What Amplius does

Amplius is a UK charitable housing association formed at the end of 2024 through the merger of Grand Union Housing Association and Longhurst Group. It is registered in England as a community benefit society (Reg. No. 7853) and with the Regulator of Social Housing (No. 5060), and is a member of the National Housing Federation. The organisation owns and manages more than 40,000 homes across the Midlands, East, and Southeast of England, providing affordable rental housing, shared ownership, specialist housing, and care and support services to individuals and families.

The underlying platform is a housing management and property services operation rather than a discrete software product: it encompasses property management, development and sales of new homes, retrofit and energy efficiency programmes, and partnership-based project delivery. No AI/ML capabilities, branded software modules, or external-facing developer APIs were identified. Operating technology supports tenant services, building safety compliance, and asset management across the portfolio. The group employs approximately 1,230 people (April 2025 snapshot) and is led by Chief Executive Julie Doyle, alongside a Deputy CEO (Rob Griffiths), COO (Phil Hardy), and CIO (Guv Dhaliwal).

The business model is that of a regulated social housing provider: recurring rental and service-charge income from 40,000+ tenancies forms the core revenue stream, supplemented by shared-ownership sales, market sales of new-build homes, and grant-funded programmes (e.g., £6.7 million from the Department for Energy Security in 2025). The organisation reported a net surplus of £50 million for the year ended 31 March 2026, up £15 million year-on-year. A £87 million funding arrangement with Lloyds Banking Group was executed in May 2026. The £50 million figure is net surplus, not turnover; given the asset base and comparable benchmarks, turnover is estimated in the £250–500 million range.

Name

Amplius

Legal name

Amplius Living

Website

https://amplius.co.uk

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Amplius is a UK charitable housing association formed in late 2024 via the merger of Grand Union Housing Association and Longhurst Group. It owns and manages over 40,000 homes across the Midlands, East, and Southeast England, delivering affordable rental, shared ownership, and care services.

Ownership category

akta.pro rank

Product category

Social and Affordable Housing

NAICS

Real Estate Property Managers (53131), Community Housing Services (62422)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-Social Services (8300), Land Subdividers & Developers (No Cemeteries) (6552)

akta.pro primary industry

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

akta.pro secondary industry

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

Keywords

• Affordable housing services
• Social housing provider
• Property management
• Care and support services
• Home ownership options

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D

Revenue model

1. Housing and tenancy services: Amplius generates revenue through housing management fees, tenancy services, and rental income from their property portfolio of over 40,000 homes.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Amplius is a charitable housing association and community benefit society that owns and manages more than 40,000 affordable homes across the Midlands, East, and Southeast England. It provides general needs rental housing, care and support services, specialist and supported housing, and home ownership options including shared ownership, and develops new homes for sale and rent.

Product overview

Amplius is a housing provider offering a unified set of housing services rather than a modular software product. The organization owns and manages over 40,000 homes across the Midlands, East, and Southeast of England, delivering services including care and support, specialist housing, and home ownership options such as shared ownership. Their service portfolio encompasses property management, development and sales of new homes, care and support services, and energy efficiency improvement programs. No distinct named sub-products, modules, or branded service offerings were identified in the source material.

Differentiator

Problem solved

Functional benefit

Products and services

• Affordable rental housing
• Shared ownership and home ownership sales
• Care and support services Tailored care and support services delivered alongside housing for vulnerable tenants, including older people and those with additional needs. Targeted at residents of Amplius who require non-clinical personal and tenancy support to live independently.
• Specialist housing Specialist and supported housing schemes designed for residents with particular needs, such as older people or those requiring adapted accommodation. Targeted at households who need purpose-built or adapted housing with associated support.
• New home development Development of new affordable rental and shared ownership homes for sale and rent, growing Amplius's housing stock. Targeted at local authorities, partners, and prospective tenants and buyers needing additional affordable housing supply.
• Energy efficiency improvement programmes Programmes to upgrade the energy performance of Amplius homes, partly funded by grants such as those from the Department for Energy Security. Targeted at existing tenants, helping reduce energy costs and improve housing quality.

Quantifiable outcome

• Nearly 200 homes built across King's Lynn and West Norfolk through partnership with Freebridge Community Housing
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• PfP Thrive (Places for People)coreStrategic or Co-development Partner · 17 November 2025Amplius is the first recipient of the PfP Thrive Skills Relay baton - a nationwide challenge with a pink baton traveling across UK visiting construction sites, colleges, and skill centres to address the country's construction and housing skills crisis. This initiative aims to inspire apprentices and professionals while tackling a shortfall of 250,000 workers needed for government housing plans.
• Freebridge Community HousingcoreStrategic or Co-development Partner · 1 January 2019Partnership with Freebridge Community Housing started in 2019, providing project management services that have led to nearly 200 homes being built across King's Lynn and West Norfolk. This is a key strategic partnership demonstrating Amplius's ability to deliver housing projects through collaborative working.
• Department for Energy SecurityminorOthersAwarded £6.7 million in additional grant funding for energy efficiency improvement work on homes.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Places for People: Large UK housing association and strategic partner of Amplius through the PfP Thrive Skills Relay. Operates a comparable model of affordable housing, care and support services, and development across multiple English regions.
• Home Group: Large UK housing association with significant supported housing and care services. Comparable in combining general needs housing with specialist support services for vulnerable residents.
• Hyde Group: South and Southeast England-focused housing association with ~125,000 residents. Geographic and operational overlap with Amplius's Midlands/East/Southeast footprint.
• Peabody: Major London-focused housing association and charitable provider of affordable homes and community services. Comparable operating model, regulator registration, and resident-focused service portfolio to Amplius.
• Clarion Housing Group: The UK's largest housing association managing around 125,000 homes. Closely comparable to Amplius as a large-scale charitable provider of affordable housing and related support services across England.
• Notting Hill Genesis: Large London-based housing association formed from a 2018 merger — directly analogous to Amplius's 2024 merger of Grand Union and Longhurst — operating a comparable resident services and development model.
• L&Q Group: One of the UK's largest housing associations and developers, managing over 110,000 homes. Closely matches Amplius's model of large-scale affordable housing ownership, development, and resident services.
• Sanctuary Housing Association: UK housing association managing over 100,000 homes with significant care and supported housing operations. Comparable scale, charitable structure, and service breadth to Amplius.
• Sovereign Housing Association: Major housing association operating across southern and central England with ~85,000 homes. Geographic and operational overlap with Amplius's East and Southeast England footprint.

Regional players

• LiveWest Homes: Large Southwest England housing association operating ~40,000 homes. Similar scale and charitable provider model to Amplius, but operating in a non-overlapping geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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 Amplius