Housing Perks
Housing Perks is a UK social enterprise that runs a mobile app helping social housing tenants save up to 15% on everyday shopping at 150+ retailers and automatically direct savings toward rent and arrears, distributed through partnerships with 90+ social landlords and reaching 1.2 million tenants.
- Company typePrivate
- Founded2022
- HeadquartersBournemouth, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Housing Perks does
Housing Perks is a UK-based social enterprise, operating as a trading style of Rainly Ltd (company number 14525292, registered in Bournemouth, with an operating office in Warrington), that provides a mobile application helping social housing tenants reduce essential spending and direct savings toward rent. The platform aggregates discounted vouchers (up to 15% off) from 150+ national retailers including ASDA, Sainsbury's, Morrisons, Tesco, Argos, Primark, TK Maxx, M&S, B&Q, Sports Direct, and Just Eat, and uniquely enables tenants to automatically route up to 15% of every voucher purchase toward rent and arrears at no extra cost ("Pay Rent Arrears As You Shop"). The product stack spans the Housing Perks mobile app (iOS and Android), a web-based landlord dashboard, Visa-branded virtual and physical payment cards locked to specific uses, and a Payouts module for hardship fund distribution. All data is hosted on Google Cloud within the UK with encryption, and the company is certified to Cyber Essentials, Cyber Essentials Plus, and ICO standards.
The commercial model combines B2B subscription fees from social landlords (housing associations and local authorities), transaction margins on voucher purchases, fees from Payouts-to-landlord hardship vouchers, and payment card issuance. Tenant-side access is free. Distribution is exclusive to social landlord partnerships, with tenants verified by tenancy reference uploaded as a CSV. Reported scale includes 90+ social landlords, 1.2 million tenants supported, and detailed case studies covering Birmingham City Council (10,000 tenants, £80k saved, £2M GMV), VIVID Homes (8,000 tenants, £125k saved, £2.8M GMV), ForHousing (3,500 tenants, £50k saved, £1M GMV), and Vico Homes (6,000 tenants, £100k saved, £2.5M GMV). As a social enterprise, Housing Perks has committed to directing 50% of its surplus to initiatives ending financial insecurity for low-income households.
Housing Perks firmographics
Firmographics- Name
- Housing Perks
- Legal name
- Rainly Ltd
- Website
- https://yourhousingperks.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Housing Perks is a UK social enterprise that runs a mobile app helping social housing tenants save up to 15% on everyday shopping at 150+ retailers and automatically direct savings toward rent and arrears, distributed through partnerships with 90+ social landlords and reaching 1.2 million tenants.
- Ownership category
- akta.pro rank
Housing Perks industry classification
Industry- Product category
- Social Housing Tenant Benefits Platform
- NAICS
- Other Community Housing Services (624229)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Public & Affordable Housing Programs (Subsidies, Vouchers, Public Housing) (BPAIANAA)
- akta.pro secondary industries
- Affordable & Public Housing Asset Management (BPAJAMAI), Prepaid, Gift Cards & Voucher-Based Payments (MPAEALAE)
Keywords
Where Housing Perks is headquartered
LocationHeadquarters
- HQ city
- Bournemouth
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Housing Perks business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Social Landlord Subscription / Platform Fees: Social landlords (housing associations and local authorities) pay to provide Housing Perks to their tenants. The company provides a turnkey setup including the app, onboarding, tenant support, and impact reporting. Specific pricing to landlords is not publicly disclosed.
- Voucher Transaction Revenue: Housing Perks generates revenue through the margin between the discounted price at which tenants purchase vouchers and the full face value. Tenants pay less than face value for vouchers (up to 15% discount), and the difference represents revenue. The company also receives discounts from retailers on bulk voucher purchases.
- Payouts - Hardship Voucher Sales: Social landlords purchase vouchers through the Housing Perks Payouts feature to distribute to tenants in financial hardship. Landlords receive a discount on each voucher purchased and can assign them instantly to tenants.
- Payment Card Issuance: Social landlords purchase and assign payment cards (virtual or physical Visa debit cards) to tenants through the Housing Perks dashboard. These are locked to specific uses set by the landlord (e.g., energy payments). The landlord funds the card value.
- Social Enterprise Surplus Reinvestment: As a social enterprise, Housing Perks directs 50% of its surplus to initiatives that help end financial insecurity for people on low incomes. This is a stated commitment rather than a revenue stream, but shapes the business model as a mission-driven organization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free for tenants |
| Subscription | Annual | Social landlord platform (B2B) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels11 records
Housing Perks product offering
Product offeringCore offering
Housing Perks provides a free mobile application that enables UK social housing tenants to purchase discounted vouchers (up to 15% off) at 150+ national retailers, including supermarkets, fuel stations, clothing, pharmacy, and home goods. The platform includes a "Pay Rent Arrears As You Shop" feature that automatically directs a portion of voucher savings toward rent and arrears, alongside a web dashboard for social landlords to distribute vouchers, manage hardship funds, and issue Visa-branded payment cards.
Product overview
Housing Perks is a unified mobile-first platform providing social housing tenants with discounted vouchers at 100+ national retailers (groceries, fuel, clothing, home goods). The core product is the Housing Perks Mobile App, complemented by the Housing Perks Dashboard for social landlords to manage tenancy verification, voucher distribution, and reporting. Key add-on modules include Rent Contributions (auto-directing savings to rent accounts), Housing Perks Payouts (hardship fund distribution), and Payment Cards (Visa-branded virtual/physical cards locked to specific uses). The platform also provides Communications Templates as a support tool for landlords launching the service.
Differentiator
Problem solved
Functional benefit
Products and services
- Housing Perks Mobile App A free mobile application (iOS and Android) for UK social housing tenants providing access to discounted vouchers at 150+ national retailers, with savings up to 15% on everyday essentials such as groceries, fuel, clothing, home goods, and pharmacy items. Tenants verify themselves via a tenancy reference, purchase discounted vouchers with in-app wallet access, and can automatically direct savings toward rent and arrears.
- Housing Perks Dashboard A web-based portal for social landlords to manage tenant onboarding (CSV tenancy reference upload), purchase and assign vouchers, configure Rent Contributions settings, issue payment cards, and view real-time impact reporting and transaction data.
- Rent Contributions An add-on module enabling tenants to automatically direct up to 15% of their voucher transaction value toward rent and arrears at no extra cost. When a tenant spends £100 using a Housing Perks voucher, up to £15 is applied to their rent account.
- Housing Perks Payouts A module allowing social landlords to instantly send vouchers to tenants experiencing financial hardship via the dashboard. Landlords receive a discount on each voucher purchased and can track usage in real time.
- Housing Perks Payment Cards Virtual and physical Visa debit cards locked to specific uses (e.g., Energy Card) assigned by landlords to tenants through the dashboard. Physical cards mailed within 3 working days; virtual cards issued instantly. Card value is set by the landlord and cannot be reloaded.
Quantifiable outcome
- Tenants save an average of £5-14 per week on everyday shopping (£260-£728 per year) by using discounted vouchers.
- +6 more outcomes
Companies that use Housing Perks
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
Housing Perks technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Housing Perks partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and flagship.
- Google CloudcoreHousing Perks uses Google Cloud for secure data hosting. All data is stored in the UK on Google Cloud services with the highest levels of encryption available. Google processes personal information collected by Housing Perks solely for storage and management purposes and cannot access or read the content of tenant data as it is encrypted and Google does not possess the encryption key.
- Apple App StorecoreThe Housing Perks mobile app is distributed through the Apple App Store (iOS). App Store badges and direct download links are used on the Housing Perks website and in landlord marketing materials.
- Google Play StorecoreThe Housing Perks mobile app is distributed through the Google Play Store (Android). Google Play Store badges and direct download links are used on the Housing Perks website and in landlord marketing materials.
- VIVID HomesflagshipOne of the UK's largest housing associations, VIVID Homes partnered with Housing Perks through its charitable arm VIVID Plus. 8,000 tenants signed up, spent £2.8m in the app, saved £125,000, and contributed £45,000 towards rent and arrears. VIVID provided testimonials and case study data used in marketing materials.
- ForHousingflagshipForHousing, with 17,000 properties in the North West, launched Housing Perks in under one week. 3,500 tenants used the app, purchased £1m worth of vouchers, and saved £50,000. ForHousing provided tenant testimonials and case study data used in marketing.
- Birmingham City CouncilflagshipThe largest local authority in the UK, Birmingham City Council partnered with Housing Perks to launch the app in two weeks. 10,000 tenants signed up, saved £80,000, and spent £2M in the app. Birmingham also piloted the Rent Contributions feature for arrears reduction.
- Vico HomesflagshipVico Homes (formerly Wakefield District Housing), managing 30,000 properties in the North of England, partnered with Housing Perks. 6,000 tenants signed up, spent £2.5m, saved £100,000, and paid £50,000 in rent and arrears through the Rent Contributions feature.
- National Retailers (ASDA, Sainsbury's, Morrisons, Tesco, Argos, Primark, TK Maxx, M&S, B&M, B&Q, Sports Direct, Currys, Just Eat, ALDI and 150+ total)core150+ national retailers partner with Housing Perks to offer discounted vouchers to social housing tenants. Confirmed retailers include all major UK supermarkets (ASDA, Sainsbury's, Morrisons, Tesco), high street brands (Primark, TK Maxx, M&S, B&M, Sports Direct), home and DIY (B&Q, Argos), electronics (Currys), food delivery (Just Eat), and pharmacy. Discounts vary by retailer, category, and individual offer (up to 15%).
Scale indicators18 records
Recent moves6 records
Expansion highlights7 records
Housing Perks competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Housing Perks social profiles
Digital presenceHousing Perks compliance and trust
Trust signalCompliance3 records
Housing Perks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Housing Perks leadership team
Management profileNumber of profiles
Housing Perks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Housing Perks M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Housing Perks
What does Housing Perks do?
Housing Perks provides a free mobile application that enables UK social housing tenants to purchase discounted vouchers (up to 15% off) at 150+ national retailers, including supermarkets, fuel stations, clothing, pharmacy, and home goods. The platform includes a "Pay Rent Arrears As You Shop" feature that automatically directs a portion of voucher savings toward rent and arrears, alongside a web dashboard for social landlords to distribute vouchers, manage hardship funds, and issue Visa-branded payment cards.
Is Housing Perks a public or private company?
Housing Perks is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Housing Perks founded?
Housing Perks was founded in 2022. It employs 1 to 10 people.
Where is Housing Perks based?
Housing Perks is headquartered in Bournemouth, United Kingdom, in the Europe region.
How does Housing Perks make money?
Five revenue lines are on record. Social Landlord Subscription / Platform Fees are the primary driver. The others are voucher Transaction Revenue, payouts - Hardship Voucher Sales, payment Card Issuance and social Enterprise Surplus Reinvestment.
Does Housing Perks have an API?
No public API is recorded for Housing Perks.
What industry is Housing Perks in?
Housing Perks's product category is Social Housing Tenant Benefits Platform. Its primary akta.pro industry code is BPAIANAA, Public & Affordable Housing Programs (Subsidies, Vouchers, Public Housing), with a secondary code of BPAJAMAI, Affordable & Public Housing Asset Management. Its NAICS code is 624229 and its SIC code is 6141.