SuperCarers
SuperCarers is a London-based online marketplace, founded in 2015, that connects UK families with vetted professional carers for older adults, operating at a small scale with 11–50 employees and disclosed funding of approximately $6.7M across five rounds through 2018.
- Company typePrivate
- Founded2005
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What SuperCarers does
SuperCarers is a London-based, for-profit online platform founded in 2015 that helps families in the United Kingdom find and engage professional carers for older adults. The company operates at a small scale, with firmographic headcount stated at 11–50 employees, and has been funded across five rounds between 2015 and 2018, totalling approximately $6.7M in disclosed funding, including a Series A led by Mobeus Equity Partners with participation from Seneca Partners, and earlier support from JamJar Investments and a Seedrs crowdfunding round.
A significant caveat applies to the source material: the bulk of operational, product, technology, partnership, and award data in the input describes a much larger entity — a UK home care franchise network with 255+ locally owned offices, 10,000 trained Care Professionals, 18,000+ older adults receiving care, an Honor care technology platform integration, and a comprehensive service catalog spanning domiciliary care (companionship, personal care, overnight, daytime, respite), specialist care (dementia, cancer, Parkinson's, neurological, palliative, arthritis/mobility), health and complex nursing care, and live-in care. These figures and product details are presented under SuperCarers' firmographic profile in the input, but are inconsistent with SuperCarers' stated 11–50 employee size and the early-stage funding trajectory. The analysis proceeds treating this larger data set as contextually associated material rather than primary evidence of SuperCarers' own scale.
On the commercial model, SuperCarers functions as a two-sided marketplace connecting families seeking care with vetted carers, with pricing that is quote-based and not publicly disclosed. Source material describes subscription/recurring revenue characteristics around the underlying home care delivery. Customer segments are explicitly B2C — older adults and their families — with no enterprise or institutional buyers named. Strategic positioning emphasizes caregiver quality (training, minimum 1-hour visits, personalized matching) and regulatory compliance across the four UK care regulators (CQC, Care Inspectorate, Care Inspectorate Wales, RQIA). Founder leadership is in place, with Adam Pike as co-founder & CEO and Daniel Pike as co-founder, alongside a Director of Consumer (Angharad Thomas).
SuperCarers firmographics
Firmographics- Name
- SuperCarers
- Legal name
- Home Instead Inc.
- Website
- https://supercarers.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SuperCarers is a London-based online marketplace, founded in 2015, that connects UK families with vetted professional carers for older adults, operating at a small scale with 11–50 employees and disclosed funding of approximately $6.7M across five rounds through 2018.
- Ownership category
- akta.pro rank
SuperCarers industry classification
Industry- Product category
- Home Care Marketplace
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Other Individual and Family Services (624190)
- SIC
- Services-Home Health Care Services (8082), Services-Social Services (8300)
- akta.pro primary industry
- Caregiver Registry & Referral Services (HSABAMAA)
- akta.pro secondary industries
- Childcare & Eldercare Caregiving Platforms (BPAMAHAJ), Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG), Dementia Personal Care (ADLs) Support (HSABAEAB), Family Care Navigation & Care Coordination Platforms (multi-member care plans, referrals) (HLALAHAL)
Keywords
Where SuperCarers is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
SuperCarers business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Home Care Services: Fees for home care services provided to older adults including domiciliary care, specialist care, live-in care, and health/complex care services
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
SuperCarers product offering
Product offeringCore offering
SuperCarers is an online platform that helps families find suitable carers for older adults across the United Kingdom. The platform connects families seeking home care with third-party care professionals, enabling discovery and matching for services ranging from companionship and personal care to specialist and live-in care. SuperCarers operates as part of the broader Honor care technology platform ecosystem.
Product overview
Home Instead offers a comprehensive home care service platform with multiple service tiers. The core offerings include domiciliary care services (Companionship, Home Help & Housekeeping, Personal Care, Overnight Care, Daytime Care, and Respite Care), specialist care programs (Dementia, Cancer, Parkinson's, Neurological, Palliative, and Arthritis/Mobility care), and health & complex nursing care (Nail Care, Catheter, Stoma, Simple Wound Care, Vital Signs Monitoring, and Diabetes Monitoring). The company also provides Live-In Care for individuals requiring more frequent support and an Enhanced Care technology add-on featuring Personal Alarms. Services are delivered through a network of over 255 locally owned offices with trained Care Professionals.
Differentiator
Problem solved
Functional benefit
Products and services
- Caregiver Matching Platform Online platform that helps UK families find, discover, and connect with vetted carers for elderly relatives, covering home care services including companionship, personal care, specialist care, and live-in care arrangements.
Quantifiable outcome
- 95% of clients recommend the service
- +1 more outcomes
Companies that use SuperCarers
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
SuperCarers technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
SuperCarers partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship and core.
- Dementia UKflagshipSector-first Admiral Nurse appointment - specialized dementia support partnership
- Alzheimer's SocietycoreCharitable partnership providing support and resources for families affected by dementia
- Parkinson's UKcorePartnership supporting people with Parkinson's disease through specialized care
- Homecare AssociationcoreIndustry body membership representing and supporting home care providers
- British Franchise AssociationcoreFranchise industry body membership supporting the franchise model
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
SuperCarers competitors and assessment
Company assessmentDirect peers
- Elder: UK-focused live-in care specialist connecting families with self-employed carers through a digital matching platform. Operates in the same home care category as SuperCarers with a comparable online enquiry and family-matching model, focused on the elderly segment.
- Honor Technology: Honor's care technology platform directly powers Home Instead UK's (and by extension SuperCarers') Care Professional Matching and care delivery. As the operating platform that the subject company runs on, it is the closest comparable in business model and technology focus, though it sits one layer up as the platform/enabler.
- Cera Care: UK-based technology-enabled home care provider using AI-driven scheduling, predictive health alerts, and a digital platform to dispatch professional carers. Directly competes with SuperCarers/Home Instead UK in the UK domiciliary care market with a similar tech-led value proposition.
- Bluebird Care: UK franchise network delivering personal care, dementia support, respite, and live-in care to older adults in their homes. Operates a franchise model similar to Home Instead UK's, with comparable service portfolio and customer base, making it a direct head-to-head competitor.
- Visiting Angels UK: UK franchise operation of the US Visiting Angels brand providing companionship, personal care, dementia, and specialist home care services. Shares the franchise-based operating model, elderly focus, and minimum-visit philosophy that differentiates Home Instead UK's premium positioning.
- Right at Home UK: UK and international franchise network providing companionship, personal care, dementia care, and respite services to older adults. Closely comparable to SuperCarers/Home Instead UK in franchise-led home care delivery and CQC-registered service portfolio.
- Helping Hands Home Care: One of the UK's largest independent home care providers offering domiciliary, live-in, and specialist dementia and complex care. Directly comparable to SuperCarers in service scope (personal care, dementia, complex conditions) and target customer (older adults and families).
Emerging players
- Birdie: UK-based SaaS platform serving home care agencies with care planning, medication management, and family-connection tools. Adjacent rather than direct competitor to SuperCarers (B2B SaaS to agencies rather than consumer-facing care), but directly comparable in targeting the same home care delivery workflow.
- Care.com: Global online marketplace connecting families with caregivers across senior care, child care, and special needs. Comparable to SuperCarers' original platform-matching concept, with overlapping caregiver matching and review-based selection mechanics, though operating primarily in North America and broader care verticals.
Broad incumbents
- Bupa Home Healthcare: Large UK private healthcare group offering home healthcare, complex care, and live-in services as part of a broader portfolio including insurance, hospitals, and care homes. Comparable on home care services and elderly population, but at far greater scale and as part of a diversified healthcare conglomerate.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SuperCarers social profiles
Digital presenceSuperCarers financial estimates
Financial estimateRevenue estimate
Valuation estimate
SuperCarers leadership team
Management profileNumber of profiles
Profiles3 records
SuperCarers funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SuperCarers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SuperCarers
What does SuperCarers do?
SuperCarers is an online platform that helps families find suitable carers for older adults across the United Kingdom. The platform connects families seeking home care with third-party care professionals, enabling discovery and matching for services ranging from companionship and personal care to specialist and live-in care. SuperCarers operates as part of the broader Honor care technology platform ecosystem.
Is SuperCarers a public or private company?
SuperCarers is a private company. It is classified as venture growth investor backed and is currently operating.
When was SuperCarers founded?
SuperCarers was founded in 2005. It employs 11 to 50 people.
Where is SuperCarers based?
SuperCarers is headquartered in London, United Kingdom, in the Europe region.
How does SuperCarers make money?
One revenue line is on record: home Care Services.
Who are SuperCarers's main competitors?
Direct peers on record are Elder, Honor Technology, Cera Care, Bluebird Care, Visiting Angels UK, Right at Home UK and Helping Hands Home Care. Emerging players are Birdie and Care.com. Bupa Home Healthcare is listed as a broad incumbent.
Does SuperCarers have an API?
No public API is recorded for SuperCarers.
What industry is SuperCarers in?
SuperCarers's product category is Home Care Marketplace. Its primary akta.pro industry code is HSABAMAA, Caregiver Registry & Referral Services, with a secondary code of BPAMAHAJ, Childcare & Eldercare Caregiving Platforms. Its NAICS code is 624120 and its SIC code is 8082.