Our 2030 plan
We are proud to be more than just a landlord, committed to the success of our people and places.
Since the development of our last Corporate Plan the landscape of social housing has changed.
The global pandemic, a climate emergency, increasing financial insecurity and political instability has had a profound effect on our customers and our business. Many more families in the UK find themselves in unsuitable housing while a lack of funding for statutory services is impacting already fragmented communities.
Our 2030 plan responds to these challenges – working with our customers and colleagues, we have identified six transformational projects that form an ambitious programme of change.
We believe that a good quality, affordable home is the cornerstone of a successful life. Our focus on providing more quality homes and extending the impact of our services reflects our dedication to our customers, communities and the planet. We aim to create an outstanding workplace that attracts and retains top talent, fostering excellent performance with our diverse and skilled workforce.
“By enhancing our core services, we are building a firm foundation for success.”
We pride ourselves on being a responsible landlord which is well-connected with and reflective of our communities. We build sustainable places where people can thrive. Our customers are at the heart of everything we do; by working together we aim to build a resilient and prosperous future.
This plan outlines our purpose and areas of focus while giving us the agility to adapt to changing needs and external factors.
By enhancing our core services, we are building a firm foundation for success. We will communicate transparently with our customers, ensuring they know what to expect from us as their landlord. We will foster a sense of purpose amongst colleagues, empowering them to contribute meaningfully to our collective success. With a diligent approach to our investment decisions and the allocation of resources, we will create value for our communities, building a resilient and prosperous future together.
We are a proud champion of our places, working with our partners to secure future prosperity through regeneration, place shaping, community investment and improving wellbeing.
About us
We are a regional housing association with 22,000 homes owned and managed across the Midlands. We started life in Walsall, where most of our homes are, and it is still the place that anchors us to our communities. This approach is echoed in our work across the region.
More than just a landlord, we are a proud champion of our places, working with our partners to secure future prosperity through regeneration, place shaping, community investment and improving wellbeing. Over the last five years we’ve developed more than 2,000 new homes for social and affordable rent and shared ownership.
Environmental sustainability runs through everything that we do. We will ensure we are enhancing local areas, driving a commitment to green practices through our supply chain and positively contributing to long-term societal change.
None of what we do would be possible without the dedication of our 800 colleagues. We promote an inclusive and empowering culture; we are committed to being a great employer that supports our people to develop their professional skills and knowledge.
Our customers are at the heart of everything we do and have helped us shape this plan every step of the way.
Customers told us they want:
- An affordable, well-maintained and safe home
- To feel listened to and respected
- Effective customer services that meet their needs
- To feel safe and secure in their community
Our mission
“Dedicated to the success of our people and places.”
Our ambition
“We will provide safe and secure homes and deliver high-quality services. Our communities will be empowered to thrive and we will always do the best for our customers.”
Our values
Our culture is built on our strong values, with diversity, inclusivity and support to our customers at the heart of our work.
Our values set out a clear expectation of ‘how we do things around here’. “They are our core beliefs which inform our decision-making and help shape our organisation.”
You can rely on us. We are honest in everything we do.
Taking responsibility for our actions and owning the delivery of our promises
Striving to be the best and delivering the best outcomes for customers and the organisation.
Valuing people and treating everyone with empathy and fairness
Achieving great things by working together.
Our foundations
To deliver our ambitions we need to be a strong business. We have seven foundations which will underpin our work and support us to deliver on our 2030 plan.
Understanding our customers
Developing a better understanding of our customers and what they need from us will help to ensure we deliver services of real value. We will listen before acting and use customer insights to inform our offer, enhancing the customer journey and improving customer satisfaction.
Great customer service
We respect our customers and put them at the heart of everything we do, reshaping our services to meet their needs and preferences. We will invest in our people, providing the skills they need to achieve our ambition to be a truly customer-focused organisation.
Effective communication
We will be accountable and transparent about how we deliver our services and how we are performing. We will speak up if we get things wrong and explain how we will put them right. Delivering high-quality communication, reaching the right people, using the right channels, at the right time, will create opportunities for two-way conversation.
Strong governance
Our Board and Committees set the strategic direction for the business, provide challenge and scrutiny of our plans and monitor our performance. Our Board will ensure the very best outcomes for the business, customers and colleagues. Our governance structure will guarantee the customer voice is heard – influencing our decision-making.
Managing our risks
Effective risk management is crucial for good governance and ensuring the safety of customers and colleagues. Our Board has established clear parameters for risk appetite, focusing on areas like health and safety, cybersecurity and building safety. Regular reviews and a dynamic risk register empower informed decision-making and strategic planning.
Technology and digitalisation
We will continue to invest in technology so we can provide high-quality digital solutions, create operational efficiencies and deliver a first-class customer experience. We will work with our partners to address digital exclusion in our communities.
Strong and effective partnerships
Continued cuts to public services mean a clearly defined service offer is more important than ever. Working in collaboration on shared objectives with our partners means we all achieve more. We will remain within the boundaries of our offer to customers and continue to develop close and effective partnerships for handover where our services end. This will help direct customers so they can access the right service, through the right provider, at the right time, leading to higher standards of support, greater trust and a positive customer experience with whg.
An influential customer voice
We believe that our customers have the life experience, skills and talent to help us continually improve our services through consultation and co-creation. We offer a range of ways for customers to engage with purpose and influence. Our digital and community-based programmes make sure this is accessible, removing barriers to engagement and actively seeking out the quiet voices.
We will do this by:
Sharing the power of influence
All customer-facing policies and practices are open to consultation with our customers. Our customers will see how they are driving change and influencing our decisions on the services that impact them.
A flexible model of engagement
We recognise that customers want to engage in a way that works for them. Our model offers a range of options to engage with us online, in communities or by taking part in deeper service reviews. Increasing these opportunities for customers will lead to greater transparency and understanding of where their influence has led to change.
Inclusive and valued
We will develop and grow an agile engagement programme to ensure a diverse range of customer voices are heard, with a particular focus on hearing from groups who are currently under-represented. We use insight to identify where we need to do more and to remove barriers, ensuring customers feel valued, included and purposeful in their influence.
Customer pathways to Boards and Committees
Customers have the opportunity to progress within our governance structure through a programme of learning and development, shaping and influencing at the highest levels of our organisation.
whg was formed in 2003 with a mission of being dedicated to the success of our people and places. It’s this mission that continues to guide and motivate us.
We started life in Walsall, where most of our homes are, and it is still the place that anchors us.
Today we operate across the Midlands, in local authority areas such as Walsall, Telford, Wolverhampton, Worcestershire and Staffordshire amongst others. We are proud champions of our great region, playing an active role in its future prosperity through regeneration, place shaping and community investment. We specialise in delivery through strategic partnerships, including with Homes England.
Sunday Times ‘Best Places to Work 2025’
We’re proud to announce that we have once again been named one of the UK’s top large employers in the prestigious Sunday Times Best Places to Work 2025.
This recognition reflects our continued commitment to building a workplace where colleagues feel valued, supported and empowered to thrive.
Our service standards explain what you can expect from these services if you receive them.
Our homes
We own and maintain around 22,000 homes, from flats in tower blocks to detached family homes and purpose-built wellbeing schemes for people aged 55+.
Every year we invest millions of pounds in our homes and neighbourhoods. Our in-house team of qualified trades colleagues carry out day-to-day repairs and maintenance while trusted commercial partners undertake large scale refurbishment programmes on our behalf. This includes replacing kitchens and bathrooms and fitting energy efficient heating systems.
We are a purpose-driven organisation and so use our resource and influence to make a positive difference for our customers and communities. We believe passionately that everyone has the right to a safe and secure affordable home and that this is the foundation for a successful life.
We are committed to doing everything we can to:
Make homes and
buildings safer
Tackle the shortage of good quality affordable housing in the Midlands
Eliminate rough
sleeping
Making places
We believe an ambitious approach to development and regeneration is essential and we are committed to playing our part in tackling the national housing shortage.
Leaders in building safety
We have developed pioneering technology to improve building safety, in collaboration with West Midlands Fire Service. Our work has been hailed by the government and is being widely adopted.
Building social justice
As an anchor institution deeply rooted in place we believe our actions can level the playing field for our communities. We’re committed to fostering an environment where everyone has a chance to succeed.
Addressing homelessness
We have led the way in the Housing First government pilot which overturns the established approach to tackling rough sleeping.
Partner with us
We are looking for partners to help us deliver our 2030 plan. As well as focusing on value for money, we want partners that will help us drive long term positive impacts for our business and communities. For information visit our partnerships and investor pages.
Award-winning customer support
We have developed a range of bespoke support services that complement our role as a landlord. We call these our here when you need us services.
Any customer who needs it can come to us for expert support managing their money, getting into work, learning new skills or simply living life to the full.