A joint venture in London is looking to add social value to the housing sector, offering support to those suffering from homelessness as the housing crisis continues to affect more families across the country.
Plentific and homelessness charity Crisis are both lending their backing to ethical real estate agent Good Place Lettings, an ethical estate agents who invests any profit back into ensuring people experiencing homelessness and on low incomes have a better chance of finding good quality, affordable homes in the capital.
Homelessness in 2026 is at a record high. Government statistics show concerning number of figures that rank the highest since records began, including rough sleeping and the amount of families living in temporary accommodation. Figures from August 2025 show 4,793 people were homeless on England’s streets, a record high and a 171% increase since 2010 when official records began. These figures are gathered by one-night counts and estimates from frontline workers, and often considered to be an underestimate when related to how many people are truly sleeping on the streets. London keep a track of their own rough sleeping count, which is considered to be a more accurate portrayal. Between April 2023 and March 2024, an estimated 13,231 people were seen sleeping rough in London, a record high and a 10% increase on the previous year.
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Based in Brick Lane in London’s East End, the agency is committed to bringing more social purpose to the private rental market, currently managing 18 homes with plans to grow to around 200 over the next two years, building hubs around Crisis Skylight centres across the city.
Cem Savas, CEO at Plentific, said:
“At Plentific, we believe technology should work for everyone. We are driven to support those doing work that matters, tackling housing inequality. Plentific is proud to be supporting Good Place Lettings free of charge, as part of our social value commitment.
“Good Place Lettings is doing something the housing sector needs more of. At Plentific, we talk a lot about building stronger communities through better property operations. Supporting Good Place Lettings is what that looks like in practice. We’re delighted to support and offer our platform and help this ethical estate agency to scale without losing sight of what drives them.”
Ben Rayner, Director at Good Place Lettings, added:
“As we scale, we need operations that can keep pace without losing what makes us different. Plentific gives us that foundation so we can stay focused on people, not process.
“What’s striking about the Good Place Lettings model is that it allows us to help and support people experiencing homelessness and on low incomes. But to be a sustainable social enterprise, we need to work right across the residential market and are actively seeking landlords letting property at the market rate. The major difference is that the fees you pay go towards something positive.”
Matt Downie, Chief Executive of Crisis, said:
“It’s fantastic to see housing technology specialists Plentific supporting Good Place Lettings and our Venture Studio, as we work together to break down the barriers that have left too many people without a settled home.
“Good Place Lettings is a truly exciting initiative. It shows that the private rented sector can and should be a place where people on low incomes, or facing homelessness, can build a life with a safe and secure home as the foundation.”
