Picture Living - the private rental sector platform managed by Thriving Investments - has agreed a deal with Vistry Group, one of the UK’s leading providers of mixed-tenure housing to deliver 60 high-quality homes in Soham, Cambridgeshire.
Part of a wider inclusive community of 119 homes, the 60 homes will provide high-quality private rental accommodation, comprised of two and three bedrooms. The other homes on the site will be delivered in partnership with Orbit Housing Association, offering a range of accessible housing options that respond to local needs.
The site, Cherrywood Place, forms part of a wider development that will bring nearly 200 new homes to the area. The scheme has been thoughtfully designed to foster a vibrant neighbourhood, with a strong emphasis on sustainability, green spaces and community wellbeing.
The deal marks a flurry of major transactions in 2025 including four acquisitions under Picture Living, helping Thriving Investments to reach the milestone of 5,000 homes complete or under construction.
As part of Thriving Investments’ commitment to bringing institutional capital forward to address the UK’s housing crisis, Picture Living focuses on investing in areas of high rental shortage, as demand continues to outstrip supply in many areas across the country.
James Nicholls, Investment Manager at Thriving Investments, added: “This is the fourth deal we’ve facilitated with Vistry in the last two years, which reflects the strong working relationship we’ve built together.
“Through Picture Living and our other living strategies, we’re focused on tackling the UK’s housing shortage by delivering high-quality homes that meet the needs of local communities. Sustainability and social impact are central to how we invest, and we’ve worked closely with the team to ensure these homes meet both environmental standards and residents’ needs – with features such as EV charging, air source heat pumps, solar panels and wastewater heat recovery systems.
“We’re proud to be supporting the delivery of a neighbourhood that will make a lasting positive difference for the people who live here.”
Alex Stark, Managing Director at Vistry East Anglia, said: “Our partnership with Orbit and Picture Living for Cherrywood Place is testament to our commitment to creating sustainable, inclusive communities that meet a broad spectrum of housing needs. By combining affordable and private rented homes within a thoughtfully designed neighbourhood, we’re helping to ensure that we’re providing the mix of new homes that local communities need.”
Thriving Investments now manage investment assets worth over £1.1bn and are on track to deliver over 20,000 homes by 2034. The company has established strategic partnerships with six Local Government Pension Schemes and five institutional investors, driving growth despite a challenging market landscape.
As the first fund manager to be founded by a regulated housing provider, Thriving Investments brings a unique depth of insight into both the housing sector and local community needs. By channelling institutional capital into residential development, the company is playing a crucial role in tackling the UK’s housing crisis.