Purplebricks
Purplebricks is a British technology-led residential estate agency built around fixed-fee online property sales and lettings supported by local property experts.
Last updated November 4, 2026
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Overview
Purplebricks is a British online and hybrid estate agency that sought to change how residential property was sold and let in the United Kingdom. Founded in 2012 by brothers Michael and Kenny Bruce and David Shepherd, the business was conceived as a lower-cost alternative to conventional high-street estate agencies. The founders had experience running a traditional agency and believed that an online platform, supported by locally based agents rather than a large branch network, could reduce operating costs and allow customers to pay a fixed fee instead of a percentage commission on the sale price. The company was initially developed through a corporate entity called New Portal Limited, later renamed New Broom Limited. Purplebricks began publicly listing properties in parts of southern England in April 2014 and expanded across England and Wales during 2015, followed by launches in Northern Ireland and Scotland. Early backing came from technology investors including DN Capital, as well as investors such as Neil Woodford, Paul Pindar, Martin Bolland and Errol Damelin. Its proposition combined digital listing and sales-management tools with services from local property experts who could value homes, prepare marketing material, place listings on major property portals, support negotiations and, for an additional charge, conduct viewings. Purplebricks became one of the most prominent early examples of a digital estate-agency challenger. In December 2015, its parent company re-registered as Purplebricks Group plc and the shares began trading on London's AIM market. The flotation made Purplebricks the first online estate agency to debut on the stock market, according to contemporary company and media accounts. Its valuation and public profile grew rapidly, supported by substantial advertising expenditure and the campaign concept of “commisery,” which presented conventional estate-agent commission as an unwanted cost for sellers. The brand became known for high-profile, often humorous advertising and for positioning itself as a technology company disrupting a traditional property market. The company subsequently pursued an ambitious international strategy. It entered Australia in 2016, the United States in 2017 and Canada in 2018, including the acquisition of Canadian real-estate business DPCF for approximately $38 million. It also entered a proposed German-market relationship through a joint investment with Axel Springer in Homeday. The overseas businesses, however, generated losses and operational difficulties. Purplebricks announced the closure of its Australian operations in 2019 and withdrew from the United States later that year, refocusing on the United Kingdom and Canada. The Canadian business was sold to Desjardins Group in 2020, with the buyer receiving temporary rights to use the Purplebricks brand and logos. In the United Kingdom, the business continued to promote fixed-fee property marketing, a digital customer journey and a network of local property experts. It also faced criticism concerning customer service, review practices, regulatory processes and the economics of a model in which sellers could owe a fee even when a property did not sell. In 2021, the company disclosed a regulatory process issue involving communications with tenants about deposit registration and warned that compensation could be payable. Purplebricks also used brand partnerships and product placement, including a 2021 appearance in the British television series Coronation Street. After a prolonged decline from its earlier market valuation and continuing commercial challenges, Purplebricks was acquired by Strike in 2023 for a nominal consideration of £1. The transaction created substantial uncertainty for employees and marked a major change in ownership. Later references continued to use both the Strike and Purplebricks names, although the precise legal and operational status of the brand has changed over time. Purplebricks therefore represents both a notable digital-disruption case in estate agency and a cautionary example of the risks of rapid international expansion, high customer-acquisition costs and a fixed-fee property-service model.
History
Purplebricks was conceived in 2012 by Michael Bruce, Kenny Bruce and David Shepherd, who had previously been involved in a conventional high-street estate agency. They believed residential property transactions could be delivered more efficiently through a digital platform supported by locally based agents, avoiding much of the cost of maintaining a national branch network. The corporate vehicle was first registered as New Portal Limited and later became New Broom Limited. The Purplebricks name combined a reference to property with a distinctive colour intended to convey a premium and memorable identity. The service launched publicly in April 2014 in parts of southern England. Rather than charging a conventional percentage commission payable only after completion, Purplebricks promoted a fixed upfront or deferred fee for listing and marketing a property. Its service typically included a valuation or consultation, photography, a floor plan, listings on property portals and online management of the sales process. Local property experts could assist with negotiations and offer additional services such as accompanied viewings. This hybrid arrangement allowed the company to describe itself as both technology-led and locally supported. Investment from DN Capital, Neil Woodford, Paul Pindar, Martin Bolland and Errol Damelin helped finance expansion. By 2015, Purplebricks had broadened its UK coverage and announced plans for a public listing. New Broom Limited was re-registered as Purplebricks Group plc, and the company began trading on AIM in December 2015. The flotation gave the business access to further capital and enhanced its profile as a challenger to established estate-agent chains. Marketing became central to the company's growth strategy. The “commisery” concept reframed traditional estate-agent commission as a source of frustration for sellers, while Purplebricks' advertising emphasised fixed fees and digital convenience. The campaign was later recognised by the Institute of Practitioners in Advertising, and the brand achieved significant consumer awareness in the United Kingdom. The company also used publicity, high-profile advertising and later a product placement in Coronation Street to establish a mass-market identity. Purplebricks pursued rapid international expansion. It entered Australia in 2016, the United States in 2017 and Canada in 2018. In Canada it acquired DPCF, while in Europe it partnered with Axel Springer and Project A around investment in Homeday, a German online estate agency. The international strategy placed considerable demands on marketing, administration and local execution. The Australian subsidiary recorded losses, and the US and Australian forecasts were later reduced. Management disagreements and difficult market conditions contributed to the decision to shut the Australian operation in 2019. The company also withdrew from the United States that year and returned its strategic focus to Britain and Canada. The Canadian business was sold to Desjardins Group in 2020. The transaction included temporary permission for Desjardins to use Purplebricks branding, while Purplebricks retained a UK-centred strategy. During this period the company continued to promote an online platform combined with local property experts, but its model attracted criticism because customers could be liable for a fixed fee even when a home did not sell. The business also faced scrutiny over customer reviews, advertising claims and complaints about service quality. In 2021, management disclosed an internal process issue concerning communications with tenants about deposit registration and warned that compensation might be payable. Purplebricks' public-market period ended after years of losses, strategic retrenchment and a sharp fall from its earlier valuation. Strike acquired the business in 2023 for £1, creating substantial uncertainty for employees and changing the company's ownership. Subsequent references continued to associate the Purplebricks name with Strike's estate-agency operations. The brand's history illustrates both the appeal and the difficulties of digitally enabled disruption in property services: online distribution and fixed pricing can reduce some costs, but customer acquisition, local execution, regulation, ancillary-service economics and the need for successful transactions remain significant challenges.
- 2023
Acquired by Strike
[1]Strike acquired Purplebricks for a nominal £1 consideration.
- 2021
UK-only strategic focus
[1]Purplebricks stated that its strategy was fully focused on accelerating and expanding its UK model.
- 2020
Canadian business sold
[1]Desjardins Group purchased the Canadian business and received time-limited rights to use Purplebricks branding.
- 2019
International retrenchment
[1]Purplebricks closed its Australian operation and withdrew from the United States, concentrating on the UK and Canada.
- 2018
Canadian acquisition and German investment
[1]Purplebricks acquired DPCF in Canada and announced an investment relationship involving German platform Homeday.
- 2017
US launch
[1]Purplebricks entered the United States, beginning in Los Angeles and later extending into other markets.
- 2016
Australian expansion
[1]The company recruited an Australian management team and launched its service in that market.
- 2015
AIM flotation
[1]Purplebricks Group plc began trading on AIM after its parent company was re-registered as a public limited company.
- 2014
UK public launch
[1]Purplebricks began listing homes in the United Kingdom, initially concentrating on parts of southern England.
- 2012
Founding concept developed
[1]Michael Bruce, Kenny Bruce and David Shepherd developed the idea for a digital, lower-cost alternative to traditional UK estate agencies.
Products and positioning
A technology-led, lower-cost alternative to traditional commission-based estate agencies, combining online self-service tools with locally delivered property expertise.
Residential estate agency · 2014
Fixed-fee property sales
Purplebricks' core service marketed residential properties for a fixed fee rather than a percentage commission. The package generally combined a local property consultation with photography, floor-plan preparation, portal distribution and digital management of the sales process. Depending on the chosen package, customers could receive support with negotiations and viewings. A key feature was that the fee could be payable upfront or under a deferred arrangement, distinguishing the model from traditional agents paid only when a transaction completed.
Residential lettings
Online lettings
The platform also supported landlords and tenants through digital property-letting services. Local property experts and online tools were used to coordinate marketing and aspects of the letting process. The company later disclosed a process issue involving communications with tenants about deposit registration, demonstrating that the lettings operation was subject to regulatory and administrative requirements as well as the platform's technology model.
Agent-assisted property services · 2014
Local property expert service
Purplebricks supplemented its online interface with locally based property experts who worked without the extensive branch infrastructure associated with high-street agencies. These experts could visit sellers, provide valuations, prepare listings, discuss marketing, assist with negotiations and sometimes conduct viewings for an additional charge. This human layer was central to the company's hybrid positioning.
Controversies
2025
BBC criticism of ancillary-service practices
A BBC Panorama investigation reported complaints from customers whose homes had not sold and raised allegations about the promotion and remuneration of affiliate services, including mortgages.
2021
Tenant deposit-registration process issue
Purplebricks disclosed an internal regulatory process issue involving how tenants were informed on behalf of landlords about deposit registrations and warned that compensation could be payable.
2020
Alleged solicitation of Canadian reviews
A media report alleged that Purplebricks Canada's marketing department encouraged employees to obtain positive reviews from friends and family, including people who had not used the service, with an incentive for the employee generating the most reviews.
2017
Customer claims and review disputes
Purplebricks was scrutinised by BBC Watchdog over allegations that some customer-facing claims were misleading. It also became involved in disputes concerning the validity and moderation of online reviews, including conflict with review platforms.
Marketing campaigns
- 2021Coronation Street product placement
United Kingdom
Purplebricks arranged product placement in the British soap opera Coronation Street, appearing as the estate agent associated with the fictional Rovers Return Inn.
Outcome. The placement was notable because the brand was integrated into the programme's fictional storyline rather than appearing only as conventional advertising.
- 2017Commisery international campaign
United Kingdom · United States · Australia
Purplebricks extended its anti-commission advertising platform across its principal international markets, using humour and contrast with traditional estate agencies to promote its fixed-price proposition.
Outcome. The campaign helped build brand visibility, although the overseas businesses subsequently experienced losses and were later closed or sold.
- 2016Commisery
United Kingdom
Purplebricks introduced “commisery,” a campaign idea portraying the commission charged by traditional estate agents as an unpleasant source of pain for sellers. The concept supported the company's fixed-fee and commission-free positioning.
Outcome. The campaign was expanded in 2017 and received an Institute of Practitioners in Advertising Effectiveness Award in 2018. Company-reported figures attributed substantial revenue growth to the marketing programme.
Brand decisions
2023
Sell the business to StrikeM&ABackground
After a period of losses, operational pressure and a substantial decline from its earlier valuation, Purplebricks required a change in ownership.
Action taken
Strike acquired Purplebricks for a nominal £1.
Aftermath
The transaction created significant redundancy risk for the workforce and marked the end of Purplebricks' independent public-company period.
Acquisition consideration. £1 (2023)
2021
Adopt a fully UK-focused strategyStrategyBackground
After international retrenchment and the sale of the Canadian business, management sought to concentrate resources on the company's home market.
Action taken
Purplebricks announced that its strategic focus was fully on the United Kingdom and that it intended to accelerate its domestic model.
Aftermath
The UK business remained the core asset until the 2023 acquisition by Strike.
2020
Sell the Canadian businessM&ABackground
Purplebricks continued to simplify its international portfolio after losses and the withdrawal from Australia and the United States.
Action taken
Desjardins Group purchased Purplebricks Canada and received temporary permission to use the brand and logos.
Aftermath
Purplebricks stated that its strategic attention was increasingly concentrated on the UK.
Sale consideration. US$60.5 million (2020)
2019
Exit Australia and the United StatesStrategyBackground
The overseas operations faced losses, reduced revenue forecasts, difficult market conditions and execution problems.
Action taken
Purplebricks closed its Australian business and withdrew from the United States, refocusing on the UK and Canada.
Aftermath
The decision reduced the company's international footprint but did not eliminate continuing financial and operational pressure.
2018
Acquire Canadian property business DPCFM&ABackground
Purplebricks pursued international growth through markets that appeared receptive to lower-cost and commission-free property services.
Action taken
The company acquired Canadian real-estate business DPCF.
Aftermath
The Canadian operation was later sold to Desjardins Group in 2020 after reporting an operating loss.
Acquisition consideration. $38 million (2018)
2015
Pursue a public-market listingStrategyBackground
Purplebricks sought additional capital and visibility to expand its national UK presence, technology and agent network.
Action taken
The parent company was re-registered as Purplebricks Group plc and shares began trading on AIM in December 2015.
Aftermath
The flotation gave Purplebricks public-market status and helped finance its subsequent marketing and international expansion.
Recent events
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