What Cera does

Cera is Europe's largest digital-first home healthcare provider, founded in 2016 and headquartered in London. It operates a regulated home care service (CQC-registered in England with equivalent regulation in Wales and Scotland) delivered by more than 10,000 carers and nurses who complete 2.5 million patient visits per month across 150+ sites in the UK and Germany. Over 100 UK Local Governments and approximately two-thirds of NHS Integrated Care Systems commission Cera, alongside a private-pay channel for individuals and families.

The core platform is the Cera App used by frontline staff at the point of care, layered with proprietary AI tools that include a Falls Prevention AI (predicting 80%+ of falls a week in advance, reducing falls by 20%), a Hospitalisation Predict-Prevent tool (predicting 83%+ of hospitalisations, reducing them by up to 70%), an AI Recruitment Agent ('Ami'), and a January 2026-launched suite of operational agents (Care Coordinator, Field Care Supervisor, Retention). Cera has launched the world's first dedicated AI Lab for the care sector (eight-figure investment) and acquired GenieConnect (Nov 2025) to scale home care robotics. The 300+ billion anonymised patient health data points are being monetised via a life sciences channel through partnerships with Re:Cognition Health, uMed, and Promptly Health for clinical trial access and real-world evidence in over-65s.

The business model combines four revenue streams: (i) commissioned home care services from UK Local Governments and NHS ICSs (subscription/recurring), (ii) private-pay home care for individuals and families, (iii) technology licensing of AI agents, AI tools, and care robots to third-party providers, and (iv) data and research partnerships with pharmaceutical and biotech customers. Cera scaled from $5M to ~$500M annualised revenue in five years, achieved EBITDA-positive status in 2023 and free cash flow positivity in 2024, and raised a $150M round in January 2025 (BDT & MSD Partners and Schroders Capital) at unicorn valuation, taking cumulative funding to ~$479M (~$600M). Strategic differentiators include public sector relationships, scaled proprietary data, regulatory compliance, and expansion into adjacent revenue streams via AI Lab licensing.

Name

Cera

Legal name

Cera Care

Website

https://cerahq.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Cera is Europe's largest digital-first home healthcare provider, delivering AI-enabled home care via 10,000+ carers and nurses across 150+ UK sites and Germany to over 100 Local Governments, nearly two-thirds of NHS Integrated Care Systems, and private-pay families.

Ownership category

akta.pro rank

Product category

Home Healthcare Services

NAICS

Home Health Care Services (62161), Services for the Elderly and Persons with Disabilities (624120), Other Residential Care Facilities (62399)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051)

akta.pro primary industry

Live-In & 24/7 In-Home Care (HLADAGAI)

akta.pro secondary industries

Assisted Living with Memory Care (Mixed Campus) (HLADABAB), Dementia Personal Care (ADLs) Support (HSABAEAB)

Keywords

• Home healthcare services
• AI-powered care platform
• Predictive health analytics
• Domiciliary care services
• Care workforce technology

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Home Healthcare Services (Public Sector): Cera provides home healthcare services commissioned by UK Local Governments and NHS Integrated Care Systems. This is the core revenue stream, with over 100 Local Governments and nearly two-thirds of NHS Integrated Care Systems as clients. Care services include domiciliary care, reablement, complex care, supported living, and nursing care.
2. Private Pay Home Care Services: Cera offers private care services to individuals and families, with care plans personalised to the service user's needs, delivered by expertly trained carers and nurses. Available in as little as 48 hours.
3. Non-Home Care Service Lines: Cera has expanded beyond core domiciliary care into service lines including specialist nurse-led care, complex care, supported living, learning disabilities care, home care robotics, and AI tool licensing. These non-home care service lines have surpassed US$100m in annualised revenues, representing one-fifth of the overall ~$500m business.
4. AI Agent Licensing: Cera licenses its AI agents (Ami recruitment agent, AI Care Coordinator, Field Care Supervisor Agent, Retention Agent) to other health and care organisations. Licensing agreements extend Cera's technology reach beyond its own operations.
5. Care Robotics Licensing: Following the acquisition of GenieConnect and an exclusive deal with the robot manufacturer, Cera licenses home care robots to other care providers. GenieConnect claims to reduce cost of care by £3,700+ per person annually.
6. Healthcare Research and Clinical Trial Partnerships: Cera partners with NHS, academic institutions, and life sciences companies to support clinical trials and real-world evidence studies for over-65s. Draws on its dataset to identify eligible patients, potentially generating revenue through research partnerships with pharmaceutical and biotech companies.
7. Acquisitions of Care Businesses: Cera acquires care businesses as part of its growth strategy, with several transactions completed since 2018. The acquisitions team acquires domiciliary care, complex care, and specialist care providers across the UK and Germany.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Cera delivers digital-first home healthcare services across the UK, employing 10,000+ carers and nurses who conduct 2.5 million home visits per month. The company provides elderly care, nursing and complex care, live-in care, supported living, extra care, and learning disability services directly to service users in their homes, while licensing its proprietary AI platform (predictive fall/hospitalisation prevention, autonomous AI agents, care robots) to other care providers. Core revenue is generated from public sector commissioning by over 100 UK Local Governments and nearly two-thirds of NHS Integrated Care Systems, with secondary revenue from private pay care subscriptions to individuals and families.

Product overview

Cera is Europe's largest HealthTech company providing digital-first home healthcare. The company's platform centers on the Cera App, used by 10,000 carers and nurses to deliver 2.5 million home visits monthly. Built on a dataset of over 300 billion anonymized patient health insights, the platform integrates AI-powered predictive tools (Falls Prevention AI, Hospitalisation Predict-Prevent Tool), autonomous AI agents (Recruitment Agent Ami, AI Care Coordinator, Field Care Supervisor, AI Retention Agent), care robotics (GenieConnect), family monitoring (Family App), and AI Training Avatars. The company operates an AI Lab for sector-wide innovation and licenses its technology to other care providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Healthcare Services (Domiciliary, Reablement, Complex, Live-in, Supported Living, Extra Care, Learning Disabilities) Core in-home care services delivered by 10,000+ carers and nurses: Elderly Care at Home (personal care, medication, companionship, meal preparation); Nursing & Complex Care (wound care, PEG feeds, stoma care, oxygen support); Live-in Care; Supported Living; Extra Care; and Learning Disabilities care. Commissioned by UK Local Governments and NHS Integrated Care Systems, and available to self-paying individuals and families. Services delivered at 2.5 million home visits per month across 150+ regulated UK sites.
• Cera AI Lab World's first dedicated AI research laboratory for the care sector, established with an eight-figure investment. Develops, tests, and licenses AI tools for care providers in the UK and overseas. Leverages Cera's proprietary dataset of over 300 billion anonymised patient health insights.
• AI Recruitment Agent 'Ami' Standalone AI-powered autonomous recruitment agent conducting five-minute screening telephone interviews, scoring candidates on attitude and experience, and booking qualified applicants for human recruiter interviews. Licensed to other health and care organisations.
• AI Care Agent Suite (Care Coordinator, Field Care Supervisor, Retention) Suite of three autonomous AI agents licensed to other care providers: AI Care Coordinator (halves staff cover scheduling time), Field Care Supervisor Agent (85% reduction in quality review time), and AI Retention Agent (up to 22% improvement in retention by contacting at-risk carers 7x faster than humans).
• GenieConnect Home Care Robots AI-driven home care robotics platform providing medication reminders, hydration prompts, social connection tools, and remote monitoring. Acquired by Cera and licensed to other care providers. Generates over 3,000 virtual visits per week.

Quantifiable outcome

• 100 million patient home visits delivered since 2016, with 2.5 million visits per month at one visit every second on average
• +12 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature12 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• UK Government (Department for Work and Pensions)coreStrategic or Co-development Partner · 1 June 2026Cera announced a UK government-backed training initiative offering 2-6 week programmes to young adults aged 18-24 and individuals over 50, with guaranteed job interviews upon completion for care assistant positions. Fifty Sector-Based Work Academy Programmes are planned, each accommodating up to 15 participants, with successful completers receiving a level one qualification in health and social care. This initiative aims to address rising youth unemployment and a shortage of care workers, with adult social care facing an estimated 111,000 vacancies in England in 2024/25.
• Re:Cognition HealthcoreStrategic or Co-development Partner · 1 February 2026Partnership to improve access to Alzheimer's disease and neurodegenerative clinical trials by linking home care with specialist research centres. The collaboration aims to facilitate early referral, assessment, and trial participation for patients, especially those difficult to reach through traditional clinic-based methods.
• uMedcoreStrategic or Co-development Partner · 1 November 2025Partnership bringing clinical research directly to homes of those who need access to innovative treatments, using uMed's automated living registry platform to identify and engage eligible patients.
• GenieConnect (Acquisition)coreStrategic or Co-development Partner · 1 November 2025Cera acquired the GenieConnect care robotics platform and secured an exclusive deal with the robot manufacturer to scale home care robots across the UK. GenieConnect reduces the cost of care by £3,700 or more per person annually. Cera is licensing robots to other care providers.
• Promptly HealthcoreStrategic or Co-development Partner · 1 October 2025Cera joined Promptly Health's European network to give Life Sciences companies access to real-world evidence needed for medicine approvals, supporting geriatric drug development.
• Skills for CarecoreStrategic or Co-development Partner · 1 October 2024Coalition partner in Cera's Back to Work initiative to recruit unemployed and economically inactive adults into care roles. Skills for Care is the strategic voice for adult social care workforce development in England. Cera set a target of 10% of new recruits from economic inactivity.
• MaximusminorChannel Partner/ Reseller/ Distributor · 1 October 2024Back to Work recruitment partner that matched job seekers including double amputee Mark to care roles at Cera. Maximus provides job coaching and employment support services.
• People PlusminorChannel Partner/ Reseller/ Distributor · 1 October 2024Back to Work coalition partner providing employment support and training programmes to help economically inactive adults enter the care workforce.
• BeamminorChannel Partner/ Reseller/ Distributor · 1 October 2024Back to Work coalition partner helping people rebuild their careers after major life challenges, as part of Cera's initiative to get Britain back to work.
• Government Schemes (Restart, Work and Health Programme)minorChannel Partner/ Reseller/ Distributor · 1 October 2024Cera's Back to Work coalition partners with UK Government employment schemes including Restart and the Work and Health Programme to identify and recruit long-term unemployed and economically inactive adults into care roles.
• UK GovernmentcoreGTM or Marketing PartnerThe UK Government has endorsed Cera's AI Lab as a model for NHS transformation that can be exported globally. Government ministers including the Health and Social Care Secretary have highlighted Cera as an example of needed change in healthcare. Cera works with over 100 UK Local Governments and NHS ICSs commissioned by public bodies.

Scale indicators12 records

Recent moves9 records

Expansion highlights8 records

Direct peers

• Home Instead: Global home care franchise with a strong UK presence delivering personal care, dementia care, and live-in care to elderly clients. Direct peer to Cera in the UK home care market with similar customer segments and service mix, though a less tech-enabled operating model.
• Helping Hands Home Care: UK-based specialist in live-in and visiting home care, focused on elderly and complex care needs. Directly comparable to Cera's live-in and domiciliary care services, with overlapping geographic coverage and customer profiles.
• GoodOaks Homecare: UK home care franchise providing visiting and live-in care to elderly and vulnerable clients. Direct peer in the UK private-pay and local-authority commissioned home care market with a similar service portfolio, though at a smaller scale than Cera.
• Bluebird Care: UK home care franchise network providing personal care, dementia support, and complex care in customers' homes. Comparable to Cera's UK-wide footprint and core service lines, serving both private-pay and publicly commissioned customers.

Broad incumbents

• BAYADA Home Health Care: One of the largest US non-profit home health providers offering skilled nursing, therapy, and personal care services at scale. Comparable to Cera in service breadth and scale ambition, with analogous focus on complex care and clinical outcomes.
• HC-One: Largest operator of residential care homes in the UK, serving elderly residents with personal and nursing care. Broad incumbent in the same UK care sector as Cera but focused on residential rather than domiciliary delivery, with significant NHS/Local Authority relationships.

Emerging players

• Honor Technology: US-based technology-enabled home care platform combining software with care delivery networks. Closest international analogue to Cera's digital-first home care model, with similar focus on workforce technology and predictive analytics, though operating in the US market.

Regional players

• Amedisys: Large US-based home health and hospice provider focused on skilled nursing and rehabilitation at home. Comparable to Cera in home health services and clinical focus, but operating in the US regulatory and reimbursement environment rather than the UK.

Others

• AlayaCare: Canada-based software platform providing home care management, scheduling, and clinical documentation tools to care providers globally. Adjacent to Cera as a technology enabler for home care, but operates as a vendor rather than a care provider.
• WellSky: US healthcare technology company providing software and analytics solutions across the continuum of care, including home health. Indirect competitor to Cera's AI tooling business and adjacent technology provider for the broader home care market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CeraCareOfficial
• LinkedInlinkedin.com/company/ceracare
• Instagraminstagram.com/cera.care.official
• Xx.com/cera_care

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds10 records

Investors16 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cera