What Longhurst Group does

Longhurst Group is a charitable housing association operating in England under the trading name Amplius (legally Amplius Living), registered with the Regulator of Social Housing (No. 5060) as a community benefit society. The group owns and manages more than 40,000 homes across the Midlands, East and Southeast of England, making it one of the largest regional housing providers in those geographies. Its offerings span affordable and social rentals, shared ownership sales, outright market sales, leaseholder services, and specialist housing with care and support (independent living and extra care).

Revenue is generated through five primary streams: recurring social and affordable housing rents, recurring leaseholder service charges, recurring specialist housing and support services, transactional shared ownership sales, and transactional market sale completions via the development subsidiary Keystone Developments (LG) Limited. Treasury operations are run through Libra (Longhurst Group) Treasury Plc. Sub-brands L & H Homes, Friendship Care and Housing, and Spire Homes extend the group's portfolio reach across differentiated local markets.

The technology layer consists of a customer-facing portal (My.Amplius, launched May 2026, replacing the legacy 'My Account'), online repair reporting with priority-based contractor dispatch, online defect reporting for new-build homes, and conventional marketing and survey tooling (MailChimp, Survey Monkey, Google Analytics, Microsoft Teams for focus groups). Distribution is direct-to-consumer via website, contact centre (0800 111 4013), and the portal. Repairs are delivered primarily through Sureserve (heating and gas) and Morris Vermaport (lifts and hoists). The group is structured as a parent company limited by guarantee (Longhurst Group) with charitable and for-profit subsidiaries, and does not have equity shareholders.

Name

Longhurst Group

Legal name

Amplius Living

Website

https://longhurst-group.org.uk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Longhurst Group, trading as Amplius, is a charitable UK housing association that owns and manages more than 40,000 homes across the Midlands, East and Southeast of England, providing affordable rentals, shared ownership, leasehold services, specialist housing with care, and market sales to social and intermediate tenants.

Ownership category

akta.pro rank

Product category

Social Housing

NAICS

Residential Property Managers (531311), Real Estate Property Managers (53131)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Affordable & Subsidized Housing Property Management (LIHTC, Section 8) (BPAJAFAD)

akta.pro secondary industry

Multifamily & Student Housing Asset Management (BPAJAMAD)

Keywords

• Affordable housing
• Social housing rentals
• Shared ownership homes
• Specialist housing care
• Property repairs maintenance

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales

Revenue model

1. Social Housing Rents: Rental income from tenants in social and affordable housing properties across the Midlands, East and Southeast of England.
2. Shared Ownership Sales: Homes sold through shared ownership arrangements, where customers purchase a share and pay rent on the remaining portion.
3. Leaseholder Service Charges: Service charges collected from leaseholders for maintenance, repairs, and building management services.
4. Market Sale Properties: Homes sold outright for outright purchase.
5. Specialist Housing and Support Services: Care and support services for customers in specialist housing including independent living and extra care settings.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Longhurst Group, trading as Amplius, provides affordable rental housing, shared ownership homes, and outright market sale properties to customers across the Midlands, East and Southeast of England. The Group also delivers specialist housing with integrated care and support (Independent Living and Extra Care), property repairs and maintenance services, a financial wellbeing service, and employment and skills support. All services are delivered to more than 40,000 homes through the Amplius brand and its subsidiaries.

Product overview

Amplius is the trading name of Longhurst Group, one of the largest housing providers across the Midlands, East and Southeast of England, owning and managing more than 40,000 homes. The core offering consists of Amplius (the main housing services brand), My.Amplius (customer portal), Specialist Housing Services (Independent Living, Extra Care and Support), Repairs and Maintenance, Financial Wellbeing Service, and Employment and Skills Support. The group operates through several subsidiaries including Keystone Developments, L & H Homes, Friendship Care and Housing, Spire Homes, and Libra Treasury. Services include affordable rentals, shared ownership, outright purchase homes, specialist housing with care, repairs and maintenance, and customer support programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Affordable Rentals Social and affordable rental homes made available to tenants across the Midlands, East and Southeast of England, with rent determined by property characteristics and tenancy type. Customers apply through the Find a Home service and are supported by tenancy management, rent payment services, and the My.Amplius portal.
• Shared Ownership Homes New-build homes sold through shared ownership arrangements, allowing customers to purchase a share and pay rent on the remaining portion, with the option to staircase to full ownership. Targeted at first-time buyers and intermediate homeowners unable to purchase outright.
• Market Sale Properties New-build homes sold outright for owner-occupation through the Find a Home service and the New Homes team, providing an alternative to the affordable and shared ownership pathways.
• Specialist Housing Services Housing with integrated care and support for vulnerable and older customers, including Independent Living, Extra Care, and other specialist housing schemes. Services are delivered directly by Amplius teams and include accessibility aids and adaptations where required.
• Repairs and Maintenance Repairs and maintenance service covering emergency, urgent, routine, and planned repairs for Amplius tenants, with online reporting, priority classification, and contractor dispatch. Supports both general housing stock and specialist housing assets including lifts and stairlifts via partner Morris Vermaport.
• Financial Wellbeing Service Money advice, benefits support, and financial wellbeing service for tenants experiencing hardship, including signposting to partners such as PayPlan, British Gas Energy Trust, Citizens Advice, and LEAP for debt advice, energy grants, and cost of living support.
• Employment and Skills Support Support service helping customers find work, refresh existing skills, or learn new ones to improve employment prospects, delivered as part of the wider tenancy support offer.
• My.Amplius Customer Portal Secure online customer portal launched to unify Amplius customers, enabling them to manage their tenancy, view rent statements, update personal details, and control communication preferences in one place. Accessible via web and mobile.

Quantifiable outcome

• 40,000+ homes managed

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, strategic and minor.

• SureservecoreImplementation/ SI/ Consulting PartnerSureserve is the primary repairs and heating contractor for Amplius, providing gas safety checks, heating servicing, repairs, and installations. They also handle new home gas safety checks and train customers on heating systems.
• Morris VermaportcoreImplementation/ SI/ Consulting PartnerMorris Vermaport provides lift maintenance services for Amplius properties, including stairlifts, ceiling track hoists, through floor lifts, platform lifts, and passenger lifts in communal areas.
• Homes EnglandstrategicOthersGovernment housing agency that provides funding and regulatory oversight for social housing providers. Amplius is registered and regulated by Homes England.
• National Housing FederationstrategicOthersIndustry body for housing associations in England. Amplius is a member, contributing to and benefiting from sector-wide initiatives, best practices, and policy representation.
• PayPlanminorStrategic or Co-development PartnerFree debt advice provider offering BudgetSmart tool to help Amplius customers manage finances during cost of living challenges. Part of Amplius's financial wellbeing service offering.
• British Gas Energy TrustminorOthersEnergy support fund providing grants to households struggling with energy bills, referenced as part of Amplius's cost of living support resources.
• Citizens AdviceminorStrategic or Co-development PartnerReferenced as part of cost of living support resources, providing financial guidance and advice to Amplius customers experiencing hardship.
• LEAP (Local Energy Advice Partnership)minorStrategic or Co-development PartnerEnergy advice partnership providing home energy assessments and efficiency recommendations, referenced as resource for customers reducing energy costs.
• Cadent GasminorOthersGas emergency service provider. Customers advised to call 0800 111 999 for suspected gas leaks, with Cadent handling gas network emergencies.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Clarion Housing Group: One of the UK's largest housing associations, managing around 125,000 homes nationwide. Directly comparable to Longhurst as a large-scale social/affordable landlord offering tenancies, shared ownership, and supported housing across multiple English regions.
• Notting Hill Genesis: Major housing association with c.66,000 homes, formed from a merger similar in spirit to Longhurst's group structure. Directly comparable across affordable rent, shared ownership, supported housing, and in-house development.
• Sovereign Housing Association: UK housing association managing c.85,000 homes, primarily across southern and central England. Closely comparable on operating geography, tenant services, shared ownership offering, and development pipeline.
• Peabody: Major UK housing association and developer with c.90,000 homes across London and the South East. Comparable on business model — affordable rental, shared ownership, market sale, and specialist housing — though more London-weighted than Longhurst.
• Hyde Group: Large UK housing association with c.60,000 homes across London and southern England. Comparable in scale, mission, and product mix (affordable rent, shared ownership, supported housing) and overlaps with Longhurst's Southeast England footprint.
• Home Group: UK housing association and supported housing provider with c.55,000 homes across northern and central England. Comparable in mission and product mix, with stronger northern weighting but overlapping midlands presence.
• L&Q: Large London-headquartered housing association with c.110,000 homes, combining social rent, shared ownership, and private sale through its development arm. Closely comparable to Longhurst's integrated model and stock size, with stronger London focus.
• Anchor Hanover: UK's largest provider of specialist housing for older people, with c.65,000 homes. Comparable to Longhurst's Specialist Housing Services arm and supported housing offering, particularly in extra care and independent living.
• Metropolitan Thames Valley: Large housing association with c.57,000 homes across central, southern, and Midlands regions of England. Directly comparable to Longhurst on affordable rental, shared ownership, supported housing, and geographic overlap in the Midlands.

Regional players

• LiveWest: UK housing association with c.40,000 homes, primarily in the South West of England. Comparable in scale and product mix (affordable rent, shared ownership, market sale, specialist housing) but operates in a different geographic region from Longhurst.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AmpliusLiving
• YouTubeyoutube.com/@ampliusliving
• LinkedInlinkedin.com/company/ampliusliving2
• Instagraminstagram.com/ampliusliving
• TikToktiktok.com/@ampliusliving

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Longhurst Group