What ID PROPERTY ALLIANCE LTD does

ID PROPERTY ALLIANCE LTD, trading as Property Alliance Group (PAG Holdings Ltd), is a privately held Manchester-based property developer and investor founded in 1993. The group operates across residential, commercial, industrial, hotel, life science, and mixed-use sectors, with a current portfolio value of £260m and an anticipated development GDV pipeline of £824m in Manchester city centre. Notable developments include the AXIS residential tower (28 storeys, 170-172 apartments), Oxygen (£80m, 369 apartments plus townhouses), the Renaissance mixed-use scheme on Deansgate (£210m, with Starwood Capital), Upper Brook Street masterplan (£550m, JV with Moda Living, McLaren Property and Kadans Science Partner), 55 Portland Street Clayton Hotel (329 keys, with Aviva), and 3 St Peter's Square (£135m, double-stacked Motel One + Staycity Wilde). The company has delivered 900+ residential homes and maintains a 93% average occupancy rate across the commercial portfolio.

The business operates through wholly-owned subsidiaries Alliance Investments (sales), Alliance City Living (residential management and lettings), Alliance Homes (bespoke residential), and the PrimusAlliance joint venture (student accommodation). It is led by CEO Alex Russell, Chairman David Russell, and Managing Director Ella Magill. Revenue is generated through four streams: one-off property development sales (including off-plan residential), recurring commercial rental income, asset management fees for investors and JV partners (including Royal London Asset Management), and promote/returns from JV partnerships with institutional capital providers (Starwood Capital, ARES, Aviva, Royal London). The GTM is enterprise field sales — direct development, pre-let agreements with operators before/during construction, and institutional capital raising through conferences such as MIPIM and regional PR via Insider Media.

The company is regionally concentrated in North West England (Manchester, Trafford Park, Didsbury, Altrincham, Cheadle, Stockport) with selected exposure in Yorkshire (Bradford), Lancashire (Wigan, Blackpool, Morecambe), Cheshire, and Nottinghamshire (Nottingham PBSA via PrimusAlliance). Operationally, the technology stack is conventional property development tooling; the only differentiated "tech" feature disclosed is WiredScore Platinum digital connectivity certification at Three and Four Piccadilly Place. No AI/ML capabilities, patents, APIs, apps, or proprietary software products are disclosed.

Name

ID PROPERTY ALLIANCE LTD

Legal name

PAG Holdings Ltd

Website

https://propertyalliance.com

Company type

Private

Founded year

1993

Operating status

Operating

Short description

Property Alliance Group (PAG Holdings Ltd) is a privately held Manchester-based property developer and investor founded in 1993, operating a £260m portfolio across residential, commercial, industrial, hotel, life sciences, and mixed-use sectors, serving institutional capital partners, hotel operators, commercial tenants, and residential buyers across North West England.

Ownership category

akta.pro rank

Product category

Real Estate Development

NAICS

Lessors of Other Real Estate Property (53119), Real Estate Property Managers (53131), Other Financial Vehicles (52599)

SIC

Investors, Nec (6799), Real Estate Dealers (For Their Own Account) (6532), Lessors Of Real Property, Nec (6519), Operators Of Nonresidential Buildings (6512)

akta.pro primary industry

Real Estate Development Asset Management (Project/Construction-to-Stabilization) (BPAJAMAL)

akta.pro secondary industries

Residential Real Estate Asset Management (BPAJAMAA), Hospitality (Hotels & Resorts) Asset Management (BPAJAMAE), Capital Markets Advisory (Equity Placement, JV & Recapitalization) (BPAJABAL)

Keywords

• Property development
• Commercial real estate
• Residential development
• Asset management
• Mixed-use regeneration

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Property Development Sales: Development and sale of residential, commercial, and mixed-use properties. Revenue generated from property sales at completion with residential developments typically sold off-plan to individual buyers or investors.
2. Property Lettings and Rental Income: Asset management of commercial and industrial properties generating rental income from tenants across office, industrial, and retail spaces.
3. Asset Management Fees: Fees earned from managing properties on behalf of investors and joint venture partners including Royal London Asset Management.
4. Joint Venture Returns: Returns from joint venture partnerships with financial investors for property development and asset management.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Property Alliance Group is a Manchester-based property developer and investor that plans, designs, builds, manages, sells and lets industrial, residential, commercial, hotel, F&B, life-science and mixed-use developments. The firm operates a £260m portfolio plus a development pipeline exceeding £824m GDV across Manchester and the North West, executing schemes either directly or via joint ventures with institutional capital partners and sells or leases space to commercial occupiers, hotel operators, and residential buyers.

Product overview

ID PROPERTY ALLIANCE LTD operates as a property development and investment company with a diversified portfolio spanning residential, commercial, industrial, and mixed-use sectors. The company's product portfolio comprises distinct development brands including luxury residential towers (AXIS, Oxygen, The Limes, Manhattan), office assets (Stamford Green, Trident Business Park, Piccadilly Place), hotels and leisure developments (3 St Peter's Square, 55 Portland Street, Renaissance, MAN Truck & Bus), and major mixed-use regeneration schemes (Upper Brook Street Masterplan). Alliance manages the full property lifecycle including planning, design, build, management, sale and lettings across its portfolio, with a current £260m portfolio focused on the Manchester region while expanding into hotels, F&B, life sciences, and urban innovation development.

Differentiator

Problem solved

Functional benefit

Brands

• Alliance Homes: Residential arm of Property Alliance Group for bespoke, high-end residential developments
• Alliance City Living

Products and services

• AXIS AXIS is a 28-storey luxury residential tower comprising 170-172 apartments on a triangular 761 sq m site at Deansgate Locks, featuring a striking bronze facade with angular glazed panels and a 30m media screen.
• Oxygen Oxygen is an £80m GDV multi-tower residential development in Ancoats comprising 369 one and two-bedroom apartments plus 12 townhouses across three towers of 32, 16 and 10 storeys, with amenities including a 25m swimming pool, spa, gym, cinema room and residents' lounge.
• The Limes The Limes is a boutique £7.5m GDV residential development in Didsbury Village comprising 14 apartments and 4 townhouses, sensitively preserving the Victorian facade of a former nursing home within the St. James Conservation Area.
• 3 St Peter's Square 3 St Peter's Square is a 20-storey double-stacked hotel development with a £135m GDV comprising a 328-bed Motel One hotel on floors 1-8 and a 256-bed Wilde Aparthotel by Staycity on floors 9-20, secured on a 20-year lease.
• Renaissance Renaissance is a £210m GDV mixed-use redevelopment on Deansgate delivered in joint venture with Starwood Capital, featuring a 4-star Treehouse Hotel (224 rooms), 300 residential apartments, 50,000 sq ft office HQ, 10,000 sq ft retail/leisure space and riverside public realm.
• Upper Brook Street Masterplan Upper Brook Street Masterplan is a £550m GDV mixed-use regeneration in Ardwick delivering 328,000 sq ft of life science accommodation, 983 purpose-built student units (200 affordable), and public realm amenities including two new squares, GP surgery and convenience store, in partnership with Moda Living, Kadans Science Partner and McLaren Property.
• Stamford Green Stamford Green is a £8.5m GDV Grade A office refurbishment in Altrincham comprising two adjoining buildings totalling 35,000 sq ft, completed Q1 2023, occupied by long-standing tenant Mott MacDonald in a bespoke space configuration.
• Trident Business Park Trident Business Park is a 90,000 sq ft office park near Manchester Airport acquired in 2015 via JV with ARES, transformed through a rotunda entrance and amenity upgrades, then sold in 2017.

Quantifiable outcome

• Maintained 93% average occupancy rate across portfolio through proactive tenant management
• +3 more outcomes

Named customers11 records

Segments4 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

Eleven partnerships are on record, tiered core and minor.

• Moda LivingcoreStrategic or Co-development Partner · 22 January 2024Joint venture partner for Upper Brook Street masterplan delivering 983 purpose-built student accommodation units (220 affordable) alongside Alliance's life science facilities. Partnership combines Alliance's development expertise with Moda Living's PBSA capabilities.
• Kadans Science PartnercoreStrategic or Co-development Partner · 22 January 2024Joint venture partner within Upper Brook Street masterplan consortium delivering approximately 490,000 sq ft of PBSA and 216,000 sq ft of purpose-built technical real estate (life science space). Kadans provides specialist life science property expertise.
• McLaren PropertycoreStrategic or Co-development Partner · 22 January 2024Joint venture partner within Upper Brook Street masterplan consortium, awarded separate planning consent for PBSA and life science space alongside Kadans Science Partner.
• Treehouse HotelscoreChannel Partner/ Reseller/ Distributor · 7 May 2021Hotel operator confirmed for Renaissance site - 4-star Treehouse Hotel Manchester with 224 rooms, panoramic restaurant and rooftop bar. Manchester is the brand's second UK location after London.
• Primus Property GroupminorStrategic or Co-development Partner · 1 January 2018Joint venture PrimusAlliance for student accommodation development. Delivered Laceworks Nottingham (222 units) and two student schemes in Chester.
• Dalata Hotel GroupcoreChannel Partner/ Reseller/ DistributorHotel operator for Clayton Hotel Manchester City Centre (55 Portland Street) - 17-storey, 329-key 4-star hotel on 202-year ground lease from Manchester City Council. Dalata operates the hotel under Clayton brand.
• Motel One and Staycity (Wilde Aparthotels)coreChannel Partner/ Reseller/ DistributorDouble-stacked hotel operators at 3 St Peter's Square - Motel One (328 rooms, floors 1-8) and Staycity Wilde Aparthotels (256 studios/units, floors 9-20) secured on 20-year lease.
• Jon Matthews ArchitectscoreImplementation/ SI/ Consulting PartnerArchitect for multiple major developments including AXIS, Oxygen, Renaissance, Reedham House. Long-standing design partner for complex urban development projects.
• Russells Construction / Russell WBHOcoreImplementation/ SI/ Consulting PartnerMain contractor for major residential and hotel developments including AXIS, Oxygen, Manhattan, 3 St Peter's Square. Long-standing construction partner delivering complex high-rise projects.
• Regeneration BraineryminorGTM or Marketing PartnerNot-for-profit organisation working with young people from under-represented backgrounds to identify careers in built environment. Alliance supports through Game-changer Award sponsorship and apprenticeship programmes.
• Manchester Youth ZoneminorGTM or Marketing PartnerCharity partnership for 8+ years supporting disadvantaged young people in Harpurhey. Alliance provides fundraising support, event spaces, and team participation in AJ Bell Manchester 10km.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Ask Real Estate: Manchester-based developer behind schemes such as First Street and Bonded Warehouse. Comparable regional focus on Manchester city centre mixed-use and office development with institutional JV partners.
• Scarborough Group International: Leeds and Manchester-based developer of mixed-use, residential, and hotel schemes including the £210m Thorpe Park Leeds regeneration. Comparable in regional UK focus, mixed-use regeneration, and JV-funded development.
• Bruntwood: Manchester-headquartered full-lifecycle property developer and asset manager operating offices, labs, and residential across the North West. Closely comparable regional focus, JV capital partnerships, and integrated development-to-management model.
• Peel L&P (Peel Group): Major Manchester and North West England land and property developer behind MediaCity, TraffordCity, and Liverpool Waters. Comparable in regional concentration, mixed-use regeneration focus, and JV-funded large masterplans.
• Muse Developments: Manchester-based developer of mixed-use and regeneration projects with Local Authority partnerships across the North West and Midlands. Closely comparable JV-funded regeneration model and regional UK focus.
• Salboy: Manchester-based residential and mixed-use developer behind schemes like Viadux and Blackfriars. Comparable regional developer profile with JV-funded high-rise residential schemes in Manchester.
• Trilogy Real Estate (Trilogy Estates): Manchester-focused property developer and investor with office, residential and mixed-use schemes including the XYZ Building. Closely comparable regional footprint and asset management-led model.

Regional players

• CEG: York-based developer focused on regeneration and mixed-use schemes in the North of England. Comparable as a regional developer with JV partnerships but with a different primary geography.

Broad incumbents

• Legal & General Capital: UK-wide institutional investor and developer of residential, office, and life science real estate with major schemes in Manchester including MediaCity and Mayfield. Comparable as a JV capital provider and developer, but operates at national scale.

Others

• Henley Investment Management: UK real estate investment and asset management business operating across residential, commercial, and alternatives. Comparable as an active asset manager in UK property, though operates across a broader national footprint and different asset focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks2 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/property-alliance-group
• Instagraminstagram.com/propertyallianceuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries4 records

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 ID PROPERTY ALLIANCE LTD