About
Who do you choose to walk amongst?
Choosing a partner in living is choosing a team, a discipline and a set of values. These are ours.
Who we are
A specialist investment manager for London flex-living.
True North invests in, develops and operates flex-living in London. We look for underused and obsolete buildings and give them a commercially viable second life, through refurbishment, repositioning or change of use, and through an operating layer that members value.
Investment, development, operations and finance sit in one team. Our buildings are run under our consumer brand, Holm. Since 2024 we have been anchored by Swiss Life Asset Managers.
2021
Founded in London
8 assets
Three operating, five in delivery
One team
Investment, development, operations, finance
Since 2024
Anchored by Swiss Life Asset Managers
Our story
Five years, eight assets.
Jill Ju founded True North in 2021, after more than a decade investing in London living at Greystar and The Collective. Her partnership with Dr Ingo Holz, founder of BEOS, began with a conversation at MIPIM in 2018 and became formal in 2022.
Holm Wimbledon Park opened in 2023 and was stabilised within six months. In 2024 Swiss Life Asset Managers became our anchor partner, and the first phase of equity was deployed within 18 months. Today the portfolio spans eight assets across London, three operating and five in delivery, every one sourced off-market.
- 2021 True North founded
- 2022 Partnership with Dr Ingo Holz, founder of BEOS
- 2023 Holm Wimbledon Park opens, stabilised within six months
- 2024 Swiss Life Asset Managers becomes anchor partner. Bedford Row, Wimbledon Park II, Crown Lane and Lombard Street acquired
- 2025 Wimbledon Park Phase II opens. New Kent Road acquired and Wood Green exchanged. Financing with ICG for Lombard Fields and Investec for Bloomsbury and Elephant & Castle
- 2026 Holm Bloomsbury opens. Holm Wandsworth Town becomes the eighth asset
Purpose
A place to simply be.
Cities are full of people and short of places to simply be. Every Holm building is designed and run around three states of mind. Purpose is not a slogan here: it is how we design, operate and judge every building.
Be Delighted
Beautiful, calm, thoughtfully designed spaces.
Be Connected
Community, and the pleasure of other people's company.
Be Grounded
The freedom to keep your own rhythm, and room for solitude.
Values
What we hold to.
Integrity
The world is complex. We choose to walk in the light.
Reliability
A commitment made is a commitment kept, to members, partners and each other.
Pragmatism
Conviction, tested against the numbers. Ideas earn their place by working.
Empathy
We start from the other side of the table: the member's, the partner's, the neighbour's.
Growth Mindset
Every building teaches us something. We keep the lesson.
Anchor partner
Anchored by Swiss Life Asset Managers.
Swiss Life Asset Managers became our anchor partner in 2024. It is a principal partnership rather than a third-party mandate, so capital and incentives have been aligned from the start. The first phase of equity was deployed within 18 months, and the second is committed.
- Disciplined governance and risk management
- Institutional reporting from inception
- Capital at scale, with a long-term horizon
- A pan-European footprint
Swiss Life Asset Managers
1857
In business since
€309.6bn
Assets under management
€120.9bn
Real estate under management and administration
First
European residential real estate investor by AUM (IPE, 2024)
Figures as at August 2026. Ranking: IPE Real Estate, 2024.