Ali & Co recognised as a Trusted Agent 2025/26
Grays, April 2026 — Ali & Co has been named a Trusted Agent 2025/26, placing it among the top 10% of estate agent offices in the UK for client reputation. The recognition was awarded by Kerfuffle, the estate agency industry’s supplier discovery platform, and powered by independent data from ViewAgents.
The Trusted Agent programme is built on a simple principle: recognition should be earned, not bought. Unlike traditional awards that rely on self-nomination or paid entry, Trusted Agent winners are identified through an independent review of publicly available client feedback across multiple platforms — including Google, Trustpilot, Facebook, and Feefo.
Each qualifying office is scored on a methodology that weights recent reviews more heavily than older ones, looks at volume and consistency across platforms, and factors in how actively the agent responds to feedback. Only offices in the top 10% nationally make the Trusted Agent list.
Jak Ali, Director at Ali & Co, said: “This recognition means a great deal because it reflects what our clients actually think of us, not what we say about ourselves. We’re proud to be among the top 10% nationally and grateful to every client who took the time to share their experience.”
Simon Whale, founder of Kerfuffle, said: “Most awards in our industry are about who shouts the loudest or writes the best entry. Trusted Agent flips that. It only looks at what real clients have said — across every platform, over time. The agents who come out on top are the ones quietly getting it right, every day.”
Trusted Agent 2025/26 winners are listed publicly at thetrustedagent.co.uk, where sellers and landlords can check whether their local agent has been recognised.
About Trusted Agent 2025/26: Trusted Agent is a recognition programme run by Kerfuffle and powered by data from ViewAgents. It identifies the top 10% of UK estate agent offices based on client reputation across public review platforms. The programme is not a paid award, uses no self-nomination, and no agent pays to be included. Methodology and full criteria are published at thetrustedagent.co.uk/methodology.
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