What Plus Dane Housing does

Plus Dane Housing is a not-for-profit Registered Social Landlord (RSL) and housing association established in 1974 and headquartered at Atlantic Pavilion, Royal Albert Dock, Liverpool, with secondary offices in Congleton (Cheshire) and Runcorn. The organisation owns and manages approximately 13,500-14,500 affordable homes across Cheshire and Merseyside, providing housing to over 30,000 residents through social rent, market rent, shared ownership, rent-to-buy, and supported housing products. It is regulated by the Regulator of Social Housing and governed by a board chaired by Max Steinberg CBE DL, with Ian Reed serving as Chief Executive. Approximately 600 staff operate across two regional hubs with reported offices covering property management, development, welfare, and supported housing services.

The business model is direct-to-consumer. Tenants are acquired via plusdane.co.uk, the online customer portal (customer.plusdane.co.uk), the Property Pool Plus choice-based letting system on Merseyside, and referral partnerships with seven local authorities across Cheshire and Merseyside. Revenue is generated through four streams: regulated social rents, affordable homeownership (including shared ownership staircasing and new home sales), market rent on a small portfolio, and service charges. Underlying technology comprises a housing management system, the Totalmobile Field First mobile workforce platform (launched June 2026), Vericon Systems remote sensors for damp/mould monitoring, a customer self-service portal, and communications platforms from 8x8 and Britannic.

Customer segments span general social housing applicants, aspiring homeowners, vulnerable and supported housing residents, refugees and asylum seekers (via the Halton Refugee Service), and over-55s in sheltered housing. The value proposition extends beyond landlord services to include welfare advice (£1.8m extra income secured for customers), energy bill-switching (Pocket Power), employment support (Jobs Plus), digital inclusion, floating support, and community engagement. Capital structure comprises approximately £90m of new debt facilities secured in 2026 (£60m HSBC UK, £30m Principality Commercial), with a stated £100m funding target supporting a 730-home development programme by 2027, a £10m retrofit commitment, and £2.5m of Warm Homes Social Housing Funding.

Name

Plus Dane Housing

Legal name

Plus Dane Housing Limited

Website

https://plusdane.co.uk

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Plus Dane Housing is a Liverpool-based Registered Social Landlord owning and managing approximately 14,500 affordable homes across Cheshire and Merseyside, serving over 30,000 residents through social rent, shared ownership, supported housing, and welfare services.

Ownership category

akta.pro rank

Headquarters

HQ city

Liverpool

HQ country

United Kingdom

HQ region

Europe

Offices3 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. Social Housing Rents: Rental income from social rent properties. Plus Dane owns and manages homes across Merseyside and Cheshire, with rents subject to regulatory frameworks and annual rent reviews.
2. Affordable Homeownership: Revenue from shared ownership homes, new homes sales, and rent to buy schemes. Includes staircasing (buying additional shares) from existing shared ownership homeowners.
3. Market Rent Properties: Income from market rent apartments in addition to social housing stock.
4. Service Charges: Additional charges for services provided to tenants including maintenance, communal areas, and other housing management services.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Plus Dane Housing is a Registered Social Landlord that owns and manages around 13,500-14,500 affordable homes across Cheshire and Merseyside. It provides social rented housing, shared ownership and rent-to-buy home ownership options, supported and sheltered housing for vulnerable customers, responsive repairs and maintenance services, and tenancy support services including welfare advice, employment programmes, and specialist refugee resettlement.

Product overview

Plus Dane Housing operates as a housing association providing a portfolio of housing services across Cheshire and Merseyside. Their core offerings include social rented homes, shared ownership, and new build homes for sale, supported by responsive repairs and maintenance services delivered via mobile workforce technology. They provide specialist supported housing with partnered care agencies, refugee integration services, floating support for vulnerable tenants, and welfare/money advice services. A digital customer portal enables tenant self-service, while community initiatives like the Golden Community Impact Fund support local neighborhoods.

Differentiator

Problem solved

Functional benefit

Products and services

• Homes to Rent (Social Rent and Over 55's Living) Regulated affordable rental housing including general needs social rent homes and Over 55's living schemes for individuals and families across Cheshire and Merseyside.
• Homes to Buy (Shared Ownership, New Homes and Rent to Buy) Affordable home ownership options covering new build homes, shared ownership resales, and Rent to Buy schemes that let customers take a path from renting to owning a share of the property.
• Repairs and Maintenance Services Responsive repairs, damp and mould remediation, gas, electrical, water and fire safety servicing delivered to existing tenants through mobile workforce technology.
• Supported Housing Specialist accommodation with on-site care provider partnerships for vulnerable customers including those with mental illness, disabilities, learning difficulties, and homeless individuals.
• Customer Portal Online self-service portal giving existing tenants access to their accounts, rent payment, repair reporting, and tenancy management.
• Floating Support Services Support service helping customers manage their tenancies, maximise income, access health services and live independently, available in-house to Plus Dane tenants and across Halton regardless of landlord.
• Halton Refugee Service Specialist refugee integration service providing 18 months of intensive post-arrival support and ongoing assistance for up to five years for Syrian, Ukrainian, Middle Eastern and African refugee families resettled under the UK Resettlement Scheme.
• Welfare and Money Advice In-house welfare and money advice covering benefits maximisation, debt management, budgeting tools and cost-of-living assistance, which has secured £1.8m of extra income for customers.

Quantifiable outcome

• 730 affordable homes to be delivered by 2027
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• TotalmobilecoreTechnology or Integration · 30 June 2026Plus Dane implemented Totalmobile's Field First platform for mobile working and job management supporting responsive repairs and damp and mould services across 14,500 homes. The platform enables better visibility, effective scheduling, and faster response times for residents.
• Halton Borough CouncilcoreStrategic or Co-development PartnerPartnership with Halton Borough Council for housing services including refugee resettlement (Halton Refugee Service) and homelessness services.
• Pocket PowerminorStrategic or Co-development PartnerPartnership with social enterprise Pocket Power to help customers save money on household bills through free phone service for switching to better deals and discounts.
• Lightning ReachminorStrategic or Co-development PartnerPartnership with Lightning Reach platform to help customers access support and reduce energy bills quickly through a simple 15-minute process.
• Wellbeing EnterprisesminorStrategic or Co-development PartnerWellbeing support partnership providing mental health and wellbeing services to customers.
• Penny Lane BuildersminorStrategic or Co-development PartnerConstruction partnership for building and development projects.
• TP HealthminorOthersOccupational health service provider for employee health assessments and workplace wellbeing support.
• MercerMarshBenefitsminorOthersLife assurance brokers providing cover for employees not in the Plus Dane Pension Scheme.
• UNUMminorOthersLife assurance provider for employees providing death-in-service benefits.
• Health AssuredminorOthersEmployee Assistance Programme provider offering 24/7 counselling and support services for employees and immediate family.
• West Cheshire Credit UnionminorStrategic or Co-development PartnerCredit union partnership offering affordable loans and savings options for tenants and employees, helping combat loan sharks and provide financial inclusion.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Market position

Weaknesses5 records

Competitive moat7 records

Customer concentration

• Facebookfacebook.com/plusdane
• LinkedInlinkedin.com/company/plus-dane-group
• Instagraminstagram.com/plusdanehousing
• Xx.com/PlusDane

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Plus Dane Housing