whg

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

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

• Affordable housing services
• Social housing rentals
• Shared ownership homes
• Housing association services
• Community housing support

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Social Housing Rents: Rental income from approximately 21,000 affordable homes across the Midlands. Tenants pay weekly rent for social housing properties.
2. Shared Ownership: Customers purchase a share of their home and pay rent on the remaining portion, providing an affordable path to home ownership.
3. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers3 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

Integration3 records

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• E.ONcoreStrategic or Co-development Partner · 22 June 2026whg 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 TrustcoreStrategic or Co-development Partner · 19 August 2025Five-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 PartnershipscoreStrategic or Co-development Partner · 25 June 2024Partnership 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 CollegecoreStrategic or Co-development PartnerPartnership 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.
• HyperopticcoreTechnology or IntegrationMulti-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 TrustcoreStrategic or Co-development PartnerPartnership with Walsall Healthcare NHS Trust and Walsall College for Work4Health programme helping customers start careers in the NHS.
• The Green PartnershipminorImplementation/ SI/ Consulting PartnerDelivered 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.
• IbstockminorGTM or Marketing PartnerPartner donating and wrapping 50 children's presents for Mission Christmas campaign in 2024 and 2025.
• RITTERWALDcoreOthersPan-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 HeartminorOthersCharity providing defibrillator installed at Amington Gardens development in Tamworth, first defib installed on a whg property.
• Walsall CouncilcoreStrategic or Co-development PartnerLong-standing partnership for housing stock transfer, Young Person's Accommodation Service, and regeneration projects including Goscote Lane Corridor.
• Ogilvie Vaile ConservationminorImplementation/ SI/ Consulting PartnerConservation experts who meticulously conserved the 1912 time capsule discovered during Nightingale House conversion work.
• The Royal Wolverhampton NHS Trust CharityminorStrategic or Co-development PartnerPartnership for conservation and display of time capsule contents at Wolverhampton Archives as part of Care, Create, Conserve heritage project.
• NHS Black Country ICBcoreStrategic or Co-development PartnerFunding 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

Broad 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

• YouTubeyoutube.com/walsallhousinggroup
• Facebookfacebook.com/wearewhg
• LinkedInlinkedin.com/company/wearewhg
• Xx.com/walsallwhg

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 whg