What Peter Alan does

Peter Alan is a Wales-focused estate and letting agency platform operating as Peter Alan Limited, a private company headquartered in Cardiff and wholly-owned by Connells Group, one of the UK's largest property services conglomerates. Founded in 1965, the company runs more than 30 branches across South Wales — including Cardiff, Swansea, Newport, Bridgend, Cwmbran, Neath, and surrounding towns — employing over 200 staff to serve residential property sellers, buyers, landlords, and tenants. Its value proposition is built on long-standing local brand presence, broad service bundling, and Connells Group back-office scale, with the self-claimed positioning of 'Wales' No 1' estate agent.

The business operates a multi-vertical property services model. Core revenue streams are commission-based residential property sales, recurring lettings and property management fees, and referral income from mortgage services delivered through Connells Limited (an FCA-authorised entity). Ancillary revenue lines include conveyancing, property auctions (operated via a dedicated Cowbridge-based team in partnership with Barnard Marcus Auctions), surveying and valuation, insurance and protection products, and probate services. A premium sub-brand, PA Black, addresses distinctive and higher-value homes in both sales and lettings. Distribution is dual-channel: a deep physical branch network for local relationship-driven sales and lettings, combined with listings distributed across Rightmove, Zoopla, and OnTheMarket property portals.

The technology foundation is a standard estate agency property listing and management platform with portal interoperability, an instant online valuation tool, a monthly market insights dashboard (sourced from Hometrack data), and an InvestmentFinder tool for landlord prospecting. Operational integrations include Fixflo for tenant maintenance reporting and Feefo for verified customer reviews. Regulatory posture includes membership in The Property Ombudsman Service (TPOS), ARLA Propertymark, Rent Smart Wales, and UK Finance, with GDPR/ICO registration in place. The company has won the Feefo Platinum Trusted Service Award 2025 and historical Best UK Auctioneers titles in 2011, 2013, and 2014.

Name

Peter Alan

Legal name

Peter Alan Limited

Website

https://www.peteralan.co.uk

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

251–500 employees

Short description

Peter Alan is a Wales-focused estate and letting agency with 30+ branches across South Wales, offering residential sales, lettings, mortgages, conveyancing, and auctions under the Connells Group umbrella. Founded in 1965, it serves individual sellers, buyers, landlords, and tenants.

Ownership category

akta.pro rank

Product category

Residential Estate Agency

NAICS

Offices of Real Estate Agents and Brokers (5312), Real Estate Property Managers (53131)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Real Estate Investment Advisory (Acquisitions/Dispositions, Capital Allocation) (BPAJANAA)

akta.pro secondary industry

Property Valuation: Appraisal Management (AMC) & Appraiser Networks (FSALALAI)

Keywords

• Residential estate agency
• Property lettings
• Mortgage advisory services
• Property auction services
• Home conveyancing services

Headquarters

HQ city

Cardiff

HQ country

United Kingdom

HQ region

Europe

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Property Sales Commission: Commission-based revenue from residential property sales, typically a percentage of the sale price
2. Lettings and Property Management Fees: Ongoing fees from property lettings and management services for landlords
3. Mortgage Services: Referral fees from mortgage services provided through Connells Group
4. Conveyancing Services: Home conveyancing services for property transactions
5. Property Auctions: Auction services for residential and commercial properties, working with Barnard Marcus Auctions

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Peter Alan is a residential estate and letting agency that helps homeowners sell and let properties across South Wales through a 30+ branch network. It also provides mortgage advisory, conveyancing, property auctions, surveys and valuations, insurance, and probate property services, primarily serving individual home sellers, buyers, landlords, and tenants in Wales.

Product overview

Peter Alan operates as an estate and letting agent offering a comprehensive property services portfolio. The company provides residential property sales and lettings as its core services, complemented by mortgage advisory, auction, and conveyancing services. The product range includes specialized offerings such as PA Black for premium properties, New Homes and Land services, Build To Rent for investors, and Probate services. Digital tools include free instant online property valuations and monthly market insights. With over 60 years of experience since 1965 and operating 30+ branches across South Wales, the company positions itself as Wales' No.1 estate agent, backed by Connells Group and partnerships with Barnard Marcus Auctions.

Differentiator

Problem solved

Functional benefit

Brands

• PA Black: Premium and distinctive properties brand for high-value homes in both sales and lettings.

Products and services

• Property Sales Residential property sales service for homeowners selling houses, apartments, and distinctive homes across South Wales, with local branch expertise, professional photography, online marketing, and offer handling.
• Property Lettings Residential lettings service connecting landlords with tenants across South Wales, including tenant referencing, right to rent checks, property management, and rental collection.
• Mortgage Services Mortgage advisory service provided through Connells Group, offering guidance on residential and buy-to-let mortgage products to buyers, sellers, and landlords.
• Property Auctions Property auction service for residential and commercial properties, conducted in partnership with Barnard Marcus Auctions and supported by a dedicated Auctions branch in Cowbridge. Awarded Best UK Auctioneers in 2011, 2013, and 2014.
• Home Conveyancing Legal conveyancing service for buyers and sellers, facilitating the legal process of property transfer during transactions.
• Land and New Homes Specialized service for the sale of land, development sites, and new-build residential properties across South Wales.
• PA Black (Distinctive Homes) Premium property service for high-value homes, offering luxury property sales and lettings with enhanced marketing and dedicated specialist handling.
• Build To Rent Service for property developers and institutional investors looking to build and manage rental portfolios, offering specialized sales and management support.
• Probate Property Services Specialized property service for executors and beneficiaries selling property as part of estate administration following probate.
• Insurance and Protection Insurance products for properties and financial protection services for buyers, sellers, and landlords, provided through Connells Group.
• Survey and Valuation Property survey and valuation service to assess property condition and market value for buyers, sellers, and lenders.
• InvestmentFinder Property investment search tool designed to help landlords identify buy-to-let investment opportunities in South Wales.

Quantifiable outcome

• Feefo Platinum Trusted Service Award 2025 - recognizing consistent delivery of world-class customer experience based on verified customer reviews

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Barnard Marcus AuctionscoreStrategic or Co-development PartnerPeter Alan Auctions works alongside Barnard Marcus Auctions, one of the largest auctioneers in the UK who have been successfully auctioning property for over 40 years. Barnard Marcus conducts auctions and Peter Alan provides local expertise and property listings in South Wales.
• The Property Ombudsman (TPOS)minorOthersPeter Alan is a member of The Property Ombudsman Service for both residential sales and lettings complaints resolution. The Property Ombudsman provides independent dispute resolution for consumers.
• ARLA PropertymarkminorOthersMember of the Association of Residential Letting Agents (ARLA), the professional body for letting agents in England and Wales.
• UK FinanceminorOthersAssociate Member of UK Finance, the trade body for the banking and financial services industry.
• Rent Smart Wales (RSW)minorOthersLicensed agent registered with Rent Smart Wales (RSW), the Welsh Government licensing scheme for letting agents.
• RightmovecoreChannel Partner/ Reseller/ DistributorMajor UK property portal providing property listings distribution for maximum exposure of Peter Alan properties.
• ZooplacoreChannel Partner/ Reseller/ DistributorMajor UK property portal providing property listings distribution for maximum exposure of Peter Alan properties.
• OnTheMarketcoreChannel Partner/ Reseller/ DistributorProperty portal providing property listings distribution for maximum exposure of Peter Alan properties.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Connells: Peter Alan's parent company and one of the UK's largest residential estate agency networks. Connells operates the same branch-based sales/lettings model and shared services infrastructure that Peter Alan leverages, making it the most directly comparable peer (and corporate parent).
• Your Move: National UK estate agency group and fellow Connells Group subsidiary, offering residential sales, lettings, and mortgage services through a UK-wide branch network. Identical service mix and operating model to Peter Alan, making it a direct intra-group peer.
• Hunters: UK-wide estate agency franchise group with ~200 branches offering residential sales, lettings, and mortgage services. Directly comparable branch-based model with similar customer segments (sellers, buyers, landlords, tenants).
• Belvoir: UK-wide franchise network with ~300 branches, particularly strong in residential lettings and property management. Closely comparable to Peter Alan's lettings and property management business and overlapping sales offering.
• Winkworth: UK franchise estate agency with a London-centric and regional branch network offering residential sales and lettings. Similar branch-based service model and customer base, though geographically focused on southern England.
• Chancellors: UK regional estate agency group with branch network focused on southern England, offering residential sales, lettings, and mortgage services. Comparable branch-based model with similar customer segments to Peter Alan.
• Foxtons: London-focused UK estate agency with a high-density branch network and strong brand recognition in residential sales and lettings. Same commission-based business model with branch-driven lead generation, though concentrated in London rather than Wales.
• Chestertons: UK estate agency with London and international presence, offering residential sales, lettings, and new homes services. Comparable high-touch sales/lettings model and partial overlap with Peter Alan's premium PA Black sub-brand.

Broad incumbents

• Countrywide: One of the UK's largest estate agency groups, acquired by Connells Group in 2024, with an extensive branch network offering residential sales, lettings, and ancillary services. Larger and broader in scope than Peter Alan but operates the same fundamental business model.
• Knight Frank: Global real estate services firm with a significant UK residential sales and lettings business. Directly comparable at the premium end of the market where it overlaps with Peter Alan's PA Black distinctive homes sub-brand, though it operates at much larger scale and broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/peteralanltd
• Facebookfacebook.com/peteralanauctions
• Instagraminstagram.com/peteralanestateagents

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 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 Peter Alan