Uncompromising Excellence in Mortgage and Protection Advice

Understanding our clients’ needs is key to our business


Willow Private Finance is a leading independent mortgage brokerage with extensive experience in all aspects of specialist lending and finance.


Founded in 2008, Willow Private Finance assists individuals, companies and institutional investors in finding the right solutions for their financial needs. We work with an extensive range of clients from multiple nationalities and residential statuses, to those with varied income streams, asset structures and tax positions.


Mortgage funding has become increasingly complex and navigating one’s way through the regulatory changes and complex product features means that establishing an effective long-term relationship with your mortgage advisor has never been more important.


At Willow Private Finance, we are committed to providing our clients with a dedicated and bespoke service from beginning to end. Client satisfaction is central to our business ethos and we work closely with our clients to achieve the best possible results in terms of pricing, flexibility and achieving their objectives.


Please take a look at some of our recent case studies to see how we have helped some of our clients with complex requirements achieve highly beneficial outcomes.

Mortgages

Whether you are buying your first home, moving home, re-mortgaging, or starting a new business – it is likely that you will require finance. With thousands of mortgage products on the market, it can be difficult to choose the right option without professional advice. More often than not, mortgage payments are the biggest monthly out-going, so it is essential that you get the best possible deal available to save unnecessary expenditure down the line.

At Willow Private Finance, we have over 100 years’ experience as a collective team, providing our wide range of clients with the best products and services on the market. Through our strong partnerships and direct access to carefully selected lenders, we can find the most competitive rates, often more competitive than if you approached these lenders directly.

Residential Mortgage

MORE INFORMATION

Commercial
Mortgage

MORE INFORMATION

Need help or advice?

We are here to help

Get In Touch

Specialist Finance

Many of our clients have multifaceted funding requirements that need capital for a short period of time, for example to refurbish a property or to buy a property before they have completed on an existing sale. Other clients require capital to self-build their own home, buy at auction or purchase a property overseas.


At Willow Private Finance, our network extends to established specialist and niche lenders. We can advise on a multitude of intricate scenarios and tailor products specifically to your requirements. We have access to a wide range of comprehensive funding options at highly competitive rates, as well as exclusive deals – even for the more unique of circumstances.

 Bridging
Finance

MORE INFORMATION

Development Finance

MORE INFORMATION

Lombard
Lending

MORE INFORMATION

Second
Charge

MORE INFORMATION

Protecting Your Income, Family and Business

Securing the right insurance protection for your income, family, home or business is often overlooked to save time and avoid hassle – however its significance is hugely underestimated.

To many of our clients the real value of their wealth, assets or wider protection needs when properly assessed may come as a surprise. Whilst it is easier to look for the simplest or cheapest products online, more often than not, the best outcomes are sought after detailed consultation and balanced advice.

At Willow Private Finance, our specialist protection service works with a range of leading insurance providers to recommend the most flexible, competitive and comprehensive insurance cover to give our clients peace of mind.

For those clients with more specific requirements or unusual circumstances, we can draw upon our network and direct access to the full insurance market, ensuring we find the right protection for their needs.

Personal
Protection

MORE INFORMATION

Business
Protection

MORE INFORMATION

Need help or advice?

We are here to help

Get In Touch

Our Partners

Securing the right insurance protection for your income, family, home or business is often overlooked to save time and avoid hassle – however its significance is hugely underestimated.

To many of our clients the real value of their wealth, assets or wider protection needs when properly assessed may come as a surprise. Whilst it is easier to look for the simplest or cheapest products online, more often than not, the best outcomes are sought after detailed consultation and balanced advice.

At Willow Private Finance, our specialist protection service works with a range of leading insurance providers to recommend the most flexible, competitive and comprehensive insurance cover to give our clients peace of mind.

For those clients with more specific requirements or unusual circumstances, we can draw upon our network and direct access to the full insurance market, ensuring we find the right protection for their needs.

Referrals To Willow Private Finance

The majority of our new clients are referred to us by existing clients or professional introducers. We regularly work with a wide range of introducers and referrers ranging from accountants, solicitors, financial advisory businesses, SFOs and MFOs to private banks.

We fully recognise and appreciate the hard work involved in generating leads, developing relationships and maintaining them. This is why we work closely with many introducers, whilst ensuring all referrals made to us are managed in the manner by which the introducer prefers.

Need help or advice?

We are here to help

Get In Touch

Meet Our Amazing Team

Feel free to contact any of our specialists directly
Wesley Ranger - Founder & Director

Wesley Ranger

Founder and Director

Lee Johnson - Director

Lee Johnson

Director

Dawn Rickwood

Dawn Rickwood

Office Manager

Harry Rugg

Harry Rugg

Senior Mortgage and

Protection Broker

Harry Rugg

Caroline Burke

Senior Mortgage and

Protection Broker

Stephen Pendry

Stephen Pendry

Senior Mortgage & Protection Broker


Rob Holmes

Rob Holmes

Senior Mortgage and Protection Broker

Steven Verrell

Elizabeth Powell

Mortgage and Protection Case Manager

Rob Holmes

Karlene Briley

Senior Mortgage and Protection Broker

Natalie Wood

Natalie Wood

Administrator

Julie Baker

Paula Talbot

Administrator

Natalie Wood

Nick Conway

Administrator

Latest articles

8 May 2025
What today’s rate cut means for your mortgage, buying power, and investment strategy Today, 8 May 2025, the Bank of England (BoE) trimmed its base interest rate by 0.25 percentage points to 4.25%. In a split 5–4 vote, the Monetary Policy Committee (MPC) agreed the quarter-point cut in response to weakening growth and lower inflation pressures. Two members even favoured a larger half-point cut, while two dissented for “hold”. This is the BoE’s first rate reduction since late 2020, and it reflects fresh economic headwinds, notably Donald Trump’s recent trade tariffs, which have dampened global demand. The BoE’s statement emphasised that higher U.S. and foreign tariffs would “weigh somewhat” on UK growth and push down inflation, but it also stressed uncertainty. Governor Andrew Bailey noted how “unpredictable the global economy” has become, arguing for a “gradual and careful” approach to any further cuts. The decision was taken in the context of cooling inflation and sluggish UK growth. UK CPI inflation fell to 2.6% in March 2025 (down from 2.8% in February). Markets now expect BoE officials to be cautious: forecasts show inflation peaking near 3.5% this year (slightly below prior estimates) and returning to the 2% target by early 2027. Growth has been almost flat, UK GDP was roughly +0.1% in late 2024, as higher rates and cost pressures have constrained spending. In short, the MPC judged that inflation is on a downward path and a small cut will help “stimulate economic activity in the face of a global slowdown”. Financial markets have overwhelmingly priced in this move: by early May swap markets implied a 100% probability of a 4.25% base rate, and many economists now forecast further cuts to around 3.5–3.75% by late 2025. Impact on Mortgages: Fixed vs Variable Rates Variable-rate mortgages (including tracker loans and standard variable rates) will see an immediate cut in payments. As the base rate falls, lenders will typically reduce the rate on existing trackers and SVRs. Households on those products should get some relief in their monthly instalments in coming weeks. In contrast, fixed-rate borrowers are unaffected until their deal ends. Those locked into fixed terms must wait until expiry before switching, but new fixed deals are already cheaper. In fact, ahead of the announcement many lenders pre-emptively cut their fixed mortgage rates. We previously reported that “major lenders… trimmed their fixed mortgage pricing”, unleashing a mini price war: dozens of sub-4% fixed deals have appeared for well-qualified borrowers. This aligns with market data: average two- and five-year fixed rates fell in early May to around the 3.8–3.9% range, down from the low 4%’s a few months prior. Fixed-rate deals under 4% were almost unheard of just a quarter ago. However, these rock-bottom rates generally require larger deposits (often 35–40% LTV) or arrangement fees, so lenders reserve them for lower-risk borrowers. We previously pointed out that while wholesale funding costs have eased, “further substantial cuts to mortgage rates are not guaranteed” if competition wanes or if BoE action surprises. In any case, the era of relentless rate rises has likely peaked; banks are now “vying for business as borrowing costs drift lower”. In the medium term, mortgage rates should drift down further if the BoE cuts again. The official forecast is for a series of gradual cuts (perhaps to 3.5–3.75% by year-end). As expectations of easing solidify, important swap rates have already dropped. (Our previous analysis notes 5-year swap yields fell sharply on the tariff news, a sign fixed mortgage costs can fall too.) Many lenders are also relaxing affordability criteria to extend credit: the BoE and Treasury have signalled support for higher loan-to-income ratios. For example, specialist lenders like April Mortgages now offer up to 7× income to top earners. Trackers are even making a comeback, as lenders promote products linked directly to the base rate. Borrowers who are willing to take a bit of risk (expecting further cuts) may choose a tracker or a short-term fix to capture future falls, rather than locking into a long-term fix now. Conversely, some lenders are re-introducing very long fixes (10–15 years) for borrowers who prize security, though these come with the warning that one might “miss out on cheaper rates” if base rates fall as expected. Key takeaway: Variable-rate borrowers gain now, while fixed-rate borrowers hold their course for the moment. New mortgage applicants can already access historically low fixed deals, and further cuts may come. Its important to note that the prospect of cheaper mortgages is a clear silver lining, lenders have started passing on lower costs to customers. This is benefiting homebuyers and remortgagers immediately. As the Guardian reports, brokers say “homebuyers and those looking to remortgage are the beneficiaries of a mortgage price war, with lenders cutting the cost of their new fixed-rate deals”. Indeed, Nationwide has moved its first-time buyer fixes below 4% for the first time in many months. Guidance for Homebuyers and Homeowners Review your current mortgage. If you are coming off a fixed deal soon, get advice early. Lenders have reintroduced very competitive offers, so it may pay to lock in a new fixed rate now. Even a small fixed deal fee can be worthwhile, given the sharp rate drop. Willow Private Finance recommends homeowners prepare early: coordinating with a broker can secure an offer and even a rate lock (mortgage “hold”) before your current deal ends. This ensures you capture the lower rates. Conversely, if you currently have a tracker or SVR, expect your payments to fall with the new base rate. Decide whether you want to continue on variable terms (to benefit from potential further cuts) or switch to a fixed deal for certainty. Those who expect more cuts may opt for short-term fixes or trackers in 2025, whereas borrowers valuing certainty might lock into a 2–5 year fix now. Buyers: Act now to lock rates. If you’re planning to purchase a home, talk to a specialist broker like Willow as soon as possible. Mortgage deals have improved dramatically, even buyers with modest deposits can often get better terms than a few weeks ago. Brokers note that as banks compete, lenders are softening some lending rules (e.g. higher income multiples). First-time buyers should explore the new sub-4% fixes with cautionary terms. Many of these require a substantial deposit (20–25% at least) and some fees, but they offer enormous savings compared to last year’s rates. A whole-of-market broker can compare dozens of lenders quickly, helping you find a deal that matches your deposit and income. Also, consider the longer costs: if inflation and rates truly fall as projected, even a slightly higher fixed rate now might seem overpriced in hindsight, so weigh how long you plan to stay in the deal. Homeowners looking to remortgag e: Your situation is much like that of homebuyers. With rates tumbling, now is a good time to remortgage. Homeowners who locked into high fixed rates in recent years should check if they can break out of those deals (even paying the exit fee) to save money. Many who were on SVR (around 6–7% last year) have already seen cuts to 5–6% as base rates fell to 4.5%; a further cut to 4.25% will reduce those, so compare what lenders offer on remortgages. Even a swing of 0.5% on a £200,000 mortgage cuts annual interest by £1,000. Major lenders (HSBC, Nationwide, etc.) have announced more cuts this week. Work with a broker to find the best available deal. Protection and affordability. The changed rate outlook also affects protections: since mortgage payments will fall, lenders may re-open financing to some borrowers who previously failed affordability tests. If your circumstances changed recently, you may now qualify for a larger mortgage. On the other hand, don’t underestimate living costs. Inflation is expected to tick up later this year (e.g. April’s energy price cap rise). Make sure you budget prudently. We advise clients to keep adequate life/critical illness protection in place, especially if they have health issues that might complicate reapplication in future. Guidance for Property Investors Property investors and landlords should view this shift as an opportunity, but also stay cautious. Cheaper borrowing costs can boost investment returns. Those with buy-to-let (BTL) mortgages will see their tracker or SVR rates cut, while new BTL fixed deals are likewise dropping. Willow Private Finance’s specialist team have seen that even complex cases (like portfolios in corporate or trust structures) are finding attractive deals again. For example, one recent Willow refinancing case locked a £3.2 million multi-property portfolio into a 5-year fixed loan at 5.62%, a competitive rate for such a complex situation in 2025. Today, mainstream BTL fix rates have fallen to the low-4%’s or below, so landlords should re-evaluate all current loans. That said, investors should consider the broader picture. If property prices were dipping earlier this year, more affordable mortgages could help stabilise demand. But global uncertainties remain. Our outlook is one of “cautious optimism”: while “cheaper financing is a clear positive”, trade tensions and economic jitters might still make some buyers hesitant. If you’re refinancing or expanding your portfolio, you may now qualify for higher loan-to-value ratios or stretched incomes, but balance that against potential future rate moves. Keeping a mix of fixed and floating-rate finance could hedge risk. Also, ensure your rental yield and rental demand remain robust enough to cover loans in any scenario. Overall, property investors should use these lower rates to their advantage, whether that means refinancing to reduce costs, releasing equity for new purchases, or simply securing fixed deals to lock in affordability. But always maintain underwriting rigor: don’t just chase low rates, ensure your debt profile suits your cash flow and exit strategy. Insights from Willow Private Finance Willow Private Finance is a whole-of-market independent mortgage brokerage authorised by the FCA, with deep expertise in complex, high-net-worth and first-time-buyer cases. Our brokers have been tracking these shifts closely. As we note in recent analysis, the Bank’s cut and tariff news have triggered a notable fall in wholesale funding costs (“swap rates”), which quickly filtered through to consumers. Within days lenders cut new-loan rates across the board. Willow advisers report a “mini price war” on fixed rates, headline offers under 4% that were previously seen as unlikely. This has injected fresh demand: buyers who were waiting on the sidelines are now reactivating their mortgage searches. At the same time, lenders are loosening up. The FCA and Treasury have signalled banks can flex their affordability rules, and some niche lenders are already doing so for certain clients. We’re seeing trackers return to popularity for those comfortable with base-rate risk, and new long fixes (10+ years) for those wanting certainty. Our own casework highlights how a specialist broker can navigate these waters: for example, a trust-owned investor obtained a highly competitive 65% LTV refinance deal (5-year fixed at 5.62%) by tapping our network of lenders. Now that standard rates have fallen further, similar borrowers may even find cheaper solutions. From Willow’s perspective, the key is strategic planning. We advise clients to lock in good deals now but also stay flexible. For instance, while long fixes give stability, they might miss out if base rates fall further. Conversely, short fixes or trackers could save money in the coming year if cuts materialise, but they come with uncertainty. Our brokers tailor this advice: HNW investors might stretch for extra leverage knowing rates are low, whereas first-time buyers might prioritise security by fixing for a few years. In all cases, a “whole-of-market” view, comparing dozens of lenders and products, is crucial to find the optimal solution in this rapidly changing market. Practical Steps for Clients Now Review and Remortgage: If you have an existing mortgage (own-home or BTL), get quotes now. Even if you have a year or two left on your fix, it may pay to refinance early. Compare the savings on interest versus any exit fees. A broker can often hold a reduced rate for a few months, giving you flexibility to complete before your current deal ends. Lock in New Deals: If you’re buying soon, consider securing a mortgage offer and fixing the rate. Many lenders allow you to “reserve” a rate for 3–6 months while you exchange on a property. With deals at historic lows, the downside of locking in (versus trying for an even lower rate later) is smaller than before. Consider a Tracker or Short Fix: If you’re confident inflation will continue falling, a short-term fixed deal (1–2 years) or a tracker mortgage could yield savings. Our research suggests tracker products will benefit quickly from future BoE cuts. Ensure you have a clear exit plan, for example, one can re-mortgage again in 2026 if needed. Check Deposit and Equity: Lower rates improve borrowing power, so buyers may be able to stretch to a pricier home or invest more. Homeowners might unlock equity at better rates. But keep an appropriate deposit cushion to mitigate any property value dips. Protect Your Funding: Discuss with your broker whether a fixed-rate “rate hold” or mortgage indemnity product is right for you. This can lock your borrowing cost on an agreed rate even if closing takes time or if rates tick up again before your purchase completes. Consult an Expert: Now is not the time for guesswork. We recommend speaking to a broker experienced in your type of case, whether you are a first-time buyer, professional with irregular income, or a high-net-worth investor. Complex cases (trusts, overseas income, etc.) may unlock deals that standard bank branches can’t offer. A mortgage broker will also advise on timing: for example, if the BoE signals another cut in June, it might pay to wait a few weeks, or to act immediately on the May cut (depending on your situation). Keep an Eye on Inflation: Finally, watch the coming inflation data (April figures in mid-May, and the next energy bill cap in July). If inflation jumps unexpectedly, the BoE could pause its easing. So stay flexible, avoid locking yourself into multi-decade commitments if you’re not sure where rates will end up, and review your mortgage strategy at least annually. In summary, todays cut should reassure borrowers that the Bank of England is adapting to the new economic challenges. It eases pressure on households and businesses by lowering borrowing costs. The immediate reaction has been a welcome drop in mortgage rates for many. Looking ahead, Willow Private Finance expects further modest cuts through 2025, which should continue to ease borrowing. Clients should use this opportunity: refinancing or buying now can secure historically favourable terms. As one of our mortgage specialists advises, “we’re now in a buyer’s market in lending, if you have a solid profile, lenders are competing to offer you attractive deals.” Taking informed action today (through remortgaging, rate-locks or new borrowing) will position homebuyers, homeowners and investors to benefit fully from this shift. Sources: Bank of England MPC announcements and meeting minutes (March 2025); Reuters and Guardian coverage of the May 8 decision; UK inflation data; mortgage market reports (MoneySavingExpert, Moneyfacts, etc.); and insights from Willow Private Finance’s market analysis and case studies. Need Help With Property Finance? Complete Your Details Below And Our Team Will Get In Touch 
1 May 2025
Bank of England Base Rate Outlook – May 2025 Update
25 April 2025
London’s prime residential market, the high-end, luxury housing segment in prestigious areas, has entered 2025 amid cautious optimism. After several years of adjustment, prime home values remain below their mid-2010s peak, yet buyer demand is showing signs of revival. International investors continue to view London as a safe haven, even as tax and policy changes alter the investment landscape. Here at Willow we've scanned through 29 different resources specifically focused on PCL and created a detailed overview of recent price trends, the 2025 outlook, notable prime sales, and policy factors shaping this exclusive market. Recent Price Trends in Prime London Softening Prices with Pockets of Growth: Prime London home values have seen modest declines over the past year, with Prime Central London (PCL) lagging and Prime Outer London (POL) proving more resilient. In prime central London , average prices in Q1 2025 were about 1.3% lower than a year prior ​. This continued a gentle slide, PCL values ended 2024 roughly 1–2% down year-on-year, leaving them 20.7% below their 2014 peak in nominal terms (and over 40% below peak after inflation)​. By contrast, prime outer London (leafy high-end suburbs and emerging luxury enclaves) has seen slight growth; prices were up about 1.5% year-on-year as of March 2025 ​, supported by domestic “needs-based” buyers with substantial equity​. Monthly Momentum: Recent months have been mixed. Late 2024 saw central London prices flatten or dip, November 2024 prices were flat on the month in PCL (annual change -1.4% at that point)​, while Q4 2024 overall saw PCL values fall 0.8% and outer prime inch up 0.3%. Entering 2025, there are tentative signs of stabilisation. February 2025 even saw a slight annual uptick in some prime indices for the first time since mid-2023 (per LonRes data). However, Q1 2025 data from Knight Frank showed PCL still experiencing its steepest quarterly drop since early 2024 (-0.7% in the three months to March) ​. The imbalance of supply and demand is putting mild downward pressure on prices: new seller listings in London’s prime markets were 28% higher than normal in Q1 , while new buyer registrations were 5% lower. This oversupply has tilted the negotiating advantage to buyers, resulting in softer prices and longer selling times for overpriced assets. Hotspots and Laggards: Performance varies widely by neighbourhood. Some ultra-prime central districts have been hit hardest by recent corrections, Knightsbridge, Belgravia, and South Kensington saw quarterly price falls of 1.5–2.0% in late 2024 ​ as international demand cooled. These traditional “golden postcodes”, highly dependent on wealthy overseas buyers, are adjusting to tax changes (more on that below), making buyers price-sensitive​. In contrast, several emerging prime areas on the fringes of central London are outperforming . For example, up-and-coming luxury neighborhoods in parts of Inner East London have seen notable growth: Hackney and Shoreditch recorded +1.7% and +1.4% price gains in Q4 2024 respectively​, bucking the wider slowdown. These “maturing prime” areas offer relative value and have attracted affluent younger buyers, supporting price increases. Even within PCL, previously undervalued pockets like Bayswater (W2) have shown resilience, values there are only about 9.6% below their 2014 peak (versus -20%+ in more expensive Knightsbridge or Chelsea)​, thanks in part to major regeneration projects on Queensway. This illustrates the localised nature of prime London: while the overall trend has been flat-to-declining prices in the past year, certain districts (especially those seen as good value or benefiting from renewal) are bucking the trend . Investment Outlook for 2025 Cautious Optimism: The outlook for London’s prime residential sector in the remainder of 2025 is guardedly optimistic but “sober” . After a volatile 2024, there are early signs that buyer sentiment is improving as financial conditions stabilise. Market activity picked up at the start of the year, buyer demand in early 2025 was running 14% higher than in early 2024 , according to Zoopla’s market data. This uptick suggests some pent-up demand is being released now that the economic and political uncertainty of 2024 (which included a UK general election and delayed budget) has cleared. Indeed, Knight Frank notes that the first quarter of 2025 was marked by hesitation, but “some of that will begin to lift” going forward​. With the playing field now levelled after a March stamp duty deadline, Knight Frank expects transaction volumes to recover toward summer 2025 ​. However, the mood remains cautious: Savills observes a “persisting cautious mentality” among prime buyers and sellers, a hangover from last year’s economic jitters​. Well-priced properties are selling, but many buyers are negotiating hard, given higher financing costs and recent price falls. Prime Market Forecasts: Major property consultancies have mixed forecasts for prime London performance in 2025, reflecting those uncertainties. Knight Frank projects a return to modest price growth, roughly +2% for prime central London in 2025 , which would be PCL’s strongest annual gain since 2014​. This “slow but steady recovery” view assumes that economic stability and a clearer tax regime will draw buyers off the sidelines. In fact, Knight Frank’s latest Prime London Forecast was revised down from 3% to 2% growth for 2025 after the UK’s October 2024 Budget, precisely because new tax measures on luxury property tempered expectations. By contrast, Savills holds a more bearish short-term view , noting that headwinds like tax changes and high interest rates could result in further price softening in PCL. Savills analysis ties most of the recent PCL price decline to these fiscal changes, the abolition of the “non-dom” tax status and increases in stamp duty, and suggests prime central values might dip ~4% in 2025 before rebounding​. Nonetheless, Savills remains positive on the medium term: they forecast that today’s lower pricing will attract buyers and yield a +9% cumulative rise in PCL values over the next five years ​ In the prime outer London family-house markets, Savills expects essentially flat prices in 2025, followed by stronger growth as interest rates ease, roughly +15% growth through 2029 is projected for outer prime areas. In sum, the consensus is that 2025 will be a year of consolidation : Prime prices may flounder a bit more in the first half under lingering pressure, but by late 2025 there is potential for a modest recovery as economic conditions improve (especially if inflation and mortgage rates come down). Investor sentiment should gradually brighten, though no one is predicting a return to the exuberant growth of the early 2010s in the near term. Investor Demand and Drivers: Key demand drivers for prime property in 2025 include foreign exchange dynamics, global geopolitical shifts, and London’s enduring appeal to wealth: Resurgent US and Middle Eastern Interest: A notable trend is the surge in buyers from the United States and the Middle East , who are capitalising on a favourable currency situation. The British pound remains relatively weak against the US dollar (and dollar-pegged currencies), effectively giving dollar-based buyers a significant discount on UK real estate. This has vaulted Americans into the top spot among overseas purchasers of prime London homes. In 2024, Americans overtook Chinese buyers as the largest foreign buyer group in PCL. U.S. nationals accounted for about 10–12% of prime central London purchases by overseas buyers in 2024 ​, a share larger than that of any other nationality. High-profile American buyers (from tech billionaires to fashion moguls) have been making headlines with prime London acquisitions (examples below), underscoring this trend. Meanwhile, Middle Eastern buyers continue to play a major role, especially at the ultra-prime end. In 2024, buyers from the Gulf region were involved in roughly 20% of London home sales over £20 million ​, injecting substantial capital into the super-prime segment. Middle Eastern investors are drawn by London’s stability, security, and lifestyle as well as the prestige of owning marquee assets near Hyde Park and Mayfair, and many also see UK property as a safe haven to diversify wealth amid regional turmoil ​. The weak pound and London’s cooler summer climate are additional attractions for this cohort​. Overall, international demand is still a pillar of the prime market , with interest from the U.S., Middle East, and also European ultra-high-net-worth individuals (some of whom are looking beyond London to other capitals due to tax changes). Post-Pandemic Normalisation & Domestic Buyers: On the domestic front, the UK-based wealthy buyers (entrepreneurs, executives, etc.) are slowly adjusting to higher borrowing costs. Many had postponed prime home purchases in 2022–2023 when mortgage rates spiked, but are now re-entering as they perceive value in corrected prices. With mortgage rates appearing to have peaked and real incomes starting to rise, more domestic buyers are “pressing play” on moves they delayed. In outer prime zones (like Wimbledon, Richmond, Hampstead), demand is underpinned by families seeking more space and good schools, who often transact regardless of market cycles. These needs-driven buyers helped outer prime London hold up better, and their confidence should improve if interest rates begin to ease later in 2025. In addition, improving market liquidity, Zoopla reports a higher volume of sales agreed in early 2025 compared to a year prior​, is giving buyers and sellers more price evidence on which to agree deals. Still, many domestic buyers remain value-conscious and sensitive to pricing; competitive pricing and realistic expectations from sellers will be crucial to sustain any momentum. Sentiment Risks:  Despite these positives, there are factors keeping prime buyer sentiment in check. Global economic uncertainty (e.g. questions about the trajectory of the US and European economies, or financial market volatility) could dampen confidence. Persistently high inflation or any uptick in interest rates would also pose a downside risk, as financing costs weigh on leveraged purchases and reduce what buyers can pay. Political events can swing sentiment too, for instance, Knight Frank observed a spike in interest from U.S. buyers around the November 2024 U.S. election (online searches for UK property from the States jumped, though this hasn’t yet translated into a measurable surge in transactions)​. Overall, investors are taking a “wait-and-see” approach in early 2025: there is plenty of dry powder (cash-rich buyers) circling prime London and engaging in property searches, but they are often negotiating hard or sitting on the sidelines until they sense prices have truly bottomed out. The consensus is that London’s long-term fundamentals, its global city status, rule of law, and finite supply of prime addresses, remain intact, so demand will return in force once confidence strengthens. For now, the remainder of 2025 is expected to bring gradual improvement rather than a sudden boom. Notable Recent Prime Sales and Listings London’s luxury market has seen several high-profile sales and listings recently, highlighting both the continued appeal of prime assets and the price corrections of the past few years. Below are a few of the most notable transactions and offerings in the prime segment:
Show More

Request call back to discuss getting a quote

“You voluntarily choose to provide personal details to us via this website. Personal information will be treated as confidential by us and held in accordance with General Data Protection Regulation. You agree that such personal information may be used to provide you with details of services and products in writing, by email or by telephone”.

Call us now 01903 890529

If you wish to register a complaint, please write to Willow Private Finance Ltd, Unit 18, The Mill Building, 31 Chatsworth Road, Worthing BN11 1LY

A summary of our internal complaints handling procedures for the reasonable and prompt handling of complaints is available on request and if you cannot settle your complaint with us, you may be entitled to refer it to the Financial Ombudsman Service at www.financial-ombudsman.org.uk or by contacting them on 0800 023 4 567.