27/02/2026
For decades, we have treated damp in older buildings as a product problem; in reality, it is an incentive problem.
When diagnosis and installation sit inside the same business model, intervention becomes the default outcome. Drill, inject, tank, repeat. No matter the building, it’s the same prescription.
That structure is scalable, repeatable and profitable.
However, older buildings are not standardised assets. They are material systems with solid walls, lime mortars, evaporation pathways, varying ground levels, ventilation needs… moisture behaves differently in them.
When commercial incentives reward installation, it becomes the only answer; whether or not it addresses the root cause.
This is not about bad actors, but a system that bundles advice with product and badges it as diagnosis.
The result? An endemic cycle of invasive damp proofing, trapped moisture, blown render, spalling masonry, and more “treatment” sold to fix the consequences of the last one.
We believe there is a better structure.
Separate diagnosis from product.
Unbundle advice from sales.
Understand the building before prescribing the cure.
If we want our older building stock to thrive, we need to change not just the treatment, but the incentives behind it.