Alexander Hall is the mortgage and financial services business within the Foxtons Group. Despite operating at the heart of one of London’s most recognised estate agency brands, it had never developed a clearly defined identity of its own. The opportunity was significant: a business with direct access to one of the largest property transaction pipelines in London, but without the brand to match.

The Make Group developed the Alexander Hall brand from the ground up. Starting with purpose, we defined what the business stands for and what it uniquely offers its clients. From that foundation came the brand idea, “our advice. your home”, and a fully integrated rollout across every touchpoint: branch window vinyls, internal environments, values posters, a recruitment and interview pack, and a client-facing service promise.

The work was designed to do two things simultaneously: build credibility and trust with clients navigating one of the most significant financial decisions of their lives, and attract and retain the quality of advisers the business needed to grow. Brand, culture and commercial performance treated as a single connected challenge.

Results

In its first full year following the brand launch, Alexander Hall delivered an adjusted operating profit of £1.1m, a 74% increase year on year, with revenue up 6% to £9.3m. By Q3 2025, quarterly revenue had increased 37% to £3.1m, with the first nine months of the year running 12% ahead of the prior period. The full year 2025 saw a further 10% increase in revenue.