Redwing

What Redwing does

Redwing is a Liverpool-based housing provider and property services company operating as a trading name of Redwing Living Limited, a wholly owned subsidiary of The Regenda Group, a registered society under the Cooperative and Community Benefit Societies Act 2014 (no. 16213R) and registered with the Regulator of Social Housing (no. L0877). Founded in 1962, the company is headquartered at The Foundry, 42 Henry Street, Liverpool, with a second office on Duke Street, and operates across North West England including Liverpool, Wirral, Preston, Lancashire, Derbyshire and Cheshire.

The business spans three integrated service lines: property sales (a flat-fee estate agency at £995 inc VAT covering valuation through to completion); lettings and property management for landlords, housing associations and institutional partners; and affordable housing delivery through Shared Ownership (purchasers buy 25-75% of a property and pay rent on the remainder) and Rent to Buy (renting at 20% below market rate while saving for a deposit). Supporting technology includes The HUB online tenant portal, an online repairs reporting service allowing self-service scheduling up to 30 days in advance, a Digital Apartment Picker for prospective tenants, ReachDeck website accessibility toolbar, and smart building access systems with app-based heating and fob entry deployed at the flagship Plaza 1821 development.

Revenue is generated through one-time sales commissions, recurring letting and management fees, transaction fees on shared ownership resales, and direct private rental income from build-to-rent assets such as Plaza 1821 (£21 million, 105 apartments on Liverpool waterfront) and the upcoming Simpson House (30 apartments in Baltic Triangle). Go-to-market is sales-led and direct-to-consumer, with listings on Rightmove, Zoopla and sharedownership.net, complemented by event-driven development launches, social media on Facebook and Instagram, and B2B partnerships with Homes England, local authorities (Liverpool City Council, West Lancashire Borough Council) and housing associations (Peaks and Plains Housing Trust, Foundations). The customer base spans shared owners, leaseholders, tenants, first-time buyers and landlords, and Redwing operates a profit-for-purpose model reinvesting surpluses into community causes across the North West.

Name

Redwing

Legal name

Redwing Living Limited

Website

https://redwing.co.uk

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

11–50 employees

Short description

Redwing is a Liverpool-based housing provider and property services subsidiary of The Regenda Group, offering property sales, lettings, property management, and affordable housing schemes (Shared Ownership and Rent to Buy) across North West England. It serves tenants, shared owners, leaseholders, first-time buyers, and landlords under a profit-for-purpose model.

Ownership category

akta.pro rank

Headquarters

HQ city

Liverpool

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Sales Commission: Flat fee of £995 inc VAT for selling homes, covering complete sales process from valuation to completion
2. Lettings Fees: Ongoing letting services for landlords including property management, tenant sourcing and placement
3. Property Management: Full property management services for landlords, housing associations and developments including repairs, maintenance and tenant management
4. Shared Ownership Services: Sales and marketing of shared ownership properties, resales of shared ownership and leaseholder homes with flat fee structure
5. Private Rental Income: Direct rental income from private rental developments like Plaza 1821 and Simpson House

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Redwing is a Liverpool-based housing provider and property services company operating as a trading name of Redwing Living Limited within The Regenda Group. The company sells, lets, and manages residential property across North West England, while marketing and operating affordable housing developments through Shared Ownership, Rent to Buy, and private rental schemes. Core services include a fixed-fee home sales service (£995 inc VAT), full-service lettings, property management for landlords and housing associations, and development marketing for projects such as Plaza 1821, Simpson House, Parkfield Place, and Blundell Crescent.

Product overview

Redwing is a Liverpool-based housing provider and property services company operating as part of The Regenda Group. The company offers a unified platform of property services centered around three core areas: property sales (estate agency), property lettings and management, and affordable housing schemes (Shared Ownership and Rent to Buy). Their portfolio includes new residential developments across the North West marketed through Shared Ownership or private rent schemes, along with landlord services and resident support. Key developments include Plaza 1821 (luxury waterfront apartments for rent), Simpson House (Baltic Triangle apartments), Parkfield Place (Rent to Buy in Aigburth), and Blundell Crescent (Shared Ownership bungalows in Preston). Redwing also provides mortgage referral services through UKMC partnership and maintains online resident portals for repairs reporting and account management. The company operates on a profit-for-purpose model, reinvesting profits into community causes.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Sales Service Full-service estate agency handling the complete property sales process from initial valuation through viewings, marketing, and completion management. Priced at a fixed £995 inc VAT, the service targets individual homeowners seeking transparent, low-fee sales representation across the North West.
• Property Lettings Service Residential letting services for individual landlords and tenants, including tenant sourcing, tenancy setup, and ongoing tenancy management across the North West region. The service supports individual buy-to-let landlords seeking professional tenant placement and management support.
• Property Management Service Comprehensive property management for landlords and housing developments covering maintenance coordination, tenant relations, repairs handling, and administrative support. The service is targeted at individual landlords and institutional housing providers including housing associations.
• Shared Ownership Scheme Affordable home ownership scheme allowing purchasers to buy a share (typically 25-75%, with Weirbrook shares starting at 10%) of a property and pay subsidised rent on the remainder owned by Redwing or a partner housing provider. Buyers can staircase to higher ownership over time. The scheme is targeted at first-time buyers and individuals priced out of full market ownership.
• Rent to Buy Scheme Government-backed scheme allowing tenants to rent at 20% below market rate while saving the difference toward a mortgage deposit. Minimum 12-month tenancy, renewable up to 5 years. Targeted at first-time buyers unable to raise a deposit through conventional routes.
• Plaza 1821 (Private Rental Development) Landmark £21 million development of 105 one and two-bedroom apartments for private rent on the Liverpool waterfront at Princes Dock. Features contemporary furnishings, app-based heating control, smart fob access, high-speed internet, balconies with waterfront views, and a residents' lounge. Rents start from £730pcm. Operated by Redwing as part of the £5bn Liverpool Waters regeneration by Peel L&P.
• Simpson House (Private Rental Development) Development of 30 one and two-bedroom apartments in Liverpool's Baltic Triangle for private rent, featuring industrial-chic aesthetic with premium fixtures, matte black fittings, and brushed metal details. Targeted at urban professionals seeking contemporary inner-city living. Move in Spring 2026.
• Parkfield Place (Rent to Buy Development) Development of 39 one and two-bedroom apartments in Aigburth, Liverpool offered through the Rent to Buy scheme, paying 80% of market rent. Features smart technology and proximity to Sefton Park and Lark Lane. Targeted at first-time buyers seeking below-market rent with a deposit savings pathway.
• Weirbrook (Shared Ownership and Rent to Buy Development) Development of 25 homes in Glossop, Derbyshire with a mix of Rent to Buy and Shared Ownership tenures. Two home styles: Wynn (two-bedroom) and Royal (three-bedroom). Prices start from £28,500 (10% share). Partnership with Peaks and Plains Housing Trust.
• Blundell Crescent (Shared Ownership Development) Development of 10 detached three-bedroom bungalows in Hesketh Bank, Preston offered through Shared Ownership. EPC rating B with air source heat pumps. Partnership with Tawd Valley Developments and West Lancashire Borough Council. Targeted at first-time buyers and downsizers seeking affordable bungalow ownership.
• UKMC Mortgage Referral Partnership Referral partnership with UK Mortgage Centre providing free mortgage advice to Redwing buyers. Services include first-time buyer mortgages, remortgages, buy-to-let, and lifetime mortgages. Targeted at Redwing's shared ownership, rent to buy, and home sales customers.

Quantifiable outcome

• Over 100 residents moved into Plaza 1821 development
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered major, core and minor.

• Tawd Valley DevelopmentsmajorStrategic or Co-development Partner · 21 May 2025Partnership to market and sell Blundell Crescent development of 10 bungalows in Hesketh Bank, Preston. Redwing provides sales and marketing expertise while Tawd Valley handles development. Both share values and passion for creating high-quality affordable homes.
• Regenda GroupcoreOthersParent company of Redwing. Redwing is a trading name of Redwing Living Limited, part of The Regenda Group, a registered society under the Cooperative and Community Benefit Societies Act 2014. Regenda Group includes Regenda Homes and other subsidiaries delivering housing, care, support and construction services.
• UKMC (UK Mortgage Centre)minorGTM or Marketing PartnerMortgage advice partnership providing straightforward mortgage advice to Redwing buyers completely free of charge. UKMC supports first-time buyers, homeowners, remortgagors, landlords, and those seeking insurance or lifetime mortgages.
• Peaks and Plains Housing TrustmajorStrategic or Co-development PartnerPartnership for Weirbrook development of 25 homes in Glossop. Peaks and Plains is the landlord owning the remaining share of homes under shared ownership model. Jointly creating accessible homeownership opportunities in Derbyshire.
• West Lancashire Borough CouncilmajorStrategic or Co-development PartnerPartnership for Blundell Crescent development where West Lancashire Council acts as landlord owning the remainder of shared ownership homes. Supports affordable housing delivery in the local area.
• M&Y Maintenance and ConstructioncoreStrategic or Co-development PartnerSister company within Regenda Group providing construction services. Built Lister Gardens, Bluebrook, and other developments. Flagship construction projects across the North West.
• Vermont Construction GroupmajorStrategic or Co-development PartnerMain contractor for Plaza 1821 £21 million development at Princes Dock. Part of Peel L&P's Liverpool Waters regeneration scheme.
• Peel L&PmajorStrategic or Co-development PartnerMajor development partner for Liverpool Waters regeneration. Redwing manages Plaza 1821 private rental development as part of the £5bn Liverpool Waters regeneration scheme.
• Foundations (Liverpool City Council)majorStrategic or Co-development PartnerEthical housing company established by Liverpool City Council. First project Harrington Row (14 homes) managed by Redwing as letting and managing agent. Multi-million pound programme delivering thousands of affordable homes.
• Goodwin GroupmajorStrategic or Co-development PartnerPartnership to deliver 15 new three-bedroom townhouses on Breck Road, Wallasey. £2 million+ deal with Regenda Group parent. Homes available through shared ownership.
• Eccleston HomesminorStrategic or Co-development PartnerDeveloper partner for Silk Rose Place shared ownership homes in Macclesfield, Cheshire. Partnership with Regenda Group delivering affordable homes in 2020.
• PropertymarkcoreOthersIndustry accreditation body for lettings sector. Redwing is a proud member of Propertymark, the only accreditation in the lettings sector. Staff also accredited by IRPM, ARLA, and NAEA.
• Merseyside Fire and Rescue ServiceminorOthersFire safety information source adapted from Merseyside Fire and Rescue Service guidance for tenant safety content on the Redwing website.
• TPAS (Tenants Participation Advisory Service)minorOthersNational organisation helping people have a say in housing decisions. Regenda Group membership provides free training sessions, events, magazines and information services for residents.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Leaders Romans Group: National UK property services group offering residential sales, lettings, and property management through multiple brands. Highly comparable in service mix and franchise/multi-branch operating model.
• Martin & Co: National UK letting and sales agency franchise network with a strong lettings focus. Comparable to Redwing's lettings, sales, and property management offering across regional UK markets.
• Foxtons: UK estate agency specializing in residential sales, lettings, and property management. Comparable core service offering to Redwing, although primarily focused on London and surrounding areas.
• Hunters Property Group: Hybrid estate agency with national network of branches providing sales, lettings, and property management services. Comparable multi-service agency operating model with regional branches across the UK.
• Belvoir Group: UK's largest residential lettings franchise network, providing lettings, property management, and sales services to landlords and tenants. Directly comparable multi-service real estate model to Redwing's sales, lettings, and property management offering.
• Andrews Estate Agents: UK estate agency group providing residential sales, lettings, and property management across multiple regions. Mid-market comparable to Redwing's multi-service regional operating model.

Broad incumbents

• Connells Group: UK's largest estate agency and property services group, encompassing brands such as Connells, Sequence, and Barnard Marcus. Overlaps significantly with Redwing's sales, lettings, and property management services but at much greater national scale.
• Together Housing: UK housing association offering affordable homes for sale (including shared ownership), property management, and resident services. Highly comparable affordable housing and shared ownership services to Redwing's offering.
• Hyde Group: One of the UK's largest housing associations, providing affordable housing (including shared ownership), property management, and resident services. Operates a comparable affordable housing and shared ownership model to Redwing, but at much greater scale.
• Countrywide (now part of Connells): Major UK estate agency network offering residential sales, lettings, and property management across multiple regional brands. Comparable services to Redwing, but with a national footprint and infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/weareredwing
• Instagraminstagram.com/weareredwing
• Xx.com/WeAreRedwing
• LinkedInlinkedin.com/company/weareredwing

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Redwing