The Midlands has a severe housing crisis—with over 20,000 households on Birmingham’s waiting list and 1 in 4 landlords leaving the private rental sector due to uncertainty, tenant arrears, and increasing compliance requirements.
Yet, many supported housing providers operate with poor standards, leaving landlords frustrated, local authorities disillusioned, and tenants in vulnerable, unsafe conditions.
So, we built Persona One Living—an organisation that blends property management, person-centred care, and social impact to create housing solutions that change lives
We entered this market because we believe things can and should be done better and we can make some difference in this sector – hopefully a meaningful difference.
We only entered this space because we saw a broken system—one where landlords are hesitant to rent to supported housing due to mismanagement and financial uncertainty, while vulnerable individuals struggle in poor-quality accommodation with little support.
We are really here to attempt to change some of that narrative.
Whilst we may be new to the housing sector, our experience in social impact, property management, health & social care, and employability sets us apart. We are not just another housing provider—we aim to be a new generation of social housing leaders.
Many supported housing providers focus on filling properties as quickly as possible without proper maintenance, compliance, or tenant support. We take a slightly bespoke and personal approach.
✔ We ensure tenants receive the necessary wraparound support to sustain their tenancies.
✔ We prioritise long-term housing stability over short-term placements.
Our approach isn’t about filling rooms – it’s about creating an environment that change lives.
The Midlands has seen a rise in poorly managed housing, leaving many landlords reluctant to rent to supported accommodation schemes.
We stand with the aim of Bridging the Gap Between Landlords and Social Housing.
With rising costs, increased regulations, and tenant-related challenges, over 250,000 private landlords have exited the UK rental market in the last five years.
We help landlords stay in the market—without the risks:
✔ Guaranteed rental income—paid on time, every time.
✔ Full property management—repairs, maintenance, compliance, and inspections.
✔ A hands-free, secure, and ethical rental solution.
Chris Walker, MD of expressive design in conversation with Safaraz Ali, Co-CEO and Co-Founder of Persona One Living.
Chris W: Why did you enter such a challenging sector?
Safaraz Ali “The truth is, the social housing sector has lost trust. Many providers fail to manage properties properly, leaving landlords frustrated and tenants struggling.
We saw an opportunity to do things differently—to bring professionalism, transparency, and high standards into supported accommodation.
Landlords should feel confident renting their properties for social impact. Local authorities should have reliable partners. And most importantly, tenants should have homes that provide real security and stability.
We didn’t just want to be another social housing provider. We want to be known for
Setting a local standard and reputation for ethical, high-quality supported accommodation. We are here for the long haul—and we are aiming to lead from the front.”
What inspired you to start Persona One Living?
Safaraz Ali: ‘Waheed and I have spent 25 years building businesses in skills, employability, and social care. We’ve seen first-hand how housing is a fundamental barrier to stability. You can train someone, you can support them—but if they don’t have a safe and secure home, their progress is limited.
We realised that we could take everything we’ve learned about delivering outcomes, compliance, and quality assurance and apply it to the social housing sector. Maybe, we are over ambitious and optimistic about the difference we can make; however we are going to give it our best!’
How does Persona One Living stand out from other social housing providers?
“We combine business expertise with social impact. Many social housing providers struggle with scalability, compliance, and long-term sustainability. We come from a background of mobilising large-scale public sector contracts and delivering measurable results.
We are also one of the first culturally inclusive care providers and lead on DEI initiatives in everything we do and thus we will ensure that our housing solutions will also follow these values and respect the diverse backgrounds of those we serve. This is not just about bricks and mortar—it’s about creating homes that people feel safe and supported in.”
Why the name: “Persona One Living”?
“The name Persona One Living reflects our belief that every individual (persona) deserves to be seen, valued, and supported as their number one priority when it comes to housing and care.”
Can you tell us more about your Partnership-Driven Model?
We believe that true change happens through collaboration. That’s why we work in a strategic way with:
- Local authorities & registered housing associations
- NHS & social care providers
- Employment & skills agencies
- Community organisations & support networks
By integrating housing with health, skills, and employment, we provide a real opportunity for individuals to rebuild their lives.
Breaking Down the Name further:
“Persona” – Because housing is not just about property; it’s about people. Every resident has their own unique story, challenges, and aspirations. Our approach is person-centred, ensuring our services meet individual needs.
“One” – Symbolising our commitment to being the first choice for high-quality, ethical supported accommodation. It also represents our focus on one person at a time, one home at a time, one success story at a time.
“Living” – Because our work is not just about providing a roof over someone’s head; it’s about enabling people to live with dignity, security, and independence.
This name isn’t just branding—it’s a promise. A promise that every person we support will receive the best possible care, housing, and opportunities to move forward in life.
What sort of clients/tenants do you work with?
We work with individuals facing complex challenges needing intentive housing management and support and the range includes:
- Mental health difficulties (crisis intervention, tenancy sustainment)
- Substance misuse recovery (harm reduction, relapse prevention)
- Offenders & ex-offenders (rehabilitation, community reintegration)
- Young care leavers (independent living, financial support)
- People with learning disabilities or physical impairments (accessible housing, personal care)
- Homeless individuals in need of long-term housing solutions