Country Cousins

What Country Cousins does

Country Cousins is the UK's longest-serving introductory live-in care agency, operating since 1959 and headquartered in Horley under Trinity Homecare Group. The company functions as an introduction and matching intermediary: it vets a nationwide network of 1,500+ self-employed carers, matches them with families needing live-in support, and then leaves day-to-day arrangements to the client and carer directly. Its core product lines span elderly care, dementia and Alzheimer's support, companionship care, couple care, and respite care, supplemented by an urgent-care mobilisation service with a stated 48-hour response window.

Revenue mechanics follow an introduction-fee model built on privately funded placements; most families pay out of pocket, with the company providing signposting to local-authority and NHS continuing-healthcare funding pathways. Pricing is quote-based and tailored to care needs rather than tiered. Distribution runs through phone-based Care Advisors (multiple lines, sub-one-minute average wait time), online enquiry forms, and a partnership referral network including sister company Trinity Homecare — a CQC-registered, 'Outstanding'-rated provider of fully managed, regulated live-in care that absorbs higher-complexity referrals Country Cousins cannot service under its introductory model.

The go-to-market is sales-led with a content/SEO front-of-funnel engine (500+ blog articles, downloadable guides, search-optimised information hubs). Marketing channels include organic social (Facebook, LinkedIn, YouTube via Trinity Homecare Group), email nurture, events (e.g., South of England Show), PR placement (Leaders in Care Awards 2022), and a 'Refer a Friend' dual-purpose scheme. The company operates exclusively in the United Kingdom with no disclosed geographic expansion plans and no public revenue or funding history, suggesting an established, mature business rather than a venture-backed growth vehicle.

Name

Country Cousins

Legal name

Country Cousins Homecare Agencies Ltd

Website

https://country-cousins.co.uk

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

11–50 employees

Short description

Country Cousins is a UK introductory live-in care agency, established since 1959, that matches a nationwide network of 1,500+ vetted self-employed carers with families needing elderly, dementia, companionship, couple, or respite care across the United Kingdom.

Ownership category

akta.pro rank

Product category

Live-in Home Care Services

NAICS

Services for the Elderly and Persons with Disabilities (62412), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300)

akta.pro primary industry

Live-In Caregiver Placement & Matching (HSABAMAD)

akta.pro secondary industry

Conversation, Cognitive Stimulation & Activity Facilitation (HSABAAAB)

Keywords

• Live-in care agency
• Introductory care services
• Elderly home care
• Dementia care matching
• Carer introduction

Headquarters

HQ city

Crawley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Live-in Care Introduction Service: Country Cousins operates as an introductory agency, matching carefully vetted self-employed carers with clients who need live-in care. The company introduces and matches clients with carers, leaving day-to-day arrangements to the client. This is an introductory/intermediary model rather than direct care provision.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Country Cousins is a UK-based introductory live-in care agency, established in 1959, that matches vetted self-employed carers with clients across England, Scotland, Wales and Northern Ireland. Operating as part of Trinity Homecare Group, the agency introduces families to trained, self-employed live-in carers who provide one-to-one support in the client's own home, covering dementia, companion, couple, elderly, respite, and urgent live-in care needs.

Product overview

Country Cousins is the UK's longest-serving introductory live-in care provider (operating since 1959), offering two primary service types: Introductory Care (where they match clients with vetted self-employed carers, who clients manage directly) and Fully Managed Care (delivered by sister company Trinity Homecare, which holds CQC 'Outstanding' rating and employs/schedules carers directly). Their core live-in care service is complemented by specialist care types including Dementia Care, Companion Care, Couple Care, Elderly Care, and Respite Care. They also offer urgent care mobilisation (within 48 hours), lifetime membership, downloadable resource guides (Family Support Guide, Live-in Care Guide, Dementia Guide), and a Refer a Friend programme. The company is part of Trinity Homecare Group and operates nationwide through a network of over 1,500 self-employed carers.

Differentiator

Problem solved

Functional benefit

Products and services

• Live-in Care Introduction Service Core introductory agency service matching vetted self-employed carers with UK families needing live-in support for an elderly relative or individual with care needs.
• Dementia Live-in Care

Quantifiable outcome

• Care can be mobilised within as little as 48 hours in urgent situations
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• Trinity HomecarecoreChannel Partner/ Reseller/ DistributorSister company within Trinity Homecare Group. Trinity Homecare is CQC-registered and rated 'Outstanding' for fully managed live-in care services. Country Cousins refers clients requiring regulated care services to Trinity Homecare, providing a complete spectrum from introductory to fully managed care.
• The Society of Later Life Advisors (SOLLA)coreStrategic or Co-development PartnerSOLLA is a UK society for professionals specialising in later life financial advice. Partnership provides families with access to trusted financial advisors who can help with care funding options including local authority support and NHS continuing healthcare.
• FeefocoreGTM or Marketing PartnerCustomer review platform partnership. Feefo collects verified customer reviews for Country Cousins, with reviews supporting tree planting through Ecologi/Treefo initiative - one tree planted per review submitted.
• CEDA Healthcare – Private GP ClinicminorStrategic or Co-development PartnerHealthcare partnership providing clients with access to private GP services as part of comprehensive care offering.
• Age SpaceminorStrategic or Co-development PartnerPartnership with Age Space, a resource platform supporting older people and their families with care information and guidance.
• KinlyminorStrategic or Co-development PartnerPartnership with Kinly, providing technology solutions that support elderly individuals and families navigating care options.
• Good Life SortedminorStrategic or Co-development PartnerPartnership supporting elderly individuals with organisation and life management services.
• Purpl DiscountsminorGTM or Marketing PartnerDiscount programme partner providing benefits and savings for clients and their families.
• Empower RehabminorStrategic or Co-development PartnerRehabilitation services partnership supporting clients recovering from illness, injury, or hospital discharge.
• Mobility HireminorStrategic or Co-development PartnerMobility equipment hire partnership providing clients with access to mobility aids and equipment for home use.
• Age Care BathroomsminorStrategic or Co-development PartnerHome adaptation partnership providing bathroom modification services for elderly accessibility needs.
• Turners OakminorStrategic or Co-development PartnerCare home or living solutions partner offering additional care options when home care may not be suitable.
• Driving Miss DaisyminorStrategic or Co-development PartnerCompanion driving service partnership providing transport assistance for elderly individuals who no longer drive.
• Jelly DropsminorStrategic or Co-development PartnerHydration product partnership - Jelly Drops are bite-sized hydrogels designed to help people with dementia stay hydrated.
• Stories for LifeminorStrategic or Co-development PartnerLife story and reminiscence therapy partnership supporting dementia care through personalised story content.
• Wenthworth Lifestyle PartnershipminorStrategic or Co-development PartnerLifestyle services partnership providing additional support options for clients.
• Treefo / EcologiminorGTM or Marketing PartnerEnvironmental partnership through Feefo - for every customer review submitted, a tree is planted through Ecologi's tree-planting projects.
• Homecare AssociationcoreStrategic or Co-development PartnerAndrew Needham, CEO of Country Cousins/Trinity Homecare Group, elected to the Board of the Homecare Association as non-executive director, providing industry leadership and advocacy for the homecare sector.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Good Care Group: UK-based live-in care provider offering 24/7 managed and introductory live-in care to elderly clients nationwide. Direct competitor to Country Cousins in the UK live-in care introduction segment with overlapping customer base and service model.
• Helping Hands Home Care: One of the UK's largest home care specialists providing live-in, visiting, and complex care services. Directly comparable to Country Cousins in elderly live-in care delivery, carer matching, and nationwide UK coverage.
• Home Instead Senior Care UK: Major UK franchise network providing personalised in-home care for older adults, including live-in and dementia care. Competes with Country Cousins on elderly home-care matching and relationship-led service delivery.
• Bluebird Care: UK-wide home care provider offering visiting and live-in care for elderly and vulnerable adults. Comparable to Country Cousins in customer segment (elderly/family caregivers), service mix, and franchise-style distribution.
• Trinity Homecare: Sister company within Trinity Homecare Group, rated 'Outstanding' by the CQC. Provides fully managed, regulated live-in care and acts as the regulated care escalation route for Country Cousins' introductory clients; the most direct operational comparable in the Group.
• Right at Home UK: UK franchise network providing personal care, dementia support, and live-in care to elderly clients. Closely comparable in target customer (private-pay families), service offering, and relationship-led care model.
• Radfield Home Care: UK family-run home care franchise providing live-in, visiting, and dementia care. Comparable to Country Cousins in scale (multi-branch), elderly focus, and relationship-led service delivery model.

Broad incumbents

• Agincare: One of the largest independent UK care providers operating across home care, live-in care, and residential services. A broader incumbent with overlapping live-in care offering but much wider portfolio.

Emerging players

• Elder: UK-focused live-in care marketplace/platform connecting families with self-employed carers via a digital, transparent-pricing model. Represents the tech-enabled challenger model competing for the same private-pay family segment as Country Cousins.
• Cera Care: Tech-enabled UK home care provider using a digital platform and AI-driven carer matching to deliver elderly home care. Comparable to Country Cousins on service category and target customer but differentiated by technology layer and venture funding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TrinityHomecareGroup
• Facebookfacebook.com/CountryCousinsest1959
• LinkedInlinkedin.com/company/country-cousins-agency

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Country Cousins