The Wrekin Housing Group

What The Wrekin Housing Group does

The Wrekin Housing Group Limited is a UK registered social landlord and exempt charity operating as a Charitable Community Benefit Society (reference 8067), supervised by the Regulator of Social Housing (LH4220). It is part of Housing Plus Group, alongside Homes Plus Limited, Care Plus Staffordshire, Choices Housing Association, and other affiliated entities. The organization manages a portfolio of over 33,000 affordable rental homes across Shropshire, Staffordshire, Telford & Wrekin, with newer geographic reach into Dudley and Wolverhampton. Its product surface spans general needs affordable housing, 30+ retirement living schemes for over-55s, ShireLiving extra care housing operated in partnership with Parkwood, specialist care through Choices Housing Association (CQC-registered), and ancillary services including the WATCH 24/7 alarm service, home adaptations, and the Money Matters welfare benefit and debt advisory team.

The digital layer consists of the My Wrekin mobile app (iOS and Android) for tenant self-service including repairs reporting and rent payment, a customer account portal, and the find-a-home.wrekin.com property search platform with save-a-search functionality. Payment processing is handled via Stripe and Allpay; affordability and credit checks use Policy in Practice and Experian; mutual exchange is supported through the HomeSwapper partnership. The technology posture is characterized as conventional consumer-facing self-service rather than platform-native, with no disclosed AI/ML capabilities.

Revenue is primarily subscription-recurring residential rents set under the UK government formula and typically adjusted annually in April, supplemented by service charges for properties with shared facilities and commission-based income from an Aviva home contents insurance scheme (arranged via Wessex Group) offered to tenants. Go-to-market is sales-led but distribution-style: tenants are sourced through internal waiting lists, local authority allocation partnerships with Shropshire Council, Staffordshire County Council, and Telford & Wrekin Council, and community drop-in hubs at Stirchley and Wellington. Customer contact operates 8am-8pm via a centralized contact centre (01952 217100). The 2025 Top 50 Biggest Builders climb of 9 places signals active new-build expansion of the underlying asset base.

Name

The Wrekin Housing Group

Legal name

The Wrekin Housing Group Limited

Website

https://wrekin.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Wrekin Housing Group is a UK registered social landlord and exempt charity providing affordable rental housing, retirement living, and extra care services to over 33,000 households across Shropshire, Staffordshire, Telford & Wrekin, Dudley, and Wolverhampton.

Ownership category

akta.pro rank

Product category

Social Housing

NAICS

Lessors of Residential Buildings and Dwellings (531110), Residential Property Managers (531311), Other Community Housing Services (624229)

SIC

Operators Of Apartment Buildings (6513), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

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

akta.pro secondary industry

General Assisted Living Facilities (HLADABAA)

Keywords

• Social housing rentals
• Affordable housing provider
• Retirement living schemes
• Extra care housing
• Tenant support services

Headquarters

HQ city

Telford

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Residential Rents: Primary revenue from tenant rents across 33,000+ homes. Rents are set by government formula and typically increased annually in April. Tenants pay rent in advance through various methods including direct debit, online portal, Allpay, phone payments, and standing orders.
2. Service Charges: Additional charges for tenants in properties with shared facilities covering grounds maintenance, door-entry systems, and communal areas.
3. Home Contents Insurance: Partnership with Aviva offering home contents insurance to tenants, provided through Wessex Group as administrator. Commission-based revenue from insurance referrals.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Wrekin Housing Group provides affordable rental housing across Shropshire, Staffordshire, Telford & Wrekin, Dudley, and Wolverhampton, managing over 33,000 homes for general needs, retirement living, and extra care tenants. Its core offering combines social landlord services (rent allocation, repairs, maintenance, adaptations) with specialist supported housing (30+ retirement schemes, ShireLiving extra care, Choices Care) and wraparound tenant support including welfare benefits advice, debt counselling, employability programs, and digital inclusion. The My Wrekin App and find-a-home.wrekin.com platform form the digital backbone for tenant self-service and property search.

Product overview

The Wrekin Housing Group operates as a social housing provider within the Housing Plus Group umbrella, managing over 33,000 affordable homes across Shropshire, Staffordshire, and Telford & Wrekin. The core offering centers on affordable rental housing through the Wrekin and Homes Plus brands, supplemented by specialist retirement living services (Wrekin Retirement Living with 30+ schemes and ShireLiving Extra Care), care services through Choices Care, and the My Wrekin App digital tenant portal. Additional support services include the Money Matters welfare benefit team, Wrekin Debt Advice, Employability Support, Adaptations Service, WATCH 24/7 alarm technology, and Home Contents Insurance. The group also facilitates mutual exchanges via HomeSwapper and offers digital inclusion programs through Wrekin Voices.

Differentiator

Problem solved

Functional benefit

Brands

• Choices: A care and housing service provider operating as part of Housing Plus Group, providing specialist accommodation and care services.
• ShireLiving
• Wrekin Retirement Living
• WATCH Alarms
• My Wrekin App

Products and services

• Affordable Housing (General Needs) General needs affordable rental housing portfolio of over 33,000 homes across Shropshire, Staffordshire, and Telford & Wrekin, allocated to individuals and families through local authority waiting lists and local lettings schemes who cannot access the private rental market.
• Homes Plus Housing sub-brand of Housing Plus Group serving Staffordshire and South Staffordshire, letting approximately 1,000 homes per year to applicants on local housing waiting lists.
• New Build Homes Newly built affordable housing developments allocated through relevant local authorities, with viewing appointments, sign-up processes, and a 12-month defect period from handover to the tenant.
• Wrekin Retirement Living Housing service for over-55s in apartments and over-65s in bungalows across 30+ schemes in Telford and Shropshire, with dedicated Retirement Living Coordinators, 24/7 call systems, social activities, and communal facilities.
• ShireLiving Extra Care Extra care housing providing independent living for people aged over 55 with services delivered by a 24/7 on-site care team, operated in partnership with Parkwood.
• WATCH Alarm Service 24/7 assistive technology service offering pendant alarms and key safes to help customers stay safe and live independently at home, including for non-Wrekin customers.
• Choices Care Specialist accommodation and care services for people with support needs, delivered by Choices Housing Association, registered with the Care Quality Commission (CQC), as part of Housing Plus Group.
• My Wrekin App Mobile application enabling current Wrekin tenants to manage their home including reporting repairs, making payments, and accessing tenant services, available free via the App Store and Google Play.
• Adaptations Service Home adaptations service for customers with physical and sensory needs, delivering minor works such as grab rails and lever taps through to major works such as level access showers and ramps, with funding coordinated via local authorities and occupational therapy assessments.
• Money Matters Team In-house specialist welfare benefit advice team providing information on entitlements including Housing Benefit, Universal Credit, Tax Credits, Council Tax Support, Income Support, and PIP for Wrekin tenants.
• Wrekin Debt Advice Free, impartial, confidential debt advice service authorised and regulated by the Financial Conduct Authority, delivered in association with the Community Money Advice charity.
• Employability Support Employment support service offering 'Get that job' workshops including CV help, job search assistance, mock interviews, and work experience placements at The Wrekin Housing Group.
• Wrekin Voices Digital Inclusion Digital inclusion initiative offering refurbished smartphones and tablets, free data SIM cards via the National Databank, and digital skills workshops at local schemes and community hubs.
• Home Contents Insurance Tenant home contents insurance provided exclusively to Wrekin and Homes Plus customers through Aviva at competitive rates with no excesses, administered by Wessex Group, covering fire, flood, theft, and accidental damage with optional extensions.
• HomeSwapper Mutual Exchange Mutual exchange service operated in partnership with HomeSwapper, allowing Wrekin tenants to swap homes with other housing association or council tenants across the UK subject to landlord permission.
• Benefit Calculator Free online benefits calculator helping tenants identify what benefits and financial support they may be eligible for, with the option to send results directly to the Money Matters advisors.

Quantifiable outcome

• Finalist in Partnership Champion Award category at 2025 Social Care Top 30 Awards
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Age UK Shropshire Telford & WrekincoreStrategic or Co-development Partner · 5 November 2025Partnership between Age UK Shropshire Telford & Wrekin and Choices Care was recognized at the 2025 Social Care Top 30 Awards for their collaborative work supporting people with dementia in Shropshire. The partnership was a finalist in the Partnership Champion Award category.
• Choices CarecoreStrategic or Co-development PartnerPartnership between Age UK Shropshire Telford & Wrekin and Choices Care (Wrekin subsidiary) for supporting people with dementia. Recognized at 2025 Social Care Top 30 Awards.
• HomeSwappercoreTechnology or IntegrationPartnership with HomeSwapper providing UK's largest list of tenants wanting to swap homes, enabling mutual exchanges with housing association or council tenants across the UK.
• AvivacoreChannel Partner/ Reseller/ DistributorInsurance provider offering home contents insurance exclusively to Wrekin and Homes Plus customers at competitive rates with no excesses. Policy administered by Wessex Group.
• Wessex GroupcoreChannel Partner/ Reseller/ DistributorScheme administrator for Aviva home contents insurance, arranging policies and handling claims for Wrekin customers.
• Rental Exchange (Big Issue Invest)minorStrategic or Co-development PartnerScheme allowing tenants to build credit history and create online proof of identity through rent payment records.
• Telford & Wrekin CouncilcoreStrategic or Co-development PartnerLocal authority partner for adaptations funding and occupational therapy assessments in Telford & Wrekin area.
• Shropshire CouncilcoreStrategic or Co-development PartnerLocal authority partner for adaptations funding and assessments in Shropshire area.
• Staffordshire County CouncilcoreStrategic or Co-development PartnerLocal authority partner for adaptations funding and assessments in Staffordshire area.
• Disabled Living Foundation (DLF)minorOthersNational organization providing advice and information about disability equipment and adaptations.
• RNIBminorOthersRoyal National Institute of Blind People providing support and advice for tenants with visual impairments.
• Housing Plus GroupcoreOthersParent organization that The Wrekin Housing Group is part of, along with Homes Plus Limited, Care Plus Staffordshire Limited, Choices Housing Association, and other subsidiaries.
• Care Plus Staffordshire LimitedcoreOthersProvider of care and support services for older people and those with disabilities. Registered with Care Quality Commission.
• Choices Housing AssociationcoreOthersSubsidiary providing housing and specialist accommodation. Registered with CQC.
• Care & Repair (Telford, Shropshire, Staffordshire)minorChannel Partner/ Reseller/ DistributorLocal home improvement agencies providing practical assistance with home adaptations for disabled and elderly residents.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stonewater: Housing association with around 40,000 homes across England, including significant Midlands exposure. Similar portfolio mix of affordable rental, retirement living, and shared ownership with comparable charitable/community benefit society structure.
• Platform Housing Group: Midlands-focused housing association formed through merger, now managing around 50,000 homes across central England. Direct competitor in overlapping geographies with similar general needs and specialist housing mix.
• EMH Group: Midlands-focused housing association managing around 20,000+ homes for affordable rent, shared ownership, and specialist supported housing. Direct regional peer with overlapping service offerings including retirement living.
• Metropolitan Thames Valley: Housing association managing approximately 40,000 homes across southern and central England. Similar charitable structure, scale, and focus on general needs affordable housing supplemented by specialist supported housing services.
• Live West: South West England housing association managing 40,000+ homes for affordable rent and shared ownership. Comparable in scale, charitable structure, and broader support services beyond core housing management.
• Orbit Group: UK housing association managing approximately 45,000 homes across the Midlands, East of England, and South East. Comparable in size, regional concentration in the Midlands, and mix of general needs, retirement, and shared ownership housing.

Broad incumbents

• Peabody: One of the UK's oldest and largest housing associations with over 110,000 homes across London and the South East. Comparable charitable mission and broad service offering but at materially larger national scale.
• Sanctuary Housing: One of the UK's largest housing associations managing over 100,000 homes across England and Scotland. Comparable business model and service diversification (including care) but operates at significantly greater scale with national footprint.
• Home Group: Large UK housing association and care provider managing around 55,000 homes plus supported living and care services. Directly comparable through its dual housing-and-care model and similar customer support ecosystem.

Regional players

• Plus Dane Housing: Cheshire and Merseyside-based housing association operating a comparable scale of affordable homes. Regional peer with similar general needs and supported housing model, though focused on different counties.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/WrekinHG
• YouTubeyoutube.com/user/Wrekinht
• Facebookfacebook.com/Wrekinhg
• LinkedInlinkedin.com/company/the-wrekin-housing-group-limited

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Wrekin Housing Group