What Home Group does

Home Group is a UK-registered charity and social enterprise, founded in 1935 and headquartered at One Strawberry Lane, Newcastle upon Tyne. It operates as one of the UK's largest providers of affordable housing, managing more than 59,000 homes and serving over 125,000 customers across 64 regions of England and Scotland. Its portfolio spans affordable rent, shared ownership through the Persona Homes sub-brand, discount for sale and resale homes, leasehold retirement properties, and Home Scotland Limited property factoring in Scotland. Beyond housing, Home Group delivers CQC-regulated care and clinical support services covering mental health, complex care for learning disabilities and autism, homelessness support, and community wellbeing schemes for over-55s.

The organisation's technology base centres on the My Home Account tenant portal for rent, service charge, and repair management, augmented by Homebot, an AI-powered chatbot focused on damp and mould queries and general customer triage. Care delivery is standardised through the LIFE support practice model — a psychologically informed, person-centred, strengths-based framework developed with Imosphere, The Tizard Institute, and BILD — and a Damp and Mould Management System coded to Awaab's Law response timelines (24-hour emergency, 10-working-day significant hazard, in force from 27 October 2025). CQC-regulated sites include Stonham Kingston House (Outstanding, September 2018) and Amblers Orchard (Good, January 2023).

Home Group's revenue model is anchored on recurring rent from the 59,000-home affordable rent base, with supplementary income from transaction fees on shared ownership sales, partial staircasing (£350+VAT) and full staircasing (£500+VAT), pre-sale administration (£250+VAT), resale administration (£250+VAT), and homeowner alteration fees (£120+VAT). Recurring service charges are billed monthly with annual reconciliation on leasehold and shared ownership properties, and property factoring in Scotland generates annual management fees. Commissioned care and clinical services are purchased by NHS trusts, clinical commissioning groups, and local authorities. Surplus is reinvested in housing and care; there is no parent company, private equity ownership, or external institutional shareholder.

Name

Home Group

Legal name

Home Group Limited

Website

https://homegroup.org.uk

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Home Group is a UK-registered charity and social enterprise providing over 59,000 affordable homes and integrated CQC-regulated health and social care services to more than 125,000 customers across England and Scotland.

Ownership category

akta.pro rank

Product category

Affordable Housing and Integrated Social Care

NAICS

Community Housing Services (62422), Other Residential Care Facilities (62399), Residential Intellectual and Developmental Disability, Mental Health, and Substance Abuse Facilities (6232), Temporary Shelters (624221)

SIC

Services-Social Services (8300), Services-To Dwellings & Other Buildings (7340), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

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

akta.pro secondary industries

Cooperative (Co-op) Housing Association Management (BPAJAHAC), Housing Assistance & Homeless Services (BPAGAEAB)

Keywords

• Affordable rental housing
• Shared ownership homes
• Supported housing services
• Social housing provider
• Integrated care support

Headquarters

HQ city

Newcastle Upon Tyne

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Affordable Rent: Rental income from approximately 59,000 homes across England and Scotland. Rent is set at affordable rates below market value, determined through affordability assessments.
2. Shared Ownership Sales and Staircasing: Sale of shares in shared ownership homes and staircasing fees when customers purchase additional shares. Includes resale administration fees.
3. Service Charges: Variable service charges from homeowners covering communal area maintenance, buildings insurance, lift servicing, cleaning, grounds maintenance, and reserve fund contributions.
4. Care and Clinical Support Services: Commissioned health, social care and housing services to NHS, local authorities and national commissioners. Includes mental health support, learning disability services, complex care, and homelessness support.
5. Property Factoring (Scotland): Property factoring services in Scotland through Home Scotland Limited for common parts management of mixed tenure blocks and developments.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Home Group is a UK charity and registered social landlord providing affordable housing for rent and shared ownership across England and Scotland (approximately 59,000 homes serving 125,000+ customers), alongside integrated health and social care services including mental health support, learning disability and autism care, homelessness support, and community wellbeing for over-55s. Revenue derives primarily from affordable rents, service charges, shared ownership sales, and care and clinical support commissioned by NHS bodies, local authorities and national organisations.

Product overview

Home Group operates as a single unified social enterprise offering affordable housing and integrated health and social care services across England and Scotland. The core portfolio centers on affordable rented housing and shared ownership homeownership through its Persona Homes sub-brand, complemented by specialist care services. Customers access services primarily through the My Home Account digital portal, with additional support from the Homebot chatbot. The care division encompasses mental health services, complex care for learning disabilities and autism, community wellbeing for over-55s, and homelessness support, all delivered through the LIFE practice framework. Property factoring services are offered in Scotland through Home Scotland Limited. The organization serves over 125,000 customers across more than 59,000 homes with a turnover of £505m.

Differentiator

Problem solved

Functional benefit

Brands

• Persona Homes: New build homeownership brand offering shared ownership homes, part of the Home Group family.

Products and services

• Affordable Homes for Rent Affordable rental housing across England and Scotland available through Home Group's regional offices, with applications processed via housing needs assessments and affordability checks.
• Shared Ownership Part-buy, part-rent scheme allowing customers to purchase a share of a home (typically 25-75%) while paying rent on the remaining share, with the option to staircase to full ownership.
• Persona Homes (new build homeownership) Sub-brand offering new build homes for sale through shared ownership, discount for sale and outright purchase options, with browsing via a dedicated Persona Homes website.
• Resales Homes Pre-owned shared ownership and discount for sale homes being resold by existing owners, providing affordable routes to homeownership and administered through the Resales Team.
• Care and Clinical Support Services Integrated health and social care services commissioned by NHS, local authorities and national organisations, encompassing mental health support, learning disability and autism care, homelessness support, and community wellbeing for over-55s.
• Mental Health Services Mental health provision including independent supported living, step-down services from hospital, crisis services, and the STEP model for sustaining tenancies, commissioned by NHS and local authority partners.
• Complex Care Bespoke care and support for customers with complex needs including autism, learning disabilities, and behaviours of concern, delivered through custom-designed homes.
• Community Wellbeing Services Independent living schemes for over-55s with access to 24-hour care and support, including dementia-friendly apartments and extra care facilities within Home Group developments.
• Discount for Sale Homeownership option where properties are sold at a percentage of market value, with buyers owning the property outright, administered through Home Group's sales processes.
• Leasehold Retirement Specialist leasehold retirement housing with service charges, management fees, and lease extension options, supported by the Leasehold Retirement Team.
• Factoring Services (Scotland) Property factoring service in Scotland managing common parts of properties including stairways, gardens and roofs, delivered through Home Scotland Limited.
• Damp and Mould Management Property maintenance service addressing condensation, damp and mould issues with structured triage assessment and Awaab's Law response timescales (24-hour emergency and 10-working-day significant hazard timelines).
• Anti-Social Behaviour Management Specialist team trained to handle reports of anti-social behaviour and nuisance noise, providing support and intervention for affected residents across Home Group communities.
• Financial Inclusion Services Money and benefits advice services including benefit calculators, budgeting tools, debt support, and free financial coaching to help customers manage their finances.
• Home Group Scotland Separate operating division providing housing and factoring services specifically in Scotland, with a dedicated customer and stakeholder information portal.

Quantifiable outcome

• 64% of homelessness support customers reported improvement in mental wellbeing
• +5 more outcomes

Named customers3 records

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

Eight partnerships are on record, tiered core and minor.

• Resolve CollectivecoreStrategic or Co-development PartnerHome Group is a member of Resolve Collective along with more than 200 other organisations committed to creating safer communities. The collective addresses anti-social behaviour issues and promotes community safety across member organisations.
• ImosphereminorStrategic or Co-development PartnerExternal partner collaborated with Home Group to develop and test the LIFE (Living Independently, Feeling Enabled) support practice model for care and clinical services.
• The Tizard Institute (University of Kent)minorStrategic or Co-development PartnerExternal research partner collaborated on development and testing of the LIFE support practice model for care and clinical services.
• The British Institute of Learning Disabilities and Clinicians (BILD)minorStrategic or Co-development PartnerExternal expert partner collaborated on development and testing of the LIFE support practice model for care and clinical services.
• National Care Forum (NCF)coreStrategic or Co-development PartnerHome Group works with the National Care Forum to promote high quality care in the non-profit sector. Membership provides access to best practices and sector leadership.
• ARC EnglandcoreStrategic or Co-development PartnerHome Group works in partnership with ARC England striving for real change and to provide high quality care services. Partnership supports learning disability and autism care provision.
• Care Quality Commission (CQC)coreOthersHome Group's regulated care services are inspected by the Care Quality Commission. Services are registered to provide specific regulated activity including personal care and accommodation for persons requiring nursing, personal care or treatment.
• Persona HomescoreOthersPersona Homes is part of the Home Group family. A separate brand operating under the Home Group umbrella for new build shared ownership and discount for sale homes.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sanctuary Housing: National housing association managing over 100,000 homes across England, with significant supported housing and care services. Comparable on integrated care/housing model and national footprint.
• Notting Hill Genesis: Large London-based housing association formed from the merger of Notting Hill Housing and Genesis Housing Association. Comparable on scale, supported housing services and shared ownership offerings.
• Hyde Group: Large UK housing association providing affordable rent, shared ownership and supported housing across London and southern England. Comparable on charity status, customer segments and service breadth.
• Peabody: Major UK housing association and charity with around 66,000 homes and integrated care and community services. Directly comparable on mission, scale, geographic spread across London and the South East, and integrated housing-plus-care model.
• Together Housing: Northern England-focused housing association providing affordable rent, shared ownership, supported housing and homelessness services. Comparable on geographic focus, customer segments and integrated support services.
• Orbit Group: Major UK housing association with around 45,000 homes and a focus on building new affordable housing. Comparable on landlord services, shared ownership and supported housing for vulnerable customers.
• Clarion Housing Group: UK's largest housing association managing over 125,000 homes. Closest direct peer to Home Group by mission (affordable housing plus supported housing and care), UK-wide scale, and non-profit charity status.
• Guinness Partnership: National housing association with around 65,000 homes and a significant supported housing and care division for older people and vulnerable adults. Comparable on integrated housing-plus-care services and charity status.
• L&Q: One of the UK's largest housing associations and a regulated social landlord with a substantial London and South East portfolio. Direct peer on affordable rent, shared ownership, and supported housing services.
• Places for People: Large UK provider of affordable housing, home ownership, supported housing and care services. Directly comparable on multi-tenure housing model and integrated community services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/homegroup
• Facebookfacebook.com/HomeGrouphousing
• LinkedInlinkedin.com/company/home-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 Home Group