Property broker turns to AI

The robots aren't just coming, they're taking over

By Rommel Lontayao

30 Apr 2025

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Boutique agency Jefferies London has introduced an artificial intelligence-powered property broker, positioning itself among the first in Prime Central London to integrate AI into its client service offering.

The virtual assistant, named J.E.S.S.E (Jefferies Estate Sales and Search Engine), is designed to improve the firm’s front-end service. It can answer property-related queries, schedule appointments, and communicate in multiple languages. The tool aims to streamline interactions and support the firm’s high-end clientele more efficiently.

“J.E.S.S.E is our first rollout of our AI technology offering, and we’re excited to see how it improves both our internal processes and our customer experience,” said Damien Jefferies, founder of Jefferies London. “Of course, any technology is only as good as the people behind it, and so we’ve also continued to invest in our outstanding team, and we have some very prominent names joining the Jefferies London team in the coming weeks.

“There’s no doubt that AI is the next frontier where the evolution of the property market is concerned, and so we’ve embraced this technology head on, utilising it to underpin our latest rebrand and to provide an even better service to our clients.”

We are thrilled to announce the rebranding of Jefferies James to Jefferies London Prime Real Estate! 🎉 As of April 2025, we are stepping into a new era as a digital-first, AI-powered luxury real estate agency, specialising in prime central London properties. Our commitment to excellence remains unwavering as we continue to serve high-net-worth clients with unparalleled expertise in areas like Chelsea, Kensington, Mayfair, and more

The AI launch coincides with the company’s rebrand from Jefferies James to Jefferies London, reflecting its growth and evolving market position. The firm, established in 2019, has become known for serving high-net-worth individuals and has built a strong presence in London’s luxury property sector.

While its team brings over 100 years of collective industry experience, Jefferies London has maintained a digital-first strategy. The rebrand includes an overhaul of its digital platforms as it aims to stay ahead in a fast-changing property landscape.