Choices Group Completes Seventh Acquisition with Purchase of The Apartment Company in Bath

The Choices Group has completed the acquisition of The Apartment Company in Bath, marking the seventh purchase in its current expansion programme and reinforcing its commitment to building a modern, professionally structured national lettings platform.

The Apartment Company is widely regarded as one of Bath’s most respected boutique agencies, known for its quality portfolio and strong landlord relationships. Founder Peter Greatorex will retain ownership of the sales arm of the business, ensuring continuity for vendors while the lettings operation moves forward under the Choices umbrella.

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.”

“Bath is a prime market with discerning landlords and tenants,” he said.

“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.”

Unlike corporate roll-ups driven by committee, Choices operates with streamlined, owner-led decision making. That flexibility, Simon says, is increasingly important to independent agency owners weighing their options in a changing regulatory landscape.

“Every owner’s situation is different,” he explained.

“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’s recent acquisition of Insight Lettings in 2024 demonstrated that philosophy in practice. Insight’s founder, Aaron Curry, later described the process as “ethical and transparent,” noting that the agreed price was honoured without last-minute renegotiation and that the transition period protected both team members and clients. Curry also highlighted that Choices began adding operational value even before completion, helping to move the business forward immediately.

That approach reflects a broader strategy underpinning Choices’ expansion. Central to the Group’s model are its Primary Tenancy™️ structure and Advanced Rent Option™️ (ARO™️), which together alter the economics of traditional lettings management. Through this framework, landlords can benefit from a guaranteed one-year structure and, where appropriate, the option to receive a full year’s market rent in advance with void protection included. The model is designed to provide stability and financial flexibility in a post–Renters’ Rights Act environment where certainty has become more valuable than ever.

Simon believes this structural advantage not only benefits landlords and tenants but also strengthens acquired businesses.

“When we acquire a lettings portfolio, we are not simply inheriting management fees,” he said.

“We are able to enhance the economics of that portfolio through our model. That added value allows us to be more competitive when agreeing terms with sellers, because we’re not stripping cost out – we’re building revenue and resilience in.”

Alongside structural innovation, 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.

“The lettings industry is entering a period of rapid evolution,” he said.

“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 acquisition of The Apartment Company strengthens Choices’ footprint in the South West and signals continued momentum in its national growth strategy. With seven acquisitions now completed under the current programme, the Group remains open to discussions with independent agency owners who are considering partnership or exit.

“As always, the best outcomes start with a conversation,” Simon added. “Our aim is not simply to build a larger business, but to build a better one — for landlords, tenants and the agency owners who choose to join us.”