Name

Housing Plus Group

Legal name

The Housing Plus Group Limited

Website

https://housingplusgroup.co.uk

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Social Housing and Affordable Housing Services

NAICS

Lessors of Residential Buildings and Dwellings (531110), Assisted Living Facilities for the Elderly (623312), Other Residential Care Facilities (62399), Residential Intellectual and Developmental Disability Facilities (623210), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331)

SIC

Operators Of Apartment Buildings (6513), Services-Nursing & Personal Care Facilities (8050), Real Estate (6500), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Affordable Housing & Community Development (Housing, Community Land Trusts) (BPAGALAC)

akta.pro secondary industries

Independent Living Real Estate Owners/Operators (REITs & Management Companies) (HLADAAAG), Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL)

Keywords

• Social housing
• Affordable housing
• Housing association
• Retirement living care
• Shared ownership sales

Headquarters

HQ city

Stafford

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Social and Affordable Rent: Rental income from over 33,000 social and affordable homes across Shropshire, Staffordshire and Telford & Wrekin.
2. Low-cost Home Ownership / Shared Ownership: Shared ownership sales through Severn Homes, revenue supports provision of additional affordable housing.
3. Market Rent: Market rent properties offered through Severn Homes, revenue supports affordable housing provision.
4. Care and Support Services: Housing and support services for older people and those with physical or learning difficulties through Care Plus and Choices.
5. Outright Sale Properties: Homes for outright sale through County Town Homes in Staffordshire and Shropshire.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels5 records

Core offering

Housing Plus Group is a UK not-for-profit housing association that provides social and affordable rented homes, shared ownership, market rent, outright sale housing, retirement living, supported housing, residential nursing care, domiciliary care, and telecare services across Shropshire, Staffordshire and Telford & Wrekin. The group operates more than 33,000 homes and is committed to building at least 1,000 new affordable homes annually, with revenue reinvested into additional housing supply and resident support services.

Product overview

Housing Plus Group is a housing association providing a diversified portfolio of housing, care and support services across Shropshire, Staffordshire and Telford & Wrekin. The organisation operates as a group structure with multiple subsidiary brands: Homes Plus (affordable homes, 19,000+ properties), The Wrekin Housing Group (affordable rent and low-cost home ownership, 13,000+ properties), Care Plus (retirement living and care for older people and those with disabilities), Choices (care and supported living services), Severn Homes (market rent and shared ownership), County Town Homes (homes for outright sale), and ShireLiving (retirement housing for over 55s). Supporting services include Property Plus (maintenance), Strata Housing Services (development), and Old Park Services/WATCH alarms (assistive technology and telecare). The group offers various tenure types including social rent, affordable rent, shared ownership, market rent, outright sale, rent-to-buy, and housing with care services. The group was formed through the merger of Housing Plus Group and The Wrekin Housing Group in January 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Wrekin WATCH alarms: Assistive technology and telecare services brand operated by Old Park Services to help support customers to live safely and independently.

Products and services

• Social and Affordable Housing for Rent Rented social and affordable homes provided directly to individuals and families through the group's Homes Plus and Wrekin Housing Group sub-brands. Rents are set under social rent and affordable rent frameworks and allocated through local authority choice-based lettings schemes.
• Shared Ownership Homes Part-buy, part-rent scheme helping first-time buyers purchase a share of a home and pay rent on the remaining share, delivered through Severn Homes in Shropshire and Staffordshire.
• Market Rent Homes Homes let at market rent through Severn Homes, providing flexible rental options for households that can pay full market rents, with revenue cross-subsidising affordable housing supply.
• Homes for Outright Sale New-build homes sold at full market price through County Town Homes, with proceeds reinvested into additional affordable housing supply.
• Preserved Right to Buy Scheme allowing former council tenants whose home transferred to a housing association to purchase their home at a discount, with Right to Buy discounts up to £26,000 as of November 2024.
• Right to Acquire Scheme allowing housing association tenants who have had a public sector landlord for at least three years to purchase their property at a smaller discount than Right to Buy.
• Rent-to-Buy Homes Scheme helping people get on the housing ladder by renting a home initially with the option to buy it at a later date, supported via ShireLiving and other group sub-brands.
• Retirement Living and Supported Housing Retirement living homes, supported housing for adults with learning disabilities, and additional care housing delivered through Care Plus, Choices and ShireLiving across 57 retirement living communities in Staffordshire and Shropshire.
• Residential Nursing Care Residential nursing care delivered at the Sandford Nursing Home and related nursing services for older people and those with complex care needs, delivered by Care Plus.
• Telecare and Assistive Technology (WREKIN WATCH Alarms) Assistive technology and telecare services delivered under the Wrekin WATCH alarms brand by Old Park Services, helping customers to live safely and independently in their own homes.
• Property Maintenance and Repairs Service Property Plus maintains and improves homes and green spaces across the Group's housing portfolio, with 99.9% gas safety checks and 100% fire safety checks completed as evidence of service quality.

Quantifiable outcome

• 80.2% overall customer satisfaction
• +5 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• VistrycoreStrategic or Co-development Partner · 9 June 2026Vistry has signed contracts with Housing Plus Group to deliver 398 affordable homes at the former Rugeley Power Station site in Staffordshire. The deal follows planning permission for the first phase of 547 properties, forming part of a larger masterplan for approximately 2,000 homes on the remediated brownfield site.
• South Staffordshire CouncilcoreStrategic or Co-development PartnerPartnership between Housing Plus Group and South Staffordshire Council created through collaboration on development projects including garage site identification and joint graduate employment programme.
• Shropshire CouncilcoreStrategic or Co-development PartnerPartnership with Shropshire Council for developments including High Street in Wem and Anchor Inn in Shrewsbury.

Scale indicators14 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Orbit Group: Orbit Group is a large UK housing association operating around 46,000 homes across the Midlands, South and East of England, with a similar mix of affordable rent, shared ownership, and market sale activities. Highly comparable in scale, geography, and operational model to Housing Plus Group.
• LiveWest: LiveWest is a major South West England housing association with around 38,000 homes, providing affordable rent, shared ownership, and supported living services. Comparable in size, tenure mix, and development-led growth strategy to Housing Plus Group.
• Anchor: Anchor is England's largest not-for-profit provider of specialist housing and care for older people, operating retirement living and extra care communities nationally. Directly comparable through Care Plus and ShireLiving's retirement living operations.
• Stonewater: Stonewater is a UK housing association with around 30,000 homes providing affordable rent, shared ownership, and supported housing. Comparable in scale, regional multi-county operating model, and focus on affordable housing development.
• Together Housing: Together Housing is a North of England housing association managing around 22,000 homes across Lancashire, Yorkshire and the North West. Comparable as a mid-sized housing association offering general needs, supported housing, and retirement living services.
• Longhurst Group: Longhurst Group is a Midlands-based housing association with around 23,000 homes providing affordable rent, shared ownership, and care and support services. Comparable in geographic focus, scale, and integrated housing-plus-care model.

Broad incumbents

• Sanctuary Housing: Sanctuary Housing is one of the UK's largest housing associations managing over 100,000 homes across England, with significant care and supported living operations. Broader scale but directly comparable business model spanning affordable housing and care services.
• Home Group: Home Group is a large UK housing association with around 55,000 homes offering affordable rent, supported housing, and care services. Larger than Housing Plus Group but operates a comparable housing-plus-care model with similar geographic diversification.
• Metropolitan Thames Valley: Metropolitan Thames Valley is a major UK housing association with around 125,000 homes following the AmicusHorizon and other mergers. Comparable as a merged housing association with similar diversification strategy, though operating at significantly larger scale.

Regional players

• WHG (Walsall Housing Group): WHG is a West Midlands-based housing association operating in Walsall and surrounding boroughs with around 22,000 homes. Regional competitor operating in adjacent territory to Housing Plus Group with similar general needs and supported housing offerings.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HousingPlusGrp
• YouTubeyoutube.com/channel/UCzQd7EYXBggZqLG3I5w1p8g
• Facebookfacebook.com/housingplusgroup
• LinkedInlinkedin.com/company/housing-plus-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries10 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 Housing Plus Group