A new initiative designed to reward and support apprentices in the construction industry is being launched to help reshape how young people experience and engage with their early careers.
Spearheaded by Kirsty Allan, Co-founder and Performance Director at City Access Scaffolding, the Build Up scheme aims to bring real-world benefits to thousands of construction apprentices across the UK.
The idea is simple but powerful: offer construction apprentices the kinds of lifestyle perks and discounts already enjoyed by university students—everything from discounted meals and travel to money off gym memberships and workwear.
At the heart of the plan is a new partnership with TOTUM, the UK’s leading ID and membership benefits platform, already used by over 1.7 million students, professionals, and apprentices. Through Build Up, apprentices would be able to access TOTUM’s extensive range of offers, potentially saving hundreds of pounds each year.
“We want apprentices to feel valued,” says Kirsty Allan. “Construction isn’t just about hard hats and muddy boots—it’s about building a future. This card helps make that journey a little easier and a lot more rewarding.”
The initiative comes amid growing concern over the skills shortage in the construction sector, with just under 30,000 of the UK’s 750,000 apprentices working in the industry. Many of these young people come from economically challenged backgrounds, where the cost of living weighs heavily on low apprenticeship wages.
The Build Up card aims to ease that burden and inject pride into the role of being an apprentice—mirroring the public recognition schemes seen in other sectors.
Supporters argue that giving apprentices access to discounts on essentials like food, travel and PPE, as well as lifestyle perks, can help foster a sense of identity and belonging. “It’s about dignity and inclusion,” said one supporter close to the project. “This could be the beginning of a cultural shift in how we view trades and those learning them.”
The Build Up team is currently seeking support from industry stakeholders to roll out the scheme nationally. Sponsorship, marketing assistance, and help spreading the word to apprentices and employers are all being welcomed.
The financial model includes funding for the first year of operations, the launch of the reward card, and sponsored membership access for tens of thousands of apprentices.
Beyond just financial benefits, the Build Up team say they want to drive long-term social mobility in the construction sector. The goal is to create a level playing field where young people from all walks of life can thrive—not just survive.
This vision aligns closely with the ethos already embedded within City Access Scaffolding, a firm widely praised for its focus on social impact and community engagement.
“Having worked with apprentices for a decade, I’ve seen the struggles they face, both personally and financially,” Kirsty said.
“Many of our young people, some of the most economically disadvantaged, would thrive with the same support offered to students. By easing their financial burden and providing a sense of belonging, we can give them a stronger start, ensuring they feel valued. If we invest in the next generation of apprentices, these young people will not just build their futures—they will build Britain.”
