Jefferies London Launches AI Broker as Part of Digital Rebrand

Prime London property brokerage Jefferies London has announced the launch of one of the UK’s first AI-powered property brokers, part of a bold rebrand and digital transformation strategy designed to enhance client experience in the evolving luxury property market.

Formerly operating as Jefferies James, the boutique firm is now known as Jefferies London, a name change that reflects both its central London focus and its modernised service proposition.

Founded by industry veteran Damien Jefferies, the firm has rapidly established itself as a go-to advisor for high-net-worth individuals and celebrity clientele. Despite its traditional roots, Jefferies London has consistently prioritised innovation, combining over 100 years of collective experience with a digital-first approach.

The rebrand includes a complete overhaul of the company’s digital platforms and the introduction of a new AI assistant named J.E.S.S.E. (Jefferies Estate Sales and Search Engine). J.E.S.S.E. is designed to enhance client engagement by:

• Speaking multiple languages
• Providing immediate responses to property queries
• Booking viewings and handling general enquiries across all Jefferies London listings

Damien Jefferies, Founder of Jefferies London, commented:

“We’ve always been a digital-centric business and have continuously evolved in step with the modern property landscape. Launching J.E.S.S.E. marks the next chapter in that evolution — a tool designed not to replace personal service, but to enhance it.

Our clients demand responsiveness, discretion and deep market insight. J.E.S.S.E. delivers on all fronts, providing a seamless user experience while freeing our team to focus on strategic, high-touch client work.

Of course, no technology can replace the people behind the brand — and we’re proud to be adding several high-profile names to our team in the weeks ahead.”

The introduction of J.E.S.S.E. comes at a time when the prime property market is increasingly embracing intelligent automation, and positions Jefferies London at the forefront of this shift. The firm expects to further expand its AI capabilities later this year, as part of a broader effort to scale its client service proposition globally.

? About Jefferies London

Jefferies London is a specialist prime residential property brokerage, delivering discreet and data-driven property services across Prime Central and South-West London. The firm combines deep market expertise, bespoke marketing, and innovative technology to serve the needs of domestic and international clients alike.