What Whitewill does

Whitewill is a London-headquartered luxury real estate agency, incorporated as Whitewill LTD in the United Kingdom and founded in 2016, that helps high-net-worth individuals and property investors buy, sell, and let premium residential property across the UK with a focus on London's new-build market. Its core service lines are off-plan homes, ready-to-move-in homes, sell-side representation, and rental/letting services, supported by a curated Marylebone office (Suite 306/307, 42 Upper Berkeley Street) where clients receive in-person consultations. The firm holds strategic sales partnerships with five major international developers — Emaar, DAMAC, Select Group, Omniyat, and Sobha — and is positioned as a "Top 10 real estate agency for developer sales."

The business operates on a transaction-fee model, earning commission on luxury property sales and lettings, with an additional affiliate/referral revenue stream generated through the Partner Platform (en.whitewill.partners), a portal scaled to 5,000 global affiliates that provides real-time deal monitoring, reporting, and rewards. Whitewill is a people-driven sales organization: it employs 501–1,000 staff structured around Company Partners and experts in a Department of New Buildings, plus a dedicated quality control function led by Roman Shirokikh. Distribution combines direct enterprise-style sales, the global affiliate network, and localized content assets including thematic portals (primecentrallondon.uk, thames.whitewill.london, and an Arabic-language site at london-ae.whitewill.london) and downloadable PDF brochures.

No proprietary technology platform is disclosed beyond the partner portal and standard website tooling (reCAPTCHA integration); there is no evidence of in-house AI/ML, no API/SDK, and no app. The company is privately held with no disclosed institutional investors, no parent company, and no subsidiaries, and its ownership appears founder/partner-led based on the "Company Partner" titles. Whitewill markets across London, the wider UK, Moscow, and Dubai, with the international footprint serving as the channel for cross-border HNW buyer flow into UK property.

Name

Whitewill

Legal name

Whitewill LTD

Website

https://whitewill.london

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Whitewill is a London-based luxury real estate agency founded in 2016 that helps high-net-worth individuals and investors buy, sell, and let premium residential property in the UK, with strategic developer partnerships and a 5,000-affiliate global partner platform.

Ownership category

akta.pro rank

Product category

Luxury Real Estate Brokerage

NAICS

Services to Buildings and Dwellings (5617)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Abstracting Services (Title Abstracts) (BPAJAOAC)

Keywords

• Luxury real estate agency
• Residential property sales
• Off-plan homes
• Property letting services
• New developments

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Real Estate Sales Commission: Agency earns commission on property transactions for buying and selling luxury real estate in London and across the UK. Services include off-plan homes, ready-to-move-in properties, and investment properties.
2. Property Rental Services: Agency facilitates property letting services, earning fees from landlords and tenants for rental transactions.
3. Affiliate/Referral Program: 5000 affiliates worldwide refer clients through the partner platform and earn rewards for successful transactions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Whitewill is a London-based luxury real estate agency that helps clients find, buy, sell, and let premium residential properties in London and across the UK. Core services include off-plan new-build homes, ready-to-move-in residences, property selling assistance, and rental/letting services, delivered through direct expert consultations and a global affiliate network of 5,000 partners.

Product overview

Whitewill is a luxury real estate agency operating as a unified platform that connects clients with premium residential properties in London and across the UK. The core offering comprises three main service lines: Off-Plan Homes (new-build properties sold pre-completion), Ready-to-Move-In Homes (completed properties for immediate occupancy), and Sell Your Home with Us (property selling services). Rental management is handled through Let Your Property. The company also operates a Partner Platform for affiliate referrals. Property catalogues are distributed as PDF brochures. Whitewill works with major developers including Emaar, DAMAC, Select Group, Omniyat, and Sobha, and maintains offices in London, Moscow, and Dubai.

Differentiator

Problem solved

Functional benefit

Products and services

• Off-Plan Homes New-build residential properties sold before or during construction, offered across London's key developments for buyers seeking to purchase early in the development cycle.
• Ready-to-Move-In Homes Completed residential properties available for immediate purchase and occupancy across London developments.
• Sell Your Home with Us Property selling service assisting clients in listing and selling their existing homes through Whitewill's agency network.
• Let Your Property Rental management service helping property owners rent out their real estate assets, earning fees from landlords and tenants for rental transactions.
• Partner Platform Affiliate system enabling partners worldwide to refer clients, monitor deal statuses in real time, and receive rewards through a dedicated portal at en.whitewill.partners.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Five partnerships are on record, tiered core.

• EmaarcoreStrategic or Co-development PartnerLeading global property developer and strategic partner of Whitewill for luxury real estate sales in London
• DAMACcoreStrategic or Co-development PartnerPremier property developer and strategic partner providing exclusive luxury development listings
• Select GroupcoreStrategic or Co-development PartnerStrategic developer partner specializing in premium residential developments
• OmniyatcoreStrategic or Co-development PartnerLuxury property developer and key strategic partner for exclusive developments
• SobhacoreStrategic or Co-development PartnerGlobal property developer and strategic partner for premium real estate sales

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Douglas & Gordon: Independent London estate agency covering prime and mainstream residential sales and lettings. Comparable to Whitewill in London geography and new homes focus, with a similar boutique independent ownership model.
• Chestertons: London-focused estate agency with significant presence in prime and super-prime residential sales, lettings, and new developments. Direct competitor to Whitewill for developer mandates and HNW buyer representation in central London.
• Harrods Estates: Boutique London luxury real estate agency leveraging the Harrods brand. Directly comparable to Whitewill in serving ultra-high-net-worth buyers in prime central London, with a similar premium positioning and developer sales focus.
• Wetherell: Mayfair-based luxury London real estate agency specializing in prime central London sales and lettings. Closest direct competitor to Whitewill given its boutique, high-net-worth focus and concentration in the same Marylebone/Mayfair/Belgravia geography.
• Benham & Reeves: London-focused residential sales, lettings, and new homes agency with a strong developer sales arm. Directly comparable to Whitewill in serving London new-build buyers and acting for developers on off-plan inventory.

Broad incumbents

• Knight Frank: Global real estate consultancy with a substantial London luxury residential sales and lettings practice. Comparable to Whitewill as a high-end brokerage serving HNW buyers and developers, but at significantly larger scale and with global reach.
• Savills: International real estate advisor with deep London prime residential presence. Competes directly with Whitewill for luxury listings, developer mandates, and HNW clients, though it offers a much broader commercial and investment services portfolio.
• Strutt & Parker: UK-wide estate agency with a strong London luxury and country house practice. Comparable to Whitewill in the prime London segment, though it offers additional rural, development, and professional services that Whitewill does not.
• Hamptons International: UK-wide premium estate agency with significant London presence in sales, lettings, and new homes. Comparable to Whitewill in the prime London buyer segment and developer relationships, though broader in geography and service scope.

Regional players

• Foxtons: London-dominant estate agency with extensive branch network. Comparable in London geography but positioned in the broader mainstream market rather than the ultra-luxury segment where Whitewill competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/whitewilllondon

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Whitewill