Pinnacle Group invests in growing BTR and PRS business with senior appointment  

Pinnacle Group has appointed Emma Parsons as Head of Place by Pinnacle, strengthening its leadership team as the business continues to grow its build-to-rent and private rented sector offer. 

Pinnacle Group has appointed Emma Parsons as Head of Place by Pinnacle, strengthening its leadership team as the business continues to grow its build-to-rent and private rented sector offer. 

Emma brings more than 20 years’ experience in the residential property sector, with expertise spanning lettings, property management, build-to-rent operations and business leadership. Throughout her career, she has held senior roles across the industry, leading multi-site lettings operations and national property services teams, with responsibility for people, performance, compliance and commercial delivery. 

Emma joins Pinnacle from PropTech business Flatfair, where she spent five years working closely with BTR operators, investors and agency partners across the UK. During this time, she developed extensive insight into the evolving rental market and the ways technology and innovation can enhance resident experience and operational performance. 

As Head of Place by Pinnacle, Emma will lead the continued growth of the business, further strengthening its position as a trusted management partner for investors, developers and asset owners across the BTR and PRS sectors.