heylo
Heylo Housing is a UK for-profit Registered Provider of Social Housing operating Shared Ownership schemes (Home Reach, Home Reach Flex, Your Home) through 120+ housebuilder partners across 800+ sites, serving first-time buyers priced out of full homeownership.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What heylo does
Heylo Housing is a UK-based for-profit Registered Provider of Social Housing, established in 2014 and headquartered in Leeds with additional offices in London. The company operates Shared Ownership housing schemes (Home Reach, Home Reach Flex, and Your Home) that enable first-time buyers and affordability-constrained households to purchase a share of a property while paying rent on the remainder, with the option to staircase to full ownership over time. Home Reach and Home Reach Flex deliver new-build homes through partnerships with 120+ UK housebuilders across 800+ live sites in England; the Your Home scheme extends the model to pre-owned properties via estate agent partnerships, requiring a 25% cash deposit without a mortgage.
The underlying technology stack is a web-based customer platform (heylohousing.com) with a dedicated accessibility layer (Recite Me), the My Heylo Home customer portal for homeowner self-service, AllPay payment processing, Google Analytics, and integrations with three credit reference agencies for affordability checks. The group operates through multiple legal entities including Heylo Housing Group Limited (parent), Heylo Housing Registered Provider Limited (regulated entity, RSH registration 4668), ResiManagement Limited (managing agent), and Heylo Housing Secured Bond plc (bond issuer). Capital is raised via inflation-linked sterling secured retail bonds listed on the London Stock Exchange.
The business model combines recurring and transactional revenue streams: recurring rent on retained (un-purchased) shares indexed to RPI, annual lease management fees, buildings insurance premiums collected via monthly rent/service charges, plus transaction-based revenue from staircasing events (additional share purchases at market value), resales administration, and sub-brand scheme fees. Customers are split between individual Shared Ownership homebuyers (B2C) and housebuilder/estate agent channel partners (B2B) that use Heylo's schemes to broaden their addressable buyer pool. Heylo is regulated by the Regulator of Social Housing, holds Homes England investment partner status (since 2017), and is a member of the British Property Federation and Home Builders Federation.
heylo firmographics
Firmographics- Name
- heylo
- Legal name
- Heylo Housing Group Limited
- Website
- https://heylohousing.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Heylo Housing is a UK for-profit Registered Provider of Social Housing operating Shared Ownership schemes (Home Reach, Home Reach Flex, Your Home) through 120+ housebuilder partners across 800+ sites, serving first-time buyers priced out of full homeownership.
- Ownership category
- akta.pro rank
heylo industry classification
Industry- Product category
- Shared Ownership Housing Services
- NAICS
- Residential Property Managers (531311), Lessors of Residential Buildings and Dwellings (53111)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Operators Of Apartment Buildings (6513)
- akta.pro primary industry
- Multifamily Apartment Property Management (BPAJAFAA)
- akta.pro secondary industry
- Affordable Housing & Community Development (Housing, Community Land Trusts) (BPAGALAC)
Keywords
Where heylo is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
heylo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Shared Ownership Rental Income: Heylo retains ownership of the un-purchased share and charges rent on that share. Rent is reviewed annually in line with RPI inflation. This is the primary ongoing revenue stream from the Shared Ownership portfolio.
- Lease Management / Administration Fees: Fees charged to Shared Ownership leaseholders for the management of their lease and day-to-day landlord obligations. Additional fees apply for staircasing, resales, and other administrative transactions.
- Staircasing Revenue: When homeowners purchase additional shares in their property (staircasing), they pay a premium based on the current market value (determined by RICS valuation). This generates one-time revenue from the incremental share sales.
- Resales Administration: Administration fees charged when homeowners sell their Shared Ownership home, including valuation, agent marketing during the nominations period, and legal paperwork.
- Retail Bond Issuance: Heylo Housing Secured Bond plc issued inflation-linked 10-year sterling secured bonds (1.625% per annum, semi-annual interest payments on adjusted nominal value). Bonds are listed on the London Stock Exchange. This is a capital-raising mechanism rather than an operating revenue stream.
- Building Insurance: Heylo arranges buildings insurance for Shared Ownership properties (or via managing agents for flats), with premiums collected through monthly rent/service charge payments. Insurance policy runs October to October each year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Monthly | Shared Ownership (Home Reach / Home Reach Flex) — share purchase from 10% to 75%+ with rent on remaining share |
| One time/ perpetual license | Pay-as-you-go | Your Home — 25% cash deposit purchase with no mortgage required |
| Transaction based/ take rate | Pay-as-you-go | Staircasing costs — additional share purchase costs |
| Subscription | Monthly | Lease Management Fee (Administration Fee) |
| Transaction based/ take rate | Pay-as-you-go | Resales administration fee |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
heylo product offering
Product offeringCore offering
Heylo Housing provides Shared Ownership home-buying schemes in England, allowing buyers to purchase a share (typically 25-75%) of a property and pay rent on the un-purchased share. Its three core offerings are Home Reach and Home Reach Flex (new-build homes delivered with housebuilder partners) and Your Home (pre-owned properties sold through estate agents, requiring a 25% cash deposit with no mortgage). The company also manages the ongoing lease administration, rent collection, staircasing (additional share purchases), and resales for Shared Ownership homeowners.
Product overview
Heylo Housing operates as a Shared Ownership provider offering multiple interconnected housing products. The core offering consists of Home Reach and Home Reach Flex for new build properties, enabling buyers to purchase shares (typically 50-75%) of a home while paying rent on the remaining portion, with the ability to purchase additional shares through staircasing. Your Home extends shared ownership to pre-owned properties through estate agent partnerships, requiring a 25% cash deposit. My Heylo Home serves as the customer-facing digital portal for homeowners to manage their accounts and access services. These products collectively serve first-time buyers excluded from full homeownership, delivered in partnership with over 120 housebuilders across 800+ sites in England.
Differentiator
Problem solved
Functional benefit
Brands
- Home Reach: Shared Ownership scheme for new build homes, partnering with national, regional and local housebuilders
- Home Reach Flex
- Your Home
Products and services
- Home Reach
Quantifiable outcome
- 800+ live sites across England
- +2 more outcomes
Companies that use heylo
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
heylo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature5 records
heylo partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Regulator of Social HousingcoreHeylo Housing Registered Provider Limited is a for-profit Registered Provider regulated by the Regulator of Social Housing (registration number 4668). This regulatory status is fundamental to Heylo's ability to operate Shared Ownership schemes.
- ResiManagement LimitedcoreResiManagement Limited (Companies House Number 08155459) is the managing agent of (and under common control with) the Heylo Housing Group and its subsidiaries. ResiManagement is authorised to carry out services on the Heylo Group's behalf, including customer service, lease management, and property management operations. Registered Office: One Sovereign Quay, Leeds, LS1 4AG.
- Barratt HomescoreOne of the UK's largest housebuilders, Barratt Homes partners with Heylo to deliver new build homes through the Home Reach Shared Ownership scheme.
- Taylor WimpeycoreMajor UK housebuilder partnering with Heylo on the Home Reach Shared Ownership scheme to sell new build homes to buyers unable to access traditional mortgages.
- Crest NicholsoncoreRegional and national housebuilder partner delivering Shared Ownership homes through the Home Reach scheme in partnership with Heylo.
- PersimmoncoreLarge UK housebuilder partner delivering Shared Ownership homes through Heylo's Home Reach scheme.
- Bovis Homes (part of the Avant Homes group)coreBovis Homes partners with Heylo to offer new build homes through the Home Reach Shared Ownership scheme.
- Linden Homes (part of Gallagher Holdings)coreLinden Homes is a major housebuilder partner offering Shared Ownership homes through Heylo's Home Reach scheme.
- McCarthy and StoneminorHousebuilder specialising in retirement homes, partnering with Heylo to offer Shared Ownership through the Home Reach scheme.
- AcumentminorMortgage advisor on Heylo's approved panel helping Shared Ownership buyers secure mortgages for their purchased share.
- Censeo FinancialminorMortgage broker partner providing mortgage advice to Heylo's Shared Ownership customers as part of the approved mortgage advisor panel.
- Just MortgagesminorMortgage advisor on Heylo's panel helping Home Reach buyers find suitable mortgage products for their Shared Ownership purchase.
- Mortgage Advice BureauminorMajor UK mortgage broker network on Heylo's approved mortgage advisor panel supporting Shared Ownership buyers.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
heylo competitors and assessment
Company assessmentBroad incumbents
- Guinness Partnership: Large UK housing association operating Shared Ownership and affordable rent across multiple regions. Overlaps with Heylo in Shared Ownership delivery via developer partnerships.
- Notting Hill Genesis: Major London-focused housing association offering Shared Ownership through partnerships with housebuilders. Operates a Shared Ownership product comparable to Heylo's Home Reach.
- Clarion Housing Group: Largest UK housing association, operating Shared Ownership alongside general needs and supported housing. Overlaps with Heylo's Shared Ownership product but with a broader affordable housing mandate.
- Home Group: Major UK housing association providing Shared Ownership, affordable rent, and supported housing. Operates a comparable Shared Ownership product via partnerships with housebuilders across England.
- Orbit Group: Large UK housing association with Shared Ownership development alongside general needs housing. Provides a comparable Shared Ownership offering as part of a wider affordable housing portfolio.
- Peabody: Major London-anchored housing association with Shared Ownership, market rent, and development activity. Comparable in delivering Shared Ownership through developer partnerships but at significantly larger scale.
- L&Q: One of the UK's largest housing associations and residential developers, with significant Shared Ownership activity alongside broader affordable and social housing. Comparable business model footprint but at much greater scale.
- Optivo: Large UK housing association formed from the AmicusHorizon and Optivo Southern Housing merger, with Shared Ownership alongside general needs housing. Comparable Shared Ownership offering delivered through developer relationships.
Direct peers
- Sage Housing: Specialist Shared Ownership provider in the UK, operating a similar part-buy-part-rent model focused on first-time buyers and working with housebuilders. Closest direct competitor to Heylo's Home Reach / Home Reach Flex model.
- SO Resi: Shared Ownership-focused housing provider in England offering part-buy-part-rent homes through partnerships with developers. Directly comparable to Heylo in product, customer segment, and channel approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
heylo social profiles
Digital presenceheylo compliance and trust
Trust signalCompliance5 records
heylo financial estimates
Financial estimateRevenue estimate
Valuation estimate
heylo leadership team
Management profileNumber of profiles
Profiles2 records
heylo subsidiaries and ownership
Company hierarchySubsidiaries8 records
heylo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
heylo 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 heylo
What does heylo do?
Heylo Housing provides Shared Ownership home-buying schemes in England, allowing buyers to purchase a share (typically 25-75%) of a property and pay rent on the un-purchased share. Its three core offerings are Home Reach and Home Reach Flex (new-build homes delivered with housebuilder partners) and Your Home (pre-owned properties sold through estate agents, requiring a 25% cash deposit with no mortgage). The company also manages the ongoing lease administration, rent collection, staircasing (additional share purchases), and resales for Shared Ownership homeowners.
Is heylo a public or private company?
heylo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was heylo founded?
heylo was founded in 2014. It employs 11 to 50 people.
Where is heylo based?
heylo is headquartered in London, United Kingdom, in the Europe region.
How does heylo make money?
Six revenue lines are on record. Shared Ownership Rental Income is the primary driver. The others are lease Management / Administration Fees, staircasing Revenue, resales Administration, retail Bond Issuance and building Insurance.
Who are heylo's main competitors?
Broad incumbents on record are Guinness Partnership, Notting Hill Genesis, Clarion Housing Group, Home Group, Orbit Group, Peabody, L&Q and Optivo. Direct peers are Sage Housing and SO Resi.
Does heylo have an API?
No public API is recorded for heylo.
What industry is heylo in?
heylo's product category is Shared Ownership Housing Services. Its primary akta.pro industry code is BPAJAFAA, Multifamily Apartment Property Management, with a secondary code of BPAGALAC, Affordable Housing & Community Development (Housing, Community Land Trusts). Its NAICS code is 531311 and its SIC code is 6531.