Mustard

What Mustard does

Mustard is an independent residential estate and letting agency operating primarily from Towcester, Northamptonshire, in the United Kingdom. It is the trading name of Cooper & Hawkins Limited (company registration 08256397), with a separate lettings entity Mustard Lettings Ltd (08592065); both are registered to The Pinnacle, Milton Keynes. The firm provides residential property sales on a 'no sale, no fee' basis, lettings management under tiered monthly subscriptions (15% for full management, 10.2% for rent collection), tenant-finding and referencing, an online auction service, and mortgage advisory through a referral partnership with Michael Graham Private Finance. Customer segments are horizontal — individual sellers, buyers, landlords, and tenants in the Towcester and surrounding Northamptonshire area — with no enterprise or institutional clients referenced.

The underlying technology stack is conventional for a UK independent agency: Reapit CRM and property tracker (tracker.reapit.net) for client and listing management, a custom website (mustardhomes.co.uk) with property search and automated alert functionality, and syndicated listings on Rightmove and OnTheMarket. Marketing is delivered through the firm's own website, Facebook, Instagram, weekly email campaigns, paid digital advertising, a content blog, and regional print. Compliance credentials include The Property Ombudsman membership, Propertymark Client Money Protection, Trading Standards Approved Code, and RICS-certified floorplans.

Revenue is generated through four streams: transactional sales commissions, recurring lettings management fees, ancillary fees (tenancy set-up, inventory, renewals, deposit registration, HMRC returns), and mortgage referral income. The branch is led by Branch Partner Ben Wild, who has managed Mustard Homes since 2016 and personally accounts for over 1,400 families helped. Headcount is approximately 10-15 staff including a dedicated marketing team, with active vacancies across sales coordination, weekend assistant, and negotiator roles. The business operates within a parent estate agency group with approximately 50 years of history across 8 counties; no external private equity or institutional ownership is disclosed.

Name

Mustard

Legal name

Cooper & Hawkins Limited

Website

https://mustardhomes.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Mustard is a UK independent estate and letting agency in Towcester, Northamptonshire, providing residential property sales, tiered lettings management, online auctions, and mortgage referrals for individual sellers, buyers, landlords, and tenants.

Ownership category

akta.pro rank

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Property Sales: Commission-based estate agency services for sellers. Operates on 'no sale, no fee' basis - clients only pay if property is successfully sold.
2. Lettings Management: Property management services for landlords with tiered pricing: Full management (15% of monthly rent) or rent collection only (10.2% of monthly rent). Additional fees for tenancy setup, inventory, renewals, and deposit registration.
3. Financial Services Referral: Referral fees from mortgage advisory services through Michael Graham Private Finance partner.
4. Online Auction: Property auction services for buyers and sellers.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Mustard is an independent estate and letting agency operating from Towcester, Northamptonshire, providing residential property sales, residential lettings and full landlord management services, alongside property search, free valuations, online auctions and tenant services. Services include RICS-certified floorplans, professional photography, marketing on Rightmove and OnTheMarket, and referral-based mortgage advice via a partner finance firm. The agency operates a 'no sale, no fee' model for sales and tiered percentage-based recurring fees for lettings management.

Product overview

Mustard is an independent estate and letting agent operating primarily in Towcester and the surrounding Northamptonshire area. The company offers a unified service portfolio centered on residential property transactions, combining property sales (Residential Sales), lettings management (Residential Lettings), and property search functionality. Additional services include a free valuation tool, mortgage advisory through a Michael Graham Private Finance partnership, and an online auction platform. The product ecosystem is designed for both buyers/sellers and landlords/tenants, with tiered landlord management options ranging from full management to rent collection only. The company markets properties through Rightmove and OnTheMarket portals and uses Reapit software for its client tracking system.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Sales Full-service estate agency for selling residential properties, including professional photography, RICS-certified floorplans, and bespoke marketing strategies across digital and print channels, sold on a 'no sale, no fee' commission basis.

Quantifiable outcome

• 1400+ families helped successfully buy or sell since 2016
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Michael Graham Private FinancecoreGTM or Marketing PartnerTrusted mortgage advisory partnership for buyers and sellers needing financial advice. Refer customers to Michael Graham Private Finance for mortgage services when buying or selling properties.
• RightmovecoreChannel Partner/ Reseller/ DistributorPrimary property portal partner. Receives property listing data and enquiries from Rightmove for properties marketed by Mustard. Essential channel for reaching property buyers.
• OnTheMarketcoreChannel Partner/ Reseller/ DistributorSecondary property portal partner. Syndicates property listings to OnTheMarket platform for extended buyer reach.
• Churchill Retirement LivingminorStrategic or Co-development PartnerDeveloper partner for retirement properties. Mustard markets Churchill Retirement Living properties in Towcester area.
• The Property OmbudsmancoreOthersIndustry ombudsman for dispute resolution. Mustard is a member and follows TPO codes of practice for estate agency services.
• PropertymarkcoreOthersIndustry regulatory body for lettings. Mustard Lettings is a member of Propertymark's Client Money Protection Scheme.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Savills: Global full-service real estate firm with a strong UK residential sales and lettings presence. Comparable as a sales-led agency serving overlapping vendor, buyer, and landlord segments, though operating at the premium end of the market versus Mustard's mid-market focus.
• Foxtons: London-centric but nationally recognised UK estate and lettings agency. Comparable as a sales-led, commission-based agency offering professional photography, floorplans, and mortgage access — Mustard operates a regional version of the same playbook.
• Knight Frank: International UK-headquartered residential and commercial real estate firm. Comparable in offering residential sales, lettings, and mortgage-related advisory services to overlapping buyer and seller segments, though predominantly at higher price points.
• Connells Group: UK's largest estate agency group owning multiple regional brands and a large Lettings network. Comparable as a multi-brand residential sales and lettings operator with national scale, of which Mustard's parent group is a much smaller regional analogue.
• Spicerhaart: Large UK estate and letting agency group operating multiple high-street brands including Knight Frank franchises. Comparable as a multi-branch sales, lettings, and mortgage referral operator competing for the same vendor and landlord base as Mustard.

Emerging players

• Purplebricks: Online/hybrid UK estate agency offering lower-fee sales packages with local property experts. Comparable as a competitor to traditional high-street agents like Mustard, but with a fundamentally different cost structure and price point.
• Yopa: Hybrid UK estate agency combining online listing tools with a local agent. Comparable to Mustard in addressing the same seller and buyer segments but with a lower fixed-fee model that pressures traditional commission structures.

Direct peers

• Burchell Edwards: UK regional estate agency with branches across the Midlands and Northamptonshire. Directly comparable as a regional high-street sales and lettings agent operating in overlapping catchment territory with Mustard, including similar service tiers.
• Chancellors: Long-established UK regional estate and letting agency with branches across southern England. Directly comparable as a multi-branch traditional estate agency competing for the same local vendors, buyers, and landlords Mustard serves.
• Hunters: National UK estate and letting agency with a strong branch network of franchised and corporate offices. Directly comparable as a multi-branch residential sales/lettings operator targeting similar vendor and landlord customers with a comparable service model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mustardestateagents
• Instagraminstagram.com/mustardestateagents

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Mustard