Rentplus
Rentplus is a UK-based affordable rent-to-buy housing provider, founded in 2013, that helps lower-to-middle income working households into homeownership by offering new homes with zero deposit, affordable rent for 5-20 years, and a 10% gifted deposit at purchase, delivered through partnerships with local authorities, housing associations, and major housebuilders.
- Company typePrivate
- Founded2013
- HeadquartersMilton Keynes, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
Rentplus firmographics
Firmographics- Name
- Rentplus
- Legal name
- Rentplus-UK Limited
- Website
- https://rentplus-uk.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rentplus is a UK-based affordable rent-to-buy housing provider, founded in 2013, that helps lower-to-middle income working households into homeownership by offering new homes with zero deposit, affordable rent for 5-20 years, and a 10% gifted deposit at purchase, delivered through partnerships with local authorities, housing associations, and major housebuilders.
- Ownership category
- akta.pro rank
Rentplus industry classification
Industry- Product category
- Affordable Housing
- NAICS
- Lessors of Real Estate (5311), Rental and Leasing Services (532)
- SIC
- Lessors Of Real Property, Nec (6519)
- akta.pro primary industry
- Public & Affordable Housing Programs (Subsidies, Vouchers, Public Housing) (BPAIANAA)
Keywords
Where Rentplus is headquartered
LocationHeadquarters
- HQ city
- Milton Keynes
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Rentplus business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Rental Income from RPs: Rentplus receives 75% of the rent collected by Registered Providers (housing associations). The remaining 25% is retained by RPs to cover repairs, maintenance, and management costs. This rental income is used to service investor debt.
- Management Fees: Small management fees on deployed capital for buying houses, transaction fees when residents purchase their homes, and per-unit management fees. This income covers fixed and operating costs.
- Property Sales Receipts: Receipts from house sales are used to purchase additional houses, with profits returned to shareholders as dividends. Sold homes are replaced on a one-for-one basis where local planning permits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Affordable rent (80% market rate) with option to buy after 5-20 years |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Rentplus product offering
Product offeringCore offering
Rentplus provides an affordable rent-to-buy housing service: residents move into a brand-new home with zero deposit, pay a discounted rent (typically 80% of market rent or the Local Housing Allowance rate, inclusive of all repairs and maintenance) for 5–20 years, and ultimately purchase 100% of the home with a 10% gifted deposit from Rentplus. Properties are allocated exclusively through local authority and housing association partners, with the company funded by institutional investors and pension funds rather than government grants.
Product overview
Rentplus operates a single, unified affordable rent-to-buy product/service rather than a platform-plus-modules architecture. The core offering consists of the Rentplus Rent-to-Buy Model, where tenants move into new-build homes with zero deposit, pay discounted rent for 5-20 years, and receive a 10% gifted deposit upon purchase. In 2024, the company also launched Rentplus Homes as its own Registered Provider arm to manage the portfolio nationally, working alongside housing association partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Rentplus Core Rent-to-Buy Model The flagship affordable rent-to-buy proposition where eligible households move into a brand-new home with no deposit, pay affordable rent (typically 80% of market rent or Local Housing Allowance, whichever is lower) for 5–20 years inclusive of all repairs and maintenance, save for a deposit, and then purchase 100% of the home with a 10% gifted deposit from Rentplus using a high-street mortgage. Properties are allocated through local authority and housing association partners.
- Rentplus Homes (Registered Provider) The company's own Registered Provider subsidiary, established to manage Rentplus's portfolio of affordable rent-to-buy homes nationally and operate alongside existing housing association partners. Rentplus Homes handles property and tenancy management for Rentplus residents and is governed by the Regulator of Social Housing in England.
Quantifiable outcome
- 95% of planned Year 5 tenants purchase their homes (vs 7% for government Rent-to-Buy scheme)
- +3 more outcomes
Companies that use Rentplus
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Rentplus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rentplus partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- Tamar HousingcoreOriginal housing association partner in Plymouth, Devon. Tamar Housing managed Rentplus's first schemes and continues as a key partner managing properties on 20-year FRI leases and allocating homes to eligible tenants through local authority partnerships.
- Willow Tree Housing PartnershipcoreKey housing association partner managing Rentplus properties across multiple areas including Plymouth, Devon, Somerset, and Dorset. Formerly known as Tamar Housing, now operates as Willow Tree Housing Partnership.
- Cornerstone Housing AssociationcoreHousing association partner managing Rentplus homes in areas including Devon (Saxon Fields, Cullompton) and other regions. Allocates properties to tenants through local housing registers.
- Greatwell HomescoreHousing association partner (formerly Wellingborough Housing Association) managing Rentplus properties in Northamptonshire areas including Kingsthorpe, Earls Barton, and Northampton.
- GreenSquarecoreHousing association partner managing Rentplus properties in Gloucestershire areas including Lechlade (Moorgate Cotswolds development).
- CatalystcoreHousing association partner managing Rentplus properties as part of their affordable housing portfolio.
- Harrow Churches Housing Association (HCHA)coreHousing association partner managing Rentplus properties in Oxfordshire (London Road, Bicester) and Milton Keynes (Medina House MK).
- King Street HousingcoreHousing association partner delivering rent-to-buy homes in Cambridgeshire including Wimblington Road Doddington.
- South Devon Rural HousingcoreRural housing association partner managing Rentplus properties in Devon including North Road Lifton.
- Winchester Housing TrustcoreHousing association partner managing Rentplus properties in Hampshire (Whitehill & Bordon, Dukes Quarter) and Berkshire (Eagle House Bracknell, Stretton Close).
- Oadby & Wigston District CouncilcoreLocal authority acting as housing association partner managing Rentplus properties at Clarence Fields in Wigston, Leicestershire.
- Plymouth City CouncilcoreOriginal local authority partner in Plymouth where Rentplus first launched. Continues to partner on new developments and allocate homes through local housing registers.
- Northumberland County CouncilcoreLocal authority partner bringing Rentplus to Northumberland for the first time, with properties at Bryony Court Morpeth and Tantallon Fields Swarland.
- Persimmon HomescoreMajor housing developer partner. Palmerston Heights development in Plymouth (139 homes) was the UK's first affordable rent-to-buy scheme - a national first partnership with Persimmon.
- Barratt HomescoreMajor national housebuilder partnering with Rentplus to deliver affordable rent-to-buy homes on new developments.
- RedrowcoreMajor housebuilder partner delivering affordable rent-to-buy homes on developments.
- Pillar LandcoreStrategic development partner with whom Rentplus was named RESI Awards Finalist 2020. Pillar Land brings forward stalled sites for Rentplus affordable housing.
- Bovis HomesminorNational housebuilder partner delivering affordable rent-to-buy homes.
- PersimmoncoreMajor housebuilder partner.
Scale indicators16 records
Recent moves7 records
Expansion highlights6 records
Rentplus competitors and assessment
Company assessmentPeers
Broad incumbents
- Notting Hill Genesis: Notting Hill Genesis is a large London-focused housing association operating shared ownership and intermediate rent products. It is comparable in the affordable homeownership segment and as a Registered Provider, though concentrated geographically in London.
- Legal & General Affordable Homes: A subsidiary of Legal & General focused on institutional investment in affordable and build-to-rent housing in the UK. It is comparable in mission and target demographic but operates as a much larger, capital-rich player within the broader affordable housing ecosystem.
- Peabody: Peabody is one of the UK's largest housing associations, providing affordable rented and shared ownership homes. It is comparable as a major Section 106 partner and Registered Provider for affordable housing, though it operates a much broader portfolio including social rent.
- L&Q Group: L&Q is a major UK housing association and developer delivering shared ownership, affordable rent, and home ownership products. It is comparable as both a potential partner and competitor for Section 106 affordable housing delivery across London and the South East.
- Grainger plc: Grainger is the UK's largest listed residential landlord with a focus on build-to-rent. It is comparable as an institutional-scale UK residential landlord, though its model targets market-rate renters rather than affordable rent-to-buy.
- Clarion Housing Group: Clarion is the UK's largest housing association, managing over 125,000 homes and operating shared ownership and affordable home ownership programmes. It overlaps with Rentplus as a Registered Provider and partner for affordable homeownership delivery but at vastly greater scale.
Direct peers
- Sage Housing: Sage Housing is a UK rent-to-buy provider focused on helping key workers and lower-income households onto the property ladder through a similar shared ownership/rent-to-buy model. It is the most direct competitor to Rentplus's core proposition in the affordable rent-to-buy segment.
- Heylo (formerly Keepmoat Regeneration): Heylo operates shared ownership and rent-to-buy programmes in partnership with housing associations and developers across England. It is directly comparable in product structure, target customer (lower-income aspiring homeowners), and partner-led GTM model.
Market position
Strengths5 records
Weaknesses2 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Rentplus social profiles
Digital presenceRentplus compliance and trust
Trust signalCompliance2 records
Rentplus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rentplus leadership team
Management profileNumber of profiles
Profiles13 records
Rentplus subsidiaries and ownership
Company hierarchySubsidiaries1 record
Rentplus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rentplus 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 Rentplus
What does Rentplus do?
Rentplus provides an affordable rent-to-buy housing service: residents move into a brand-new home with zero deposit, pay a discounted rent (typically 80% of market rent or the Local Housing Allowance rate, inclusive of all repairs and maintenance) for 5–20 years, and ultimately purchase 100% of the home with a 10% gifted deposit from Rentplus. Properties are allocated exclusively through local authority and housing association partners, with the company funded by institutional investors and pension funds rather than government grants.
Is Rentplus a public or private company?
Rentplus is a private company. It is classified as venture growth investor backed and is currently operating.
When was Rentplus founded?
Rentplus was founded in 2013. It employs 11 to 50 people.
Where is Rentplus based?
Rentplus is headquartered in Milton Keynes, United Kingdom, in the Europe region.
How does Rentplus make money?
Three revenue lines are on record. Rental Income from RPs are the primary driver. The others are management Fees and property Sales Receipts.
Who are Rentplus's main competitors?
Places for People is listed as a peer. Broad incumbents are Notting Hill Genesis, Legal & General Affordable Homes, Peabody, L&Q Group, Grainger plc and Clarion Housing Group. Direct peers are Sage Housing and Heylo (formerly Keepmoat Regeneration).
Does Rentplus have an API?
No public API is recorded for Rentplus.
What industry is Rentplus in?
Rentplus's product category is Affordable Housing. Its primary akta.pro industry code is BPAIANAA, Public & Affordable Housing Programs (Subsidies, Vouchers, Public Housing). Its NAICS code is 5311 and its SIC code is 6519.