RentGuarantor: Redefining the rental experience
By Ben McBain, New Business Director – Living Sector
As a close partner to the professional rental sector, we’re seeing firsthand how operators are redefining the rental experience in the wake of the Renters’ Rights Act. Demand is as high as ever, but in a market where added value is par for the course – 24/7 maintenance, an energy-efficient new property, onsite gym, co-working space (complete with professional-grade coffee maker) – how can operators deliver something exceptional?
Customer experience is top of the list. Excellent communication and support is fundamental to retention. This is particularly important for professional operators, where residents are usually paying a premium for slick management. Is the provider delivering what was promised in the brochure?
It is a lot more cost effective to retain a tenant than it is to fill a void or turn round a short-term let. Every day a property remains empty represents lost income, while frequent turnover creates additional operational and administrative costs. Resident engagement is key to the retention strategy.
At the same time, there is a definite shift in attitudes towards renting. Our 2026 research found that:
- 41% of UK adults said their attitude towards renting was more positive than it used to be – particularly evident among younger tenants where more than half of those aged 18-29 report a more positive outlook.
- Nearly one in three (30%) actively choose to rent because it suits their lifestyle, not because they have to.
- 54% highlight the appeal of not having responsibility for maintenance and repairs.
- 83% agree that renting provides more flexibility than buying.
- At the same time, 30% say they cannot see themselves ever buying a home, suggesting a growing cohort of long-term renters within the market.
This all indicates that future demand for rental homes will be shaped as much by preference as by affordability constraints.
For all the perks available to renters once they’ve signed their tenancy agreement, accessing a rental property in the first place can still present significant barriers, especially with rent payments upfront now abolished. In uncertain economic circumstances where job-loss anxiety is real, asking a family member or friend to be a guarantor and take on liability for a monthly rent payment isn’t easy. For most, it isn’t easy to say yes to the request, either.
Supporting a potential tenant with professional guarantor provision can alleviate the stress and elevate the customer experience in new ways. It provides risk mitigation for operators, while unlocking tenancies for potential renters who might otherwise not be considered. Those on benefits, sharers (often students), freelancers, those with poor credit history, retirees. We’ve seen an uptake in demand from higher-net worth applicants too. They can certainly pay the rent, but their income isn’t necessarily structured traditionally.
The rent guarantor has often been viewed primarily as a safety net: someone who assumes financial responsibility if a tenant fails to meet their rental obligations. We think the sector can benefit even further from the concept. A professional rent guarantor can unlock tenancies. Some, like RentGuarantor, can reduce upfront costs through additional support such as a guarantee against damages in lieu of a cash deposit – further lowering barriers to entry for renters.
For operators looking to truly elevate the customer experience and stand out from the crowd, a rent guarantor partner could redefine renting for thousands of potential residents.
RentGuarantor has been operating since 2018 and has backed thousands of tenancies. RentGuarantor is the only provider listed on the Alternative Investment Market (AIM), part of the London Stock Exchange, and as such, is subject to rigorous governance and compliance.