All Wales Auction

What All Wales Auction does

All Wales Auction is a Wales-based property auction service that operates as a licensed trading name of Williams & Goodwin The Property People Limited (Company No. 04534881, registered in England and Wales). The business runs scheduled auctions - historically combining traditional auction-room sales with online bidding and now operating online-only - covering residential, commercial, agricultural properties and land, including difficult-to-sell assets such as inherited property, properties with structural or legal issues, tenanted commercial properties, and land with or without planning permission. Cumulative disclosed auction outcomes include over £42M of property sold across 371 of 465 lots (55.6% success rate) and a claimed 83.4% success rate that the company describes as significantly above the national average; 97% of properties offered were sold via online auction in 2021. Distribution runs primarily through a network of at least six partner estate agencies across Wales (TPP, St David's Commercial, Bryan Davies, Sterling, Woodheads, Tudor) plus direct phone/email outreach, with Together Money featured as the recommended auction finance partner to support the 28-day completion deadline. Revenue is generated on a commission basis under a 'No Sale - No Fee' structure, supplemented by legal pack preparation services and free auction appraisal for prospective sellers; no commission rates are publicly disclosed. The company has won Best UK Auctioneer three times (2011, 2013, 2014), holds membership in NAVA and The Property Ombudsman scheme, and is headquartered in Llangefni with a registered office in Bangor, serving Wales with stated UK-wide reach.

Name

All Wales Auction

Legal name

Williams & Goodwin The Property People Limited

Website

https://allwalesauction.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

All Wales Auction is a Wales-based property auction house (trading under licence from Williams & Goodwin The Property People Limited) running online property auctions for residential, commercial, agricultural, and land assets, serving individual sellers, investors, and partner estate agencies across Wales with stated UK reach.

Ownership category

akta.pro rank

Product category

Property Auction Services

akta.pro primary industry

Real Estate Auction Services (FSAEAJAL)

akta.pro secondary industries

Luxury & High-Value Property Auctions (BPAJAEAE), Commercial Real Estate Auctions (BPAJAEAB), Land & Farm/Ranch Real Estate Auctions (BPAJAEAD), Bankruptcy, Probate & Estate Property Auctions (BPAJAEAG), Development Site & Entitlement/Planned Community Auctions (BPAJAEAI)

Keywords

• Property auction services
• Land and property auctions
• Online auction platform
• Auctioneer services
• Real estate auctions

Headquarters

HQ city

Llangefni

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

Revenue model

1. Auction Commission: Commission-based revenue model where All Wales Auction takes their commission from the buyer deposit upon successful property sale. The company operates on a 'No Sale - No Fee' basis.
2. Legal Pack Services: The company can arrange legal packs for properties prior to auction, which may generate additional service revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

All Wales Auction provides property auction services for land and properties across Wales and the UK, selling residential, commercial, agricultural, and land assets (with or without planning permission) through both traditional auction room sales and online bidding. The company supports sellers with free auction appraisals, prepares legal packs, and operates an online registration and bidding platform for buyers.

Product overview

All Wales Auction operates as a property auction service offering both a core auction platform and supplementary services. The main offering combines traditional auction room sales with online auction facilities for selling all property types (residential, commercial, agricultural, land with or without planning). The product portfolio consists of: the core Property Auction Services, an Online Registration & Bidding Platform for digital participation, a Property Catalogue featuring listings from independent agent offices across Wales, Legal Packs Service for buyer due diligence, a free Auction Appraisal Service for seller valuations, and Auction Results Reporting for transparency on performance metrics. The company operates as a trading name under Williams & Goodwin The Property People Limited and partners with independent estate agents throughout Wales.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Auction Services End-to-end property auction services enabling sales of residential, commercial, agricultural properties and land (with or without planning permission) through both traditional auction room and online bidding, including catalogue preparation, marketing, and 28-day completion.
• Online Registration and Bidding Platform Digital platform allowing bidders to register, log in, request reauthorisation, pay deposit, and place bids on auction property lots. Complements and, currently, replaces the traditional auction room with online-only timed auctions.
• Legal Packs Service Service arranging legal packs for each property lot prior to auction, providing bidders with due-diligence documentation accessible through the lots and legal packs section of the website.
• Auction Appraisal Service Free, no-obligation valuation service for property owners considering selling at auction, providing confidential discussion on selling and buying at auction.
• Auction Results Reporting Public reporting of auction outcomes, including total lots sold, success rates, and total value of properties sold across all auctions and year-to-date, providing transparency on auction performance.

Quantifiable outcome

• 83.4% success rate (vs national average)
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Hope House and Tŷ GobaithminorOthers · 20 September 2025Children's hospice charity. All Wales Auction conducted a charity auction at their Gala Ball, raising £10,700 as part of approximately £46,000 raised at the event.
• Williams & Goodwin The Property People LtdcoreStrategic or Co-development PartnerAll Wales Auction is a trading name used under licence for Williams & Goodwin The Property People Limited. The brand covers the whole of Wales. Williams & Goodwin handles the North Wales auction department.
• TPP (The Property People)coreChannel Partner/ Reseller/ DistributorPartner agency supporting All Wales Auction brand. Logo displayed on website as partner agency.
• St David's CommercialminorChannel Partner/ Reseller/ DistributorPartner agency logo displayed on All Wales Auction website.
• Bryan Davies Estate AgentminorChannel Partner/ Reseller/ DistributorJoint agent partner supporting All Wales Auction listings.
• Sterling Estate AgentminorChannel Partner/ Reseller/ DistributorPartner agency supporting All Wales Auction brand.
• WoodheadsminorChannel Partner/ Reseller/ DistributorJoint estate agent partner supporting All Wales Auction sales.
• Tudor (HUW Tudor)minorChannel Partner/ Reseller/ DistributorPartner agency supporting All Wales Auction brand.
• Together (Together Money)coreGTM or Marketing PartnerTogether provides auction finance services to All Wales Auction customers. With over 20 years' experience in auction finance, they offer short-term bridging products and mortgages to help buyers meet the 28-day auction completion deadline. Featured on All Wales Auction 'Together' page as recommended finance partner.
• Caer Rhun Hall ConwyminorOthersVenue for Hope House and Tŷ Gobaith fundraising Gala Ball where All Wales Auction conducted charity auction.

Scale indicators13 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Savills (UK Auctions): Global real estate advisory with a UK property auctions practice. Overlaps with All Wales Auction in auctioning residential, commercial, and land assets, but operates as one service line inside a much broader investment, agency, and advisory portfolio.
• Knight Frank (UK Auctions): International real estate firm with a UK auctions team handling high-value residential, commercial, and rural property. Comparable on asset classes and process, but benefits from global investor distribution and a wider advisory offering.

Direct peers

• Acuitus: UK specialist property auction house focused on commercial investments, ground rents, and portfolio lots. Comparable as a property auction intermediary with a strong investor buyer base, although with a more commercial-investment tilt than All Wales Auction's mixed-use catalogue.
• Auction House UK: UK-wide franchise of regional property auction rooms (now owned by PropTech firm iamSold). Closely comparable model to All Wales Auction: regional auction rooms, partner-agent distribution, online bidding, and shared catalogue branding — except at a national-franchise scale.
• SDL Property Auctions: One of the UK's largest national property auction networks, running regular online and live auctions across residential, commercial, and land. Directly comparable to All Wales Auction in service mix (commission-based auctions, online bidding, partner-agent network) but operating at significantly greater geographic and lot-volume scale.
• Barnard Marcus Property Auctions: London-focused property auctioneer within the Sequence estate-agency group. Comparable in running scheduled auction events for residential and investment property, but with a capital-city focus and the backing of a national agency brand.
• Clive Emson Land and Property Auctioneers: Long-established South East England property auctioneer running eight auctions a year across residential, commercial, land, and probate lots. Comparable in service scope (multi-asset-class property auctions, partner-agent listings) but rooted in a different UK region.
• Strettons: Regional UK property auctioneer running regular auctions across commercial, residential, and land. Comparable in scale and multi-asset-class auction model, though geographically centred on London and the South East rather than Wales.
• Allsop: UK commercial and residential property auctioneer running high-volume catalogue auctions. Directly comparable to All Wales Auction in providing scheduled auction events for property investors and sellers, with a similar online catalogue and partner distribution model.

Emerging players

• iamSold: Online property auction platform and owner of the Auction House UK network. Comparable as a technology-enabled auction intermediary working with estate agents — overlapping with All Wales Auction's online-bidding and partner-agent model, but with a stronger PropTech/digital brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/AllWalesAuction
• LinkedInlinkedin.com/company/all-wales-auction

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 All Wales Auction