OSB Group (OSB) investor relations material

Market overview and structural drivers

• The UK private rented sector faces a structural housing shortage, with a deficit of 4.3 million homes and only 200,000 built annually against a target of 300,000–500,000, while 19% of homes are rented privately and population growth outpaces housing stock increases.

• Buy-to-let is the second largest UK lending segment, valued at nearly £300 billion, with specialist lenders like OSB holding a 24% market share.

• Professional landlords are consolidating market share, with 92% of new originations in 2025 via limited companies and 75% of 2025 buy-to-let purchases made through limited companies, with larger average portfolio sizes.

• Intergenerational wealth transfer is fueling the next generation of landlords, with millennials and Gen Z expected to comprise nearly 50% of the market soon, and demand for rental housing is robust, especially among younger demographics.

• Rental yields remain strong at 6.4%, with rents up 34% since the pandemic, and 85% of landlords report profitability with net yields around 20% after costs and typical leverage at 70–75% LTV.

Business transformation, technology investment, and strategy

• A multi-year transformation program has delivered a modern, scalable, cloud-based lending platform, automating routine tasks, reducing application-to-offer times by 30%, and enabling rapid product repricing and launches.

• AI-driven capabilities are being embedded for fraud prevention, income verification, broker support, and data validation, enhancing risk control and operational efficiency.

• The platform integrates with 30+ fintech solutions, supports scalable growth without increasing headcount, and enables operational leverage and cost discipline, targeting a cost-to-income ratio in the low 30s% by the end of the plan.

• The Rely brand, launched in 2025, and the 'Landlord Leaders' community enhance broker engagement, increase buy-to-let volumes, and consolidate customer data for future service innovation.

• Transformation enables rapid response to market volatility, maintaining product availability and supporting growth.

Competitive positioning and customer relationships

• OSB is recognized by brokers and landlords for speed, flexibility, and expertise, with end-to-end digital processes outperforming competitors who focus on isolated improvements.

• Strong intermediary relationships, award-winning intermediary experience, and a reputation for certainty and decisioning drive repeat business and sustainable margins.

• Customer and broker feedback highlights the value of personal relationships, rapid processing, and tailored product offerings for both simple and complex cases.

• Case studies highlight high tenant satisfaction and the flexibility and quality of professional landlord offerings.

• The transformation has enabled rapid response to market volatility, maintaining product availability and supporting growth.