Nested
London, GB · Founded 2016 · 114 employees on LinkedIn · 10 known investors
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Nested is an estate agency service that sells residential homes, using commission-only local agents who handle viewings and offer negotiations along with a customer app for tracking the sale. It lists properties on Rightmove and Zoopla and serves UK home sellers.
Also known as Nested Estate Agents
Founders & leadership
Nested was founded in 2016 by James Turford, Matt Robinson, and Phil Cowans.
Investors · 10
Also in the syndicate · 4
Funding
SEC filings, press & company announcements$7.5M disclosed across 1 of 2 rounds · 2021–2022
- $7.5MSeries AMar 2022 · 3 sources
CMT Digital, Kenetic Capital, Republic Capital
Source ↗
Source: company announcements and press reports — follow each round's link for the claim.
Company profile
researched Aug 2026Nested is a London-founded property technology company operating as an estate agency for UK residential home sellers. The company combines local agents with in-house technology and services, positioning itself between traditional high street agencies and online-only agencies. Its agents personally handle buyer enquiries, viewings and offer negotiation, and are not paid a base salary, with pay instead tied to the price a home sells for. Properties are listed on portals including Rightmove and Zoopla and marketed to a local buyer database and via social media.
The service covers the full home-selling journey: an initial no-obligation visit and digital property report, professional photography and floor plans, listing launch, an online dashboard and mobile app through which sellers track interested buyers, viewing feedback and availability, and a dedicated chain management team that liaises with other parties in the chain to coordinate a completion date. The company markets a no sale, no fee arrangement, and additional features referenced include a customer account, a buying agent and an "advance" product. Nested initially launched by offering to front the cash a customer needed to buy a next home before selling their existing one, later broadening to cover the entire selling process.
Founding story
Nested was co-founded by Matt Robinson, who serves as CEO and who previously co-founded the London fintech company GoCardless before leaving to start Nested.
Business model
Nested provides estate agency services to home sellers on a stated "no sale, no fee" basis, with local agents receiving no base salary and being remunerated entirely on the price at which a client's home sells. Sales, viewings and negotiation are carried out by the same agent the seller signs with, supported by centralised technology and chain management specialists.
Fees are charged to sellers on completion of a sale under a no sale, no fee model, with agent compensation derived entirely from the achieved sale price.
Traction
By March 2021 the company reported reaching up to 15% market share in the five hyper-local London areas it launched during 2020. Its website cites customer reviews on Trustpilot.
Latest developments
In March 2021 Nested announced an additional £5 million investment from Axel Springer alongside existing investors Balderton Capital and Northzone, described as a strategic investment bringing Axel Springer to the board in advance of a UK nationwide launch that year. Around the same time it released updates to its seller mobile app.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Nested positions itself as a "modern estate agent" distinct from both traditional high street agencies, whose tools it describes as pre-internet, and online agencies such as Purplebricks, which its CEO characterises as a do-it-yourself option where agents serve too many customers. The company operates local branches and states it lists nationwide.
The company's stated differentiators are hiring experienced local agents and equipping them with proprietary technology and services, a commission-only agent pay structure intended to align incentives with sale price, a customer-facing mobile app and dashboard providing visibility into viewings, feedback and agent activity, dedicated chain management, and local network effects from cross-selling homes within a concentrated area.
Technology
Nested provides a customer mobile app and online dashboard through which sellers can view interested buyers, instant viewing feedback, scheduled viewings, and the actions their agent has taken to generate and follow up enquiries, and can set their viewing availability. It also produces digital property reports for prospective sellers and supplies agents with tools intended to replace phone-based communication.
Go-to-market
Customers are acquired through free, no-obligation home valuations booked via the company's website, followed by a visit from a local agent. Listings are distributed through property portals including Rightmove and Zoopla, alongside a local buyer database and social media marketing. The company recruits local agents as Nested Partners covering defined neighbourhood areas.
UK residential home sellers, and by extension the buyers of those homes; initially concentrated in London neighbourhoods and expanding to other parts of the UK.
Geography
Headquartered in London and originally focused on London neighbourhoods, with five hyper-local areas launched in 2020 and plans announced in 2021 to add 30 further areas and to expand outside London across the UK. The company's site refers to local branches nationwide.
History
The London-based company was covered as a property technology startup by late 2016, when co-founder and CEO Matt Robinson discussed its founding and fundraising. It began by fronting sellers the cash needed to buy a next home before their existing one sold, and subsequently expanded to cover the full home-selling journey. In 2020 it began testing a hyper-local model, launching five neighbourhood areas in London, and in March 2021 raised an additional £5 million ahead of a planned nationwide UK rollout.
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Founder mafia
The Nested mafia →6 people who came through Nested went on to found or lead other companies.
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Timeline · 3
launches, deals, and filingsNested announced an additional £5 million investment from Axel Springer, alongside existing investors Balderton Capital and Northzone, ahead of a planned UK nationwide expansion beyond London.
Nested released updates to its mobile app giving sellers access to viewing feedback, scheduled viewings and a record of agent actions taken to generate and chase enquiries.
Nested launched five hyper-local operating areas in London in 2020 as part of a neighbourhood-focused agent model, with plans to add 30 more areas over the following 18 months and to operate outside London for the first time.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 6
primary sources listed
- Nestednested.com · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Nested do?
- Nested is a UK estate agency pairing local commission-based agents with seller-facing technology to sell residential homes.
- Who founded Nested?
- Nested was founded by James Turford, Matt Robinson, Phil Cowans in 2016.
- Who are Nested's investors?
- Nested's investors include Balderton Capital, Miroma Ventures, Northzone, PICUS CAPITAL, Global Founders Capital, Passion Capital.
- How much funding has Nested raised?
- Nested has disclosed $7.5M raised across 1 of its 2 known rounds.
- Where is Nested headquartered?
- Nested is headquartered in London, GB.