Not-for-profit provider drops Hanover from trading name

Jane Ashcroft

Not-for-profit provider of housing and care to older people will use the name Anchor for all its services.

Anchor was used for the organisation’s 114-care home business, which employs the majority of its more than 9,000 colleagues, while Anchor Hanover was used for its retirement housing.

While the organisation’s legal name will remain Anchor Hanover Group, the trading term becomes Anchor for all services, which has almost 1,700 locations and operates in more than 85% of local councils in England.

The organisation, which has roots dating back almost 60 years, became Anchor Hanover in 2018 with the merger of Anchor Trust and Hanover Housing Association. Many of its individual developments have Hanover in the names of their locations and there are no plans for these to change.

‘A single name makes it clearer for residents and stakeholders that we offer a joined-up range of housing, care and support services for people in later life,’ said Anchor chief executive Jane Ashcroft.

‘It’s more cost-effective for marketing and recruitment and I hope it also helps encourage colleagues to build their careers across the organisation.’