WM Housing Group set to amalgamate group structure and rebrand as Citizen as part of major transformation

WM Housing Group is set to amalgamate its group structure and rebrand as Citizen.

The 30,000-home landlord, one of the largest in the Midlands, revealed the plans today (Tuesday). It follows a lengthy consultation exercise with residents, staff and stakeholders about the future of the organisation.

Chief Executive Kevin Rodgers said the plans are part of a major transformation of the organisation which will see it invest £870m in its communities over the next five years.

The group’s amalgamation and rebrand will be complete by the Autumn. The change will mean the organisation’s registered providers; Family Housing Association, Optima Community Association, West Mercia Homes, Whitefriars Housing and WM Housing will no longer exist as legal entities.

Kevin Rodgers, Group Chief Executive, said: “We are delighted to be able to reveal our exciting new future.

“We have an ambitious vision to transform the way that we provide services and becoming Citizen – a single, focused organisation with a clear purpose and a consistent way of working – will drive that change.

“It will mean we are able to bring our staff together behind a single identity, enhance customer experience, deliver homes and services that provide a foundation for life for our residents and it will help us to grow so that we can help more people in our communities.

“The Citizen brand is about much more than a change of name for us, its about improving our organisation and demonstrating our absolute commitment to our social purpose.

“We have always been an anchor institution in our communities in the West Midlands and we want to continue to lead the way in regeneration and significantly increase our development programme of new homes and the range of services we provide to support our communities.

“That’s why we’re delighted to be able to commit to an £870m investment in our communities over the next five years.”

The £870m investment between 2019 and 2024 will be broken down as follows:

  • £500m in a new build programme which will see 2,800 affordable homes and 500 for sale homes built
  • £200m in planned maintenance and investment in our existing homes
  • £150m continued investment in our ‘safety in the home’ programme
  • £20m on ambitious regeneration plans

The organisation will be working on a number of transformative projects aligned with the rebrand which will see major changes to the way that it works and its service provision. These include a major customer service training programme, Lean transformation programme and service innovation project.

In 2018 the group set up local stakeholder panels for each of its areas; Birmingham, Coventry and Herefordshire and Worcestershire, to ensure local accountability. Each panel consists of a mix of tenants and other stakeholders such as local councillors.