Belvoir Group

What Belvoir Group does

Belvoir Group operates as one of 18 franchised brands under The Property Franchise Group PLC (AIM: TPFG, listed 2013), the UK's largest multi-brand property franchisor. Its core product is a residential lettings and estate-agency franchise platform, supported by a centralized services stack covering technology, compliance, recruitment, procurement, and group buying power. The network comprises more than 1,900 independent franchisee businesses operating across the UK under brands including Belvoir, Martin & Co, Hunters, Northwood, Whitegates, and Fine & Country, collectively managing approximately 150,000 rental properties and executing over 35,000 sales during 2025.

The business derives revenue from three streams: (1) recurring franchise management and license fees (51% of parent revenues come from lettings or licensing); (2) international brand licensing, with 1,042 Fine & Country licensees operating across 19 countries; and (3) financial-services commissions from 315 mortgage advisers within Brook Financial (aligned to Mortgage Advice Bureau) and The Mortgage Genie (aligned to Primis), who facilitated over 25,000 mortgages valued at over £4bn in 2025. Average industry experience of the leadership team is 25 years; Belvoir Group is led by CEO Dorian Gonsalves and CFO Louise George. Cash generation is structurally strong at 116% of earnings converting to free cash flow (£22.1m), funding an active eight-deal acquisition roll-up since 2013.

Beyond franchising, Belvoir Farm — a food-and-beverage arm of the Belvoir brand — launched FRUiTZ, a clean-label sparkling fruit juice range targeted at children and Gen Alpha consumers, in January 2026 with exclusive Waitrose retail distribution and wholesale single-can channels. This represents a diversification into consumer packaged goods outside the core property-services franchise model, complementing rather than replacing the central franchising engine.

Name

Belvoir Group

Legal name

The Property Franchise Group PLC

Website

https://belvoirgroup.com

Company type

Public

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Belvoir Group is a UK franchised real estate brand within The Property Franchise Group PLC (AIM: TPFG), operating residential lettings and estate-agency franchise services through 1,900+ independent businesses and a financial-services division that arranged over £4bn of mortgages in 2025.

Ownership category

akta.pro rank

Headquarters

HQ city

Grantham

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchising Revenue: Network of independent businesses operating under Belvoir and other group brands pay franchise fees. Core recurring engine of the business model, managing approximately 150,000 rental properties and achieving over 35,000 sales annually.
2. Licensing Revenue: Fine & Country brand licensees (UK and international, 1,042 licensees in 2025) and The Guild of Property Professionals members pay fixed fees for brand usage, marketing support, regulatory guidance, and access to group buying power.
3. Financial Services Commission: Mortgage brokers facilitated over 25,000 mortgages valued at over £4bn in 2025 through Brook Financial (authorized representative of Mortgage Advice Bureau) and The Mortgage Genie (Primis), earning commission on mortgages and protection products.
4. Acquisition Revenue Enhancement: Strategic acquisitions such as Mr and Mrs Clarke Limited (£0.2 million) introduce complementary business models to expand the Group's revenue streams and market reach.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Belvoir Group is a franchised residential real estate brand operating under The Property Franchise Group PLC, providing residential lettings, residential sales, and financial services (mortgage advice and protection products) through a UK-wide network of independent franchisees and authorized mortgage advisers. The group also operates Belvoir Farm, a consumer beverage arm that launched FRUiTZ, a clean-label sparkling fruit juice range, into UK retail.

Product overview

Belvoir Group operates as part of The Property Franchise Group, the UK's largest multi-brand property franchising company with 18 brands. The company offers property franchising services through its Belvoir brand, which manages lettings and estate agency businesses across the UK. Additionally, Belvoir Group has expanded into consumer products through Belvoir Farm, most recently launching the FRUiTZ sparkling fruit drink range. The portfolio also includes Mr and Mrs Clarke Limited (MMC), a digitally-focused property agency acquired in 2022 that complements the traditional franchise model with a high-quality personal agency approach.

Differentiator

Problem solved

Functional benefit

Brands

• FRUiTZ: Clean-label sparkling fruit drink designed for Gen Alpha, with three flavours: Passion Fruit & Mango, Cherry & Raspberry, and Orange & Pineapple. Contains 100% natural ingredients, real fruit juice, no added sugar, and no sweeteners.

Products and services

• Belvoir Residential Lettings and Sales Franchise A franchised residential property brand offering residential lettings and estate agency services delivered through independent franchisee businesses across the UK. Targeted at property franchisees and end consumers (landlords, tenants, buyers, sellers).
• Brook Financial Mortgage Advisory Mortgage advisory service operating as an authorized representative of Mortgage Advice Bureau, providing mortgage and protection product advice to UK consumers through the TPFG financial services network.
• The Mortgage Genie Mortgage Advisory Mortgage advisory service operating as part of the Primis mortgage network, providing mortgage advice to UK consumers within the TPFG Financial Services division.
• Belvoir Farm FRUiTZ Sparkling Fruit Juice A clean-label sparkling fruit juice drink (330ml cans) made with 100% natural ingredients, real fruit juice, no added sugar, and no sweeteners, designed for children and Gen Alpha consumers. School-compliant in England. Available in three flavours (Passion Fruit & Mango, Cherry & Raspberry, Orange & Pineapple), sold exclusively in Waitrose stores and via wholesalers.
• Mr and Mrs Clarke Limited (MMC) Digital Property Agency A digital-first residential property agency acquired by Belvoir Group in March 2022, offering a high-quality personal agency model that complements the traditional franchise network with digital-led customer acquisition and service delivery.

Quantifiable outcome

• Managing 150,000 rental properties and achieving over 35,000 sales annually
• +3 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• Mr and Mrs Clarke Limited (MMC)minorStrategic or Co-development Partner · 11 March 2022Belvoir Group acquired Mr and Mrs Clarke Limited, a property agency with a digital-first model, for £0.2 million with potential deferred additional payments. The acquisition introduces a complementary high-quality personal agency model to Belvoir's existing brands and supports expansion through MMC's management expertise.
• Brook Financial (Mortgage Advice Bureau)coreChannel Partner/ Reseller/ DistributorBrook Financial is an authorized representative of the Mortgage Advice Bureau, integrated into The Property Franchise Group's Financial Services division. In 2025, the team facilitated over 25,000 mortgages valued at over £4bn through this network.
• The Mortgage Genie (Primis)coreChannel Partner/ Reseller/ DistributorThe Mortgage Genie operates as part of Primis mortgage network, providing mortgage advice services within the Group's Financial Services division, complementing Brook Financial's offerings.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• RE/MAX: Global franchised real estate network with UK licensees; competes with TPFG's 18-brand franchise model on franchisee recruitment and brand positioning in the UK housing market.
• Connells Group: One of the UK's largest corporate-owned estate agency networks, competing with TPFG's franchisees for listings and mortgage leads and packaging similar surveying, lettings and financial services capabilities under a single corporate umbrella.
• haart (Spicerhaart): Large UK corporate-owned estate and lettings network, competing directly with TPFG franchisees across many UK catchments for sales instructions, tenancies and cross-sell of mortgage products.
• Savills: Global real estate services firm with a strong UK residential sales and lettings presence, competing for prime-listing landlord and seller relationships that Fine & Country targets internationally.
• Century 21: Global franchised residential real estate brand with UK presence, providing a comparable franchise-vs-corporate comparison to TPFG's multi-brand portfolio strategy.
• Countrywide (Connells-owned brand): Large legacy UK estate agency brand within the Connells Group, overlapping with Belvoir/Hunters/Martin & Co on residential sales and lettings, including financial services attach.

Direct peers

• Winkworth: UK-listed property franchise group running a network of franchised estate and letting agents, the closest direct franchise-model peer to TPFG/Belvoir with comparable revenue mix of franchise royalties and office-level fees.
• Foxtons: UK-focused residential estate and lettings agency operating through owned branches; competes with Belvoir/TPFG franchisees in the same London and South East catchments and serves overlapping landlord and tenant customers.

Emerging players

• Purplebricks: UK digital/hybrid estate agency pushing a lower-fee model that competes with TPFG's high-street franchise network, especially relevant to TPFG's EweMove and Hunters Personal hybrid brands.

Regional players

• Keller Williams Realty: US-headquartered agent-centric franchise model; useful operational comparator for TPFG's shared-services, technology-led platform play even though it does not directly compete in the UK market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/belvoirUK
• Facebookfacebook.com/pg/ThePropertyFranchiseGroup
• LinkedInlinkedin.com/company/martin-&-co-property-franchise

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Belvoir Group