Guardian Living
Guardian Living is a London-based advisory firm founded in 2021 that provides asset management, investment sourcing, fundraising, and advisory services to private capital providers and publicly funded clients in the UK affordable housing sector.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Guardian Living does
Guardian Living is a London-based advisory firm founded in 2021 that specialises in the residential property sector, with a specific focus on delivering affordable housing programmes at scale. The firm operates as a partnership among three founders — Simon Grace, Rob Lucy, and John Lipper — each bringing 20-30 years of senior experience across Savills, Colliers RH / Cushman & Wakefield Residential, and asset management roles. The company serves private capital providers seeking ESG-aligned long-term returns and publicly funded clients requiring delivery expertise for affordable housing, addressing the structural undersupply of well-located, compliant affordable housing for disadvantaged UK families.
The firm's core offerings span four integrated service lines: Asset Management, Sourcing Investments, Fund Raising, and Advisory. These services are positioned to work together to identify opportunities, mobilise capital, oversee portfolios, and provide strategic guidance on residential property projects. There is no proprietary technology platform; the offering is entirely relationship-driven and delivered through the senior partners themselves.
The revenue model is professional services-based, with fees generated through bespoke advisory engagements and capital-raising arrangements with private and publicly funded clients. The firm distributes its services through direct, senior-led engagement with enterprise-level clients rather than conventional product channels. Geographic focus is concentrated in London and the UK residential market, with no disclosed international footprint.
Guardian Living firmographics
Firmographics- Name
- Guardian Living
- Legal name
- Guardian Living
- Website
- https://guardianliving.co.uk
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Guardian Living is a London-based advisory firm founded in 2021 that provides asset management, investment sourcing, fundraising, and advisory services to private capital providers and publicly funded clients in the UK affordable housing sector.
- Ownership category
- akta.pro rank
Guardian Living industry classification
Industry- Product category
- Residential Property Advisory
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Investment Advice (6282)
- akta.pro primary industry
- Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)
Keywords
Where Guardian Living is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Guardian Living business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Advisory Services: Professional advisory services for residential property sector clients including asset management, investment sourcing, and fundraising capabilities. Revenue generated through advisory fees and service arrangements.
Go-to-market motion1 record
Distribution channels1 record
Guardian Living product offering
Product offeringCore offering
Guardian Living is an advisory firm that provides residential property sector services to private and publicly funded clients. Its core offerings span four integrated service lines: Asset Management (oversight and optimisation of residential property portfolios), Sourcing Investments (identifying and connecting capital providers with viable residential investment opportunities), Fund Raising (capital raising for affordable housing and residential property projects), and Advisory (strategic guidance for private and publicly funded organisations). The firm focuses on affordable housing delivery that combines reliable investment returns with social impact for disadvantaged families.
Product overview
Guardian Living is an advisory firm offering a unified suite of property services rather than a software platform. Its core offerings consist of four integrated service lines: Asset Management, Sourcing Investments, Fund Raising, and Advisory. These services are designed to work together to deliver affordable housing programmes—Asset Management provides ongoing portfolio oversight, Sourcing Investments identifies opportunities, Fund Raising mobilizes capital, and Advisory delivers strategic guidance. The firm focuses on the residential property sector, particularly affordable housing delivery for disadvantaged families.
Differentiator
Problem solved
Functional benefit
Products and services
- Asset Management Oversight, optimisation, and strategic management of residential property portfolios for private capital providers and publicly funded clients.
- Sourcing Investments Identifying and sourcing investment opportunities in the residential property sector, connecting capital providers with viable affordable housing projects.
- Fund Raising Capital raising services to fund affordable housing development and residential property projects on behalf of clients.
- Advisory Strategic advisory services for residential property sector clients, including private investors and publicly funded organisations seeking affordable housing programme guidance.
Companies that use Guardian Living
Customer profileSegments3 records
Ideal customer profiles2 records
Guardian Living technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Guardian Living partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Alvarium Real Estate Co-investment PlatformminorSimon Grace has served as a senior advisor to the Alvarium Real Estate Co-investment platform since 2012. This advisory relationship predates the establishment of Guardian Living in 2021. Alvarium is a real estate co-investment platform that Simon has been associated with for nearly a decade.
Scale indicators1 record
Recent moves4 records
Expansion highlights3 records
Guardian Living competitors and assessment
Company assessmentDirect peers
Broad incumbents
- Cushman & Wakefield: Global real estate services firm providing investment advisory, valuation and asset management across UK residential; Simon Grace worked at its predecessor Colliers RH, and the firm competes for the same institutional capital providers and publicly funded affordable housing mandates.
- Colliers International: Global real estate advisory firm with active UK residential investment and asset management teams; directly comparable as an alternative to the boutique advisory model Guardian Living operates, with a similar value proposition for private capital providers.
- Savills: Global real estate services firm offering residential investment advisory, asset management and capital markets services; several Guardian Living founders previously held senior roles at Savills and Colliers/Cushman & Wakefield, making Savills the most directly comparable incumbent for sourcing, advisory and asset management mandates in UK residential.
- JLL: Global real estate investment and advisory firm with a substantial UK residential capital markets team; competes for the same private capital and public sector mandates around residential investment and affordable housing delivery.
- Knight Frank: International real estate consultancy with a strong UK residential investment and affordable housing advisory practice; overlaps directly with Guardian Living's investment sourcing, asset management and fundraising services for capital providers.
- CBRE: World's largest commercial real estate services firm with growing UK residential investment and affordable housing advisory capabilities; competes across investment advisory, asset management and capital raising for residential portfolios.
- Avison Young: International commercial real estate services firm with UK residential investment advisory capabilities; competes for capital raising and asset management mandates aimed at residential property portfolios.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks2 records
Key highlights5 records
Customer concentration
Guardian Living financial estimates
Financial estimateRevenue estimate
Valuation estimate
Guardian Living leadership team
Management profileNumber of profiles
Profiles3 records
Guardian Living funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Guardian Living 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 Guardian Living
What does Guardian Living do?
Guardian Living is an advisory firm that provides residential property sector services to private and publicly funded clients. Its core offerings span four integrated service lines: Asset Management (oversight and optimisation of residential property portfolios), Sourcing Investments (identifying and connecting capital providers with viable residential investment opportunities), Fund Raising (capital raising for affordable housing and residential property projects), and Advisory (strategic guidance for private and publicly funded organisations). The firm focuses on affordable housing delivery that combines reliable investment returns with social impact for disadvantaged families.
Is Guardian Living a public or private company?
Guardian Living is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Guardian Living founded?
Guardian Living was founded in 2021. It employs 1 to 10 people.
Where is Guardian Living based?
Guardian Living is headquartered in London, United Kingdom, in the Europe region.
How does Guardian Living make money?
One revenue line is on record: advisory Services.
Who are Guardian Living's main competitors?
Carter Jonas is listed as a direct peer. Broad incumbents are Cushman & Wakefield, Colliers International, Savills, JLL, Knight Frank, CBRE and Avison Young.
Does Guardian Living have an API?
No public API is recorded for Guardian Living.
What industry is Guardian Living in?
Guardian Living's product category is Residential Property Advisory. Its primary akta.pro industry code is BPAJAAAE, Residential Investment Property Brokerage (SFR/Small Multifamily). Its NAICS code is 523940 and its SIC code is 6531.