Magenta Living

What Magenta Living does

Magenta Living Housing Association is a registered charity (no. 1106969) and not-for-profit housing association, founded in 2005 and headquartered at the Partnership Building on Hamilton Street in Birkenhead, England. With approximately 13,000 homes it is the largest affordable housing provider in Wirral, with a growing footprint across the wider Liverpool City Region. The organisation serves primarily individual and family tenants on low and moderate incomes, as well as specialised cohorts — vulnerable adults with learning disabilities, autism or mental health conditions (via 24/7 care provider Potens), over-55s requiring extra care, leaseholders of managed blocks, and residents with complex needs in adapted bungalows. Beyond general needs social rented housing, it offers shared ownership, supported living, and a community investment programme targeting £60 million per year of social value.

The organisation operates a customer-facing technology stack headlined by MyMagenta, a 24/7 self-service portal on Salesforce Experience Cloud (login on magentaliving6.my.site.com) for reporting repairs, paying rent, booking appointments and managing tenancies, alongside a redesigned public website, Video Remote Assistance for live repair diagnosis, an online Magenta Voice engagement platform (magentavoice.org.uk) with 500+ active members shaping policy via surveys and forums, and basic AI tooling for pattern detection in repair data and data accuracy augmentation with Royal Mail PAF and BT OSIS. The development pipeline is built around modern methods of construction in partnership with Starship (modular off-site wall and roof manufacturing), with the Sandbank Point scheme in West Kirby being the first project nationally to draw down Homes England Social and Affordable Homes Programme funding. The Road to 2030 strategy targets delivery of 1,300 new homes (70% Wirral, 30% Liverpool City Region), expansion of specialist supported housing including the £18.5m Driftwood Gardens extra-care scheme and the £81.1m Central Docks infrastructure deal, plus community regeneration programmes such as EVOLVE Wirral (a Merseyside Police partnership delivering a 12.6% crime reduction in key areas).

Magenta Living generates primary revenue from tenant rent (set via the statutory CPI+1% formula across c.13,000 homes), supplemented by service charges reviewed annually to recover cost, garage rents (5% increase from April 2026), and one-time income from property development, shared ownership and outright home sales, partly funded through Homes England's Affordable Homes and Social and Affordable Homes Programmes. The registered entity Magenta Living Housing Association has a wholly-owned operating subsidiary, Bamboo Estates LLP, and is governed by a Board and Executive Leadership Team led by CEO Andy Lomas with CFO Paul McGrady, Chief Customer Officer Steve Nichol, and Chief Property and Investment Officer Wayne Cole. Disclosed annual procurement spend is approximately £60 million; no audited revenue, surplus, or balance-sheet figure is publicly disclosed.

Name

Magenta Living

Legal name

Magenta Living Housing Association

Website

https://magentaliving.org.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Magenta Living Housing Association is a UK-registered charity and largest affordable housing provider in Wirral, managing around 13,000 homes and delivering new-build social and specialist supported housing across the Liverpool City Region. It serves low-income tenants, vulnerable adults and over-55s needing extra care.

Ownership category

akta.pro rank

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Residential Intellectual and Developmental Disability Facilities (623210)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-To Dwellings & Other Buildings (7340), Land Subdividers & Developers (No Cemeteries) (6552)

akta.pro primary industry

Nonprofit / Faith-Based CCRCs (HLADAEAC)

akta.pro secondary industry

Large Campus / Multi-Building Assisted Living Communities (HLADABAG)

Keywords

• Social housing
• Affordable housing
• Supported housing
• Housing association
• Housing development

Headquarters

HQ city

Birkenhead

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

Revenue model

1. Social Housing Rent: Magenta Living generates primary revenue from tenant rent payments across approximately 13,000 homes. Rent increases are set using Consumer Price Index (CPI) plus 1% as mandated by government Rent Standard regulations.
2. Service Charges: Additional charges for services provided to tenants, reviewed annually to reflect actual costs of utilities and services.
3. Garage Rent: Revenue from renting garage spaces to tenants, with 5% rent increase implemented from April 2026.
4. Property Development and Sales: Development of new homes for sale, shared ownership, and social rent, partially funded through Homes England's Affordable Homes Programme and Social and Affordable Homes Programme.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Magenta Living is a registered housing association and charity providing approximately 13,000 affordable rental homes across the Wirral and Liverpool City Region. Its core offering is social and affordable housing — including general rental, specialist supported housing for vulnerable adults and over-55s, shared ownership, and home ownership options — supported by an in-house repairs service, a 24/7 customer portal (MyMagenta), and a community engagement platform (Magenta Voice). The organization is also building 1,300 new homes by 2030 using modern modular construction methods in partnership with Homes England and developers such as Starship.

Product overview

Magenta Living is Wirral's largest affordable housing provider operating approximately 13,000 homes. The organization offers a unified housing management platform encompassing core services including the MyMagenta customer portal for online account management, Magenta Voice for customer engagement, Video Remote Assistance for repairs, and various housing development projects. The portfolio includes extra care and specialist supported housing for vulnerable residents, community safety initiatives like EVOLVE Wirral, and social value investment programmes. Recent developments include multiple new housing projects across the Liverpool City Region under the Road to 2030 strategy, with initiatives ranging from energy-efficient modular homes to specialist adapted housing.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Crime reduced by 12.6% across key areas in three years of EVOLVE Wirral partnership
• +3 more outcomes

Named customers3 records

Segments4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

16 partnerships are on record, tiered core, minor and major.

• Starship GroupcoreStrategic or Co-development Partner · 22 June 2026Partnership with Wirral-based developer Starship for modular construction of new homes. Starship manufactures external walls and roofs off-site for assembly on location, reducing build time and minimizing community disruption. Multiple projects including Sandbank Point (14 homes in West Kirby), Brook Street (8 homes in Birkenhead), and future developments.
• Merseyside PolicecoreStrategic or Co-development Partner · 29 May 2026EVOLVE Wirral partnership addressing anti-social behaviour, organized crime, and community safety. Partnership has resulted in £2m+ drugs seized, 1,700+ arrests, 140+ weapons removed, and 12.6% crime reduction in key areas.
• Energise CyclesminorGTM or Marketing Partner · 26 May 2026Partnership providing free bike repairs and servicing up to £120 value for Magenta Living customers. Located at Arrowe Park Golf Club, supporting sustainable transport and customer wellbeing.
• Halton CouncilcoreStrategic or Co-development Partner · 10 March 2026Local authority partner for specialist supported housing in Widnes, including Three Sails Point development with occupational therapy team involvement.
• Amore Complex CarecoreStrategic or Co-development Partner · 10 March 2026Complex care provider involved in specialist supported housing assessments and ongoing care provision for residents with complex needs in Widnes.
• SeddonmajorImplementation/ SI/ Consulting Partner · 10 March 2026Contractor completing adaptations for specialist supported housing in Widnes, working with occupational therapy recommendations.
• Peel WatersmajorStrategic or Co-development Partner · 27 February 2026Development partner in £81.1m Infrastructure Funding Deal at Central Docks, described as pivotal for North Liverpool's transformation. Partnership involves Homes England and Liverpool City Council.
• Liverpool City Region Combined AuthoritycoreStrategic or Co-development Partner · 2 December 2025Combined authority providing funding and strategic support for housing development across the Liverpool City Region. Partnership for Driftwood Gardens £18.5m extra care scheme and broader development pipeline.
• Vistry GroupmajorStrategic or Co-development Partner · 2 December 2025Housebuilder partner in £18.5m Driftwood Gardens extra care scheme partnership for 80 affordable apartments on the Wirral.
• Alpha LivingmajorStrategic or Co-development Partner · 2 December 2025Specialist housing provider partner in £18.5m Driftwood Gardens extra care scheme partnership for 80 affordable apartments on the Wirral.
• idverdeminorImplementation/ SI/ Consulting Partner · 31 July 2025Grounds maintenance contractor supporting community clean-up events and environmental improvements at Magenta Living estates.
• Potens (Care Provider)coreStrategic or Co-development Partner · 25 June 2025Care provider delivering 24/7 on-site support services for residents in specialist extra-care housing. Provides trained care staff for supported housing schemes for individuals with learning disabilities, autism, and mental health conditions.
• Wirral CouncilcoreStrategic or Co-development Partner · 23 June 2025Local authority partner for strategic housing planning, supported housing services, and community regeneration. Partnership for specialist extra-care schemes and broader housing strategy.
• Cheshire and Merseyside NHS/Integrated Care BoardcoreStrategic or Co-development Partner · 23 June 2025NHS partnership for developing supported housing aligned with strategic housing plans, providing healthcare integration for vulnerable residents.
• National Databank (Good Things Foundation)minorStrategic or Co-development Partner · 6 March 2025Partnership to provide free preloaded SIM cards with mobile data to eligible low-income residents in Wirral, addressing digital exclusion.
• Wirral Met CollegeminorStrategic or Co-development Partner · 1 January 2024Educational partnership providing ongoing support for apprentices and opportunities for students. Founded on shared commitment to community and supporting local people to develop essential skills.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Plus Group (Plus Dane): Cheshire-based housing association operating across the North West of England with ~13,000-15,000 homes. Highly comparable in scale, geographic focus on adjacent regions (Cheshire, Merseyside), and service mix including general needs and supported housing.
• Wythenshawe Community Housing: Manchester-based housing association providing affordable housing in North West England. Comparable as a regional affordable housing provider with community investment focus, though smaller in scale than Magenta Living.

Direct peers

• Riverside: One of the UK's largest housing associations, operating ~75,000 homes across England. Comparable in providing affordable rented housing, supported housing, and community investment, but at materially larger scale and broader geographic footprint than Magenta Living.
• Home Group: One of the UK's largest housing associations operating ~55,000 homes with significant supported housing and care services. Comparable in business model (nonprofit, supported housing, development pipeline) and customer base of vulnerable and lower-income tenants.
• Anchor Hanover: UK's largest not-for-profit provider of housing and care for older people, with ~60,000 homes. Comparable specifically in the over-55s extra care and supported housing segment where Magenta operates, with similar focus on retirement and specialist housing.
• Orbit Group: Major UK housing association with ~45,000 homes across the Midlands, East, and South. Comparable in providing affordable housing, supported living, and home ownership, with similar development pipeline and customer engagement focus.
• Guinness Partnership: Large UK housing association with ~66,000 homes, providing affordable housing, supported living, and care services. Comparable in operating a diversified housing portfolio including specialist supported housing, with similar scale to a multi-region provider.
• LiveWest: Large South West England housing association with ~40,000 homes, providing affordable rent, shared ownership, and supported housing. Comparable as a UK regional housing association with development pipeline and supported housing services, though in a different geography.
• Longhurst Group: Mid-sized UK housing association providing general needs housing, supported housing, and extra care. Comparable to Magenta in service mix and customer segments, operating across the Midlands and East of England with a similar nonprofit housing association model.

Broad incumbents

• Peabody: One of the UK's largest housing associations with over 88,000 homes, providing affordable rent, shared ownership, supported housing, and community programmes. Comparable in comprehensive service model but operates as a much larger and more geographically diverse incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MagentaLivingWirral
• Facebookfacebook.com/magentaliving
• LinkedInlinkedin.com/company/magenta-living
• Instagraminstagram.com/magentaliving
• Xx.com/MagentaLive

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Magenta Living