whg
- Company typePrivate
- Founded2003
- HeadquartersLondon, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
whg firmographics
Firmographics- Name
- whg
- Legal name
- Walsall Housing Group Limited
- Website
- https://whg.uk.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
whg industry classification
Industry- Product category
- Social Housing and Affordable Housing Services
- NAICS
- Other Community Housing Services (624229), Other Residential Care Facilities (623990), New Multifamily Housing Construction (except For-Sale Builders) (236116)
- 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 industries
- Active Adult / Senior Community Association Management (BPAJAHAJ), Residential General Contracting (New Build) (IMAFAAAB)
Keywords
Where whg is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
whg business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Social Housing Rents: Rental income from approximately 21,000 affordable homes across the Midlands. Tenants pay weekly rent for social housing properties.
- Shared Ownership: Customers purchase a share of their home and pay rent on the remaining portion, providing an affordable path to home ownership.
- Government Programme Funding: Funding from government schemes including Warm Homes programme, Heat Network Efficiency Scheme (HNES), and other sustainability grants for energy efficiency improvements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Nightingale House apartments for over 55s |
| Subscription | Weekly | General social housing rents |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
whg product offering
Product offeringCore offering
whg (Walsall Housing Group) is a non-profit housing association that owns and manages approximately 21,000 affordable homes across 19 local authorities in the Midlands, primarily serving around 40,000 people. Its core offering comprises social rented housing, shared ownership homes, and specialist wellbeing schemes for over-55s, supported by repairs and maintenance, energy efficiency retrofit, community programmes, and digital customer services.
Product overview
whg is a housing association offering a portfolio of affordable housing services including social rent, shared ownership, and specialist wellbeing schemes for over-55s. The core housing services are supported by digital platforms (Mendix-powered Choose & Move system, 8×8 customer contact platform), utility services (broadband partnership with Hyperoptic), and community support programmes. Energy efficiency improvements are delivered through the Warm Homes Programme with E.ON. The organisation manages approximately 21,000 affordable homes across 19 local authorities in the Midlands, with primary operations in Walsall.
Differentiator
Problem solved
Functional benefit
Products and services
- Affordable Rent Social housing rental service providing affordable homes across the Midlands, with weekly rent payments and included repairs, tenancy management, and neighbourhood services for individuals and families.
- Shared Ownership Affordable path to home ownership allowing customers to purchase a share of their home while paying rent on the remaining portion, with options to staircase ownership and dedicated shared ownership services (repairs, defects, paying rent, selling).
- Wellbeing Schemes (Over 55s) Specialist housing for people over 55 offering independent living with communal spaces, wellbeing officers, and social activities. Includes Nightingale House in Wolverhampton and six other schemes in Walsall.
- Repairs and Home Improvements
- Young Person's Accommodation Service
- Warm Homes Programme Energy efficiency improvement programme delivering solar PV installation, cavity wall insulation, and loft insulation to homes in partnership with E.ON, funded through the government's Warm Homes Plan.
- Stronger Communities Support Services
- Choose & Move Lettings Service
- Hyperfast Broadband Service
- Lift Maintenance Service
Quantifiable outcome
- Tenant satisfaction at 80.3% for 2025/26
- +5 more outcomes
Companies that use whg
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
whg technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature2 records
whg partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- E.ONcorewhg is working with E.ON to deliver a £13.7m energy efficiency programme for 961 homes across Walsall as part of the government's Warm Homes programme. The investment will install solar PV, cavity wall insulation, and loft insulation, with work expected to complete by March 2028.
- Black Country Healthcare NHS Foundation TrustcoreFive-year memorandum of understanding to transform vacant NHS hospital sites into affordable homes. First site is Bloxwich Hospital. Partnership aims to improve health outcomes and housing supply through unlocking surplus NHS land.
- Morro PartnershipscorePartnership developer/contractor for conversion of the former Royal Hospital in Wolverhampton into Nightingale House (48 apartments for over 55s) plus 154 additional homes on surrounding land. Project won Midlands Residential Property Awards 2024.
- Walsall CollegecorePartnership for Work4Health programme delivering three-week courses including work experience, skills training, and guaranteed job interviews with NHS. Has helped 150 customers join the NHS.
- HyperopticcoreMulti-site telecommunications agreement providing ultrafast broadband to 1,014 households across 236 whg sites. Includes free 1GB wi-fi in communal areas and vouchers for digitally excluded residents.
- Walsall Healthcare NHS TrustcorePartnership with Walsall Healthcare NHS Trust and Walsall College for Work4Health programme helping customers start careers in the NHS.
- The Green PartnershipminorDelivered the Milton Place community garden project in Palfrey, transforming a former fly-tipping hotspot into a wellbeing garden with support from Beechwood Trees and Landscapes Ltd.
- IbstockminorPartner donating and wrapping 50 children's presents for Mission Christmas campaign in 2024 and 2025.
- RITTERWALDcorePan-European consultancy that awarded whg the Certified Sustainable Housing Label, making whg among the first in the UK to receive this accreditation.
- Tamworth Have a HeartminorCharity providing defibrillator installed at Amington Gardens development in Tamworth, first defib installed on a whg property.
- Walsall CouncilcoreLong-standing partnership for housing stock transfer, Young Person's Accommodation Service, and regeneration projects including Goscote Lane Corridor.
- Ogilvie Vaile ConservationminorConservation experts who meticulously conserved the 1912 time capsule discovered during Nightingale House conversion work.
- The Royal Wolverhampton NHS Trust CharityminorPartnership for conservation and display of time capsule contents at Wolverhampton Archives as part of Care, Create, Conserve heritage project.
- NHS Black Country ICBcoreFunding community health champions and diabetes prevention programmes. Supporting Black Country Health and Social Housing Forum to share whg's approach across the housing sector.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
whg competitors and assessment
Company assessmentBroad incumbents
- Notting Hill Genesis: Major London-focused housing association with ~66,000 homes and strong development pipeline. Comparable operating model including shared ownership, supported housing, and community investment.
- Hyde Group: UK housing association managing ~50,000 homes across London and South East. Comparable social landlord with shared ownership and supported housing programmes.
- Guinness Partnership: UK housing association with ~65,000 homes, significant supported housing and over-55s provision. Comparable specialised housing models to whg's over-55s wellbeing schemes.
- Places for People: National housing association and developer managing ~86,000 homes. Comparable across social/affordable rent, shared ownership, and supported housing segments.
- Peabody: Major London/South East housing association with ~66,000 homes. Comparable social/affordable housing operator with shared ownership and community investment programmes, though geographically distinct.
- Clarion Housing Group: UK's largest housing association with ~125,000 homes. Comparable in mission (affordable housing), operating model (social rent + shared ownership), and regulatory environment, but at materially larger scale and broader geography.
- L&Q Group: Large UK housing association and developer managing ~110,000 homes. Comparable across social rent, shared ownership, and community-led programmes, with significantly broader geographic reach.
- Orbit Group: UK housing association managing ~45,000 homes, with significant Midlands presence. Closest large peer given overlapping geography, social rent portfolio, and developer activities.
Regional players
- Metropolitan Thames Valley: Midlands- and South East-focused housing association managing ~40,000 homes. Comparable Midlands operating footprint and supported/community housing focus.
Direct peers
- Aspire Housing: Midlands-based housing association with a similar scale of homes and shared ownership portfolio. Currently in merger talks with whg to form a 32,000+ home association, making it the closest direct comparable.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights8 records
Customer concentration
whg social profiles
Digital presencewhg compliance and trust
Trust signalCompliance7 records
whg financial estimates
Financial estimateRevenue estimate
Valuation estimate
whg leadership team
Management profileNumber of profiles
Profiles14 records
whg funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
whg M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about whg
What does whg do?
whg (Walsall Housing Group) is a non-profit housing association that owns and manages approximately 21,000 affordable homes across 19 local authorities in the Midlands, primarily serving around 40,000 people. Its core offering comprises social rented housing, shared ownership homes, and specialist wellbeing schemes for over-55s, supported by repairs and maintenance, energy efficiency retrofit, community programmes, and digital customer services.
Is whg a public or private company?
whg is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was whg founded?
whg was founded in 2003. It employs 501 to 1,000 people.
Where is whg based?
whg is headquartered in London, United Kingdom, in the Europe region.
How does whg make money?
Three revenue lines are on record. Social Housing Rents are the primary driver. The others are shared Ownership and government Programme Funding.
Who are whg's main competitors?
Broad incumbents on record are Notting Hill Genesis, Hyde Group, Guinness Partnership, Places for People, Peabody, Clarion Housing Group, L&Q Group and Orbit Group. Metropolitan Thames Valley is listed as a regional player. Aspire Housing is listed as a direct peer.
Does whg have an API?
No public API is recorded for whg.
What industry is whg in?
whg's product category is Social Housing and Affordable Housing Services. Its primary akta.pro industry code is BPAGALAC, Affordable Housing & Community Development (Housing, Community Land Trusts), with a secondary code of BPAJAHAJ, Active Adult / Senior Community Association Management. Its NAICS code is 624229 and its SIC code is 6513.