G2M Group was founded on a simple but powerful idea: that everyone deserves access to a decent, affordable home for long-term rental. Since our inception, we’ve been focused on transforming the UK’s fragmented rental market by combining institutional investment with long-term social value.
From acquiring our first homes to building a scalable platform that supports families nationwide, our journey has been rooted in regeneration, responsibility, and results.
G2M Group was founded in 2012 by Paul Morton and Steve Gardner as a private residential property investment vehicle. Bringing together a finance background with 30 years of real estate transactional experience and relationships. The initial investment strategy focussed on identifying, acquiring and reselling mispriced residential properties.
As the business grew, the strategy focussed on property retention for rental rather than reselling. The initial property rental model was developed and Private Wealth from third party investors was introduced to prove the concept and enable operations at scale.
Having established the investment advisory arm of the group, £60m of institutional development capital was raised from co-investment partners. This investment enabled G2M to both build its bespoke technology platform with in-house development resource and to further develop the acquisition model.
With the proprietary technology platform established, the operational brand Habodel (Ha-bode-el) was created. This provided a resident centric, socially oriented property services business powered by a focus on granular data.
As the early investments consolidated and matured, G2M positioned itself for future growth and scale by completing the demerger of its Investment, Management and Operating activities.
In 2025, G2M launched the [Affordable Housing Infrastructure Partnership (AHiP)]. Building on G2M’s experience and expertise, the AHiP has an innovative investment strategy designed to protect and preserve affordable rental opportunities for average and low income households, whilst providing defensive long term real income growth and capital gain for its investment partners.
A management team with a deep understanding of the UK residential rental market and a demonstrable record of delivery and performance.
Campbell was the former Global Head of Distribution at Standard Aberdeen and Chief
Operating Officer at Columbia Threadneedle. Previously Head of UK JP Morgan Asset Management, Campbell has various non-executive roles including Chair of the Big Exchange.
Paul is a Chartered Accountant (PwC) and experienced corporate financier. He was previously a Partner at McInnes Corporate Finance and Aquarius Venture Capital.
Paul has 30 years of direct real estate investment experience and is a founder G2M.
Theresa was previously CFO then CEO of Ring Automotive Group.
Prior to that Theresa was CFO at Parseq Group and Head of Commercial Finance Europe with Fellows Europe.
Steve is a founder of G2M Group. As an entrepreneur Steve has over 30 years’ experience in the residential transactional market across the UK.
Following his MBA, he transitioned into the real estate sector in 1992.
Mike has overall responsibility for all aspects of Group finance including Performance Reporting, Treasury and Group accounting.
Prior to G2M Mike held numerous finance roles including 10 years at Frasers Group.
Jon brings 15 years Social and Affordable housing experience to G2M and is an Unlock Net Zero National Climate Champion and SHIFT Gold environmental accreditation recipient.
He was previously Housing Association partner lead for the Liverpool City Region Combined Authority.
James has 30 years’ experience in Relationship Management & Communication earned in National Press and Agencies.
He has 4 years’ experience of working with Social & Affordable housing at G2M.