For those thinking of starting a family or a business, Northern Ireland is the best place in the UK for both, research reveals.
Professional services firm PwC surveyed 4,000 people around the UK - and more respondents here than anywhere else said they would recommend the region as a good place to bring up a family.
Northern Ireland emerges so well from PwC's Future of Government report that it says we should capitalise on a potential "exodus" of people wanting to relocate here from big cities like London.
However, people were less enthusiastic about the Executive, compared to how Scots and the Welsh felt about their devolved administrations.
Dr David Armstrong, government and health industries lead for PwC NI, said: "This is a significant statement of confidence in NI at a time when people have greater choice about where to live and work.
"People are now thinking more about the quality of life they want to lead which has led to an exodus from a number of big cities, particularly London.
"With many companies now planning remote working into their future plans, there's a major window of opportunity for NI to attract people seeking to relocate."
As the UK Government pursues a 'levelling-up' agenda to spread wealth beyond London, PwC found better housing was a big requirement for Northern Ireland.
Three-quarters of those surveyed said improving the supply and quality of homes would be most effective in levelling up.
Higher-paying jobs (50%) and a better safety net for those most in need (49%) were also a big focus.
Dr Armstrong agreed better paid jobs were a must, adding: "Traditionally people moving here have been employed in low-skilled jobs with migrant labour supporting economic growth since 2014.
"The emphasis could change in the future with our reputation as a world-leading cyber security hub as well as being named as one of three UK cities most likely to emerge as a leading tech city this year, could see NI attract more highly skilled people which would greatly improve our economic development."
According to the Office for National Statistics, the average house price in London is now at a record £514,000 - compared to £143,205 here, where it is around 70% cheaper.
Journalist Mark Edwards moved back to his home city of Belfast with his wife Diana after living in London.
He said: "I loved living in the capital but my rent was extortionate and the cost of living was through the roof.
"After getting engaged the pull of home began to grow. My partner and I were never going to be able to afford to buy a home in London, or even on its outskirts.
"We researched house prices in Belfast and they were a fraction of the price than in the south east of England.
"We were able to afford a deposit on a house in Ballyhackamore, which is a great area to live. My mortgage is now a third of what my rent was in London so we have much more disposable income.
"My parents are both still living in Belfast so it is wonderful being able to spend more time with them."