Futures Housing

What Futures Housing does

Futures Housing Group is a not-for-profit housing association registered as a private limited company (company number 6293737) with two wholly-owned Community Benefit Society subsidiaries (Futures Homescape Limited and Futures Homeway Ltd). Established in 2006–2007 and headquartered in Castle Donington (with operations in Ripley), it provides affordable rented housing and wraparound support services — including money and employment advice, tenancy sustainment, homelessness prevention, independent living support and domestic abuse services — to social housing tenants, private rent customers and vulnerable households across the East Midlands (Derbyshire, Northamptonshire, Nottinghamshire, Leicestershire and Amber Valley). It jointly manages over 15,500 homes with Greatwell Homes.

The operating model centres on a regulated, recurring rental revenue base from social housing and private rent tenancies, supplemented by service charges (e.g., £23 service charge, £55 alarm charge, £800 rent in advance). Its technology stack comprises a digital customer-experience ecosystem: the MyAccount/Rent Hub self-service portal (split into regional variants for DE/NG, CB/CV/LE/NN/PE postcodes and a private-rent version, with 4,000+ active users), the Help Hub knowledge base (handling ~700 questions/day and acting as data source for chatbots and virtual assistants), the Customer Contact Hub (multi-channel phone/online/live-chat), and the My Voice online community platform for customer feedback. Back-office digital transformation is referenced (e.g., Nicola Hope, Director of Business Transformation) but specific platforms are not disclosed.

Go-to-market is direct-to-consumer: tenants are reached through property developments across the region, estate walkabouts, community engagement programmes and online self-service. The organisation maintains strong regulatory standing (G1/V1 gradings from the Regulator of Social Housing across three entities, A+ S&P credit rating, Investors in People Platinum), an S&P-reaffirmed A+ rating, and a 2024+ corporate plan under new executive leadership installed in late 2024 / early 2025. Headcount is 501–1,000, and customer satisfaction sits at 80% overall (84% for repairs).

Name

Futures Housing

Legal name

Futures Housing Group Limited

Website

https://futureshg.co.uk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Futures Housing Group is a not-for-profit housing association providing affordable rented homes, repairs and wraparound support services to social housing tenants, private renters and vulnerable households across the East Midlands of England.

Ownership category

akta.pro rank

Product category

Social Housing

NAICS

Community Housing Services (62422), Rental and Leasing Services (532)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Affordable Housing & Community Development (Housing, Community Land Trusts) (BPAGALAC)

Keywords

• Social housing association
• Affordable rental homes
• Tenancy support services
• Homelessness prevention
• Housing repairs maintenance

Headquarters

HQ city

Ripley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Social Housing Rents: Affordable rent payments from social housing tenants in properties across the East Midlands
2. Private Rent: Rent from private rent customers using separate version of MyAccount portal
3. Service Charges: Additional charges including laundry services, alarm charges, and other service fees

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Futures Housing Group is a not-for-profit housing association providing affordable rented homes across the East Midlands, alongside associated landlord services including responsive repairs, planned maintenance, tenancy sustainment, independent living accommodation, homelessness prevention, and wraparound support (money/employment advice, domestic abuse support). It operates owned housing stock for social and private rent customers, develops new affordable homes, and delivers its services through a digital self-service ecosystem (MyAccount portal, Help Hub, My Voice community, multi-channel Customer Contact Hub).

Product overview

Futures Housing Group is a not-for-profit housing association providing affordable homes and support services across the East Midlands for nearly 20 years. The organization operates a portfolio of digital self-service products centered around MyAccount (Rent Hub), which offers three regional portal versions for customers to manage rent payments, repairs, and tenancy matters. Supporting the core portal is the Help Hub, an around-the-clock FAQ and knowledge base system, alongside the Customer Contact Hub for multi-channel support and My Voice, an online community engagement platform. The product ecosystem also encompasses traditional housing services including repairs/maintenance, independent living homes, homelessness prevention, and new housing development projects across Derbyshire, Northamptonshire, and surrounding areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Social Housing Lettings Provision of affordable rented social housing across the East Midlands (Derbyshire, Northamptonshire, Nottinghamshire, Leicestershire), offered to tenants through direct lettings from the group's owned portfolio.
• Private Rent Service Private rental housing service offered by Futures to customers seeking rented accommodation outside of social housing, supported by a dedicated version of the MyAccount portal.
• Affordable Housing Developments Development and construction of new affordable homes across the East Midlands, delivered through in-house development activity and partnerships with housebuilders (e.g., Miller Homes).
• Repairs and Maintenance Service Responsive repairs, planned works, home improvements, and emergency repair services provided to tenants in Futures Housing Group properties, achieving 84% customer satisfaction with the repairs service.
• Independent Living Homes Specialised housing for elderly or vulnerable residents who need additional support to live independently, including adapted accommodation and ongoing tenancy support.
• Homelessness Prevention Service Crisis support and homelessness prevention services for at-risk households, delivered in partnership with local authorities and charities such as the Norfolk Strategic Housing Partnership and the Northampton Hope Centre.
• Tenancy Support Service Wraparound tenancy sustainment service for tenants covering money advice, employment advice, domestic abuse support, and general tenancy-related guidance.
• MyAccount Self-Service Portal (Rent Hub) Online self-service portal that lets customers pay rent, view balances, and arrange repairs through three regional versions (DE & NG, CB/CV/LE/NN/PE postcodes, and private rent), used by over 4,000 customers.
• Help Hub 24/7 Knowledge Base 24/7 online knowledge base and FAQ service providing instant answers to questions on antisocial behaviour, repairs, and other housing services — receiving around 700 questions per day and serving as the foundation for the chat bot/virtual assistant infrastructure.
• Customer Contact Hub Centralised contact centre handling customer enquiries, repairs requests, and general support via phone, online forms, and live chat as part of the group's multi-channel customer service.
• My Voice Online Customer Community Online community platform where customers can give feedback on services, influence service design, and earn points redeemable for vouchers.

Quantifiable outcome

• 80% overall customer satisfaction with service
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Greatwell HomescoreStrategic or Co-development Partner · 1 January 2022Joint research partnership to measure social impact. Together provide more than 15,500 homes in the East Midlands and jointly generate £314 million of social value annually.
• Access Training East MidlandscoreStrategic or Co-development PartnerSubsidiary organization providing training and employment opportunities. Chair received British Empire Medal for services to the community.
• Green Spaces Advisory BoardminorStrategic or Co-development PartnerMembership in advisory board sharing best practice on achieving net zero targets through use of green spaces, in partnership with Ground Control.
• Norfolk Strategic Housing PartnershipminorStrategic or Co-development PartnerStrategic partnership to prevent homelessness in Norfolk, born out of relationships formed during the pandemic. Shifted from tactical to strategic partnership with business case.
• Northampton Hope CentreminorStrategic or Co-development PartnerPartnership for social supermarkets - Futures provides resource, growth potential and customer connection while the centre brings local experience and knowledge.
• Fusion21minorStrategic or Co-development PartnerPartner in sustainable food security initiatives in West Northamptonshire.
• Business In The Community (BITC)minorStrategic or Co-development PartnerPartner in sustainable food security and community development initiatives.
• West Northamptonshire CouncilcoreStrategic or Co-development PartnerLocal authority partner for sustainable food security initiatives and systemic change through the new unitary authority structure.
• Generation NextminorStrategic or Co-development PartnerNetwork for young professionals in the East Midlands to grow and develop. Futures has partnered with Generation Next to support young talent development.
• Miller HomesminorChannel Partner/ Reseller/ DistributorDeveloper partnership for new home construction on specific development sites.
• National Housing FederationcoreStrategic or Co-development PartnerCEO appointed as Chair of Sounding Board for the Federation's activities.
• Housing Ombudsman ServicecoreOthersRegulatory oversight body. Futures follows the Housing Ombudsman's 'Complaints Handling Code' and is subject to their determinations.
• Regulator of Social HousingcoreOthersGovernment regulator that conducts In-Depth Assessments and issues G1/V1 gradings. Futures holds L4502, L4372, and L4498 registrations.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/FuturesHousingGroup
• Facebookfacebook.com/futureshousing
• LinkedInlinkedin.com/company/futures-housing-group
• Xx.com/Futures_hg

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 Futures Housing