invisible homes · investor briefing
Investor briefing · October 2026
invisible homes
The private market for prime property
A proven model, the gold-standard agencies on board, and a cost base rebuilt around AI.

Prime has already moved off-market. The portals can’t follow.

1 in 4prime London sales now off-market
150k+prime off-market sales a year, globally
80,000+high-net-worth buyers registered with us
Price cuts and days on market now follow a home for good. For a prime seller, a closed platform has become infrastructure.

Off-market intimacy, online reach.

The UK’s only members-only platform for prime. Every buyer is a member with a brief; every listing is matched to the members who fit it. No days-on-market counter, no public price history.
  • 50+ prime agencies, 300 homes, £713m of stock
  • Average price £2.4m
  • London and the country on one platform
A member’s matches

The names that define prime London are now on the platform.

SavillsKnight FrankStrutt & ParkerRussell Simpson
They arrived this year on the strength of the product, with no marketing behind it. Their stock is what serious buyers come for, and what smaller agents follow.

A year of building, not buying.

What happened
  • No marketing capital, so fewer new buyers and fewer valuation leads.
  • Fewer leads cost us some smaller subscribing agencies.
  • Revenue held; growth stalled.
What we did instead
  • Rebuilt the platform on a brand that is unambiguously prime, and won the agencies above.
  • Launched Premium, the first prime platform where the buyer pays.
  • Opened country houses on the same platform.
  • Went AI-first: one engineer delivers what five did.

Built to sit beside the finest homes in London.

Rebuilt in 2026, from the platform to the briefings agents forward to their clients.
The Premium briefing for agents
The Premium briefing for agents
The Premium briefing agents send to their clients
The client briefing agents forward to their sellers
Open the Premium briefing →

The buyer pays. And they already are.

£29.99 a month for members-only homes and first look at every listing. Launched in September with no marketing, and new members are already converting from the free month to paid.
  • 4,000 existing members, the buyers most likely to convert, have Premium free until 31 January, so agents have an audience from day one.
  • Agents began joining the Premium offer in September: strong uptake, paused under the circumstances, ready to restart.
See the Premium briefing →
A Premium member’s view

Free stock in, paying buyers out.

Agents list to Premium members free until 31 March 2027. The best stock wins the best buyers; paying buyers make the platform worth subscribing to.
01

Agents list free

Premium-only listings, no fee during the free period. The gold-standard agencies are already in.

02

Stock draws buyers

Members-only homes are the reason to join Premium, and the reason marketing works.

03

Buyers become sellers

Members ask us to value their own homes. Since 2023: 641 leads, £918m of property.

04

Agents subscribe

From April 2027, £300 a branch a month, with a track record of leads behind the ask.

Four revenue streams, and marketing that pays for itself.

Agent subscriptions

£300 a branch a month, against Rightmove’s c. £3,000. Recurring.

Valuation leads

A fee per lead passed to an agent, paid the month the marketing lands.

Referral commission

20% of the agent’s fee when our lead completes. The largest line at scale.

Premium members

£29.99 a month from the buyer. The line that keeps agent pricing low.

Lead fees and commission recover most of the buyer acquisition cost directly, so every pound of marketing buys growth on all four lines.

The right moment to scale: a proven model, run AI-first.

5 → 1engineers, delivering more than five did
£0debt. Contracts, brand, platform and data carried over clean
3 yrsof product, data and agent relationships already built
We have the market, the product and the demand. AI takes out the cost that used to sit between them.
Beyond London
Country houses: live, and 1,200 branches wide.
Opened in September on the same platform and the same buyer base. Regional agencies want London buyers more than anyone. The tech is built; what it needs is marketing.

London is the seed. International prime is the market.

80,000 high-net-worth buyers are the asset. Each new market plugs supply into demand we already own.
Now · Prime London
The audience international brands pay to reach. The platform, the brand and the gold-standard agencies.
150+branches
2026 · Country houses
Live. Regional agencies want London buyers more than anyone.
1,350branches
2027–28 · International
Six European destinations and Dubai, where London buyers already look. The beachhead, not the ceiling.
2,200branches
2028+ · Global prime
Every prime market, on one platform and one buyer base.
30,000+branches

Three years: free periods first, then the inflection.

Year to September202720282029
Agent subscriptions£125k£471k£816k
Valuation lead fees£60k£144k£216k
Referral commission£120k£240k£420k
Premium members£57k£178k£330k
Total revenue£362k£1.03m£1.78m
Operating costs£480k£780k£1.12m
EBITDA£-118k£253k£666k
Plan case. Year one carries the agents’ free period and the marketing restart. Premium at 30% trial conversion; at 50% the member line adds roughly £40k, £120k and £220k. Assumptions on request.

What year one buys

The marketing restart, the leads that follow within weeks, and free agents converting to paying from April 2027.

What we already know

Agents pay for leads; they always have. Buyers pay for access; they already are. The cost base to serve both is a fraction of what it was.

One price: 1% of the new company for every £10k.

A £1m valuation, a 60% discount to the £2.5m round, and the same price for everyone who comes in.

The IP first

The money buys the platform, brand, buyer database and agent contracts from the old company. What is left becomes working capital.

Up to 15% each

Main investors can take up to 15% (£150k). The ASA is drawn after the purchase completes and shares are issued at the round, so EIS funds never pay for the IP.

Nobody is diluted

A share pool for investors in the old company is enlarged so that no one’s percentage falls. Alexey underwrites the round at the same price, plus a 5% fee in shares.

  • EIS. A new, debt-free company; advance assurance being sought. For UK taxpayers investing personally, that means 30% relief on this investment and loss relief on the old company’s shares.
  • Timing. Bids go in on Wednesday 14 October; completion on 19 October.

Then £500k of working capital to restart the engine.

62%

Buyer acquisition

Refilling demand in London and the country; lead revenue from the first month.

27%

Sales and account capacity

Winning back agencies and converting free listers from April 2027.

11%

Product and platform

Small, because AI has made it small.

Proportions of the working capital that remains once the IP is paid for.

Small, senior, and built for this.

Mark WellsFounder and CEO. 20 years in residential property. Sold the platform to every agency on it.
Ivan TrajkovLead engineer. Runs the whole platform, AI-first.
Kristie MaynardFive years at invisible homes, across design, marketing and account management.
A board is being formed alongside this round.
invisible homes
Own a piece of the private market, at 40% of the last price.
Mark Wells · Founder and CEO
+44 (0)7885 487 275 · mark@invisiblehomes.co.uk · invisiblehomes.co.uk
The Premium briefing →