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Ambitious strategy aims to deliver global standard for ageing at home


We are pleased to launch our new five-year corporate strategy which signals the beginning of a period of significant change and innovation for Bield.

Tech-driven solutions are a key focus in the new strategy, which has been launched to drive our growth and maximise independence for tenants.

These solutions will be at the heart of our vision for medium-term growth and will help to tackle external challenges faced by the entire housing sector such as climate change, the cost-of-living crisis and an ageing population. 

The new strategy aims to position Bield tenants, customers and staff at the centre of our decision-making, design and adapt homes to meet customer needs, simplify our services, strengthen our financial performance, support our staff to improve their skills and efficiency, and secure UK-wide recognition for our innovative and leading approaches. 

Dr Lynne Douglas, CEO at Bield, said: “Our new five-year corporate strategy will guide us along the way as we focus on achieving our vision and ambitions and ultimately make a positive impact.

“Our strategy will measure whether we are delivering to meet our customers’ desires, rather than just ticking boxes. This new outcome-based approach will expand our influence in the sector, as we look to set and deliver the standard for ageing at home.”

It comes at a pivotal time us, having recently opened a new digital hub showcasing housing technology of the future, at our West Port development in Linlithgow.  This was possible thanks to funding from the Technology for our Ageing Population: Panel for Innovation (TAPPI) project which aims to improve the way technology is used in housing and care for older people. The hub provides a variety of preventative care technologies to support individuals to live independently, in their own homes, for longer, and is available for tenants, staff and other stakeholders to trial.

We will implement our strategy in three distinct phases - strengthen, grow and lead - to ensure it is delivered in a planned and coordinated way.

This phased growth will allow us to meet our key priorities which are broken down into five main subsets: facing challenges, improving efficiency, harnessing strengths, enhancing impact and leading the way.

Lynne added: “At Bield, we’re always striving to improve customer experience and satisfaction whilst growing our use of modern, in-home technologies to support independent living. Our new strategy will enable us to develop a personalised and proactive approach to delivering our services, develop and test new innovative digital solutions and share our experience and expertise for the benefit of wider society.

“It is estimated that by 2030 more than 600,00 people in Scotland will be aged 75 or over so now more than ever is the time to be ambitious.”