Carlyle & Gatehouse Living Group to Operate SFR Homes Under Ascend Living White Label Brand

Over 3,000 homes now operating under Ascend Living brand, just six months after launch

The single-family rental (SFR) platform being built by global investment firm Carlyle (NASDAQ: CG) and Gatehouse Living Group is to operate the homes under the new ‘white label’ Ascend Living brand as it looks to provide a resident-facing identity for the portfolio.

The move brings the number of homes operating under the Ascend Living identity to more than 3,000 just six months after launch, joining existing instructions from several major investor clients.

Under the approach, all homes within Carlyle and Gatehouse IM’s platform will be marketed under the Ascend Living brand. The platform launched in Summer 2023 and now consists of over 1000 homes, with Ascend holding the leasing and property management mandate for the portfolio since its inception.

Ascend Living was launched by Ascend in February 2025 to provide investors with a turnkey operational identity, enabling unbranded platforms to benefit from a resident-facing name without the costs associated with creating and establishing a standalone brand.

The ‘off the shelf’, end-to-end service offered by Ascend Living is unique in the institutional property sector, covering all aspects of management such as lettings, renewals, maintenance and resident liaison, including the imminent launch of a dedicated app for residents. ESG is a central part of the brand’s approach, across both operational activity and in helping residents make more sustainable choices.

Lee Hill, Commercial Director of Ascend, said: 

These new additions to the Ascend Living brand build on our existing partnership with Carlyle, and demonstrate both the success of the white-label concept and the value it is delivering for investors. As the number of homes operating under the Ascend Living umbrella grows, the brand becomes an even more effective tool, and we are seeing considerable investor demand for tapping into the benefits this scale brings.

“It also reflects the advantages of Gatehouse Living Group’s unique platform, bringing together the expertise of Gatehouse Investment Management and Ascend. Covering all aspects of SFR investment – from structuring and acquisitions to property management, portfolio sales and, now, ready-to-go operational branding – the Group’s end-to-end offer is showing just what is possible in this exciting sector. We look forward to more homes joining the Ascend Living brand in the coming months.