At the 2026 MIPIM global real estate event, True North CEO Jill Ju shared insights on panels organised by Real Asset Media and BE News.
In The International Investors Lounge she joined a Real Asset Media panel about investment opportunities in Europe's living sectors and discussed the drivers of flexible living's evolution as an institutional asset class.
Jill emphasised that the core of these assets is the people who live in them — "what is really at the heart of these assets — people." She argued that meeting market need requires delivering what customers want from their homes: quality, attainable places that encourage connection and wellbeing.
She also took part in a BE News roundtable on using AI and data to improve operations and resilience. True North is applying AI augmentation across the business — from investment and development through operations.
"Data-driven decision making gives us an advantage across the full asset lifecycle," Jill explained, as True North's flexible-living platform continues to grow.