True North's CEO Jill Ju spoke with Estates Gazette editor Tim Burke about building a fully integrated flexible-living platform.
Five years after founding True North, Jill explains the company's growth trajectory and plans to scale. "We're looking to scale. With the first seven projects we've proven the concept and how we are different."
True North links institutional capital to managed access in London's undersupplied living sector via a de-risked, delivery-led platform with an operating track record. The approach blends residential income durability with the attractive yield characteristics of hospitality.
On product and market fit, Jill highlights the company's focus on a new urban living model. "Ultimately it comes down to providing a newer way of living in cities like London — that's more flexible, more service-oriented and more community focused than what's currently available."