Choice Housing
Choice Housing is one of Northern Ireland's largest social housing associations, managing over 14,000 homes across general needs, sheltered, and supported housing, employing 500+ staff, and serving tenants through a Common Selection Scheme partnership with the NI Housing Executive.
- Company typePrivate
- Founded2014
- HeadquartersBelfast, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Choice Housing does
Choice Housing Ireland Limited is a registered social housing association and charity headquartered in Belfast, Northern Ireland, and one of the region's largest providers of social rented housing. The current entity was formed in 2014 through the merger of Oaklee and Trinity housing associations (with Ulidia and Open Door joining shortly after), and traces its roots to predecessor associations first registered in 1976; it completed a further merger with Connswater in July 2025. It operates over 14,000 homes across Northern Ireland, employs 500+ dedicated staff (up from 400+ in 2024), and is structured as a registered society under the Industrial and Provident Societies Act (NI) 1969 and The Housing (NI) Order 1981, with charitable status (NIC 100095). The organisation reports to the Choice Group Board chaired by Caroline Young, with Damien Toner as Vice Chair and Michael McDonnell as Group Chief Executive.
The product portfolio is centred on three residential categories: General Needs Housing (self-contained flats, houses, bungalows, and maisonettes allocated through the Northern Ireland Housing Executive's Common Selection Scheme), Sheltered Housing (independent-living accommodation for older people with 24-hour emergency call links), and Supported Housing (hostel, residential, and shared-living accommodation for over 1,800 individuals with complex needs including mental health, dementia, and disability, delivered through 40+ Joint Management Partners). Ancillary services include a Financial Inclusion Team (benefits and welfare support), the Active Choice tenant incentive scheme, Tenant Engagement programmes, and a Sustainability & Energy Service targeting SAP Band A on all new homes and £4.5m of retrofit spend over 2022-2025. The wholly-owned subsidiary Choice Services (Ireland) Ltd provides in-house response repairs and maintenance to over 9,000 properties in Northern Ireland and to the first European Social Housing PPP project in the Republic of Ireland, covering building, electrical, plumbing, painting, roofing, and grounds trades.
The underlying technology platform comprises the My Choice tenant self-service portal (online rent accounts, repair reporting, repair status tracking, and account management), digital snagging tools being trialled on new developments, energy efficiency hardware (solar PV, TRVs, LED lighting, fabric-first insulation), and integrations including allpay and PayPoint for rent collection, HomeSwapper for mutual exchanges, Radius Connect 24 and Fold Telecare for out-of-hours emergency repairs, and Google Analytics for web insight. The revenue model is dominated by regulated recurring weekly rents (set per NI Housing Executive guidelines and frequently covered by Housing Benefit or Universal Credit), supplemented by weekly service charges on sheltered/supported schemes, third-party maintenance revenue through Choice Services, and grant/drawdown-funded new-build development capital. Distribution and demand capture flow through the Common Selection Scheme, the Choice Services Centre (0300 111 2211), the My Choice portal, and a network of regional offices across Belfast, Carryduff, Downpatrick, Irvinestown, L'Derry, Larne, Lisburn, and Newtownards.
Choice Housing firmographics
Firmographics- Name
- Choice Housing
- Legal name
- Choice Housing Ireland Limited
- Website
- https://choice-housing.org
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Choice Housing is one of Northern Ireland's largest social housing associations, managing over 14,000 homes across general needs, sheltered, and supported housing, employing 500+ staff, and serving tenants through a Common Selection Scheme partnership with the NI Housing Executive.
- Ownership category
- akta.pro rank
Choice Housing industry classification
Industry- Product category
- Social Housing
- NAICS
- Lessors of Residential Buildings and Dwellings (531110), Lessors of Residential Buildings and Dwellings (53111), New Multifamily Housing Construction (except For-Sale Builders) (236116), Lessors of Real Estate (5311)
- SIC
- Lessors Of Real Property, Nec (6519), Real Estate Operators (No Developers) & Lessors (6510), Services-To Dwellings & Other Buildings (7340)
- akta.pro primary industry
- Residential Affordable Housing Development & Construction (IMAFABAI)
- akta.pro secondary industries
- Multi-Family Residential Construction (Apartments, Condos, Townhomes) (IMAFABAB), Public & Affordable Housing Programs (Subsidies, Vouchers, Public Housing) (BPAIANAA)
Keywords
Where Choice Housing is headquartered
LocationHeadquarters
- HQ city
- Belfast
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Choice Housing business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain
Revenue model
- Social Housing Rent: Weekly rent payments from tenants in social housing properties. Rent amounts are set in accordance with Northern Ireland Housing Executive guidelines and Housing Benefit/Universal Credit may cover part or all of rent.
- Service Charges: Additional charges for services at certain schemes including utility costs, communal area maintenance passed to tenants.
- Development Funding: Bank loans and government-backed financing to fund new housing development. £70 million 15-year loan from Ulster Bank for 875+ affordable homes.
- Choice Services: Choice Services (Ireland) Ltd provides response repairs and maintenance services to over 9,000 properties, including housing, apartments and office buildings in Northern Ireland, and the first European Social Housing PPP project in the Republic of Ireland.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Social housing rent based on Housing Executive guidelines |
| Subscription | Weekly | Service charges for supported and sheltered housing schemes |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Choice Housing product offering
Product offeringCore offering
Choice Housing Ireland Limited is a Northern Ireland housing association providing social rented accommodation (general needs, sheltered, and supported housing) to over 14,000 homes across Belfast and surrounding regions. It funds new-build development through debt facilities and delivers response repairs, maintenance, and tenant support services through its subsidiary Choice Services (Ireland) Ltd and ancillary programmes such as the Financial Inclusion Team, Active Choice incentive scheme, and tenant engagement.
Product overview
Choice Housing operates a portfolio of housing services organized around core residential products (General Needs Housing, Sheltered Housing, Supported Housing), tenant-facing digital services (My Choice self-service portal), and ancillary support services. The My Choice tenant portal serves as the primary digital interface enabling rent payments, repair management, and account access. Choice Services (Ireland) Ltd functions as a subsidiary providing in-house repairs and maintenance across the property portfolio. Additional services include Financial Inclusion Team support, Active Choice incentive scheme, Tenant Engagement programmes, and Sustainability & Energy Services—all complementing the core housing delivery. The organization manages over 14,000 homes across Northern Ireland.
Differentiator
Problem solved
Functional benefit
Products and services
- General Needs Housing Social rented accommodation suitable for anyone over 16 including single people, couples, or families. Properties are self-contained bungalows, houses, flats or maisonettes allocated through the Housing Executive's Common Selection Scheme.
- Sheltered Housing Independent living for older people in self-contained dwellings within safe, friendly, supportive environments. Schemes include on-site or off-site managers, 24-hour emergency call centres, pendant alarms, communal areas, and social activities.
- Supported Housing Housing with support services for individuals with complex needs including mental health, dementia, and disabilities. Offers hostel accommodation, residential care homes, shared living and self-contained accommodation, with support ranging from 24-hour to minimal floating support.
- Choice Services (Ireland) Ltd Subsidiary company providing response repairs and maintenance services to over 9,000 properties including housing, apartments and office buildings in Northern Ireland, as well as the first European Social Housing PPP project in the Republic of Ireland. Services include response maintenance, change of tenancy repairs, disabled adaptations, project works, electrical testing, building, electrical, plumbing, painting, roofing, and grounds trades.
- My Choice Tenant Portal Online tenant self-service portal providing 24/7 access to account management, rent payments, repair reporting and tracking, and updates to contact details via smartphone, tablet, laptop, or computer.
- Financial Inclusion Team Support service for Choice tenants covering benefit maximisation, housing cost entitlement checks, securing grants for home setup, rent arrears repayment plans, Universal Credit applications, and benevolent fund applications.
- Active Choice Tenant incentive scheme rewarding and encouraging good tenancy conduct through financial rewards and benefits for tenants who pay rent on time, adhere to tenancy agreements, and contribute positively to their communities.
- Tenant Engagement Customer involvement programme providing Community Network, tenants forum, satisfaction surveys, get involved initiatives, and events designed to ensure tenant voices shape Choice's policies and services.
- Sustainability & Energy Services Energy efficiency support including tenant energy guides, heating controls advice, solar panel information, renewable technology guidance, and Choice's sustainability strategy targeting net-zero transition across the housing portfolio.
Quantifiable outcome
- 97% of new homes built to EPC Band A and B
- +4 more outcomes
Companies that use Choice Housing
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Choice Housing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature3 records
Choice Housing partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- The Turin TrustminorPartnership supporting various community initiatives.
- Rio Ferdinand FoundationcoreYouth partnership initiative supporting young people through enterprise and community programs.
- Trussell TrustminorPartnership to support NI families in need through food bank and poverty alleviation initiatives. Partnership renewed in 2024.
- Homelessness Charity PartnershipminorPartnership with homelessness charity to support new tenancies.
- Savills Financial ConsultantsminorAssisted Choice Housing in facilitating the £70 million loan agreement with Ulster Bank.
- IFF ResearchminorIndependent social and market research agency commissioned to conduct tenant satisfaction surveys on behalf of Choice to improve services.
- Joint Management PartnerscoreChoice works with over 40 Joint Management Partners. Choice Care & Support Department delivers services to over 1,800 individuals with complex needs throughout Northern Ireland through these partnerships.
- Praxis CarecoreSupport provider at certain sheltered housing schemes, including St Paul's Court for adults with dementia in Lisburn.
- Bryson FutureSkillsminorTenant employment scheme partner helping tenants develop skills and employment opportunities.
- BTminorDigital skills initiative for Choice residents helping tenants develop digital literacy.
- NI Federation of Housing Associations (NIFHA)coreChoice is a member of NIFHA which represents 26 registered housing associations in Northern Ireland providing 44,000 homes.
- National Energy ActionminorFree home energy training provider for Choice tenants.
- ConnswatercoreCompleted merger with Connswater in July 2025, expanding Choice's housing portfolio.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Choice Housing competitors and assessment
Company assessmentBroad incumbents
- Home Group: One of the UK's largest housing associations managing over 55,000 homes across England, Scotland, and Wales. Larger scale UK peer with comparable operating model though broader geographic footprint.
- Sanctuary Housing: Major UK housing association providing over 100,000 homes across England and Scotland. Comparable in mission and service breadth including supported housing, though operates at significantly larger scale than Choice.
Direct peers
- Clúid Housing: Ireland's largest housing association providing social housing and support services, comparable in mission, scale, and not-for-profit structure. Operates similar general needs, sheltered, and supported housing models.
- Fold Housing Association: Northern Ireland-based housing association offering general needs, sheltered, and supported housing. Direct peer operating under the same NI regulatory framework and providing telecare services (partner of Choice for emergency repairs).
- Helm Housing: Northern Ireland housing association managing social housing properties across the region. Direct regional competitor in NI affordable housing provision with comparable scale and service offerings.
- Habinteg: UK-wide housing association specialising in accessible and supported housing. Comparable in operating supported housing for vulnerable adults and providing housing-related support services.
- Apex Housing Association: One of Northern Ireland's largest housing associations managing thousands of homes across NI. Direct regional competitor offering general needs, sheltered, and supported housing under the same NI Housing Executive framework.
- Respond! Housing Association: Irish housing association providing social housing, family services, and supported accommodation. Comparable in mission across Ireland and operates in the same all-island social housing ecosystem.
- Clanmil Housing: Northern Ireland housing association providing social and affordable rented housing. Competes directly with Choice for NI Housing Executive allocations and operates similar tenant services and development programs.
Others
- NI Federation of Housing Associations (NIFHA): Industry body representing 26 housing associations in Northern Ireland providing 44,000 homes. Choice is a member; NIFHA is not a competitor but provides regulatory advocacy and sector coordination relevant to Choice's operating environment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Choice Housing social profiles
Digital presenceChoice Housing compliance and trust
Trust signalCompliance5 records
Choice Housing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Choice Housing leadership team
Management profileNumber of profiles
Profiles8 records
Choice Housing subsidiaries and ownership
Company hierarchySubsidiaries1 record
Choice Housing funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Choice Housing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Choice Housing
What does Choice Housing do?
Choice Housing Ireland Limited is a Northern Ireland housing association providing social rented accommodation (general needs, sheltered, and supported housing) to over 14,000 homes across Belfast and surrounding regions. It funds new-build development through debt facilities and delivers response repairs, maintenance, and tenant support services through its subsidiary Choice Services (Ireland) Ltd and ancillary programmes such as the Financial Inclusion Team, Active Choice incentive scheme, and tenant engagement.
Is Choice Housing a public or private company?
Choice Housing is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Choice Housing founded?
Choice Housing was founded in 2014. It employs 101 to 250 people.
Where is Choice Housing based?
Choice Housing is headquartered in Belfast, United Kingdom, in the Europe region.
How does Choice Housing make money?
Four revenue lines are on record. Social Housing Rent is the primary driver. The others are service Charges, development Funding and choice Services.
Who are Choice Housing's main competitors?
Broad incumbents on record are Home Group and Sanctuary Housing. Direct peers are Clúid Housing, Fold Housing Association, Helm Housing, Habinteg, Apex Housing Association, Respond! Housing Association and Clanmil Housing. NI Federation of Housing Associations (NIFHA) is listed as an others.
Does Choice Housing have an API?
No public API is recorded for Choice Housing.
What industry is Choice Housing in?
Choice Housing's product category is Social Housing. Its primary akta.pro industry code is IMAFABAI, Residential Affordable Housing Development & Construction, with a secondary code of IMAFABAB, Multi-Family Residential Construction (Apartments, Condos, Townhomes). Its NAICS code is 531110 and its SIC code is 6519.