IDYLL LIVING LTD

What IDYLL LIVING LTD does

IDYLL LIVING LTD, trading as Idyll, is a privately held, founder-led London estate agency founded in 2023 and registered in the United Kingdom (Companies House No. 15187924). The company operates a design-led residential property services model focused on emerging South East and East London postcodes (SE2, SE7, SE8, SE18, SE28, E14, E15, E20), including areas such as Thamesmead, Woolwich, Stratford, Deptford, Lewisham, and Charlton. Its core services span residential sales, long-term lettings and property management, short-stay and serviced rentals (including Airbnb-managed units in Canary Wharf), and an Assisted Sale offering that combines pre-market styling, refurbishment, and staging to accelerate sale timelines. The firm also advertises a commercial property services line extending the agency into offices, co-working spaces, and showrooms.

Underlying technology is minimal. The website is built on Wix, there is no proprietary platform, no API surface, no mobile app, and no documented AI/ML capabilities. The company's competitive layer is built on professional photography, design-led marketing, neighbourhood-focused editorial content, and distribution through the dominant UK property portals (Rightmove, Zoopla, PrimeLocation), supplemented by an active social presence across Instagram, Facebook, TikTok, Pinterest, YouTube, and LinkedIn. The firm holds membership in the Private Rental Standard (PRS).

Commercially, Idyll runs on a transaction-fee and managed-services model. Revenue is generated through sales commissions on completed residential transactions, recurring lettings and management fees from private landlords, building owners, and freeholders, and nightly short-stay rental income (advertised from £250 per night at Circus Apartments, Canary Wharf). Customer segments are highly fragmented and SMB-class: first-time buyers, families, young professionals, property sellers, private landlords, and short-stay renters. The headcount is 1-10, ownership is privately held with founder Mary Cobbina as the public face, and no institutional funding, M&A, or parent company has been disclosed. Five residential sales are documented across the 2024-2025 period.

Name

IDYLL LIVING LTD

Legal name

IDYLL LIVING LTD

Website

https://theidyll.co.uk

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Idyll is a London-based, design-led boutique estate agency offering residential sales, lettings, property management, short-stay rentals, and pre-sale staging services across South East and East London postcodes, serving first-time buyers, families, landlords, and short-stay renters.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Property Sales Commission: Commission-based revenue from residential property sales across London neighbourhoods including Thamesmead, Woolwich, Stratford, Deptford, and Charlton.
2. Lettings and Management Fees: Full management services for private landlords including tenant management, rent collection, maintenance, and housekeeping. Estate management for building owners and freeholders.
3. Short-Stay Rentals: Airbnb and short-let property management offering curated rental experiences in Canary Wharf and other London areas.
4. Assisted Sale Service: Pre-market property preparation service including styling, refurbishment, and staging to help homes sell faster, with financial support for improvements available on case-by-case basis.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Idyll Living is a London-based, design-led estate agency that sells, lets, and manages residential properties across London's neighbourhoods, with particular focus on South East and East London. Core services include residential property sales, long-term lettings and full property management for landlords, short-stay/Airbnb rentals in Canary Wharf, and an Assisted Sale service that prepares, styles, and stages homes before marketing.

Product overview

Idyll is a London-based, design-led estate agency offering a unified platform for residential property services. The core offerings include property sales (Homes for Sale), lettings (Homes to Rent), and lettings management (Lettings and Management). Supplementary services include Assisted Sale for property preparation and staging, Book a Valuation for market appraisals, Property Alerts for listing notifications, and Commercial Property Services for business spaces. The company differentiates through design-led marketing and presentation of properties, targeting buyers and renters who value aesthetics and modern living across London's diverse neighbourhoods.

Differentiator

Problem solved

Functional benefit

Products and services

• Homes for Sale

Quantifiable outcome

• The Reach, Thamesmead sold in 50 days on market
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Private Rental Standard (PRS)coreOthersIdyll is a member of the Private Rental Standard, indicating commitment to professional standards in the private rental sector.
• RightmovecoreChannel Partner/ Reseller/ DistributorPremier property portal partner listing Idyll properties to Rightmove's millions of monthly users seeking UK property.
• ZooplacoreChannel Partner/ Reseller/ DistributorMajor UK property portal partner distributing Idyll listings to Zoopla's extensive property seeker audience.
• PrimeLocationminorChannel Partner/ Reseller/ DistributorPremium property portal partner for high-quality property listings targeting discerning property seekers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Domus Nova: Design-led independent London estate agency operating in Notting Hill and West London with strong visual branding. Comparable boutique, design-first agent serving design-conscious London buyers and renters.
• Inigo: Design-led London estate agency with an editorial, brand-led approach to property sales. Closely comparable to Idyll's boutique, content-rich, design-first positioning in the London market.
• The Modern House: London-based, design-led and architecture-focused estate agency selling architecturally interesting homes. Direct peer — shares Idyll's design-led, lifestyle-marketed boutique positioning in the London residential market.

Broad incumbents

• Knight Frank: Global premium real estate agency with deep London presence across residential sales, lettings, and management. Adjacent incumbent in the design-aware buyer segment Idyll targets.
• Dexters: Major London-focused estate agency with 70+ offices across the capital. Broad incumbent operating the same sales and lettings/management model as Idyll but at materially greater scale.
• Chestertons: Long-established London estate agency and lettings network. Broad incumbent offering full sales, lettings, and management services across London — directly comparable service mix to Idyll but at much greater scale.
• Hamptons: National UK estate agency with a strong London presence in sales, lettings, and property management. Established incumbent serving similar buyer/landlord profile to Idyll across London postcodes.
• Foxtons: Largest London-focused estate agency network with 60+ branches and dominant share of London sales/lettings. Broad incumbent competing across all London postcodes Idyll serves, with vastly larger marketing and operational footprint.

Emerging players

• OneFineStay: Premium serviced rental / short-stay management business operating in London's high-end neighbourhoods (now part of Accor). Direct comparison for Idyll's Canary Wharf short-stay / Airbnb management revenue stream.
• Purplebricks: Digital/hybrid estate agency offering fixed-fee sales across the UK. Emerging business-model peer — represents the technology-driven, lower-fee alternative to traditional full-service agents like Idyll.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@idyll.living
• Facebookfacebook.com/idyll.living
• Instagraminstagram.com/idyll.living
• TikToktiktok.com/@idyll.living
• Pinterestuk.pinterest.com/idyllliving
• LinkedInlinkedin.com/company/idyll-estate-agents

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 IDYLL LIVING LTD