Zero Deposit has launched a new rental protection product, Guarantor+, with JLL confirmed as its first major agency partner.
The product is designed as a regulated alternative to traditional guarantors, as changes under the Renters’ Rights Act 2025reshape how landlords manage affordability risk.
Guarantor+ has already reached an estimated 24% market share following rapid adoption by high-volume letting agents and build-to-rent operators since its launch in February.
The rollout comes ahead of new restrictions on rent in advance, which are expected to remove a key tool previously used by landlords to mitigate risk where tenants fall short on standard affordability checks.
BRIDGING THE GAP
The product aims to bridge that gap by providing a guaranteed level of protection for landlords, while enabling tenants to secure homes without relying on personal guarantors.
A fully digital application process is designed to speed up decision-making and reduce friction in the lettings process, supporting agents in progressing deals more efficiently.
JLL has begun rolling out the solution across its lettings network following a review of the market, joining a growing number of operators adopting regulated alternatives to traditional guarantor models.
The move reflects a wider shift in the private rented sector, as agents and landlords adapt to increased regulation, tighter affordability criteria and evolving tenant profiles.
SOPHISTICATED SOLUTIONS
Sam Reynolds, Chief Executive Officer at Zero Deposit, says: ““The growing adoption of Guarantor+ reflects the need for more sophisticated, regulated solutions to Renters’ Rights Act challenges.
“This is an emerging category which is fraught with potential risk and conflict if not managed well. We’ve solved these challenges through applying, we believe, robust standards of regulation, and this is one of the reasons why we’ve rapidly grown our market share.
“We’ve been able to assess the category from afar and build a market-leading product that gives our partners, landlords, and tenants greater certainty and protection and removes friction from the lettings process. At the core of our values, we’ve built a product that’s fair to all parties.
“We are proud to be partnering with JLL, an operator that has taken a thoughtful, rigorous approach to assessing the guarantor market, to deliver a solution that instantly removes the advanced rent challenge on 1st May.”
PRACTICAL ALTERNATIVE
Neil Short, Area Director, Residential Lettings at JLL, adds: “The Renters’ Rights Act has removed rent in advance as an option, which many of our tenants – particularly overseas students – previously relied on for a number of reasons.
“We’ve partnered with Zero Deposit because Guarantor+ gives these tenants a practical alternative. It means they can still access the rental market and pay monthly, which is what most people want to do anyway.
“It’s a solution that works for everyone.”
“What’s equally important is that our landlords have proper protection. They’re the beneficiary of the guarantee, so if a tenant falls into arrears, the insurer steps in and covers it – up to £130,000.
“It’s a solution that works for everyone and helps us continue serving a diverse tenant base in this new regulatory environment.”
