Pure Property Management
Pure Property Management is an Edinburgh-based letting and property-management agency serving private landlords, overseas landlords, and property investors across Edinburgh, Glasgow, Fife, and Midlothian with tenant sourcing, maintenance, compliance, and rent-collection services on a recurring monthly-fee model.
- Company typePrivate
- Founded2012
- HeadquartersEdinburgh, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Pure Property Management does
Pure Property Management is a Scotland-based letting and management agency providing end-to-end services for private landlords, non-resident/overseas landlords, and property investors across Edinburgh, Glasgow, Fife, and Midlothian. The firm operates as a direct-to-landlord service provider, offering tenant sourcing, tenancy agreements, property maintenance coordination, legal compliance management (landlord registration, EPC, EICR, gas safety, Legionella, PAT), rent collection, deposit protection via Safe Deposits Scotland, and property-investment advisory. Tenant-facing services include property listings, online applications with integrated credit and reference checking, and 24/7 maintenance issue reporting. The business is a UK private limited company (Pure Property Management Edinburgh Ltd) founded in 2012 by Ashley Puren, currently headquartered at 141 Gilmore Place, Edinburgh, with a team of 1-10.
The technology stack is a conventional SaaS-integrated letting platform rather than proprietary software. Core operational tools include a 24/7 tenant maintenance-reporting system powered by Fixflo, a digital inventory management system producing detailed written and photographic property condition records, online tenant-application and document-handling workflows with integrated screening, and a property-listings website with search functionality and virtual tours. No proprietary AI/ML capabilities, APIs, or developer SDKs are disclosed; the firm relies on third-party integrations (Fixflo, Safe Deposits Scotland, independent referencing agencies) and standard accreditation memberships (LAS, CLA, SAL, TPO) to operate.
Revenue is generated primarily through recurring monthly management fees paid by landlords under multi-tier service-level arrangements, with supplementary fee income from tenant sourcing, compliance certificates, and add-on modules for non-resident landlords and property investment advisory. Pricing is quote-based and not publicly disclosed; a free rental assessment is offered as the top-of-funnel acquisition mechanism. Distribution is exclusively direct (no channel partners), via the website, online listings, phone/email, content marketing (blog, social), and referrals. Following a January 2026 merger with US-based HomeRiver Group and an $80M growth-capital raise, the company continues operations as PURE HomeRiver, repositioned as the nation's largest third-party single-family rental property management company.
Pure Property Management firmographics
Firmographics- Name
- Pure Property Management
- Legal name
- Pure Property Management Edinburgh Ltd
- Website
- https://purepropertymanagement.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pure Property Management is an Edinburgh-based letting and property-management agency serving private landlords, overseas landlords, and property investors across Edinburgh, Glasgow, Fife, and Midlothian with tenant sourcing, maintenance, compliance, and rent-collection services on a recurring monthly-fee model.
- Ownership category
- akta.pro rank
Pure Property Management industry classification
Industry- Product category
- Residential Property Management
- NAICS
- Residential Property Managers (531311), Real Estate Property Managers (53131)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Single-Family Rental (SFR) Property Management (BPAJAFAB)
Keywords
Where Pure Property Management is headquartered
LocationHeadquarters
- HQ city
- Edinburgh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pure Property Management business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Letting and Property Management Services: The company charges landlords management fees for complete letting and management solutions including tenant sourcing, rental agreements, property maintenance, legal compliance, and rent collection. Services are offered at multiple service levels to suit different landlord needs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Free rental assessment available for prospective landlords |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Pure Property Management product offering
Product offeringCore offering
Pure Property Management is a family-run letting agency based in Edinburgh offering complete letting and management solutions for residential landlords in Edinburgh, Glasgow, Fife, and Midlothian. Services include tenant sourcing with rigorous screening, 24/7 maintenance coordination, legal compliance management (landlord registration, EPC, EICR, gas safety), rent collection, deposit protection via Safe Deposits Scotland, and detailed property inventories. The company also provides specialized support for overseas landlords requiring HMRC Non-Resident Landlord Scheme compliance and advisory services for buy-to-let investors.
Product overview
Pure Property Management is a family-run letting agency offering a unified property management platform for landlords across Edinburgh, Glasgow, and Fife. The core offering consists of property management services including tenant sourcing, property maintenance coordination, legal compliance management, and property inventories. The company also offers add-on modules including property investment advisory services and non-resident landlord services. The product suite is supported by integrations with Fixflo for maintenance reporting, Safe Deposits Scotland for deposit protection, and independent referencing agencies for tenant screening.
Differentiator
Problem solved
Functional benefit
Products and services
- Property Management Service
Quantifiable outcome
- Most properties let within 15 days of vacancy arising
- +1 more outcomes
Companies that use Pure Property Management
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Pure Property Management technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Pure Property Management partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- HomeRiver GroupflagshipPure Property Management completed a merger with HomeRiver Group to form PURE HomeRiver. The merged entity operates as the nation's largest third-party single-family rental property management company. The combined entity secured $80 million in growth capital to expand operations.
- FixflocoreFixflo provides the 24/7 online maintenance reporting platform used by Pure Property Management, enabling tenants to report property issues through a digital portal. The system tracks maintenance requests, facilitates communication between tenants and property managers, and supports compliance documentation.
- Safe Deposits ScotlandcorePure Property Management uses Safe Deposits Scotland as their approved tenancy deposit scheme for all managed properties, ensuring deposits are protected within 30 working days as required by Scottish law.
- Landlord Accreditation Scotland (LAS)minorProfessional accreditation body for letting agents in Scotland. Pure Property Management holds LAS accreditation demonstrating compliance with industry standards.
- Scottish Association of Landlords (SAL)minorIndustry association representing Scottish landlords and letting agents. Pure Property Management holds SAL membership for industry networking and compliance guidance.
- The Property Ombudsman (TPO)minorIndependent dispute resolution scheme for property agents and consumers. Pure Property Management is a TPO member providing tenants and landlords access to free dispute resolution.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Pure Property Management competitors and assessment
Company assessmentBroad incumbents
- Your Move: National UK letting and estate agency chain with Scottish branches. Offers overlapping full management services at larger scale and broader geographic reach than Pure PM.
- Northwood UK: National UK letting and property management franchise network with a presence in Edinburgh. Competes on similar landlord services but with multi-region infrastructure Pure PM lacks.
- Countrywide / Bairstow Bishop Lettings: Large national UK estate and letting agency group. Comparable landlord service overlay but operates as a broad incumbent with many other business lines beyond letting.
- HomeRiver Group: Now the merged entity with Pure PM as PURE HomeRiver, and the description identifies it as "the nation's largest third-party single-family rental property management company." Directly comparable on SFR management activity scale, despite operating on a much larger US footprint.
Direct peers
- Umega Lettings & Management: Edinburgh-based residential letting and property management agency. Direct peer to Pure PM, operating in the same Edinburgh/Glasgow corridor with comparable full-service landlord offerings.
- DJ Alexander Letting: Large Scottish residential letting agency covering Edinburgh and Glasgow. Directly comparable in service scope (tenant sourcing, full management, compliance) and geographic overlap with Pure PM.
- Ben Property Management Edinburgh: Edinburgh-based letting and management specialist. Closely comparable scale and service mix to Pure PM, serving the same local landlord and tenant base.
- Southside Property Management Edinburgh: Local Edinburgh letting and management firm. Directly comparable small-scale agency competing for the same landlord customers in Edinburgh and surrounding regions.
- Clan Gordon Property Management Edinburgh: Edinburgh residential letting and property management agency. Overlapping service portfolio with Pure PM and similar Scottish compliance positioning.
Emerging players
- OpenRent: UK online letting marketplace that lets landlords self-serve. Targets the same landlord segment as Pure PM with a lower-fee, technology-led model — a partial substitute and a rising competitive threat.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Pure Property Management social profiles
Digital presencePure Property Management compliance and trust
Trust signalCompliance7 records
Pure Property Management financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Property Management leadership team
Management profileNumber of profiles
Profiles6 records
Pure Property Management funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Property Management M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pure Property Management
What does Pure Property Management do?
Pure Property Management is a family-run letting agency based in Edinburgh offering complete letting and management solutions for residential landlords in Edinburgh, Glasgow, Fife, and Midlothian. Services include tenant sourcing with rigorous screening, 24/7 maintenance coordination, legal compliance management (landlord registration, EPC, EICR, gas safety), rent collection, deposit protection via Safe Deposits Scotland, and detailed property inventories. The company also provides specialized support for overseas landlords requiring HMRC Non-Resident Landlord Scheme compliance and advisory services for buy-to-let investors.
Is Pure Property Management a public or private company?
Pure Property Management is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pure Property Management founded?
Pure Property Management was founded in 2012. It employs 1 to 10 people.
Where is Pure Property Management based?
Pure Property Management is headquartered in Edinburgh, United Kingdom, in the Europe region.
How does Pure Property Management make money?
One revenue line is on record: letting and Property Management Services.
Who are Pure Property Management's main competitors?
Broad incumbents on record are Your Move, Northwood UK, Countrywide / Bairstow Bishop Lettings and HomeRiver Group. Direct peers are Umega Lettings & Management, DJ Alexander Letting, Ben Property Management Edinburgh, Southside Property Management Edinburgh and Clan Gordon Property Management Edinburgh. OpenRent is listed as an emerging player.
Does Pure Property Management have an API?
No public API is recorded for Pure Property Management.
What industry is Pure Property Management in?
Pure Property Management's product category is Residential Property Management. Its primary akta.pro industry code is BPAJAFAB, Single-Family Rental (SFR) Property Management. Its NAICS code is 531311 and its SIC code is 6531.