Homes Plus

Name

Homes Plus

Legal name

Homes Plus Limited

Website

https://homesplus.co.uk

Company type

Private

Operating status

Operating

Ownership category

akta.pro rank

Product category

Social Housing Services

NAICS

Other Community Housing Services (624229), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Other Residential Care Facilities (623990)

SIC

Operators Of Apartment Buildings (6513), Real Estate (6500), Non-Operating Establishments (9995)

akta.pro primary industry

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

akta.pro secondary industries

HOA / Condominium Association Management (BPAJAFAH), Co-Living / Hybrid Extended-Stay Residences (THAGAEAK)

Keywords

• Social housing services
• Affordable housing rentals
• Retirement living accommodation
• Shared ownership housing
• Housing association services

Headquarters

HQ city

Stafford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Social Housing Rent: Homes Plus generates primary revenue from rental income from social and affordable housing tenants. Rents are set annually with increases based on government formulas (September inflation plus 1%). For 2026/27, rent increases by 4.8%. Rent is typically charged weekly or monthly in arrears.
2. Service Charges: Additional charges for communal areas and services, based purely on actual costs of providing the service. These charges are separate from rent and vary depending on the property and services provided.
3. Shared Ownership: Part-buy, part-rent model where customers purchase a share of their home while renting the remainder. Provided through Severn Homes. Rent changes for shared ownership follow individual lease agreement terms.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Homes Plus is a UK housing association that provides social and affordable rental housing, retirement living, shared ownership, and mutual exchange services to tenants across Staffordshire and Shropshire. The organization allocates homes through council nominations, internal waiting lists, and Choice Based Lettings, and supports tenants with repairs, maintenance, aids and adaptations, and community safety services.

Product overview

Homes Plus is a registered housing provider offering a portfolio of housing services under the Housing Plus Group umbrella. The core offerings include social and affordable homes to rent, retirement living (with Care Plus, Wrekin Retirement Living, and ShireLiving sub-brands), mutual exchange programs, and shared ownership through Severn Homes. Customers access services through the My Homes Plus digital portal, which provides online rent management, repair reporting, and tenancy administration. Automated customer support is delivered via Chatticus, an AI chatbot available 24/7 in multiple languages. Properties are available across Shropshire and Staffordshire regions.

Differentiator

Problem solved

Functional benefit

Brands

• Wrekin: Housing brand providing property search and retirement living services
• Severn Homes
• Care Plus
• ShireLiving

Products and services

• Homes to Rent Social and affordable rental housing including general needs homes, Extra Care schemes, and homes for people aged 55 and over. Properties are allocated through council nominations, internal waiting lists, and 'Available now' listings across Staffordshire and Shropshire.
• Retirement Living Housing options for people aged 55 and over, providing self-contained studios, apartments, maisonettes, and bungalows with communal facilities, on-site retirement living officers, and 24-hour emergency assistance.
• Mutual Exchange Home swap service allowing tenants to exchange their accommodation with other council or housing association tenants. Available to Staffordshire customers via HomeSwapper and Shropshire customers via Home Swap Direct at no charge.
• Shared Ownership Part-buy, part-rent housing scheme enabling customers to become homeowners when they cannot afford to buy at full market value. Offered through the Severn Homes brand within the Housing Plus Group.

Quantifiable outcome

• Customer satisfaction with neighbourhoods as good places to live reported in 2024-25 tenant satisfaction measures results.
• +1 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• HomeSwappercoreTechnology or IntegrationHomeSwapper is the UK's leading mutual exchange service. Homes Plus customers in Staffordshire can register on HomeSwapper without charge to swap their home with other tenants across the UK. Non-Homes Plus customers can also use the service, though fees may apply.
• Shropshire Homepoint / Home Swap DirectcoreTechnology or IntegrationShropshire Homepoint is the housing register for Shropshire Council. Homes Plus customers in Shropshire can find exchange partners without charge through Home Swap Direct, part of Shropshire HomePoint.
• Sureserve Compliance Central LimitedcoreImplementation/ SI/ Consulting PartnerContractor carrying out heating and hot water repairs to Homes Plus homes.
• PH JonescoreImplementation/ SI/ Consulting PartnerContractor carrying out heating and hot water repairs to Homes Plus homes.
• Ashley & McDonough LtdminorImplementation/ SI/ Consulting PartnerContractor carrying out repairs in Retirement Living buildings and other communal areas.
• Housing Plus GroupcoreOthersHomes Plus is part of Housing Plus Group, a merged organization that includes Wrekin Housing Group. The group brings together housing and care services under unified branding.
• Care PluscoreOthersCare Plus provides retirement living options and is part of the Housing Plus Group family of services for people aged 55 and over.
• ShireLivingcoreOthersShireLiving provides Extra Care housing schemes and is part of the Housing Plus Group family of services.
• Wrekin Retirement LivingcoreOthersWrekin Retirement Living provides retirement living options and is part of the Housing Plus Group family of services.
• Severn HomescoreOthersSevern Homes provides shared ownership homes and market rent properties as part of the Housing Plus Group family of services.
• Energy Saving TrustminorStrategic or Co-development PartnerHomes Plus worked with the Energy Saving Trust to develop easy tips and guidance for customers to reduce condensation and manage energy efficiency in their homes.
• British Pest Control Association (BPCA)minorStrategic or Co-development PartnerBPCA offers advice on dealing with pests. Homes Plus references BPCA resources for pest control guidance for tenants.
• Staffordshire CarersminorChannel Partner/ Reseller/ DistributorReferral partner for occupational therapist assessments. Customers can contact Staffordshire Carers on 0300 111 8010 for assessments for major adaptations.
• Shropshire CouncilminorChannel Partner/ Reseller/ DistributorReferral partner for occupational therapist assessments. Customers can contact Shropshire Council on 0345 678 9005 for assessments for major adaptations.
• Wrekin HousingcoreOthersPart of Housing Plus Group, operating alongside Homes Plus. Property listings and applications managed through Wrekin.com platform.

Scale indicators8 records

Recent moves7 records

Expansion highlights2 records

Direct peers

• Stonewater: UK housing association delivering affordable rented and shared ownership homes, including retirement living and supported housing. Comparable in product mix and operating model to Homes Plus.
• Orbit Group: Large UK housing association providing general needs, retirement living, and shared ownership homes across multiple regions. Directly comparable as a registered social housing provider operating under the same regulatory framework as Homes Plus.
• Sanctuary Housing: UK housing association providing social housing, supported living, retirement living and shared ownership. Closely comparable as a charitable registered provider offering a similar diversified housing product portfolio to Homes Plus.
• Longhurst Group: Mid-sized UK housing association providing general needs, supported housing, retirement living, and care services across the Midlands. Highly comparable in size, geography, and product portfolio to Homes Plus.
• Home Group: UK housing association providing social and affordable rent, supported housing, and shared ownership. Comparable to Homes Plus in its mix of general needs, retirement, and care-led housing services.
• Anchor Hanover: One of the largest UK not-for-profit providers of housing and care for older people, with retirement living and extra care. Closely comparable to Homes Plus's Care Plus, ShireLiving, and Wrekin Retirement Living sub-brands.
• Wrekin Housing Group: Now part of the same Housing Plus Group as Homes Plus, Wrekin operates social housing, retirement living, and shared ownership in overlapping West Midlands geographies. Highly comparable on product mix, geography, and operating model.
• Severn Homes: Sub-brand within Housing Plus Group providing shared ownership and market rent properties — included as a directly comparable shared ownership operator within the same corporate family.

Broad incumbents

• Notting Hill Genesis: Major London-based housing association providing general needs, shared ownership, and supported housing. Comparable business model as a registered provider, but operates at significantly larger national scale than Homes Plus.
• Peabody: One of the UK's largest housing associations, providing social and affordable housing plus care and community investment. Comparable in offering breadth but materially larger and more geographically diversified than Homes Plus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/myhomesplus

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Homes Plus