"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"
- Sam Reynolds - Zero Deposit
Zero Deposit has announced JLL as the first publicly named partner for its Guarantor+ product, which has already secured a 24% share of the UK rental market.
The regulated alternative to traditional personal guarantors has been live since February 2026 and, from 1 May, is being offered across a group of high-volume letting agencies and build-to-rent providers covering almost a quarter of UK rental properties.
The launch comes at a significant moment for the private rented sector. With the forthcoming Renters' Rights Act set to abolish advance rent, landlords are losing one of their primary tools for managing affordability risk.
Rising rents, increasing costs and broader economic uncertainty are adding further pressure on household finances, widening what Zero Deposit describes as a protection gap between what traditional referencing can offer and what the market now requires.
Guarantor+ has been developed to fill that gap, providing a fully regulated solution that covers both tenants and landlords. Zero Deposit says the dual protection model helps agents and operators guard against risks, including mis-selling, pressure selling and unfair pricing.
"The growing adoption of Guarantor+ reflects the need for more sophisticated, regulated solutions to Renters' Rights Act challenges," said Sam Reynolds, chief executive of Zero Deposit.
"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."
JLL selected Guarantor+ following a review of the market and assessment of multiple providers, with the rollout now underway across 11 branches. The firm's decision was shaped in part by the scale and track record Zero Deposit brings: the business has supported more than 200,000 tenants and provided over £170 million in landlord cover.
Neil Short, area director for residential lettings at JLL, explained what prompted the partnership. "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," he said.
"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."
"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."
Beyond the regulatory framework, Guarantor+ offers a fully digital journey designed to integrate into existing lettings workflows, helping agents progress deals without additional administrative friction.
JLL joins a growing list of operators adopting the product, with Zero Deposit describing the broader shift across the industry as a move away from informal guarantor arrangements toward more consistent and transparent alternatives. As the Renters' Rights Act reshapes the market, the appetite for regulated rental guarantor solutions looks set to grow further.
