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.