Orbit Group

What Orbit Group does

Orbit Group Limited is a not-for-profit UK housing association founded in 1967, structured as an industrial and provident society and registered with the Regulator of Social Housing (G1/V2 governance and viability rating). The group manages a portfolio of 46,922 affordable and social rent homes and supports over 100,000 customers across the Midlands, East and South of England, reporting FY2024/25 turnover of £408.2 million and operating surplus of £105.2 million (25.8% margin). Operations span four wholly-owned subsidiaries: Orbit Homes (2020) Limited (development arm and one of the UK's largest affordable housebuilders, HBF 5-star rated), Orbit Capital PLC (capital markets and bond issuance), Orbit Treasury Limited (treasury management), and Orbit Housing Association Limited (social housing operations). Distribution combines direct rental applications, local authority nomination agreements, shared ownership sales (25-75% share purchases with staircasing), outright sale of new build homes, and developer partnerships for mixed-tenure schemes.

The core technology stack runs on Microsoft Dynamics 365 for CRM, Microsoft Teams for collaboration, and Qualtrics for customer experience management, with Mouseflow and Silktide providing web analytics. AI capability is deployed as assistive features within Dynamics 365 (interaction summarisation, response drafting, information highlighting) and Qualtrics NLP for real-time sentiment and theme analysis across phone transcripts and open-text feedback. The customer-facing product surface includes the Better Days programme (delivering 10,034 support interventions and £5.6m cost-of-living support in 2025/26, up 58% and 27% YoY respectively), the Orbit Customer Hub portal, and the Orbit Earth sustainability programme.

Revenue is generated primarily through recurring monthly rental income (subscription model) on 46,000+ homes, supplemented by transaction-based shared ownership and outright sale receipts, insurance product fees, and professional services revenue from specialist support offerings. Pricing for affordable rent is set at up to 80% of local market rent in relation to local housing allowance rates; shared ownership customers pay rent on the unowned share alongside mortgage payments on the owned share. Capital for development is sourced through a mix of Homes England grant funding (£104m secured under the 2021-2026 Affordable Homes Programme), bond issuance via Orbit Capital PLC at A3 Moody's rating, and recycled operating surplus.

Name

Orbit Group

Legal name

Orbit Group Limited

Website

https://orbitgroup.org.uk

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Orbit Group is a UK not-for-profit housing association managing 46,000+ affordable and social rent homes for 100,000+ customers across the Midlands, East and South of England, combining development (Orbit Homes), support services (Better Days), and capital markets (Orbit Capital) under a G1/V2 regulated structure.

Ownership category

akta.pro rank

Headquarters

HQ city

Coventry

HQ country

United Kingdom

HQ region

Europe

Offices7 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. Rental Income: Rental income from 46,000+ affordable and social rent homes. Turnover of £408.2 million in 2024/25.
2. Property Sales: Shared ownership sales and outright sales of homes developed through Orbit Homes.
3. Development Services: New build residential development for affordable and social rent, shared ownership and outright sale.
4. Insurance Services: Insurance products for customers including policy provision and claims management.
5. Support Services: Specialist support services including money management, employment support, and general day-to-day support for customers.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels12 records

Core offering

Orbit Group is a not-for-profit UK housing association that provides affordable and social rented homes, shared ownership and outright sale new-build properties through its Orbit Homes sub-brand, and wraparound customer support services via the Better Days programme. It manages over 46,000 homes for more than 100,000 customers across the Midlands, East and South of England, and is committed to building 7,000 new homes by 2030.

Product overview

Orbit Group operates as a housing association providing affordable and social rent homes through its core housing services division. The organisation consists of Orbit Homes (its house-building sub-brand and one of the UK's largest developers of affordable housing), the Better Days Programme (customer support services), the Orbit Customer Hub (online customer portal), and the Orbit Earth environmental sustainability programme. The company also integrates Qualtrics for customer experience management as part of its Everyday Excellence transformation programme. Orbit provides services across the full housing lifecycle from first-time renters to enhanced supported living customers.

Differentiator

Problem solved

Functional benefit

Brands

• Orbit Homes: Top 10 home builder and one of the largest builders of affordable homes in the UK, committed to building quality homes and thriving communities
• Better Days
• Orbit Earth
• Your Voice
• #ThisIsMe
• Better Days

Products and services

• Affordable and Social Rent Housing Core rented housing service providing affordable and social rent homes to over 100,000 customers across the Midlands, East and South of England. Rent is set at up to 80% of local market rent, with tenancy applications accepted directly or via local authority nominations.
• Orbit Homes (Shared Ownership and Outright Sale) New-build housing for sale through Orbit Homes, one of the UK's largest developers of affordable housing and a top 10 home builder. Offers shared ownership (25-75% share purchase with staircasing) and outright sale of homes within mixed tenure developments.
• Better Days Customer Support Programme Wraparound customer support service delivered through the neighbourhood approach, providing financial inclusion, mental wellbeing, employment and skills support, debt advice, and digital inclusion assistance to Orbit customers.
• Customer Insurance Services Insurance products provided to Orbit customers, including policy provision and claims management, on a recurring premium basis.
• Orbit Customer Hub (Online Customer Portal) Online customer portal providing customers with self-service access to help, support, Better Days programme information, tenancy account management, and resources.
• Later Living and Supported Housing Services Specialist housing and enhanced supported living services for older adults and customers with additional support needs, including accessibility adaptations, support packages and community-based help.

Quantifiable outcome

• Delivered £26.3 million in social value in 2024/25
• +9 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability3 records

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• QualtricscoreTechnology or Integration · 1 June 2026Customer experience partnership using Qualtrics platform to capture feedback across digital, phone and community forums. Part of Everyday Excellence transformation programme.
• Groundwork EastminorStrategic or Co-development Partner · 1 May 2026Community and environmental charity partnership for volunteering day at West Earlham Infant & Nursery School. Groundwork East provided equipment and expertise for outdoor space improvements.
• Business in the Community (BITC)minorStrategic or Co-development Partner · 1 May 2026Partnership with BITC's Place programme unlocking the power of business to support local communities. Tracey Brown-Drake is Head of Place for Norwich.
• Swan Housing AssociationminorStrategic or Co-development Partner · 1 December 2021Partnership discussions announced between Orbit Group and Swan Housing Association. Combined portfolio would be almost 60,000 homes. Discussions subsequently ceased.
• PayPlanminorStrategic or Co-development PartnerFirst housing association to partner with PayPlan providing free and confidential debt advice via telephone and online service to customers.
• Child Poverty Action Group (CPAG)minorStrategic or Co-development PartnerJoint launch of Happy, Healthy Starts campaign in 2018 to identify practical ways for landlords to help tackle poverty for young people.
• Chartered Institute of Housing (CIH)minorStrategic or Co-development PartnerPartnership on multiple reports including Warm Homes and Safe Environment (tackling climate change and fuel poverty) and Working with customers to make net zero carbon a reality.
• University of LeedsminorStrategic or Co-development PartnerResearch partnership to investigate how decarbonisation retrofit programme will impact customers living in homes, with findings informing customer engagement approach.
• Wildlife TrustsminorStrategic or Co-development PartnerPartnership to develop 30by30 Biodiversity Approach. Created habitat condition assessment tool in partnership with Wildlife Trusts for nature recovery.
• Green Spaces Advisory BoardminorStrategic or Co-development PartnerCo-founder of cross-industry collaboration of seven housing associations and a leading grounds maintenance provider, aiming to unlock potential of green spaces.
• ilke HomesminorStrategic or Co-development PartnerPartnership for volumetric modular homes production. Willett Gardens development included 25 fully volumetric modular homes produced in partnership with ilke Homes.
• Learning & Work InstituteminorStrategic or Co-development PartnerCommissioned research into how the world of work will be changing and what this means for employment support services fit for the future.
• MicrosoftcoreTechnology or IntegrationUse of Microsoft Dynamics 365 for customer relationship management, Microsoft Teams for video conferencing and collaboration, and AI tools within Dynamics 365.

Scale indicators16 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• L&Q Group: One of the UK's largest housing associations and developers, managing around 110,000 homes. Directly comparable to Orbit in terms of scale, mixed-tenure development (including shared ownership and outright sale), London and South East focus, and integration of customer support services.
• Hyde Group: Large UK housing association with around 58,000 homes across London and the South. Comparable to Orbit in scale, geographic overlap in the South of England, and shared focus on development-led growth, shared ownership, and customer support services.
• Sanctuary Housing Association: UK housing association managing around 100,000 homes with a national footprint. Comparable to Orbit as a large-scale developer and landlord delivering affordable rent, shared ownership, supported living, and retirement living, with similar regulatory and grant-funding model.
• Peabody: Major UK housing association managing around 106,000 homes with a strong London and South East focus. Comparable to Orbit as a long-established (160+ years) registered provider delivering affordable rent, shared ownership, supported living, and community investment programmes.
• Metropolitan Thames Valley: Housing association managing around 57,000 homes across London, the South East, and Midlands. Comparable to Orbit in scale, geographic overlap (Midlands and South East), mixed-tenure development, and customer support service model.
• Home Group: UK housing association managing around 55,000 homes across England. Comparable to Orbit in size band, with a similar mix of affordable and social rent, supported housing, and shared ownership, plus a strong focus on vulnerable customers and digital/AI-enabled services.
• Anchor: Large not-for-profit provider of housing and care for older people in England, with around 54,000 homes. Comparable to Orbit as a registered provider of affordable housing with a strong supported/specialist housing offering, though Anchor is more focused on retirement living.
• Clarion Housing Group: The UK's largest housing association, managing around 125,000 homes. Closely comparable to Orbit as a not-for-profit registered provider of affordable and social rent housing, shared ownership, and supported living across multiple English regions, with similar regulatory and funding model.
• A2Dominion Housing Group: UK housing association managing around 84,000 homes across London and the South East. Comparable to Orbit in mixed-tenure development, shared ownership focus, market-sale activity through a branded housebuilder, and investment-grade credit profile.
• The Guinness Partnership: One of the largest housing associations in England with around 60,000 homes. Comparable to Orbit in scale, regulated affordable housing model, shared ownership and outright sale activity, and emphasis on customer engagement and community investment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/OrbitHousingGroup
• LinkedInlinkedin.com/company/orbit-group
• Xx.com/OrbitGroup

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries4 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 Orbit Group