Alina Homecare

What Alina Homecare does

Alina Homecare is a UK-based home care provider founded in 2013, operating across 23 English counties spanning the South East, South West, Greater London, West Midlands, and East of England. The company delivers personal care, domestic care, companion care, dementia care, palliative care, overnight care, respite care, and condition-specific care (stroke, multiple sclerosis, Parkinson's, cancer) to elderly adults, individuals with dementia, and people with chronic or life-limiting conditions who wish to remain in their own homes. Care is delivered by 501–1,000 directly employed carers across a regional branch network, a structural choice the company distinguishes from competitors that rely on agency or freelance staff.

The operational backbone is a digital care monitoring application that enables real-time tracking of care visits, task completion, and medication administration, with permissioned family visibility into service delivery. Carers are trained through the proprietary Alina Homecare Academy, an exclusive training program identified as central to maintaining service quality. The platform supports a subscription-based service model with monthly billing tied to contracted care hours, ranging from short hourly visiting visits through 24/7 live-in care placements.

Revenue is generated through five recurring service streams—visiting care, live-in care, overnight care, respite care, and specialized condition care—each priced as a monthly subscription. Go-to-market is sales-led, leveraging a corporate website with cost calculators and brochure downloads, a dedicated jobs portal for carer recruitment, external review platforms (notably homecare.co.uk), direct phone and email inquiry, and complimentary in-home assessments by local branch teams. The company is privately held and has been backed by Bridges Fund Management since a 2025 private equity investment, following earlier portfolio activity including the 2024 divestiture of its disability support division and a 2026 leadership transition in which co-founder Fergus Kee was succeeded by David Hill as Non-Executive Chair.

Name

Alina Homecare

Legal name

Alina Homecare

Website

https://alinahomecare.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Alina Homecare is a UK home care provider delivering visiting, live-in, overnight, respite, and condition-specific care to elderly and chronically ill clients across 23 English counties, supported by 501–1,000 directly employed carers and a digital care monitoring app.

Ownership category

akta.pro rank

Product category

Home Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Home Health Care Services (621610)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB)

akta.pro secondary industries

Live-In & 24/7 In-Home Care (HLADAGAI), In-Home Dementia Care Services (Specialized Personal Care) (HLADACAI), Continuous Home Care (Crisis Hospice) (HSABAFAB), Live-In Respite Care (Multi-Day) (HSABAGAC)

Keywords

• Home care services
• Live-in care
• Elderly care
• Dementia care
• Palliative care

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Visiting/Home Care Services: Hourly visiting care services where carers provide support for a contracted number of hours per week/month. Services include personal care, domestic care, companion care, dementia care, and other specialized care types.
2. Live-in Care Services: 24/7 live-in care where a dedicated carer moves into the client's home to provide round-the-clock support. This is an alternative to care homes, particularly cost-effective for couples.
3. Overnight Care Services: Night-time care services available as either sleeping nights or waking nights, providing reassurance and support during dark hours.
4. Respite Care Services: Short-term care services designed to give family caregivers a break while maintaining continuity of care for their loved ones.
5. Specialized Condition Care: Care services for specific conditions including stroke care, multiple sclerosis care, cancer home care, Parkinson's care, and palliative/end-of-life care.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Alina Homecare is a UK-based home care provider that delivers personalized care services directly in clients' own homes. The offering centers on two core service lines: flexible hourly visiting care and 24/7 live-in care, complemented by specialized sub-services including personal care, dementia care, palliative care, respite care, overnight care, and condition-specific care (stroke, MS, Parkinson's, cancer). All care is delivered by directly employed carers trained through the proprietary Alina Homecare Academy.

Product overview

Alina Homecare is a UK-based home care provider offering a comprehensive portfolio of care services organized around two core service lines: Home Care (flexible hourly visiting care) and Live-in Care (24/7 residential-in-home care). These core services are supported by specialized sub-services including Personal Care, Domestic Care, Companion Care, Dementia Care, Elderly Care, Palliative Care, Respite Care, Overnight Care, and Condition-Specific Care (Stroke, MS, Cancer, Parkinson's). The company differentiates through its care monitoring app for real-time transparency, its exclusive Alina Homecare Academy training program, and a commitment to using only directly employed carers rather than agency staff. Services are available across numerous UK locations with branch-based local teams.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Care (Visiting Care) Flexible hourly home care providing personal care, medication support, meal preparation, and household tasks delivered by trained carers in the client's home.
• Live-in Care Round-the-clock 24/7 in-home care where a dedicated carer moves into the client's home to provide continuous support, including for couples.
• Personal Care Assistance with daily living tasks including bathing, dressing, continence support, and medication management delivered with dignity and respect.
• Dementia Care Specialized support for individuals with dementia or Alzheimer's disease including daily living assistance, medication reminders, and companion services.
• Palliative Care Emotional support and symptom management for individuals with life-limiting conditions, including End of Life Care and At Home Hospice Care.
• Respite Care Temporary care services allowing family caregivers to take breaks while professional caregivers maintain continuity of care for their loved ones.
• Overnight Care Night-time care providing reassurance during dark hours through Sleeping Nights (carer sleeps in home) or Waking Nights (carer remains awake).
• Condition-Specific Care Specialized care for specific health conditions including Stroke Care, Multiple Sclerosis Care, Cancer Home Care, and Parkinson's Care.
• Domestic Care Help with household tasks such as laundry, vacuuming, shopping, meal preparation, and light housekeeping to maintain daily routines.
• Companion Care Social support providing conversation, emotional support, and accompaniment to community events or day trips to combat loneliness and isolation.

Quantifiable outcome

• 99.7% client satisfaction rate
• +4 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Home Instead: One of the largest UK home care franchise networks offering visiting and live-in care to older adults. Directly comparable to Alina on service portfolio, target customer (elderly individuals needing in-home support), and branch-based delivery model.
• Helping Hands Home Care: UK-wide home care provider specializing in visiting and live-in care for older adults and people with complex needs. Closely comparable to Alina on recurring subscription pricing, multi-county coverage, and condition-specific care services.
• Bluebird Care: National franchise network delivering personal care, dementia care, live-in care and respite care across the UK. Comparable to Alina in service mix, elderly customer focus, and multi-county branch footprint.
• Right at Home: UK franchised home care provider offering personal care, dementia support, and live-in services to older adults. Comparable to Alina in recurring care delivery model, elderly client focus, and emphasis on quality-led differentiation.
• The Good Care Group: UK live-in care specialist acquired by City & County Healthcare, focused on 24/7 in-home support for older adults. Closely comparable to Alina's live-in care arm, with overlap on condition-specific care and premium positioning.
• Caremark: UK home care franchise providing personal care, dementia care, and respite services to older adults and people with disabilities. Comparable to Alina on service breadth, elderly customer base, and branch-network delivery.
• Visiting Angels: UK home care franchise delivering visiting and live-in care services for older adults, including dementia and respite support. Directly comparable to Alina on service portfolio, target demographic, and subscription-based recurring revenue model.

Broad incumbents

• Prestige Nursing & Care: Long-established UK provider offering both home care and clinical/nursing services, including complex condition support. Comparable to Alina on visiting and live-in care, with a broader clinical capability set that overlaps but exceeds Alina's core personal-care focus.
• City & County Healthcare Group: Large UK platform owning multiple home care brands (including The Good Care Group and Total Community Care). Comparable to Alina on multi-brand home care delivery, but operates at significantly larger scale and broader service scope across clinical and social care.

Regional players

• Audley Care: UK provider offering home care services primarily linked to Audley Retirement Villages, with some live-in and visiting care. Comparable to Alina on elderly in-home support and quality positioning, but with narrower geographic and customer overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/alinahomecare
• YouTubeyoutube.com/@alinahomecare
• Facebookfacebook.com/550996078377289
• LinkedInlinkedin.com/company/alina-homecare
• Instagraminstagram.com/alinahomecare

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A2 records

Investments

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

Frequently asked questions about Alina Homecare