SO UK ASSET MANAGEMENT LTD

What SO UK ASSET MANAGEMENT LTD does

SO UK ASSET MANAGEMENT LTD, trading as BAOJOE | 包租, is a London-based private lettings and property management agency founded in 2014 and registered in England and Wales (company number 9818852). Operating from a single headquarters in Putney, the firm provides property find, lettings, property management, property sales assistance, and renovation coordination services to landlords and tenants across Greater London (Zones 1-6) and southern UK towns. Its core differentiator is bilingual Cantonese/English service delivery targeting the Hong Kong BNO visa holder community, supported by an extensive content library on UK relocation, renting, family life, and property matters.

The company generates revenue through three streams: tenant finding and lettings fees (transaction-based), ongoing property management fees (recurring/percentage-based), and property sales commission (transaction-based). Specific pricing is not publicly disclosed; fee schedules are distributed as downloadable PDFs. The technology layer is minimal — a Squarespace-hosted website, no proprietary platform, no mobile app, and no API — with the only third-party integration being CreditLadder's Rental Exchange scheme for tenant credit-building via Experian. Marketing is content-led, relying on SEO, an educational blog, and word-of-mouth referrals within the Hong Kong diaspora.

BAOJOE holds multiple regulatory credentials that are standard for credible UK letting agencies: ARLA Propertymark membership (requiring a Level 3 professional qualification), The Property Ombudsman Scheme membership (D14428), Propertymark Client Money Protection, Deposit Protection Service registration, and ICO data-protection registration. The business model is relationship-driven and labor-intensive, with no disclosed headcount, revenue, funding history, or institutional ownership. The firm's strategic positioning as a culturally specialized provider for Hong Kong immigrants represents both its primary growth lever and its principal concentration risk.

Name

SO UK ASSET MANAGEMENT LTD

Legal name

SO UK ASSET MANAGEMENT LTD

Website

https://baojoe.com

Company type

Private

Founded year

2014

Operating status

Operating

Short description

SO UK ASSET MANAGEMENT LTD (trading as BAOJOE | 包租) is a London-based lettings and property management agency providing bilingual Cantonese/English property find, lettings, management, and sales services to landlords and tenants in Greater London and southern UK towns, with a specialized focus on Hong Kong BNO visa holders.

Ownership category

akta.pro rank

Product category

Residential Lettings and Property Management

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

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

akta.pro primary industry

Residential Real Estate Asset Management (BPAJAMAA)

akta.pro secondary industry

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Residential lettings services
• Property management agency
• Property find services
• Tenant placement services
• Residential sales advisory

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Tenant Finding/Lettings Fees: Fees charged for tenant placement services to landlords, including property find and rental services.
2. Property Management Fees: Ongoing property management services for landlords including maintenance coordination, rent collection, and tenant management.
3. Property Sales Commission: Services for property sales including assisting clients with property purchases, renovation coordination, and property find services for buyers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

SO UK ASSET MANAGEMENT LTD (trading as BAOJOE | 包租) is a London-based residential lettings and property management agency providing property find, lettings, property management, and property sales services to landlords and tenants across Greater London (Zone 1-6) and southern UK towns. The firm additionally offers renovation coordination and basic UK property tax, legal, and mortgage advisory, with bilingual Cantonese/English support specialised for Hong Kong BNO visa holders.

Product overview

BAOJOE (包租) is a trading name of SO UK ASSET MANAGEMENT LTD, providing professional property services in Greater London and southern UK towns. The company offers a one-stop property service comprising property find and lettings services for tenants, property management for landlords, property sales assistance, and renovation coordination. The portfolio includes core letting and property management services supplemented by a CreditLadder integration for credit building, plus comprehensive BNO visa information resources for Hong Kong immigrants. BAOJOE has been operating for over ten years, specializing in serving the Hong Kong BNO visa community with Cantonese-speaking support.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Find Service (搜尋租盤服務) Property find agent service that helps tenants search for suitable rental properties, arrange viewings, prepare rental documents, conduct property handover inspections, and review tenancy agreements to protect client interests. Targeted at tenants seeking rental accommodation in Greater London, including Hong Kong BNO visa holders.
• Property Management (物業管理) Comprehensive ongoing property management for landlords, including tenant sourcing, rent collection, property maintenance coordination, and basic real estate tax, legal, and mortgage consultation. Designed for landlords of residential properties in Greater London and southern UK towns.
• Lettings Service (放租) Property letting services connecting landlords with suitable tenants across Greater London Zones 1-6 and southern UK towns, including postcodes BR1, E1, E8, E14, E20, EC4A, KT1, N4, N14, NW1, SE16, SW4, SW7, SW8, SW11, SW15, TW2, and TW11.
• Property Sales (物業買賣) Sale and purchase assistance for residential property, including helping overseas buyers purchase or rent properties remotely (隔山買/租樓). Targeted at Hong Kong families and overseas buyers seeking UK property for investment or family use.
• CreditLadder Integration (信用評級提升) Add-on service via partnership with CreditLadder that enables tenants to build UK credit scores by reporting monthly rent payments to Experian through The Rental Exchange scheme. Available to tenants of BAOJOE-managed properties.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Two partnerships are on record, tiered core.

• CreditLaddercoreStrategic or Co-development PartnerPartnership with CreditLadder to participate in The Rental Exchange scheme. This enables tenants to share rent payment details with CreditLadder monthly, which are then shared with Experian and included in credit reports, helping tenants build UK credit history by demonstrating timely rent payments.
• ExperiancoreTechnology or IntegrationVia CreditLadder partnership, BAOJOE participates in The Rental Exchange which integrates with Experian credit reporting system to help tenants build credit scores through rent payment reporting.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Foxtons: London's largest lettings and sales agency with deep Zone 1–6 coverage, full-service property management, and a multi-branch network. Directly comparable on residential lettings, tenant find, and managed portfolio services, though operating at much greater scale and with a non-niche customer base.
• Savills: Global real estate services firm with substantial London residential lettings, sales, and property management operations. Comparable on prime London residential and expat/international buyer support, but operating at institutional scale across a much wider portfolio of services.
• Winkworth: UK-wide residential lettings and sales franchise with significant London presence. Comparable on full-service letting, tenant placement, and property management for individual landlords, though lacking BAOJOE's niche bilingual HK focus.
• Hunters Property Group: UK-wide residential sales and lettings franchise with London branch presence. Comparable on residential letting, tenant find, and managed services for individual landlords, though operating a generic, non-niche model.
• Knight Frank: International residential agency with strong London presence and significant Asia-Pacific desk supporting overseas buyers. Comparable on London residential lettings/sales and on serving international/HK buyers relocating to the UK, though at a far broader and more premium positioning.
• Hamptons International: UK-wide premium residential lettings and sales network with strong London coverage. Comparable on full residential letting and management for individual and corporate landlords, though lacking BAOJOE's dedicated Cantonese service line.

Direct peers

• Chestertons: London-based residential and international lettings/sales agency with established Asia-Pacific desk. Comparable on international/HK buyer support and London residential letting and management, though operating at larger multi-office scale.
• Benham & Reeves: London-focused residential lettings, sales, and property management agency with a long history of serving overseas (including Hong Kong and Asian) investors and tenants. Closely comparable on the HK-diaspora and overseas-buyer angle combined with full property management.
• Habitat UK: UK property management and letting specialist serving overseas landlords and Hong Kong/Asian investors buying UK property. Directly comparable on bilingual service for HK owners, full management of London rental properties, and remote purchase coordination.
• Chase Evans: London-focused residential sales, lettings, and property management agency covering similar Zone 1–3 postcodes. Comparable on full-service residential letting and management, multilingual service to international clients, and small-to-mid landlord portfolio focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 SO UK ASSET MANAGEMENT LTD