How to Choose a Guaranteed Rent Company in London

With rising costs, tighter regulation and increasing uncertainty around the Renters (Reform) Bill, more landlords and agents are exploring guaranteed rent. But with new providers popping up all the time, it’s easy to get caught out.

Choosing the wrong guaranteed rent company doesn’t just waste time, it puts your income, your property, and your peace of mind at risk.

Here’s what to look for if you’re thinking about going down the guaranteed rent route in London.

1. Are they financially stable?

Guaranteed rent only works if it’s sustainable. If a company is offering inflated figures well above market value, ask yourself how they’re funding it. Are they backed by a solid financial structure? Or relying on new deals to fund existing commitments?

At Apex, we’re backed by BGF, one of the UK’s largest private equity firms. That matters. It means we’re not operating month to month - we’re building something that lasts.

2. Do they have a track record?

Look for companies with a proven history. How long have they been operating? Who do they work with? Can they give you references?

Apex has been working with landlords, local authorities and agents since 2008. We've managed thousands of units and have long-standing relationships across the sector. We’re not a new name and we don’t hide behind a flashy website.

Our senior management team has over 50 years of combined property experience, overseeing one of London's largest sales and lettings agencies prior to joining Apex Housing Solutions. Our experience has seen us successfully manage a portfolio of over 3,500 properties, including blocks and developments in some of the most desirable locations across the capital.

3. Are they offering a commercially viable rent?

It’s easy to be swayed by the highest offer, but inflated rents often come with strings attached. If the number looks too good to be true, it usually is. Many landlords have been left chasing rent after working with companies that overstretched and disappeared.

Apex offers realistic, fixed rents, aligned with current market conditions, often close to or at market level. There are no fees, no commissions, and no loss through voids.

4. What’s included in the service?

Not all guaranteed rent providers are full-service. Some expect you to deal with repairs, inspections, or compliance. Others leave you chasing third parties when something goes wrong.

With Apex:

• We manage the property fully

• We handle occupant communication and inspections

• We carry out regular maintenance

• We cover the cost of tenant-related damage

• We keep you as involved (or uninvolved) as you like

5. Is it just about the guaranteed rent - or the relationship?

Your guaranteed rent provider will be in your property for years. You need to trust that they’ll keep you informed, respond quickly, and maintain your asset properly.

At Apex, we don’t just pay the rent. We protect the value of the property. We carry out MOTs between occupants, respond to issues early, and keep standards high - because it’s in our interest to do so.

There are plenty of guaranteed rent companies in London, but not all of them will still be here next year.

If you're looking for a long-term, commercially sound partnership, take your time. Ask the right questions. And choose a provider that works with landlords, not around them.

To learn more about how guaranteed rent works with Apex, or to get a tailored offer, just get in touch on 0203 030 4241 or email Lettings@apexhousingsolutions.co.uk.