Square Roots: Making homeownership achievable in London

Life in London is all about possibility. New discoveries, new neighbourhoods to explore, new favourite coffee spots, a city with a vast selection of endless opportunities presenting themselves every single day. It’s a city that encourages ambition, but when it comes to buying a home, getting a foot on the property ladder can be harder to come by.

For many young professionals, homeownership feels like it’s been pushed into a distant dream. Renting can offer flexibility, but it can also leave you feeling trapped, watching your hard-earned money disappear into someone else’s pocket. The good news? There’s another route.

Square Roots provides a solution that doesn’t sacrifice on build, location or style. Backed by the award-winning developer London Square, we focus solely on the Greater London area and currently have 1,000 homes under construction across six London boroughs.

With Shared Ownership, you can start by purchasing a share in the property, allowing for a smaller deposit and mortgage, and pay rent on the remainder of the property. You can even increase your share in the property over time, right up to 100%. In terms of eligibility, buyers must be over 18 years old, pass credit checks and have an annual household income below £90,000. You must also be a first time buyer or in the process of selling your home before buying your new home.

So, why choose Shared Ownership over renting? At Square Roots, you’ll get access to brand-new homes that compete with some of the finest on the market, for an affordable price. You can enjoy the freedom of homeownership, decorate your space and alleviate the concerns over repairs that are often prevalent in private rentals.

We have an award-winning customer service team on hand to help buyers with any questions to ensure that the completion process can run as smoothly as possible.

Our studio, one, two and three bedroom apartments and duplexes are built in carefully selected locations of the capital. Developments all sit in well-connected, cultural hubs of London, with an abundance of local amenities, green open spaces and community activity on every doorstep. Deposits start from just £3,750 (based on a 25% share of a one bedroom apartment, full market value: £300,000*).

Crafted for London living, all homes are refined with high-spec appliances, seamless design and private outdoor space. Our stylish interiors can be decorated and made into your own – gone are the days of messaging your landlord to hang a picture, or staring at white walls that long for colour. Your personal touch is encouraged.

The right home doesn’t just give you a place to live; it can provide greater independence and stability. You’re not just buying a beautiful property; you’re joining a friendly, thriving community. No more landlords, no more flatmates, and the opportunity to live exactly how you want.

Homeownership in London may feel out of reach, but alternatives such as Shared Ownership are helping more people take that first step. With lower deposits, flexible ways to buy and homes designed for modern London living, Square Roots is helping a new generation discover that buying in the capital may be more achievable than they think.

Discover the Keys to Freedom, with 5% deposits from £3,750 for a 25% share*.