Our Focus is the Opportunity 

Our purpose is to generate exceptional value for our investors and partners, with integrity and transparency.  

Providing investment management and advisory services since 2009.

Prime Investors Capital (PIC) is a Pan-European strategic firm specializing in alternative investments, operating from London and Madrid. Our core team works alongside a carefully selected network of professionals, including investment bankers, property specialists, financial consultants, and sector-specific experts. This structure enables us to bring deep and refined analysis across every stage of the investment lifecycle, from due diligence and risk assessment to hands-on implementation and value-focused optimization. 

Areas of Practice

Direct Investment Opportunities

We are an alternative investment company focused on multiple asset classes and investment strategies in the European markets.

We leverage an unparalleled global network to create and enhance partnerships and investments within an opportunistic approach by unlocking value throughout the ecosystem.

We do so by targeting opportunities with durable economic characteristics and significant upside potential.

We offer investors and partners over 20 years of expertise in sourcing and executing investments across a vast range of sectors. Our previous experience includes real estate, hospitality, sports, financial institutions, consumer and impact, both in the UK and abroad. We operate across both the public and private sectors, combining deep sector knowledge with strategic flexibility to drive long-term value.

Prime Value Strategy

PIC identifies underutilized and undervalued assets with significant unexploited potential, generating value through bespoke strategies.

PIC identifies underutilised and undervalued assets with clear untapped potential, generating value through tailored strategies. The firm gains access to exclusive opportunities and delivers projects efficiently by drawing on longstanding international networks, strong local partnerships, and established relationships with government and regulatory bodies. Focused primarily across the UK and Europe, PIC takes advantage of pricing inefficiencies and market fragmentation, supported by deep expertise in both finance and hospitality. Investments are made on behalf of limited partners and general partners.

PIC follows a disciplined investment approach focused on enhancing internal rates of return by limiting downside risk and preserving strategic flexibility throughout the asset lifecycle. The firm prioritises capital efficiency, flexible exit options, and hands-on project oversight to maximise value. This is achieved through initiatives such as changes of use, licence acquisitions, and permit optimisation, allowing PIC to unlock returns across both core and opportunistic real estate strategies. This approach forms the foundation of the Prime Value Strategy, defined by a focused commitment to: 

  • Strategic Business Plan Analysis  

  • A Systematic Approach for Stakeholder Engagement 

  • Differentiated Exit Strategy at Multiple Stages  

  • Maximizing Optionality 

  • Increasing Profitability 

Prime Track Record

BVLGARI Hotel and Residences

Since inception, we have been heavily involved in Real Estate across Europe and the US.  

In 2008, we were responsible for the origination, funding and development of the BVLGARI Hotel and Residences in Knightsbridge, London. PIC led the funding and development of the BVLGARI Hotel and Residences, the first new-built hotel project to gain planning permission approval in prime London in 30 years.

The Residences were pre-sold achieving the highest price for a London residential sale at £7,000 per sq. ft. with a capital value of £100 million. Moreover, to date, the BVLGARI Hotel itself has one of the highest Rev-Par’s in the world.

Admiralty Arch

In October 2012, PIC successfully won a bid among 30 contenders to privatise and restore one of Her Majesty’s Government's most prized real estate landmarks: Admiralty Arch.

This was the first major building sold by the Government as part of austerity measures to streamline their property portfolio and raise funds for the Exchequer. Our success underscores our unique ability to build strong relationships at the highest levels of Government and deliver solutions that meet their objectives.

Our vision was to transform the property into one of the world’s most iconic hotels. During the value creation phase, we extended the lease from 99 to 250 years and secured valuable planning consent, significantly increasing the property's square footage and value. The valuation rose from an initial £60 million to over £500 million upon completion.

Given the property's iconic status and the valuable planning consent, we attracted interest from top luxury hotel operators like Four Seasons and Aman. Ultimately, we selected Waldorf Astoria, securing one of the most valuable hotel operator deals in the luxury hospitality market.

Through our extensive investor network, we advised the owners (the Spanish Government) on a discreet and lucrative off-market sale to a private investor.

Spanish Government Advisory

Delivery of one of the largest real estate prime assets of the Kingdom of Spain in Central London.

Prime Investors Capital (PIC) led the origination and funding of the acquisition of the leasehold interest from the Kingdom of Spain, securing the sale of one of their prime residential assets in one of London’s most prestigious addresses.

PIC formally advised on the historic bidding process for the sale and repositioning of the largest Spanish cultural public foundation. The asset is strategically located in one of the most valuable real estate areas in Prime Central London

 The Prime-led bid achieved the highest offer, securing the asset more than 3x the initial asking price. Following this success, PIC has continued to advise other governments on the strategic privatisation and repositioning of public real estate assets.

The PIC Investment Journey

  1. Opportunity Identification

  • Identification of opportunity through established network.

  • Evaluation of off-market opportunities.

  • Initial feasibility study, strategy and business plan.

2. Asset Acquisition

  • Internal and cxternal Asset valuation

  • Secure bank or non-bank source funding and co-investing as necessary to acquire asset.

  • Successful bidding process where needed.

3. Value Creation

  • Enhancement of property characteristics.

  • Maximization of revenue- generating areas.

  • Execution of strategy according to business plan.

4. Operational Execution

  • Fully hands-on approach.

  • Project monitoring and execution.

  • Dynamic risk management (hedging).

  • External Asset valuation post value-add strategy implementation

5. Bearing all Liabilities

  • Control strategic and day to day activities.

  • Accept unlimited liabilities on behalf of investors.

  • Investor reporting.

  • Reporting to financial authorities.

6. Exit

  • Exit strategies based on maximised IRR

  • Trade sale: Buyer or JV identification.

  • Maximum capital gain/ROI.

  • Development projects historically achieving over 5.0x MOIC.

“Someone is sitting in the shade of a tree today because someone planted a tree a long time ago”.

– Warren Buffet