MOVE SMARTER LTD

What MOVE SMARTER LTD does

Mowatt - Move Smarter Ltd is an independent property consultancy and off-market matchmaker operating in East Lothian and Edinburgh, Scotland. The firm is founded and run by two co-directors — Phil Mowat (Director, Appraisals) and Annabelle Watt (Director, Operations) — supported by minimal staff. Its core offering is the Matchlist methodology, a proprietary off-market matching framework that publishes verified buyer profiles (Quiet Seekers) on the mowatt.uk website before sellers commit, enabling property sales without public listing. Complementary products include Hush Home discreet off-market listings, free and paid property appraisals, an Active Quiet Seeker retained search service, Remote Viewing via WhatsApp for overseas or remote buyers, Pre-Offer Property Appraisals, and an Overseas Buyer Advisory consultation.

The underlying technology is content-light and operations-led rather than platform-software: a publishing website hosting Quiet Seeker profiles and Hush Home listings, a blog and social channels for SEO-led acquisition, WhatsApp for live remote viewings, and the copyrighted Matchlist client journey assets. There is no proprietary software product, no mobile app, no public API, and no disclosed AI or data-science components. Differentiators include anonymity-preserving property presentation, success-based pricing on most services, and same-director continuity from appraisal through completion — features that depend on human curation rather than technology scale.

The business model is fundamentally transactional and success-based: Mowatt earns a commission on completed sales through three routes (existing Quiet Seeker match, Hush Home off-market listing, or Rightmove open-market fallback). Adjacent revenue comes from paid Just Because Appraisals, Pre-Offer Appraisals, and Overseas Buyer Advisory sessions. There is no disclosed pricing schedule, no subscription product, and no franchise or reseller channel. Phil Mowat has secured and marketed over £20 million of property in the last two years, suggesting a small but active individual-transaction volume entirely founder-owned with no external funding, parent company, or institutional investors identified.

Name

MOVE SMARTER LTD

Legal name

Mowatt Move Smarter Ltd

Website

https://mowatt.uk

Company type

Private

Founded year

2025

Operating status

Operating

Short description

Mowatt - Move Smarter Ltd is an independent East Lothian/Edinburgh property consultancy that runs the Matchlist off-market matchmaking platform, connecting registered Quiet Seekers with Smart Sellers through Hush Home listings and same-director service from appraisal to completion.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Appraisers (531320)

SIC

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

akta.pro primary industry

Buyer Representation Services (BPAJAAAJ)

akta.pro secondary industries

Seller Representation & Listing Services (BPAJAAAK), Multi-Family & Affordable Housing Appraisal (BPAJAKAE)

Keywords

• Off-market property matching
• Residential estate agency
• Property valuation services
• Buyer representation services
• Discreet property listings

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Seller Appraisal Services: Free appraisal for active sellers providing honest valuation, strategic guidance, and potential Matchlist inclusion. Paid 'Just Because Appraisal' for curious homeowners includes written report with comparables and clear value range.
2. Quiet Seeker Buyer Matching: Passive Quiet Seeker registration is free; modest success-based fee applies when property is secured. Active Quiet Seeker retained search service with success-based fee if home is secured. No purchase, no charge for passive tier.
3. Hush Home Listing & Marketing: Off-market listing route with only Home Report as upfront cost (saving up to £1,500 in marketing costs). No Rightmove/portal fees. Success-based fee applies if match is made through the process.
4. Open Market Sales (Rightmove): Full Rightmove launch for properties that don't sell off-market, using same team and fee structure. Open market fees described as competitive with other agents.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Mowatt - Move Smarter is an independent property consultancy and off-market property matchmaker serving East Lothian and Edinburgh. Through its proprietary Matchlist methodology the firm publishes verified buyer profiles (Quiet Seekers) on its website before sellers commit, enabling off-market matches between buyers and "Smart Sellers" via Hush Home discreet listings, before graduating to a full Rightmove open-market launch if needed. The same two directors handle the entire transaction from appraisal through completion, with services covering free and paid property appraisals, retained buyer search, WhatsApp remote viewings, pre-offer buyer appraisals and overseas buyer advisory.

Product overview

Mowatt Move Smarter is a unified property consultancy offering an off-market property matchmaking platform. The core offering is the Matchlist, which connects verified Quiet Seekers (buyers) with Smart Sellers through a proprietary methodology featuring three pathways: matching with an existing Quiet Seeker buyer, listing as a Hush Home (discreet off-market listing), or transitioning to a full Rightmove launch. Additional services include free and paid property appraisals, retained buyer search (Active Quiet Seeker), remote viewing via WhatsApp, pre-offer property appraisals, and overseas buyer advisory services. All services are delivered by the same team (Phil Mowat and Annabelle Watt) throughout the entire process.

Differentiator

Problem solved

Functional benefit

Products and services

• Matchlist Proprietary off-market matching platform that connects registered Quiet Seekers (buyers) with Smart Sellers through a copyright-protected methodology. Lets buyers browse anonymised profiles and lets sellers test market interest before committing to a public listing, with three pathways: matched buyer from the existing database, Hush Home discreet listing, or Rightmove open-market launch.
• Hush Homes Discreet off-market property listings shared selectively outside of Rightmove and ESPC, presented anonymously without exact addresses or front-elevation photos unless the seller chooses to include them. Only introduced to vetted Quiet Seekers through the Matchlist, with success-based fees and only the Home Report (~£400–£600) as an upfront cost.
• Quiet Seeker Registration Buyer registration service that creates an anonymous profile shared on the Mowatt website and social channels, enabling homeowners to discover motivated, verified buyers before listing publicly. Passive registration is free; the Active retained-search tier is success-based.
• Free Appraisal Complimentary property valuation service for active sellers, providing an honest valuation, strategic guidance and potential inclusion on the Matchlist as a Hush Home. No fee unless the transaction completes.
• Just Because Appraisal Paid written appraisal service for curious homeowners not yet ready to sell, including comparables, a clear value range and honest advice on condition and upgrade potential.

Quantifiable outcome

• Phil Mowat has successfully secured and marketed over £20 million worth of property for clients in the last two years.
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Yopa: UK hybrid estate agency combining online tools with local agents for a fixed fee. Comparable to Mowatt as an alternative-model challenger to traditional high-street agents serving residential buyers and sellers across the UK.
• Nested: UK estate agency that pioneered guaranteed-sale and modern off-market/forward-purchase models for sellers. Comparable to Mowatt in challenging the traditional agent model with an alternative, buyer-leaning approach to transacting property.
• Strike: UK online/hybrid estate agent offering fixed-fee sales with no traditional commission. Comparable to Mowatt in pursuing a lower-cost, technology-enabled alternative to the high-fee estate agency model, though targeting a broader mass-market segment.

Direct peers

• Coulters: Edinburgh-based estate agency with a premium East Lothian remit, offering sales, lettings and valuation services. Highly comparable to Mowatt in target market, geography, and emphasis on local expertise and personal service.
• Rettie & Co: Established Scottish estate agency covering Edinburgh, the Lothians, Glasgow and beyond. Directly comparable as a regional full-service residential sales/lettings agent serving the same East Lothian/Edinburgh geography that Mowatt targets.
• Henderson Row: Edinburgh-focused independent estate agency offering sales, lettings and professional services in the city and surrounding areas. Comparable to Mowatt as a boutique, locally-rooted competitor in the same Edinburgh residential market.
• DJ Alexander: One of Scotland's largest independent estate agencies with a strong Edinburgh and East Lothian presence. Directly competes for the same mid-market residential seller and buyer pool Mowatt serves, including off-market and new-build channels.

Broad incumbents

• Savills: Global real estate services firm with significant Edinburgh and East Lothian coverage. Overlaps with Mowatt on premium residential sales and valuations, but operates as a much broader portfolio player across geographies and asset classes.
• Knight Frank: International residential and commercial property firm active in prime Edinburgh and East Lothian markets. Comparable to Mowatt on high-end residential representation and valuation, though at far greater scale and with a global brand.
• Thorntons: Long-established Scottish legal and property brand offering estate agency services across Scotland. Comparable as a broad incumbent in the same residential property space, though it offers a much wider portfolio than Mowatt's specialist East Lothian focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/people/Mowatt-Move-Smarter/61578858914249
• Instagraminstagram.com/eastlothianpropertymowatt

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 MOVE SMARTER LTD