HOME SAFE HOUSING

What HOME SAFE HOUSING does

Home Safe Housing is a registered charity founded in 2018 and headquartered in London that acquires, refurbishes, and lets residential properties at affordable rents across England to address homelessness. The organisation works exclusively with Local Authorities, purchasing stock from property developers (up to 50 homes per development), divesting property investors (portfolios of 3+ homes), and estate agents. All homes are refurbished to Decent Homes Standards, fully fitted out (including furniture, bedding, towels, and cutlery), and let at Local Housing Allowance Rates to households nominated by partner councils. The company explicitly avoids studio flats and requires at least one separate bedroom, and maintains an EPC rating of C or better on refurbished stock.

The business model is funded by capital sourced from pension funds and long-term investors, channelled through co-conceivers Prowgress (a Hague-based social impact fund) and UK Structured Finance (a UK social investment banking boutique), both operating as 'Social Entrepreneurs' seeking capped fee-based returns. Revenue derives from rental income at LHA rates, supplemented by a small share of market rent lets available to Capital Letters member boroughs for working families experiencing homelessness. The programme imposes no cost on Local Authorities and does not impact council balance sheets, HRA, or MRP, and homes are not subject to Right-to-Buy — eliminating the principal procurement and stock-loss barriers facing council-owned stock. Distribution is direct-to-council via partnership agreements, supported by a website and contact form.

The most significant strategic development is the £750m delivery agreement with Capital Letters, announced in 2023, to bring 2,500 affordable homes to London over three years — the company's largest single contract. The leadership team comprises Jared Fox (Founder & CEO, former Barclays banker and government special adviser with ~30 years' experience), Jane Gareze (CFO, Big Four qualified Chartered Accountant), Josh Noah (Acquisition Director, leading a 1,000+ home acquisition programme), and David Plummer (Trustee). No proprietary technology platform, no APIs, and no AI/ML capabilities are disclosed; the business is a human-relationship-driven, capital-intensive property operation.

Name

HOME SAFE HOUSING

Legal name

Home Safe Housing

Website

https://homesafehousing.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Home Safe Housing is an English registered charity that acquires, refurbishes, and lets residential properties at affordable rents to households experiencing homelessness, working exclusively with Local Authorities via pension-fund-backed capital.

Ownership category

akta.pro rank

Product category

Affordable Housing Services

NAICS

Residential Property Managers (531311)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Affordable & Subsidized Housing Property Management (LIHTC, Section 8) (BPAJAFAD)

akta.pro secondary industries

Public & Affordable Housing Programs (Subsidies, Vouchers, Public Housing) (BPAIANAA), Residential Maintenance & Turnover Services (Make-Ready, Inspections) (BPAJAFAM)

Keywords

• Affordable housing provision
• Social housing services
• Property acquisition services
• Homelessness housing solutions
• Local authority partnerships

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure

Revenue model

1. Affordable Rental Income: Home Safe Housing generates revenue by purchasing, refurbishing, and fitting out residential properties, then letting them at affordable rents (Local Housing Allowance Rates) to households experiencing homelessness through partnerships with Local Authorities. The company also lets some properties at market rent, available to Capital Letters member boroughs for working families experiencing homelessness.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Home Safe Housing buys and builds residential properties across England, refurbishes them to Decent Homes Standards, and fully fits them out with furniture, bedding, towels and cutlery. The homes are then let at affordable rents (Local Housing Allowance Rates) to people with a housing need through partner local authorities. The organisation also purchases stock from property developers (including s106 requirements) and from divesting investors with portfolios of 3+ homes.

Product overview

Home Safe Housing operates as a registered charity providing affordable housing solutions across England. The company offers an integrated service combining property acquisition, refurbishment to Decent Homes Standards, and full fit-out of residential properties (including furniture and occupier packs), which are then let at affordable rents through partnerships with Local Authorities. Key offerings include Local Authority Housing Partnerships (minimum 100-200 homes per programme), Developer Property Acquisition (up to 50 homes per development), and the Capital Letters London Partnership delivering 2,500 affordable homes. The company operates across over 20 Broad Rental Market Areas including London, Essex, Kent, Surrey and Sussex.

Differentiator

Problem solved

Functional benefit

Products and services

• Affordable Housing Provision Service Core service of buying and building residential properties across England, refurbishing them to Decent Homes Standards, fully fitting them out with furniture, bedding, towels and cutlery, and letting them at affordable rents to people with a housing need through partner local authorities.
• Local Authority Housing Partnership Delivery arrangement providing English local authorities with pre-agreed numbers of homes for people on housing registers, at no cost to the council. Minimum programmes cover 100-200 homes, with subsequent batches from 30 units. Homes let at Local Housing Allowance Rates with no impact on council balance sheet, HRA, or MRP.
• Developer Property Acquisition Purchase service acquiring properties from developers (with capacity to buy up to 50 homes per development, including s106 requirements) and portfolios of houses from investors looking to move to different investment areas, with portfolio sizes from three homes upwards.

Quantifiable outcome

• 2,500 families to be removed from temporary accommodation over three years through Capital Letters partnership
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Capital LetterscoreStrategic or Co-development PartnerGroundbreaking £750m delivery agreement to bring 2,500 affordable homes to London over three years. Capital Letters and Home Safe Housing are finding new ways of bringing homes into the rental market to tackle London's housing crisis. The majority of homes will be let at LHA rates to households experiencing homelessness.
• Local Authorities (England)coreStrategic or Co-development PartnerHome Safe Housing works exclusively with English local authorities in the provision of affordable homes. Councils nominate tenants for ASTs and the programme helps significantly reduce housing waiting lists at no cost to the council.

Scale indicators5 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Optivo: Optivo is a large UK housing association managing over 45,000 homes across London, the South East, and the Midlands. Comparable to Home Safe Housing through affordable rental offerings and local authority partnerships, particularly in areas of overlapping geographic coverage.
• Clarion Housing Group: Clarion is the UK's largest housing association, owning and managing around 125,000 homes across more than 150 local authorities. Comparable to Home Safe Housing through affordable rental stock provision and local authority relationships, though at much larger scale.
• L&Q: L&Q is a major UK housing association and social landlord managing over 110,000 homes. Comparable to Home Safe Housing through its affordable rental offering and local authority partnerships, though it operates as a traditional stock-owning landlord rather than a fee-based vehicle.
• Places for People: Places for People is one of the UK's largest property management and development groups, managing over 240,000 homes across the country. Comparable to Home Safe Housing through large-scale affordable and private rental management and local authority partnerships.
• Home Group: Home Group is a major UK housing association providing affordable homes for rent and sale, with operations across England and Scotland. Comparable to Home Safe Housing through affordable rental product and local authority partnerships, though at significantly larger scale.
• Notting Hill Genesis: Notting Hill Genesis is a major London-focused housing association managing over 67,000 homes. It is comparable to Home Safe Housing in its London-centric affordable rental portfolio and local authority partnerships, though as a traditional housing association model.
• Peabody: Peabody is one of the UK's largest housing associations, managing over 104,000 homes across London and the South East. It is a broad incumbent in the affordable housing space with overlapping customer base (local authorities and low-income tenants) and overlapping affordable rental product.
• Guinness Partnership: Guinness Partnership is a large UK housing association providing affordable rented and shared ownership homes. Comparable to Home Safe Housing through affordable rental product and local authority tenant nominations, though as a traditional stock-housing model.

Direct peers

• Sage Housing: Sage Housing is a UK-based affordable housing provider that acquires, refurbishes, and lets homes to tenants nominated by local authorities using institutional capital. It is the closest direct comparable to Home Safe Housing given the near-identical operating model: pension/long-term capital, LHA-rate rental, and local-authority-led nominations.
• Capital Letters: Capital Letters is a London-based not-for-profit consortium of boroughs that procures good quality private rented homes for homeless households. It is Home Safe Housing's largest contracted partner and operates the same local-authority-nominated affordable housing model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/home-safe-housing

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 HOME SAFE HOUSING