The next generation of super-prime buyers in London

London’s super-prime buyers (those purchasing properties over £10 million) are getting younger. Recent Knight Frank data reveals that in the year to January 2025, 21.4% of buyers were under the age of 40, up from 16.7% the year prior. The increase is notable, too, in the younger age groups, with buyers in their 20s rising to 7.1%, up from 4.2% the previous year. 

“Buyer profiles are shifting, and getting younger, though the mindset of value and quality is still shared,” explains Stuart Bailey, Knight Frank’s Head of Super Prime Sales in London. “Many of our super-prime buyers are self-made, as wealth has been created faster than ever. Second generation, relatively new wealth, is also active, as these buyers seek to fulfil differing requirements, and a different experience, of owning a home in London.”

A shared mindset 

Technology has transformed not only how wealth is generated, but how it is spent. “With instant access to data and intel about how markets behave, opportunities can show themselves fast. You don’t have to spend a lifetime making your fortune, and therefore people are spending on real estate earlier as a consequence of having made their money quicker,” he says.

The latest edition of Knight Frank’s The Wealth Report delves deeper into the priorities and preferences of this influential age group in its Next Generation Survey, a first-of-its-kind global study of wealthy 18- to 35-year-olds. Globally mobile and connected, they place a high value on health and wellness, and spending on experiences over material possessions. 

Bailey sees this mindset reflected in the choices of young buyers seeking super-prime properties in London. “Because of their self-made nature they often have a commonality in how they approach the world and what is important to them,” he shares. “They have focus, place a premium on staying healthy, both physically and mentally, and seek out opportunities to be around like-minded people. It’s a different lifestyle to how their parents may have lived.” 

6 bedroom flat for sale in Bryanston Square, Marylebone, W1H

A new way of living

While previous generations may have favoured established neighbourhoods such as Mayfair or Belgravia, this younger cohort is expanding their search to pockets of the capital that can offer a strong sense of community with a vibrant edge. Those seeking a more peaceful pace of life may look to the village-like feel of neighbourhoods such as Dulwich, however proximity to the centre of the capital is still often a top priority. This is where fashionable areas such as Notting Hill and Fitzrovia appeal, well positioned but with a dynamic, local atmosphere. Likewise, the creative district of Marylebone pulls in a young and innovative crowd with its cultural diversity and lively high street, from cosy cafes and boutique shopping to contemporary dining.

Just as important as the property's location is the range of amenities it offers. Bailey notes that this focused new generation of wealth creators places importance on having the amenities to achieve their goals at their fingertips. “Younger people don’t always need a lot of bedrooms - they prioritise really good spaces that they can utilise and enjoy.” Increasingly, this includes premium wellness facilities - whether part of a luxury development or integrated within the home - along with exceptional spaces for working and entertaining at home.

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