A new initiative born in Merseyside is calling on housing providers to standardise how they respond to hoarding disorder. Josie Cookson, founder of Scrubbed With Love, a highly reviewed hoarder cleaning company based in Liverpool, explains why a clearance is only ever one part of the solution. Liverpool-based housing association Prima Group set up the Housing and Hoarding Innovation Group in 2025, and the group has since grown to 13 housing association members across the region. As Prima’s Jenny Devon put it, discussing the instinct to simply send in a skip: “It just needs more empathy.” Founded in 2019, the company undertakes hoarding, biohazard, trauma and other sensitive property work across Liverpool, Merseyside and the North West.