How Birmingham City Council Empowered 5,200 Tenants to Save £100,000

A scalable, instant rollout with massive impact

Project at a glance

5,200

Tenants using the app

£2M

Projected vouchers purchased

£100k+

Projected annual savings

2 weeks

Time to rollout

5,200

Tenants using the app

£2M

Projected vouchers purchased

£100k+

Projected annual savings

2 weeks

Time to rollout

Executive Summary

Birmingham City Council, facing rising living costs and the highest fuel poverty rate in England, needed a scalable, low-effort solution to financially support tenants and reduce rent arrears. Traditional support schemes reached just a small percentage of residents and were resource-intensive.

In response, Birmingham City Council partnered with Housing Perks to launch a self-service savings app requiring no integration or admin. Within 3 months, over 5,200 tenants joined, generating £142,000 in voucher purchases and over £15k savings—all at zero cost or operational burden to Birmingham City Council.

The Challenge

Birmingham City Council is the largest local authority in the UK, serving over 1.1 million residents.

The city has been significantly impacted by the rising cost of living, with energy prices nearly doubling since 2021 and food prices increasing by over 25%.

These economic pressures have led to a substantial portion of households experiencing financial hardship.

Notably, Birmingham has the highest rate of fuel poverty among English local authorities, with 23% of households unable to afford adequate heating for their homes. Additionally, many social housing tenants are facing challenges in meeting their rent obligations, contributing to increased rent arrears.

With the rising cost of living, Birmingham City Council was seeking cost and resource effective ways to help tenants reduce everyday expenses and improve rent arrears, without adding pressure on Council resources. Traditional financial support schemes only reached around 3% of tenants, and often required complex, resource-heavy administration.

The Solution

Birmingham City Council partnered with Housing Perks to deploy a fully self-service savings app for tenants.

With no integration required, the Housing Perks team got the programme live in two weeks.

The Housing Perks platform meets the Council’s data security and compliance standards, providing peace of mind while enabling tenants to save on essentials like food, fuel, and clothing, all with zero ongoing management required.

Housing Perks offers tenants discounts on their favourite brands and shops, like Sainsbury’s, Asda, Primark, Tesco, Morrison’s and Curry’s, plus many more. 

Soon, tenants will be able to put the savings made using the app towards rent and arrears.

“We’ve been impressed by the ease of rollout and the real impact it’s having for our tenants. Housing Perks is helping people save money where it matters most.”

Rents Team, Birmingham City Council

How it works

1

Download the app from the app store for free

2

Sign up using your phone number and input the passcode you receive in an SMS

3

Select your Housing Association or Council and enter your tenancy reference number

4

Start saving! Purchase vouchers for your favourite brands

5

Use vouchers when you checkout instore and online

How Housing Perks App Works

Instant Setup

Day 1

App launch: no integration or development needed

The Housing Perks app is free to download for tenants. Our app prioritises data security and is compliant with Birmingham City Council's security standards.

Day 2

Tenant promotion: emails, flyers and newsletters and council website article

The Housing Perks team provides templates, designs and copy which converts tenants to download the app and start saving.

Day 3

Tenants save on essentials and contribute savings to rent arrears

All with zero extra admin for the Council or development time needed. The Housing Perks team remain on hand to support.

The ImPact

In just 3 months, high engagement, measurable impact, and zero overhead

The rollout and adoption was a significant success, with more than 5,200 tenants signing up, purchasing more than £142,000 worth of vouchers, and projected annual savings of more than £100,000.

This rapid rollout demonstrates how Housing Perks can deliver large-scale savings without adding complexity or cost for councils.

“I’ve saved £30 on food this month – it really helps.”

Jacci, Birmingham tenant

tackling rent arrears head on

The Housing Perks Rent Arrears feature, allows tenants to automatically direct their savings toward rent and arrears, offering councils a powerful new tool to support income performance.

How It Works

Ready to get started?

See how Housing Perks could help your tenants, with zero admin.

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