A new company that is backed by a large fund manager of American pension cash, is boasting that it is going to “disrupt housing” and will make renting “service-led and socially acceptable”.

They claim that their business model will be aimed squarely at long term investors to encourage them to become landlords and that they will not consider involving those, who they consider to be, "amateur" buy-to-let investors.

They are also saying that their company could be eventually responsible for getting rid of rogue landlords and claim that their service orientation has revolutionised student housing in major towns.

The company's founders have plenty of experience in the housing market as they have vast experience in the London house building sector.

It has already started eight developments in the South East and is planning to have a portfolio of 5,000 homes. All of the houses will be built, designed and managed totally by the company.

The company's developments are designed solely for people to rent which they claim is their unique selling point. They state that their properties will not be lower class housing stock and that their properties will be top class. To cater for those who are house sharing, all bedrooms will be of the same size therefore eliminating the usual "discussions" about who gets the best room. The properties will also contain large shared spaces, onsite maintenance and concierge with their focus on providing an excellent customer service.

Martin Bellinger, chief operating officer of the company, said: “You have the ability to create genuine communities in these buildings. If the building is owned by one landlord, then it’s in their interest to give some of the space to communal use.
 
“The idea is that your home doesn’t start at the door to your flat, it starts at the front door of the building. Housing is currently seen either as an investment or as a home - this is about changing it into a service.
 
“Everyone agrees that tenants should be treated as customers and we think that by designing homes specifically for rent – and managing them properly – this can happen. Onsite maintenance will avoid tedious battles securing plumbers or electricians, while booking systems and longer tenancies will cut out costly agents' fees that snare people who are forced to renew tenancies every six months.
 
“Our aspiration is to take the hassle out of renting by giving people the same consumer confidence they get buying a TV from John Lewis into renting a flat. It’s currently unheard of in Britain, which is very sad. We’re speaking with legal experts at the minute to see if it’s possible to wrap everything – such as utility bills, TV and internet, insurance and other costs – into one fee which will reduce admin for renters and help people better plan their outgoings, allowing them to save.”
 
The company has purchased many sites in places such as Croydon, Greenwich and Maidenhead as well as more central  district sites including  Swiss Cottage, Canary Wharf, Bethnal Green and Archway.
 
Scott Hammond, the managing director of the company, added: "The only way investors can currently get exposure to renting is by buying a buy-to-let property, which comes with all kinds of risks they don’t necessarily want. As the sector gains scale over the next decade we’ll see companies backed by institutions opening it up to wider investment by converting themselves into investment trusts or listed entities."