What RedBook Agency does

RedBook Agency is a UK-based luxury property consultancy founded in 2011 by Sandy Mitchell that advises ultra-high-net-worth (UHNW) and high-net-worth (HNW) private clients on building, renovating, and refurbishing prime residential properties across Prime Central London, the UK countryside, and internationally. The firm provides end-to-end expertise spanning pre-purchase feasibility studies and Project Appraisals, optimal project team assembly, ongoing project guardianship, premium accelerated delivery via FastTrack, and post-completion aftercare including art consultancy, property management, and household recruitment. Its core customer proposition rests on a curated, invitation-only Partner network of 200+ best-in-class architects, interior designers, garden designers, contractors, project managers, planning consultants, and quantity surveyors, governed by a distinguished Advisory Board of industry authorities including former House & Garden editors, an ex-English Heritage CEO, and a UCL emeritus professor.

The revenue model is dual-sided and explicitly disclosed. Clients pay a one-time £6,000 + VAT Team Assembly engagement fee, a £6,000 + VAT monthly Project Guardian retainer, a percentage-based FastTrack premium (~10% above standard) on large-scale accelerated projects, and a £2,800 + VAT fixed fee for the RedBook Inside apartment service. Concurrently, Partners pay commissions on RedBook-introduced work: 12% on design and delivery professional fees, 7.5% on FF&E, 1.5% on construction costs up to £10m and 1% thereafter, with Partners contractually obliged to absorb the commission rather than pass it to the client. The go-to-market is white-glove, referral-driven, and field-led, relying on estate agents (Strutt & Parker, Knight Frank, Savills), family offices, property advisors (Property Vision, Black Brick, Prime Purchase), and content marketing such as the RedBook Index rather than paid acquisition or self-serve channels.

Technology plays a supporting, not central, role: the proprietary RedBook Index monitors over 700 live luxury projects for benchmarkable cost, timeline, and planning insights, while a Carbon Calculator co-developed with One Planet (founded by Pooran Desai) underpins RedBook's carbon-neutral Environmental Pledge under which it offsets emissions at its own expense (18,000+ trees planted since October 2021). The Taste Exploration Exercise (a 100+ image preference tool) and the FastTrack Playbook (45+ acceleration techniques, 25+ delay-mitigation strategies) are proprietary process assets. The firm is privately held by Tom Adams (CEO and owner since 2024), employs 1-10 people, operates from Midway House, 27-29 Cursitor Street, London EC4A 1LT, and is registered as RedBook Agency Limited (Company No. 7534026) at Yeovil.

Name

RedBook Agency

Legal name

RedBook Agency Limited

Website

https://redbookagency.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

RedBook Agency is a UK luxury property consultancy advising ultra-high-net-worth private clients on assembling and managing high-value residential projects via a curated 200+ Partner network, proprietary benchmarking via the RedBook Index, and premium FastTrack accelerated delivery.

Ownership category

akta.pro rank

Product category

Luxury Property Consultancy

NAICS

Management Consulting Services (54161), Professional, Scientific, and Technical Services (541), Business Support Services (5614)

SIC

Services-Management Consulting Services (8742), Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Moving, Downsizing & Estate Organizing (HSAFAKAG)

akta.pro secondary industry

Errand Running & Task Assistance (HSACAIAB)

Keywords

• Luxury property consultancy
• Project team assembly
• Construction project management
• Residential design advisory
• Property benchmarking

Headquarters

HQ city

Hungerford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Client Engagement Fees (Team Assembly): RedBook charges clients a one-time engagement fee of £6,000 + VAT to assemble a project team. This covers the Taste Exploration exercise, Partner interview process, team curation, fee analysis and cost benchmarking.
2. Project Guardian Retainers: Monthly retainer of £6,000 + VAT for ongoing project guardianship services including reviewing professional contracts, managing site surveys, advising on contractor selection, managing consultant invoices, and monthly progress reporting. Can extend through the lifespan of the project.
3. RedBook FastTrack Premium Service: RedBook's premium white-glove service, charged as a percentage of the construction budget depending on project size. Delivers projects up to 30% faster using the FastTrack Playbook of 50+ acceleration techniques and 60+ delay-mitigation strategies. Costs approximately 10% more than standard service.
4. Partner Commissions: RedBook earns commissions from its curated Partner firms (architects, interior designers, contractors, etc.) on fees generated through client introductions: 12% on design and delivery professional fees, 7.5% on FF&E (furniture, fixtures & equipment), 1.5% on construction costs up to £10m and 1% thereafter. No Partner pays to join the roster — all terms are identical within each professional discipline.
5. RedBook Inside Service Fee: A fixed fee of £2,800 + VAT for buyers of luxury London apartments, covering the full interior design selection and project management service from start to finish.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

RedBook Agency is a luxury property consultancy that curates and assembles bespoke project teams of vetted architects, interior designers, contractors, and other specialists for ultra-high-net-worth clients undertaking prime and super-prime residential property projects. It provides end-to-end advisory from pre-purchase appraisals and feasibility studies through team assembly, project guardianship, accelerated delivery (FastTrack), and post-completion aftercare services. Revenue is generated from client engagement fees, monthly retainers, premium FastTrack fees, and commissions from a network of 200+ Partner firms.

Product overview

RedBook Agency is a luxury property consultancy offering a suite of interconnected services for high-net-worth clients undertaking significant property projects. The core offering comprises Team Assembly (initial engagement, £6,000) and Project Guardian (ongoing advisory, £6,000/month retainer). Premium offerings include RedBook FastTrack (accelerated delivery, ~10% premium) for time-sensitive projects, and RedBook Inside (£2,800) for luxury apartment buyers seeking interior design services. Supporting these are proprietary tools including The RedBook Index benchmarking database and a Carbon Calculator for environmental initiatives. Pre-purchase services range from Property Insights (verbal advice) to detailed Project Appraisals. Aftercare services cover property management, art consultancy, and household recruitment. The company has expanded from its original Team Assembly focus to provide end-to-end solutions spanning acquisition through aftercare.

Differentiator

Problem solved

Functional benefit

Brands

• RedBook FastTrack: A premium service that accelerates luxury property project completion by up to 30% faster than industry standard, deploying over 45 acceleration techniques and 25 delay-mitigation strategies from the FastTrack Playbook.
• RedBook Inside
• The RedBook Index

Products and services

• Team Assembly One-time engagement service where RedBook assembles a project team of architects, interior designers, contractors, and other specialists for UHNW clients for a fee of £6,000 + VAT. Includes the Taste Exploration exercise, Partner interview process, team curation, fee analysis, and cost benchmarking.
• Project Guardian Ongoing project oversight and advisory with a monthly retainer of £6,000 + VAT. A Project Guardian acts as the single point of contact, reviewing professional contracts, managing site surveys, advising on contractor selection, managing consultant invoices, and producing monthly progress reports. Can extend through the lifespan of the project.
• RedBook FastTrack Premium white-glove service delivering significant projects up to 30% faster than industry standard using a Playbook of 50+ acceleration techniques and 60+ delay-mitigation strategies. Charged as a percentage of the construction budget depending on project size; costs approximately 10% more than standard service. Governed by a FastTrack Charter signed by all parties.
• RedBook Inside Dedicated service for buyers of luxury London apartments, providing access to RedBook's network of 75 leading interior design practices along with a specialist in-house project manager who guides the full process from interior designer selection through to project completion. Fixed fee of £2,800 + VAT.
• The RedBook Index (RBi) Proprietary benchmarking tool providing real-time data on high-end project build costs, project timelines, and planning insights across London and the UK prime residential market. Annual comprehensive benchmark report for luxury project costs, planning challenges, and design trends available as interactive tiles and downloadable PDF.
• Property Insights Entry-level pre-purchase service involving an in-person property viewing with verbal advice on estimated costs, timelines, floor plan optimization, and general project guidance.
• Project Appraisals Comprehensive written pre-purchase assessment including executive summary, optimized proposed layouts, detailed cost estimates, expected project timeline, planning and heritage appraisal, and bespoke renderings of proposed redesign.
• Aftercare Services Post-project services including property management, art consultancy, and household recruitment, connecting clients with vetted specialists to turn a finished house into a home.
• Carbon Neutral Initiative (Environmental Pledge) Environmental initiative where RedBook covers the cost of making all client projects carbon neutral using a proprietary Carbon Calculator built in partnership with One Planet on LETI guidelines; RedBook plants trees to offset the carbon output of each project on the client's behalf.

Quantifiable outcome

• 75% of RedBook clients have previously attempted a property project solo before seeking RedBook's help.
• +4 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• One PlanetcoreStrategic or Co-development PartnerOne Planet, founded by distinguished sustainability expert Pooran Desai (who chaired the UK government's advisory committee on energy ratings), partnered with RedBook to build the 'Carbon Calculator' using official government-recognised LETI guidelines. This tool calculates CO2 output per square metre of construction, enabling RedBook to offset precisely the right amount of carbon on behalf of clients as part of its carbon-neutral Environmental Pledge.
• Pooran DesaicoreStrategic or Co-development PartnerPooran Desai, founder of One Planet and former chair of the UK government's advisory committee on energy ratings, co-developed RedBook's Carbon Calculator and serves as an Advisory Board expert on sustainability.
• Sir Charles BurrellcoreStrategic or Co-development PartnerSir Charles Burrell, one of the world's leaders in rewilding, serves as an Advisory Board expert on sustainability, contributing to RedBook's green agenda and environmental initiatives.
• DOS & Co (Legal Counsel)minorImplementation/ SI/ Consulting PartnerDarragh O'Sullivan, Founder of DOS & Co, serves as RedBook's Legal Council, providing compliance and contract review for client and Partner agreements.
• Randle Siddeley (Landscape Designer)minorImplementation/ SI/ Consulting PartnerRandle Siddeley, Landscape Designer and Chairman of Randle Siddeley, is a Partner who has worked with RedBook and endorses their commission model as fair and part of their marketing budget.
• Peter Mikic (Interior Designer)minorImplementation/ SI/ Consulting PartnerPeter Mikic, Interior Designer and founder of Peter Mikic Studio, is a Partner who values RedBook's matching process and deep client understanding that results in faster project launches.
• Marek Wojciechowski ArchitectsminorImplementation/ SI/ Consulting PartnerMarek Wojciechowski, Principal of Marek Wojciechowski Architects, provided a testimonial on FastTrack, noting the service is a 'game-changer' with impressive ability to accelerate timelines without compromising quality.
• Yiangou ArchitectsminorImplementation/ SI/ Consulting PartnerRoss Sharpe, Director of Yiangou Architects, endorsed FastTrack noting the technical rigour and management of key variables in project timelines looks set to achieve major time savings.
• Charles Russell Speechlys LLPminorImplementation/ SI/ Consulting PartnerDavid Savage, Partner at Charles Russell Speechlys LLP, endorsed RedBook FastTrack as responding to a specific market need with exemplary care.
• Studio AshbyminorImplementation/ SI/ Consulting PartnerSophie Ashby, Founder and Creative Director of Studio Ashby, commented on the critical importance of collaboration on FastTrack projects, where all team members sign the FastTrack Charter.
• The Advisory Board (200+ Partner Practices)coreStrategic or Co-development PartnerRedBook's Advisory Board of distinguished industry authorities (architectural historians, design writers, sustainability experts) acts as gatekeepers to its stable of over 200 vetted Partner firms including architects, interior designers, garden designers, contractors, project managers, planning consultants and quantity surveyors. No practice joins without Advisory Board approval and no practice pays to join.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Black Brick Property Solutions: Black Brick is a London-based independent property consultancy serving UHNW clients with property acquisition, project management, and refurbishment oversight. Its Managing Partner Camilla Dell is named as a RedBook referral source, indicating direct overlap in client base and service model.
• Prime Purchase: Prime Purchase is a London property finding and acquisition advisory firm serving prime central London clients. Its Managing Director is named as a RedBook referral source, evidencing direct overlap in clientele and complementary rather than competing service offerings.
• Property Vision: Property Vision is a London-based buying agent and property advisor serving prime central London HNW clients with sourcing, acquisition, and project oversight. It is cited in RedBook's referral network and targets the same buyer-side advisory niche.
• Aspire Luxury Property Consultancy: Aspire is a small UK consultancy providing acquisition, project management, and interior design coordination for prime residential clients. Its size and service mix closely mirror RedBook's boutique UHNW project advisory offering.

Broad incumbents

• Knight Frank Project Management: Knight Frank's residential and project management division serves UHNW clients across prime central London with property acquisition and development oversight. It is a RedBook referral source but also offers competing in-house project management services.
• Strutt & Parker Project Management: Strutt & Parker provides residential project management and consultancy to country and London clients. A RedBook referral source (Senior Director Lulu Egerton), it offers overlapping services as part of a broader estate agency portfolio.
• Bidwells Project Management: Bidwells provides project management, building consultancy, and residential services across the UK with focus on country properties. It overlaps with RedBook's UK country residential advisory and offers similar end-to-end project direction at greater scale.
• Savills Project Management: Savills offers a global project management and building consultancy practice spanning residential, commercial, and mixed-use developments. As a major UK estate agency already in RedBook's referral network, it competes broadly in luxury project advisory with greater scale and balance sheet.

Regional players

• Cromwells Estate Agents (Project Management): Cromwells is a London-focused estate and project management firm serving prime residential markets with sales, lettings, and project oversight. While more agency-led than RedBook's pure consultancy model, it competes for similar UHNW clients in overlapping London postcodes.

Emerging players

• Vitruvius & Co: Vitruvius & Co is a London-based architectural and project management practice focused on prime residential projects. It overlaps with RedBook in project direction and team curation for high-end private clients, but competes primarily on architectural execution rather than independent advisory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/redbook-agency
• Instagraminstagram.com/redbookagency
• Facebookfacebook.com/profile.php

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 RedBook Agency