Emoov, founded by Russell Quirk in 2010 with backing from a then-star of Dragons Den, James Caan, went on to establish itself as one of the best-known online estate agencies in the UK, supported in part by the 2018 merger with Sarah Beeny’s Tepilo in 2018. However, the firm folded a year later.

The online estate agency brand resurfaced in 2021 under the ownership of the Mashroom PropTech platform; providing an instant buyout scheme enabling homeowners to sell properties quicker via its new guaranteed offer service.

In order to finance the offers, Emoov secured the backing of a multi-million pound credit facility in partnership with Selina Finance, a UK lender backed by GFC and Picus Capital.

But the the guaranteed offer service did not amount to much and now the decision has been made to offload the Emoov brand to Griffin Property Co.

Nick Neale, director of Griffin Property Co, views the acquisition of Emoov as a significant milestone for his online estate agency.

He insists that the decision to purchase Emoov aligns with Griffin Property Co’s long-term goals and objectives, which include expanding its market presence, diversifying its services, and delivering exceptional value to its customers.

Griffin Property Co aims to tap into Emoov’s brand recognition to promote its own business, with the website designed to redirect traffic to griffinproperty.co.

Neale said: “Acquiring Emoov represents a thrilling chapter for Griffin Property Co, as it marks a pivotal moment in our journey towards reshaping the landscape of online estate agency. Together, we are committed to delivering exceptional value and setting new standards of excellence for homeowners nationwide.”

Phil Spencer and Russell Quirk join forces to solve the housing crisis