The Choices Group has acquired Bath-based The Apartment Company, as part of its goal to build a lettings platform with a national coverage.
This is the group’s seventh acquisition.
The Apartment Company is known as a boutique agency with a strong portfolio and recurring relationships with landlords.
As part of the deal founder Peter Greatorex will retain ownership of the sales arm of the business.
Simon Shinerock, founder and owner of the Choices Group, described the transaction as “another step in a carefully planned journey rather than a race for scale.”
He said: “Bath is a prime market with discerning landlords and tenants.
“The Apartment Company has built an excellent reputation, and we are delighted to continue that legacy while bringing the benefits of our wider platform and operating model.”
He added: “Every owner’s situation is different.
“Some want a clean and quick exit. Others prefer a phased transition. Some simply want to explore possibilities long before making a decision.
“Because we’re owner-led, we can structure arrangements that suit the individual rather than force them into a standard template.”
The group previously acquired Insight Lettings in 2024.
Choices has been an early adopter of artificial intelligence to streamline operations.
Its AI assistant, Lauren, already supports appointment generation and database engagement at scale, and the group is currently piloting further automation within property management workflows.
While Shinerock stresses that technology is a tool rather than a substitute for people, he believes the integration of AI enables the business to operate more efficiently and redeploy staff into higher-value roles.
He added: “The lettings industry is entering a period of rapid evolution.
“Regulation is increasing, landlords are becoming more cautious, and operational efficiency alone will not be enough to stand out. Agencies need both strong systems and a differentiated product. We believe our model provides both.”
The group is open to more partnerships or purchases of independent agencies.
