AZ Alliance

AZ Alliance is a UK-wide platform created for independent estate agents who want both freedom and support in equal measure. It is designed around a simple idea: agents should be able to run their own business while not feeling like they are doing it all alone.

The platform was founded by Alisa Zotimova, CEO of AZ Real Estate, a London-based boutique agency that has handled over £300m worth of transactions since 2012. Having worked at CBRE, JLL and Cushman & Wakefield before setting up her own company, Alisa knows what it’s like to be part of a global corporate, to build a business from scratch, and everything in between. AZ Alliance was born out of this first-hand experience of how agents thrive when they have autonomy, but also access to the right infrastructure and community.

At its core, AZ Alliance is a hybrid model. Agents keep the independence to run their own businesses, set their own goals, and choose their own clients. At the same time, they benefit from the backing of an established premium brand, operational support, and a growing network of peers across the country. It’s a middle ground that combines entrepreneurial freedom with a solid framework to fall back on.

There are currently two programmes:

• Build – for agents with at least a year’s experience, who want to establish and grow their business.
• Elevate – for more experienced agents, with three or more years in the industry, ready to scale up their practice and reach the next level.

This makes it flexible enough to fit different stages of life and career: parents shaping work around family life, professionals returning after a break, or those simply wanting more control over earnings and time without giving up guidance and support. AZ Alliance makes room for all of these paths, allowing agents to design a way of working that matches their stage of life and ambition.

“AZ Alliance is about giving agents the freedom to be entrepreneurs without being alone,” says Alisa. “We’ve built an environment where you can grow your own business while being part of something bigger – with people around you who have been through the same journey.”

The platform offers:

• Brand affiliation: Agents operate under the AZ Alliance banner, gaining credibility and trust.
• Operational support: From compliance to marketing, agents receive tailored back-office assistance tailored to their needs.
• Community & collaboration: A network of like-minded professionals sharing knowledge, referrals, and camaraderie.
• Flexible business model: Agents retain control over their earnings, schedules, and client relationships.

The timing is significant. The property industry in the UK is moving towards more agile, agent-led structures. Many are looking for models that give them freedom without isolation. AZ Alliance positions itself right in that space – an option that is neither the constraints of a traditional agency nor the risks of going completely solo.

Founded in 2012 and headquartered in Marylebone, AZ Real Estate is a long-established and highly respected boutique property agency. Founder Alisa Zotimova has previously held leading roles with CBRE, JLL and Cushman & Wakefield.