About Us
We are a Liverpool-based housing association with over 2,800 properties, predominantly in Liverpool, Sefton and Wirral. We provide homes for families, single people, over 55s, and key workers on a shared ownership basis.
Ensuring our customers have good places to live that are safe, warm and secure is the starting point for us - however, we aim to do more than that.
We care about our customers and work hard to create vibrant neighbourhoods, guided by our simple vision of putting our customers and communities first.
Here at Prima Group, we are proud of the fact our smaller size means we can respond quickly and adapt to changing circumstances, this is balanced by the fact we are big enough to be financially strong and deliver on positive outcomes.
We like to work in an agile way and rely on our talented and diverse people and partners working together to ensure customers are at the heart of what we do. For us partnerships are key, we believe that collaborating with and including others means we can have much greater impact in our work, which brings better outcomes for our customers.
Our Values
1. People
Always putting our customers and communities first.
2. Pride
Being proud of what we do and striving to be better.
3. Partners
Respecting others, working together and building partnerships.
4. Pioneers
Being creative, embracing change and learning from experience.
Our Priorities
1. Customers
We will deliver a great customer experience, getting things right but listening to and understanding the needs of our customers.
2. Collaboration
We will work with others to deliver benefits for our customers and communities.
3. Strong Foundations
We will be a strong and efficient business that is innovative in our approach and a place people want to work.
4. Homes and Growth
We will continue to grow and provide good quality homes that are affordable and sustainable.
Listen to Our Podcast
The short AI generated podcast gives a qucik overview of our 2025-2030 Corporate Plan, offering insights into our ambitions and growth plans for the coming years.
The synthetic voices may sound difference to our real team, but the content comes directly from us.
Rob Young
John Ghader
Steve Wharton
Ailsa Dunn
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Rob has a long and successful track record in the housing sector having worked for a number of North West Housing Associations, Local Authorities and a new town during the last 40+ years. He has recently retired as Group Chief Executive for a large North West Housing Association.
Rob also has extensive board and governance experience, having previously served as a non-executive director and as Board Chair at other organisations before joining Prima. He is a fellow of the Chartered Institute of Housing.
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John has worked in Housing for over 35 years, both within Local Authorities and Housing Associations, and also spent some time working for the Audit Commission and the Homes and Communities Agency (HCA). John is a Fellow of the CIH and has an MBA from Bradford University. As Prima Group CEO, John reports directly to the Prima Group Board and has overall responsibility for delivering the Group’s Corporate Strategy and is accountable for Prima Group. John is also an Executive Member of the Group Board.
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Ailsa has worked in housing for over 20 years with local authorities, housing associations and private developers. With a background in ICT, customer care, governance, communications, housing management and performance.
As our Executive Director of Insight & Group Services, Ailsa and her team, are delivering on our customer-first approach and working on our digital ambitions, looking at where we can make the best use of technology for our customers, staff and properties, as well as keeping us focused on how the business performs and communicating with our customers.
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Steve is the Executive Director of Housing & Growth at Prima Group. Steve has worked in the public and private sectors for over 30 years and has a specialist background in commercial services. Steve is responsible for the day-to-day operational housing management and repairs service, annual programmed work and planned investment schemes to keep homes up to date. Steve is the lead for the stock growth of Prima Group, overseeing our new build developments and acquisition of new properties.
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The Prima Board has 10 members, including Rob and John. You can find out more about our other members here: Board Members
Governance Structure
Prima has a main Group Board and three other Boards and Committees, these work together to help Board Members oversee the running of the organisation.
Each of these Boards and Committees has its own area of responsibility and expertise.
Board Members are expected to sit on the Group Board plus one other Board or Committee. We schedule meetings with plenty of notice and can support accessibility needs or flexible arrangements for Board and committee involvement.
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Overall responsibility for the Group and the other Boards and Committees.
Has eleven Board Members and one Executive Member.
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This Committee is responsible for both internal and external audit issues, business assurance, risk management oversight and internal control systems.
Five Group Board Members.
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Oversees recruitment for Board Members, the Chief Executive and the Executive Team. Reviews Prima’s people strategies, the overall approach to pay, and appraisals for the Group Board Chair and Chief Executive.
Five Group Board Members.
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Ensures the customer voice is heard and influences decisions, providing oversight that is customer-led and representative of customers and communities.
The CVB is currently undergoing some changes. It is soon to be replaced by a Performance & Operations Committee, as part of the formal governance structure, and a Customer Voice Panel to represent the wider customer voice.
Up to 12 Customer Members (Tenants, Residents or Leaseholders). There are currently 4 members on the CVB, the Chair sits on the Group Board as a clear link between the two and so the customer voice is always heard.
Find out more about our current Board Members here.
1971
Pierhead Housing Association (PHA) founded in Liverpool, growing to 1700 homes over the following years.
1991
Leasowe Community Homes (LCH) formed
following a stock transfer of around 1000 homes from Wirral Council.
2017
Prima Group formed bringing together PHA and LCH. Providing over 2700 homes for families, single people, older people, and those needing support. Working in communities across Wirral, Liverpool and Sefton.
2022
Pierhead Housing Association and Leasowe Community Homes consolidate into a single housing association, Prima Housing Group.
2024
Prima Home Repairs Service is launched to deliver repair and maintenance service directly to Prima customers.
2025
Launched our locality model approach, restructuring roles to ensure customer facing teams have more time to spend with Prima customers and can work directly out in our communities.