Advanced Rent Option
- Company typePrivate
- Founded2018
- HeadquartersRedhill, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Advanced Rent Option does
Advanced Rent Option Ltd (trading as ARO™) is a UK residential property management service that pays landlords up to twelve months of rent in advance and assumes full tenant management responsibility. The company operates a proprietary model called Primary Tenancy™, developed in 2008 by founder Simon Shinerock and commercialised as ARO in 2018, under which ARO becomes the primary tenant to the landlord while sub-letting to the actual occupant. Built-in modules cover rent guarantee, void protection, and legal cost coverage for eviction, all bundled at standard full-management fee levels rather than as priced add-ons. The company operates as part of the Choices Estate Agents group founded by the same family.
The revenue mechanism is a spread on each contract: the landlord receives roughly 78% of annual rent upfront (for example, £10,268 on a £1,200/month property), while ARO retains approximately 22% to cover set-up costs, a maintenance float, full management fees, and the underwriting of guarantee, void, and legal risks. Go-to-market is direct, inside-sales-led, with phone, email, and WhatsApp as primary contact channels and a digital funnel comprising SEO content, an interactive ARO Calculator, personalised online quotes, and Trustpilot/All Agents review signals. The customer base is long-tail individual and small multi-property landlords across England and Wales, with case studies drawn from London, Croydon, and Rochester at monthly rents of £1,200–£3,900. The company is privately held with no external institutional funding and 11–50 employees across offices in Crawley (registered) and Redhill (correspondence).
Advanced Rent Option firmographics
Firmographics- Name
- Advanced Rent Option
- Legal name
- Advanced Rent Option Ltd
- Website
- https://advancedrentoption.co.uk
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Advanced Rent Option industry classification
Industry- Product category
- Residential Property Management
- NAICS
- Residential Property Managers (531311)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Residential Lease Administration & Tenant Services (BPAJAFAL)
Keywords
Where Advanced Rent Option is headquartered
LocationHeadquarters
- HQ city
- Redhill
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Advanced Rent Option business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Upfront Rent Advance: Landlords receive up to 12 months' rent in advance. The revenue comes from the difference between the upfront payment to the landlord and the total rent collected from tenants over the tenancy period, minus management fees and operating costs.
- Full Property Management: Comprehensive property management services including tenant sourcing, referencing, compliance, maintenance coordination, and tenant relations. Fees are integrated into the upfront rent structure with no premium charged over standard full management rates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Annual | Full Management with Upfront Rent - Standard Tier |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Advanced Rent Option product offering
Product offeringCore offering
Advanced Rent Option (ARO) provides a residential property management service for landlords in England and Wales, paying them up to a year's full market rent upfront while taking on tenant sourcing, referencing, compliance, maintenance coordination, and ongoing tenant management. Under the proprietary Primary Tenancy model, ARO becomes the primary tenant to the landlord and bundles an in-house rent guarantee, void protection, and legal cost cover with full property management at no premium over standard management fees.
Product overview
Advanced Rent Option (ARO™) is a unified property management product built on the proprietary Primary Tenancy™ model. The core offering combines guaranteed rent paid up to a year in advance with full property management services. Key modules include a Rent Guarantee (ensuring landlords retain upfront rent regardless of tenant payment), Void Protection (covering mid-term vacancies), and Legal Protection (managing and funding evictions). The ARO Calculator and Personalized Quote tools provide upfront estimation and tailored offers. Available in England and Wales for new and existing tenancies, the company operates under Choices Estate Agents, which founded the Primary Tenancy™ model in 2008 and launched ARO™ commercially in 2018.
Differentiator
Problem solved
Functional benefit
Products and services
- Advanced Rent Option (ARO) A residential property management service for UK landlords in England and Wales that pays up to a year's full market rent upfront and includes built-in rent guarantee, void protection, and legal cost cover with no premium over standard full management fees. ARO acts as the Primary Tenant to the landlord, taking on tenant sourcing, referencing, compliance, maintenance coordination, and ongoing tenant relations.
- ARO Calculator
Quantifiable outcome
- Landlord received £35,961 in upfront rent on a £3,900/month five-bedroom property in Streatham without changing tenants
- +1 more outcomes
Companies that use Advanced Rent Option
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Advanced Rent Option technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
Advanced Rent Option partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Advanced Rent Option competitors and assessment
Company assessmentDirect peers
- Goodlord: UK PropTech platform providing referencing, contracts, and rent collection tooling to letting agents and landlords. Comparable as a technology-enabled UK lettings platform serving landlords, though focused on agent-software infrastructure rather than ARO's primary tenancy guarantee model.
- Howsy: UK fully managed letting service offering landlords guaranteed rent and end-to-end property management. Closely comparable business model to ARO — both provide guaranteed rent with full management — though Howsy operates on a tech-platform delivery model rather than ARO's primary tenancy legal structure.
- OpenRent: UK's largest online letting agent offering tenant find and full management services directly to landlords. Comparable as a UK-focused, digital-first property management alternative targeting the same SMB landlord segment, though without ARO's upfront rent and in-house guarantee model.
- Yieldit: UK guaranteed rent and full management service targeting landlords. Directly comparable offering to ARO's primary tenancy model with similar value proposition of upfront/guaranteed rent plus management, competing for the same customer segment.
- HomeLet: UK tenant referencing and rent guarantee provider serving letting agents and landlords. Comparable as a UK-wide rent guarantee and referencing service competing for the same landlord risk-mitigation budget, though HomeLet operates as an insurance intermediary.
- Rentguard: UK provider of rent guarantee insurance and landlord insurance products. Directly comparable as an alternative source of rent guarantee protection for UK landlords, though Rentguard sells insurance-backed guarantees rather than operating as primary tenant.
Broad incumbents
- Choices Estate Agents: ARO's parent brand and broader UK estate agency network offering sales, lettings, and property services. Comparable as the established property services group of which ARO is a service line, sharing the same Shinerock family ownership and landlord customer base.
- Rightmove: UK's largest property portal connecting landlords, agents, and tenants. Comparable as a broad incumbent in the UK residential property ecosystem that landlords and ARO both rely on for tenant sourcing and market visibility.
- Zoopla: UK property portal with lettings listings, market data, and tenant matching tools. Comparable as a broad UK residential property incumbent serving the same landlord audience, providing tenant acquisition channels ARO also depends on.
Emerging players
- PayProp: UK automated rent collection and tenant payment platform for letting agents and landlords. Comparable as UK PropTech serving landlord rent workflows, though focused on payment automation rather than rent guarantee or full management.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights6 records
Customer concentration
Advanced Rent Option social profiles
Digital presenceAdvanced Rent Option financial estimates
Financial estimateRevenue estimate
Valuation estimate
Advanced Rent Option leadership team
Management profileNumber of profiles
Profiles6 records
Advanced Rent Option funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Advanced Rent Option 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 Advanced Rent Option
What does Advanced Rent Option do?
Advanced Rent Option (ARO) provides a residential property management service for landlords in England and Wales, paying them up to a year's full market rent upfront while taking on tenant sourcing, referencing, compliance, maintenance coordination, and ongoing tenant management. Under the proprietary Primary Tenancy model, ARO becomes the primary tenant to the landlord and bundles an in-house rent guarantee, void protection, and legal cost cover with full property management at no premium over standard management fees.
Is Advanced Rent Option a public or private company?
Advanced Rent Option is a private company. It is classified as family owned and is currently operating.
When was Advanced Rent Option founded?
Advanced Rent Option was founded in 2018. It employs 11 to 50 people.
Where is Advanced Rent Option based?
Advanced Rent Option is headquartered in Redhill, United Kingdom, in the Europe region.
How does Advanced Rent Option make money?
Two revenue lines are on record. Upfront Rent Advance is the primary driver. The others are full Property Management.
Who are Advanced Rent Option's main competitors?
Direct peers on record are Goodlord, Howsy, OpenRent, Yieldit, HomeLet and Rentguard. Broad incumbents are Choices Estate Agents, Rightmove and Zoopla. PayProp is listed as an emerging player.
Does Advanced Rent Option have an API?
No public API is recorded for Advanced Rent Option.
What industry is Advanced Rent Option in?
Advanced Rent Option's product category is Residential Property Management. Its primary akta.pro industry code is BPAJAFAL, Residential Lease Administration & Tenant Services. Its NAICS code is 531311 and its SIC code is 6531.