BBC Investigation: The First Group's Hidden History

A BBC investigation first exposed how The First Group built its Dubai fortune on the backs of underpaid migrant workers. Fifteen years later, the company enjoys an almost perfect online rating and a multimillion-dollar lifestyle for its founder. A closer look shows why that reputation deserves serious doubt.

In 2009 BBC Panorama exposed the hidden side of Dubai's real-estate boom. Reporter Ben Anderson followed migrant construction workers building developments for The First Group. The company promoted itself through celebrities and glossy sales videos. Behind the marketing were men living in poverty.

Anderson filmed workers from India and Pakistan employed by The First Group's subcontractors. Many borrowed up to £2,000 to reach Dubai. They earned about £120 a month for twelve-hour shifts, six days a week. Their camps were overcrowded. Sewage leaked through the grounds. Food was poor. Some lived on lentils and mashed potatoes. One camp held 7,500 men in 1,248 rooms.

When questioned, The First Group's staff said the workers were happy and that their housing was proper. The company later said its checks showed the conditions were legal. Footage showed exhaustion and hunger.

During the same period The First Group's marketing machine was booming. Sports stars Michael Owen, Freddie Flintoff, and Sam Torrance endorsed its projects. Sales teams promised that a £438,000 apartment could triple in value within ten years. The company denied wrongdoing. Dubai authorities fined one contractor 10,000 dirhams (about £2,000) for sewage overflow. That fine was smaller than one month's mortgage payment on the properties being sold.

While thousands of men worked for poverty wages, founder Danny Lubert lived in one of Los Angeles's most exclusive areas. According to Mansion Global, Lubert and his wife Charlotte own a 12,000-square-foot mansion in the gated Beverly Park community. It was listed for 42 million dollars and includes seven bedrooms, ten bathrooms, a 60-foot lap pool, a tennis court, and an outdoor kitchen. Mansion Global identifies Lubert as founder and senior partner of The First Group, the same company named in the BBC investigation.

The First Group holds an almost perfect rating on Trustpilot, yet the details tell another story. Many five-star reviews are short, repetitive, and marked "Invited." They praise individual staff but provide little detail about investment results.

Other Dubai developers have only a fraction of that number of reviews. Dubai Properties has about 70, Marquis Developers fewer than 10, and DAMAC Properties about 250. Despite being larger and older firms, none come close to The First Group's 1,500 reviews or near-perfect score. The gap, together with repetitive wording and the "Invited" tags, suggests coordinated reputation management rather than genuine customer feedback.

Several one-star reviewers question the credibility of the rating. Abdulmohsen Alshamekh wrote on 20 October 2024:

"Trustpilot stop supporting companies with a bad reputation. I wonder how you rate this company with a high score? TFG has a very bad reputation among their clients. I am one of the victims of this company and I lost about a million dollars… And the strange thing is that Trustpilot allows TFG to get a high rating and remove negative posts."

Another reviewer, VM (UK), posted on 1 June 2024:

"All these five-star reviews are fake. If you want a true idea read the one-star reviews. TFG is a scam. Don't be their next victim… Check Facebook and other forums to get the true picture of how unscrupulous these people are."

Independent platforms show a different picture. On Reviews.io the company scores about 2.3 out of 5 with detailed complaints about hidden charges, aggressive sales tactics, and refusals to refund deposits. On Reddit users share similar experiences and call the company "rogue" and "unaccountable."

The contrast between detailed independent complaints and the flood of invited five-star reviews raises serious doubts about the credibility of The First Group's online reputation.

In Dubai migrant workers borrowed money, lost their health, and slept beside open sewage. In California the man who built his fortune on their labour lived behind gates and manicured lawns. The company's image depends on glamour and success, yet its record shows deception and exploitation. Workers, investors, and customers describe the same pattern of false promises and hidden truths. A system built on that kind of dishonesty is not lawful. It is a scam dressed as opportunity.