Belong Villages

What Belong Villages does

Belong Limited is a UK not-for-profit operator of integrated retirement communities — branded Belong Villages — serving older adults primarily across North West England. The organisation runs a network of purpose-built villages (eight operational, with a ninth at Birkdale scheduled for autumn 2026) that combine residential, nursing, and dementia care delivered in small households of up to 12 residents, independent living apartments, and shared village-centre amenities such as bistro, hair and beauty, and gym. Its underlying operating model is the small-household / community-nursing architecture: rather than segregating residents by acuity, nursing care is embedded in every household, allowing residents to 'age in place' without relocating when needs change. Belong also extends the village model outward through Belong at Home (home care services rated Outstanding or Good by the CQC), Experience Days (specialist day care), and an Admiral Nurse service delivered in partnership with Dementia UK. The flagship Belong Chester site houses the Ready Generations nursery on site, creating the intergenerational model that has driven coverage in The Guardian, The Times, ITV News Granada, and Bloomberg CityLab.

Belong's business model is fee-for-service care and housing, with revenue generated from recurring weekly care fees across residential, nursing, and dementia categories, plus rental-style fees for independent living apartments and ancillary income from home care, day care, and village-centre amenities. Pricing is not publicly disclosed and is determined per village based on care needs, room type, and funding source (self-funder vs. local authority). The organisation is structured as a Registered Society under the Co-Operative and Communities Benefit Societies Act 2014 (registration 27346R) and reinvests surpluses into care quality rather than distributing profits, with a headcount band of 1,001–5,000 employees. Distribution is asset-led and regional: each village acts as a physical hub and the surrounding catchment area is served by Belong at Home, supported by reputation-driven demand generation (9.8/10 homecare.co.uk rating, 785 carehome.co.uk reviews, and multiple national awards including the 2025 Senior Housing Awards and a 2026 Pearson National Teaching Award).

Name

Belong Villages

Legal name

Belong Limited

Website

https://belong.org.uk

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Belong Villages is a UK not-for-profit operator of integrated retirement communities serving older adults in North West England, delivering residential, nursing, and dementia care in small households, plus independent living apartments, home care, and day care across nine villages.

Ownership category

akta.pro rank

Product category

Residential Care Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Large Campus / Multi-Building Assisted Living Communities (HLADABAG)

akta.pro secondary industries

Standalone Memory Care Communities (Purpose-Built) (HLADACAA), Residential Hospice / Hospice House (Facility-Based) (HLADAHAC), Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL)

Keywords

• Residential care services
• Dementia care
• Nursing care
• Retirement communities
• Home care services

Headquarters

HQ city

Nantwich

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Residential and Nursing Care Fees: Revenue generated from residential care, nursing care, and dementia care services provided in household settings. Fees likely based on care needs and room type.
2. Apartment Living: Revenue from independent living apartments offering modern, spacious layouts with 24-hour emergency response.
3. Belong at Home Care Services: Home care services rated Outstanding or Good by CQC, operating in regions surrounding each village location.
4. Day Care and Experience Days: Specialist day care services offering meaningful experiences including classic film screenings, poetry reading, exercise sessions, local history and crafts to flower arranging.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Belong Villages is a not-for-profit network of integrated care villages in North West England providing residential care, nursing care, and dementia care in small household settings of up to 12 residents. The organization also operates Belong at Home home care services, day care (Experience Days), independent living apartments, and specialist Admiral Nurse dementia support across nine village locations.

Product overview

Belong Villages is a not-for-profit network of integrated retirement communities offering a comprehensive portfolio of care and housing services. The portfolio includes residential care and nursing care delivered through an award-winning household model (up to 12 residents per household), specialist dementia care supported by Admiral Nurses, home care services under the Belong at Home brand, day care (Experience Days), and independent living apartments. All villages combine these services with wellbeing programmes (intergenerational activities, arts, exercise, music) and village centre amenities (Bistro, Hair & Beauty, Gym) within a single community setting, enabling residents to 'age in place' without relocating as their care needs change.

Differentiator

Problem solved

Functional benefit

Brands

• Belong at Home: Award-winning home care service operating in regions surrounding each Belong village location. Rated Outstanding or Good by the Care Quality Commission.
• Belong Villages

Products and services

• Residential Care (Households)
• Nursing Care
• Dementia Care
• Belong at Home
• Day Care (Experience Days)
• Admiral Nurse Service
• Apartments (Independent Living)
• Integrated Retirement Communities
• Wellbeing Services
• Village Centre Amenities

Quantifiable outcome

• 9.8/10 average rating on homecare.co.uk
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Ready GenerationscoreStrategic or Co-development PartnerReady Generations operates the on-site nursery at Belong Chester, enabling the groundbreaking intergenerational care village where older people and young children live and learn together. From multi-generational choir to 'prambles' along the canal, and storytelling to dance workshops, the partnership creates unique opportunities for both generations.
• Dementia UKcoreStrategic or Co-development PartnerBelong employs specialist Admiral Nurses through partnership with Dementia UK. These nurses work with customers with dementia and advise their families on strategies to provide effective support.
• Royal College of NursingcoreStrategic or Co-development PartnerBelong has a learning agreement in place with the Royal College of Nursing which ensures good peer support and continued professional development for nurse teams.
• HammondCare (Australia)minorStrategic or Co-development PartnerBelong is a founding member of a global aged care alliance alongside Australia's HammondCare and US-based The Green House Project, advocating for wider adoption of small household models worldwide.
• The Green House Project (USA)minorStrategic or Co-development PartnerBelong is a founding member of a global aged care alliance alongside Australia's HammondCare and US-based The Green House Project, advocating for wider adoption of small household models worldwide.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Country Court Care:

Direct peers

• Hallmark Care Homes: Family-run operator of high-quality residential, nursing, and dementia care homes across the UK. Comparable mid-sized quality-focused positioning and overlapping service portfolio.
• Sanctuary Care: Not-for-profit arm of Sanctuary Group providing residential, nursing, dementia, and respite care across England. Comparable not-for-profit values-based care delivery to older adults.
• Avery Healthcare: Mid-sized UK operator of residential, nursing, and dementia care homes with a focus on quality-led design and premium environments. Closely comparable in positioning, quality orientation, and service mix to Belong.
• Sunrise Senior Living UK: UK arm of international senior living operator offering assisted living, dementia care, and residential services in premium settings. Comparable integrated community-style offering and quality orientation.
• MHA (Methodist Homes): Large UK not-for-profit provider of residential, nursing, dementia, and retirement living services. Closely comparable not-for-profit structure, values-based ethos, and elderly care focus.
• Anchor (Anchor Hanover): Major not-for-profit provider of retirement housing and care homes in England. Comparable as a large charity-sector operator offering housing with care, independent living, and residential services.

Broad incumbents

• HC-One: One of the UK's largest care home operators with ~270+ homes. Comparable as a major residential and dementia care provider across the UK; Belong differentiates through smaller household settings and intergenerational programming.
• Care UK: Major UK residential and nursing care provider with national footprint. Similar care services and customer demographic; larger scale and broader geographic reach than Belong.
• Bupa Care Homes: Large UK care home operator providing residential, nursing, and dementia care nationally. Comparable service portfolio and regulatory environment; Bupa has substantially greater scale than Belong.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Belongvillages
• Xx.com/Belongvillages
• LinkedInlinkedin.com/company/belong

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Belong Villages