How Magenta Living are turning data and AI from an IT question into a board-level priority – and what housing leaders will take away from the sector’s defining event of 2026
When Andy Lomas became permanent chief executive of Magenta Living in 2025, he inherited a technology programme already ahead of much of the sector.
Salesforce was starting to be embedded into everyday operations. The organisation’s telephony platform had been fully integrated with Salesforce CRM. Sixty colleagues had enrolled in the Wirral AI Academy to build practical, ethical AI capability.
And yet Lomas is clear that technology investment is only as valuable as the leadership clarity behind it.
Magenta Living manages nearly 13,000 homes across Wirral and the North West of England making it the largest social housing provider in the region with ambitions to deliver more than 1,300 new homes by the start of the next decade. Being so closely intertwined with the local community, every technology decision carries consequences for residents, colleagues and financial sustainability alike.
“The housing crisis isn’t getting any easier. More people need affordable homes, the cost of providing services continues to rise and customer expectations are evolving,” Lomas says.
“At Magenta Living, we know standing still isn’t an option. We’re investing in technology as an important part of how we deliver our strategy. Not because technology is the answer to every challenge, but because it helps us work smarter, respond more quickly, and create better experiences for the people who rely on us.
“The challenges facing the housing sector are real. But so are the opportunities. By embracing change and making the most of technology and the tools available to us, we can continue making a positive difference to customers, communities and colleagues.
“In a world where demand is growing and expectations continue to rise, the question is no longer whether we can afford to transform. It’s whether we can afford not to.”
That is the question Lomas will put to the sector when he opens Salesforce Housing Day on Friday 23 October at CodeNode, London as the event’s opening keynote speaker.
The challenge is not unique to Magenta. Across UK social housing, providers are managing growing homes portfolios, Awaab’s Law compliance deadlines, decarbonisation programmes and the expectations of a resident base increasingly accustomed to consumer-grade digital experiences, all against constrained margins and a regulatory environment that demands evidence of every decision.
On Friday 23 October at CodeNode, Magenta Living, Bromford Flagship LiveWest, Hyde Group, Riverside and Yorkshire Housing will share what they have built, what has worked, and what remains difficult alongside partners with direct housing experience.
More than 250 housing leaders and practitioners are expected for working sessions, peer exchange and live demonstrations of Agentforce in housing contexts. The day will also include a major announcement on Salesforce’s long-term commitment to UK social housing.
The event is complimentary for housing association professionals. Register to secure your place. Capacity is limited.
Register for Salesforce Housing Day 2026 – 23 October, CodeNode, London
Image credit: Garun .Prdt/Shutterstock
Housing Digital Stakeholder Salesforce offers Housing Associations one integrated platform, helping them take control of their data, nurture resident-centric relationships at scale and eliminate silos and the inefficiencies they create.
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