Omaze's UK arm recorded net income before tax of £12.797m in 2025, up from £6.2m the year before, according to newly revealed figures. The company's directors received remuneration totalling over £1.5m, up from over £1.1m, with the highest-paid director receiving a £704,000 pay packet including social security and remuneration.
Company profits versus charitable giving
The firm's website homepage makes no mention of how it makes profits, despite boasting of enabling people to “change the world” by offering punters the chance to scoop multi-million pound properties. Omaze's latest house draw offers a £4million North Yorkshire property with six bedrooms and four bathrooms. Players can purchase 15 entries for £10 or pay a £25-a-month subscription for 200 entries.
James Daley, managing director of Fairer Finance, said: “Omaze has become a massive money spinner... I think most people would be shocked to hear how much of their money is going towards the company’s profits.”
Celebrity backing and charity partnerships
Celebrities including David Beckham, Benedict Cumberbatch, Olivia Colman and Romesh Ranganathan have previously given their backing to Omaze's house draws. English Heritage, the RSPCA, Alzheimer's Society, British Heart Foundation and NSPCC are among high-profile charities Omaze has partnered with.
Omaze's website, which elsewhere refers to itself as a “for-profit entertainment company”, says: “Celebrate golden autumn days with your own woodland, lake and tennis court in this £4,000,000 North Yorkshire house when you enter the Yorkshire House Draw supporting Blood Cancer UK. Crunch leaves, pick orchard apples and sip tea by the hearth in a historic house where every cosy corner tells a story. There’s one guaranteed winner. The Yorkshire House could be yours: mortgage-free, with stamp duty and conveyancing fees covered, furnishings included and £250,000 cash (paid in instalments).”
Company response and charity reaction
CEO and co-founder Matt Pohlson addressed scrutiny over the company earlier this year, saying: "A lot of people know who we are, but a lot of people don't understand what we are." He added: "A lot of people still think it's a scam. Even one of our winners - who has lived in the house for two years - is still like, 'I don't think this is real.' People think it's too good to be true." He also said: "That resistance is not unique to the UK. Any time you are a for-profit company that is also helping charities, you get some resistance."
Omaze said: “Omaze has raised over £150 million for its charity partners in the UK since launching in 2020. In the 2025 accounting period referenced, Omaze committed over £50 million to charity partners, significantly more than its pre-tax profit. Prize draws operate in a for-profit sector. Omaze has chosen to make substantial charitable contributions as a central part of its business model, committing tens of millions of pounds to charity partners each year. Commercial success and social purpose are not in opposition. Maintaining a sustainable, profitable business enables Omaze to continue investing in fantastic, life-changing prizes for its customers whilst raising significant, incremental funds for its charity partners. The increase in directors’ remuneration reflects the growth and increasing scale and complexity of the business. Investing in an experienced leadership team supports Omaze’s ability to sustain and grow the business, deliver exceptional prizes for its customers and provide significant impact through funding and awareness for its charity partners.” A spokesman said the firm's “website is transparent about its for-profit status”.
Matthew White, Director of Engagement at Blood Cancer UK, said: “At Blood Cancer UK, we're committed to working with partners who can make a real difference for the over 310,000 people in the UK living with blood cancer. We're incredibly grateful for Omaze's continued support through our three partnerships, which have already raised £2.95 million and helped raise vital awareness of blood cancer, with its latest campaign guaranteeing at least £1 million to help us invest in clinical trials for some of the deadliest blood cancers, giving more people access to new treatments and ultimately improving their chances of survival.”
