Wrekin Housing Trust

What Wrekin Housing Trust does

The Wrekin Housing Group Limited, trading as Wrekin Housing Trust, is a charitable community benefit society and registered social housing provider headquartered in Telford, Shropshire, UK. Founded in 1998 and operating as part of Housing Plus Group, the organization delivers affordable rental housing, shared ownership schemes, retirement living with integrated care, and a range of welfare services across the West Midlands and surrounding regions of England. Its customer base is segmented across social housing tenants (primary), older and vulnerable residents requiring retirement living and alarm support, housing support recipients facing instability, and private landlords seeking management or remediation services.

Wrekin's operating stack combines physical local area offices with a set of customer-facing digital platforms organized as a platform-plus-modules architecture. The My Wrekin App is the tenant self-service portal for account management and rent payments, while a separate Find a Home portal handles property search and applications. Safety and welfare modules include Wrekin WATCH Alarms (personal alarm and emergency response) and Alertacall (automated welfare check-ins for vulnerable residents); Housing Perks provides tenant discounts. A Tenant Satisfaction Measures (TSM) system tracks performance against Regulator of Social Housing requirements. The portfolio has expanded through partnerships spanning HomeSwapper (mutual exchange), Northfield Centre (community facility), Choices Housing, and ShireLiving.

The revenue model is that of a regulated UK social housing provider: rental income from social and affordable tenancies, service charges for retirement living and care, and ancillary fees. Pricing is not publicly disclosed and is set under the Regulator of Social Housing framework. Distribution is direct and regional, leveraging the website, the Find a Home portal, the My Wrekin App, local area offices, retirement living facilities, and partner channels; the organization holds exempt charity status and is registered as a Charitable Community Benefit Society (8067), with the Regulator of Social Housing registration LH4220.

Name

Wrekin Housing Trust

Legal name

The Wrekin Housing Group Limited

Website

https://wrekinhousingtrust.org.uk

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Wrekin Housing Trust is a UK-registered social housing provider in the West Midlands delivering affordable rental, shared ownership, retirement living, and digital welfare and safety services to individual tenants, vulnerable residents, and partner landlords.

Ownership category

akta.pro rank

Product category

Social Housing

NAICS

Lessors of Residential Buildings and Dwellings (531110), Community Housing Services (62422), Assisted Living Facilities for the Elderly (623312)

SIC

Real Estate Operators (No Developers) & Lessors (6510), Services-Social Services (8300), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

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

akta.pro secondary industries

Housing Assistance & Homeless Services (BPAGAEAB), Independent Living Real Estate Owners/Operators (REITs & Management Companies) (HLADAAAG), General Assisted Living Facilities (HLADABAA)

Keywords

• Social housing provision
• Affordable rental housing
• Retirement living services
• Housing association management
• Supported housing care

Headquarters

HQ city

Telford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Distribution channels5 records

Marketing channels5 records

Core offering

Wrekin Housing Trust provides social and affordable rental housing, shared ownership, retirement living, and supported housing services for individuals and families across Shropshire and the West Midlands. As a Charitable Community Benefit Society and registered provider under the Regulator of Social Housing, it bundles core tenancy services (lettings, rent collection, repairs, adaptations) with digital self-service tools (My Wrekin App, Find a Home) and add-on care services such as Wrekin WATCH alarms, Alertacall welfare checks, and the Housing Perks discount programme.

Product overview

Wrekin Housing Trust offers a unified housing management platform with customer-facing digital services. The core offering includes property search and lettings (Find a Home), account management (My Wrekin App), and rent payment processing. Additional services include safety monitoring (Wrekin WATCH Alarms, Alertacall), retirement living (Wrekin Retirement Living), and customer discounts (Housing Perks App). The portfolio operates as a platform-plus-modules architecture where the customer portal and property services form the core, with specialized add-on modules for care, alarms, and rewards.

Differentiator

Problem solved

Functional benefit

Brands

• My Wrekin App: Mobile application for Wrekin customers to access services and manage their accounts

Products and services

• Find a Home Property search and lettings service enabling prospective tenants to find and apply for available social and affordable rental homes from Wrekin Housing Trust.
• My Wrekin App Digital customer portal and mobile application allowing existing tenants to manage their housing account, view statements, make rent payments, and access housing services.
• Wrekin WATCH Alarms Personal alarm and emergency response service providing safety monitoring for vulnerable and older residents in their homes.
• Alertacall Technology-based welfare check and alert service providing automated check-ins and emergency alerts for residents needing additional support.
• Wrekin Retirement Living Specialized retirement living accommodation with integrated care and support services for older and retired residents.
• Housing Perks App Discount and rewards application offering Wrekin customers exclusive offers and perks at participating retailers.
• HomeSwapper Online mutual exchange service that allows tenants to swap their Wrekin home with other social housing tenants, facilitating housing mobility and choice.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Housing Plus GroupcoreStrategic or Co-development PartnerWrekin Housing Group is part of Housing Plus Group, a parent organization that encompasses multiple housing and care service subsidiaries. The group structure enables shared resources, governance, and strategic direction across housing operations.
• Housing PerksminorGTM or Marketing PartnerHousing Perks App provides exclusive discounts and perks for Wrekin customers at various retailers, enhancing tenant satisfaction and community engagement.
• Northfield CentreminorStrategic or Co-development PartnerNorthfield Centre is a community facility partner that extends Wrekin Housing's community support services and engagement activities in the local area.
• Choices HousingminorChannel Partner/ Reseller/ DistributorChoices Housing is referenced as a partner organization providing care and housing choices services, suggesting a collaborative relationship in delivering integrated housing and care solutions.
• ShireLivingminorChannel Partner/ Reseller/ DistributorShireLiving is an associated housing organization operating in the region, with a dedicated website referenced as an additional housing option for customers.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Notting Hill Genesis: UK housing association combining social rent, shared ownership, supported housing, and retirement living. Comparable in regulatory standing and integrated resident services model.
• L&Q: Large UK housing association operating social/affordable rent, shared ownership, retirement living, and care. Comparable business model across tenant segments, geographic regions, and digital self-service offerings.
• Hyde: UK housing association offering general needs, shared ownership, and retirement living. Comparable operating model and customer base focused on affordable housing provision.
• Stonewater: UK housing association providing affordable homes and supported/retirement housing. Comparable as a registered provider serving vulnerable residents with care and welfare-linked services.
• Orbit Group: UK housing association delivering affordable rent, shared ownership, retirement living, and supported housing across the Midlands and South. Comparable operating model and customer segments.
• Home Group: UK housing association providing social housing, supported living, and retirement living. Directly comparable in business model, regulatory standing, and digital tenant services emphasis.
• Platform Housing: Mid-sized housing association with significant Midlands footprint, offering social rent, shared ownership, and retirement living. Highly comparable due to overlapping regional presence in central England.
• Sanctuary Housing: National housing association operating general needs, retirement living, supported housing, and care services. Comparable breadth of offering across vulnerable and older resident segments.
• Peabody: Major London and South East housing association offering social housing, supported and retirement living, and community services. Comparable in scope of integrated housing-plus-care offering and digital tenant services.
• Clarion Housing: One of the UK's largest housing associations providing social and affordable housing, retirement living, and care services nationally. Directly comparable as a registered provider with a mixed general-needs and older-person portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/WrekinHT
• LinkedInlinkedin.com/company/the-wrekin-housing-trust

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Wrekin Housing Trust