership-led sales. Retained as a peer due to the historical brand and overlap with Persimmon's customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/persimmonhomes
• Instagraminstagram.com/explore/tags/persimmonprizes
• Xx.com/persimmonhomes
• LinkedInlinkedin.com/company/persimmon-homes

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Persimmon Homes