When Matthew Pohlson, CEO of Omaze Ltd. revealed that the latest winner of a luxury‑home draw has put the property back on the market, the story sparked a fresh round of debate about whether anyone really wants to live in a prize‑winning mansion.
Who sold the house and why?
In June 2024, Lauren Keene, a 24‑year‑old full‑time nanny from Wirral, Merseyside, confirmed she had listed the six‑bedroom, Hollywood‑style home she won in December 2023 for £2.5 million – £500,000 below the £3 million valuation used in the draw.
Keene and her partner, Ryan Mitchell, initially thought they might move in, but the cash component of the prize – £250,000 – proved more useful than a house they could never truly call their own. "The money lets us rent, travel and save for the future," Keene told a local newspaper, smiling despite the media frenzy.
How Omaze structures its prize draws
According to Pohlson, each UK draw guarantees a £1 million donation to charity, a £250,000 cash allowance for the winner, and the property itself. "A third goes to the charity, a third covers the prize – that includes stamp duty, furniture and the cash – and the final third funds marketing and our operating costs," he explained in a YouTube interview with James Sinclair, founder and CEO of The Partyman Group.
The primary charitable partner highlighted in the conversation was British Heart Foundation, which receives a portion of every draw alongside a network of local food banks across the United Kingdom.
Why most winners sell the homes
"The vast majority of our winners end up selling the property," Pohlson said, noting that the cash prize is designed to sustain a house for seven to ten years. For a young professional like Keene, the upkeep of a six‑bedroom mansion – council tax, insurance, utilities – would easily eclipse the £250,000 cash hand‑out.
Industry analysts compare the pattern to the ‘cash‑out’ trend seen in other sweep‑stakes‑driven markets. One consultant from Saturn Partners VC observed that "the British obsession with home ownership meets the practical reality that most prize‑home buyers have no intention of becoming long‑term landlords".
Financial snapshot of Omaze UK
- Revenue 2023: £129 million (UK operations)
- Charitable donation per draw: £1 million
- Cash prize per winner: £250,000
- Typical home valuation: £3 million
- Average sale price after win: £2.5 million
Potential shift: building homes instead of buying them
Facing what he calls British “nimbyism” – the resistance to new luxury developments – Pohlson hinted that Omaze may start constructing its own prize homes. "If we can’t secure existing properties, we’ll build them," he told investors in September 2025, projecting a rollout within 18‑24 months.
Such a move would reshape the charity‑fundraising model, turning Omaze from a property‑acquisition platform into a full‑scale developer. Critics argue this could raise costs and dilute the charitable contribution, while supporters say it would safeguard the integrity of future draws.
What this means for future participants
For anyone eyeing the next draw, the key takeaway is that the cash prize, not the brick and mortar, is the primary benefit. Winners like Keene illustrate that liquidity beats the novelty of a luxury home when the ongoing expenses are taken into account.
Moreover, the announced pivot to building homes could mean higher entry costs for participants, potentially affecting ticket prices and, by extension, the total amount donated to charities such as the British Heart Foundation.
Frequently Asked Questions
Why do most Omaze prize‑home winners sell the property?
The £250,000 cash prize is intended to cover several years of maintenance, but the ongoing costs of a six‑bedroom mansion – council tax, insurance, utilities and upkeep – often exceed that amount. For most winners, converting the asset into cash provides greater financial flexibility and avoids a long‑term financial burden.
How much does Omaze donate to charity per draw?
Each UK draw guarantees a £1 million donation, split among partners such as the British Heart Foundation and a network of local food banks. This figure is fixed regardless of ticket sales or prize valuation.
What is the planned shift to building homes?
CEO Matthew Pohlson said Omaze may start constructing its own luxury homes to sidestep planning‑permission hurdles that have limited access to existing properties. The pilot phase is expected to launch in late 2024 or early 2025, with full operation within two years.
How does the cash prize compare to the cost of running the house?
Pohlson estimates the £250,000 cash allowance can sustain a typical prize home for seven to ten years, covering utilities, insurance, and routine maintenance. However, unexpected repairs or higher-than‑expected council tax can quickly deplete that buffer.
Who are the main charitable partners of Omaze in the UK?
The British Heart Foundation is the headline partner, receiving a sizable portion of each £1 million donation. Omaze also supports a range of local food banks, each of which benefits from the remaining allocated funds.