Affordable homeownership platform Share to Buy has been appointed by the Greater London Authority (GLA) to deliver a newly enhanced version of the Homes for Londoners property portal, set to launch in autumn 2025. The collaboration is set to reshape the way Londoners access affordable housing options, while offering housing providers more efficient ways to connect with potential buyers.
The refreshed portal represents a major step forward in aligning technology and policy to address one of the capital’s most pressing challenges: access to affordable homes. Share to Buy, widely recognised as the UK’s leading affordable homeownership portal, will combine its established digital infrastructure with the GLA’s strategic commitment to supporting low and middle-income households onto the property ladder.
A Smarter Platform for Buyers and Providers
For Londoners, the upgraded Homes for Londoners site promises a more intuitive and user-friendly experience, guiding prospective buyers through Shared Ownership, London Living Rent, Rent to Buy, and Discount Full Ownership opportunities. The platform has been designed to streamline the search and enquiry process, making it easier for households to find suitable options in a competitive housing market.
For providers, the partnership brings a series of tangible benefits. Housing associations, developers, local authorities, and sales agents already listing properties on Share to Buy will enjoy free listings on the refreshed Homes for Londoners portal, alongside seamless integration with the platform’s back-end Property Manager system. This allows scalable listing management, improved lead tracking, and performance reporting. The refreshed portal will also deliver more efficient marketing, with deduplicated audience targeting and greater brand visibility across both platforms.
Political Backing and Market Presence
The Mayor of London’s support adds weight to the initiative. The collaboration will extend to the London Home Show – the UK’s largest event for first-time buyers, hosted by Share to Buy Live – ensuring additional promotional reach and direct engagement with prospective buyers.
Nick Lieb, Chief Operations Officer at Share to Buy, commented:
“Our collaboration with the GLA marks a major step forward in the way we connect buyers with affordable homes across the capital. By bringing together the scale and functionality of Share to Buy with the reach and trust of Homes for Londoners, we can offer a more seamless experience that works better for everyone.”
Tom Copley, Deputy Mayor for Housing and Residential Development, added:
“The Mayor’s Homes for Londoners portal has proved to be a hugely popular resource, with over 5,000 homes advertised last year. By teaming up with Share to Buy, we can build on this success and deliver an even better service to support Londoners into homeownership.”
A Proven Track Record
To date, more than 300 housing associations, developers, local authorities, and agents have marketed their homes through Share to Buy, generating over three million enquiries. The partnership with the GLA further consolidates its position as the leading affordable housing platform in the UK, while setting a new benchmark for digital-first delivery in the sector.
For more information on Share to Buy, visit sharetobuy.com.
For details on Homes for Londoners, visit London.gov.uk.
