Fyma and GAA Living Partner to Embed Behavioural Intelligence Across the UK's Living Sector
The UK's build-to-rent sector has a data problem. Most professionally managed residential schemes already have camera infrastructure covering their amenity spaces, lobbies, and shared areas. However, almost none of it is being used to answer the questions that matter most: which amenities are driving renewals, which communal spaces are underperforming, and where is capital being deployed into spaces that residents don't actually use?
Fyma, an AI computer-vision platform converts existing camera infrastructure into a behavioural data layer and GAA Living, the global rental living advisory firm, have formalised a strategic partnership to address this directly. The two capabilities are complementary: GAA understands the investment thesis and operational model; Fyma provides the evidence layer to test and optimise it.
Deep sector expertise meets unprecedented measurement capability for living sector assets.
The commercial case is straightforward. An operator that can demonstrate which amenity investments are driving lease renewals, and which are not, is better placed to allocate capital, defend rents at mark-to-market, and present credible NOI projections to investors. Fyma's data makes that argument with evidence rather than assumption.
"GAA has the client relationships and the sector credibility to open doors, and the advisory depth to make sure the conversation lands in the right context. For Fyma, this is the fastest route to embedding behavioural intelligence across portfolios at scale.”
- Sam Pound-Jones, Commercial Director at Fyma
"Our clients are increasingly being asked to demonstrate the operational rationale behind their amenity strategies, not just describe them. Fyma gives us an evidence base we haven't had before. This partnership means our advisory work and their measurement capability arrive in the same conversation."
- Ronak Rawal, Senior Director at GAA Living
Fyma are already testing their platform across a number of schemes in the UK and Ireland with great results across the board. GAA Living and Fyma are looking forward to working together to leverage this valuable data and insight to support informed operational decision-making for their clients.
Operators and asset managers interested in exploring the partnership can contact either team directly at: