Guild Care

What Guild Care does

Guild Care is a registered charity (No. 1044658) and company limited by guarantee (No. 3021390) headquartered at Methold House, North Street, Worthing, UK, operating continuously for 90+ years since 1933. It delivers social care services across Sussex to over 3,000 local people annually, organised around three core service lines: residential and nursing care across three care homes (Caer Gwent, a luxury elderly care home; Haviland House, a specialist dementia care home; and Linfield House, a residential nursing and dementia care home); community-based day services including dementia day services at Haviland House, learning disability services at the Fitzalan Howard Centre and Treehouse Club (for ages 8-18), Creating Connections social programming for older people via the Community Hub at Holland House, and befriending and support groups; and ancillary services including home care, post-hospital support, and a community transport fleet covering 63,000+ miles per year.

The organisation runs no proprietary technology platform; service delivery is traditional in-person social care supported by standard off-the-shelf tooling such as Mailchimp for email outreach and an eBay storefront for online charity shop sales. There are no disclosed APIs, SDKs, AI capabilities, or proprietary digital products; the technology footprint is characterised by website content marketing, active social media channels (Facebook, LinkedIn, Instagram, TikTok, Twitter), and digital donation processing rather than any built software stack.

Guild Care's revenue model is a hybrid typical of UK regional care charities: (i) self-pay and local-authority care home fees from the three residential homes, (ii) statutory commissioning income from West Sussex County Council for dementia day services, learning disability services, and respite care, with eligibility tied to middle or higher rate Disability Living Allowance, (iii) per-session fees for the Treehouse Club (£30-£45 per session depending on support level), (iv) retail gross margin from 11+ charity shops and superstores across Sussex (including the Greenhouse 20,000 sq ft superstore and Woods Way warehouse store), (v) donations and fundraising appeals including the 'Pay for a Day' initiative and corporate sponsorships, and (vi) subsidised or free transport service. The customer mix spans government commissioners, self-funding families, individual service users across four primary segments (older people, people living with dementia, children and adults with learning disabilities, and unpaid carers), high-volume charity-shop consumers, and individual/corporate donors. Growth is organic and tied to facility expansion rather than fundraising rounds, with no equity or debt capital signals disclosed in the data.

Name

Guild Care

Legal name

Guild Care

Website

https://guildcare.org

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Guild Care is a Worthing-based registered charity operating an integrated social care continuum including three care homes, dementia and learning disability day services, community transport, and 11+ charity shops, serving over 3,000 older people, dementia patients, and individuals with learning disabilities across Sussex annually.

Ownership category

akta.pro rank

Product category

Social Care Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities (623311), Nursing and Residential Care Facilities (623), Services for the Elderly and Persons with Disabilities (624120), Home Health Care Services (6216)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051), Services-Home Health Care Services (8082), Services-Social Services (8300)

akta.pro primary industry

Memory Care Units within Assisted Living Communities (HLADACAB)

akta.pro secondary industries

Luxury / High-End Assisted Living Communities (HLADABAD), Dementia & Alzheimer’s Respite Care (HSABAGAF), Dementia Personal Care (ADLs) Support (HSABAEAB), Hospice Care in Assisted Living / Residential Care Facilities (HLADAHAE), Social Adult Day Care (Non-Medical Supervision & Activities) (HSABANAA), Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK)

Keywords

• Social care services
• Residential care homes
• Dementia day services
• Learning disability support
• Charity retail operations

Headquarters

HQ city

Worthing

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Charity Shop Retail: Guild Care operates 11+ charity shops and superstores across Sussex (including Worthing, Littlehampton, Goring, Southwick, Rustington, Horsham, Hove, Crawley). These shops sell donated second-hand goods including clothing, furniture, books, toys, and bric-a-brac. Proceeds fund community services.
2. Donations and Fundraising: The charity receives monetary donations from individuals, corporate supporters, and community fundraising activities. Special campaigns include the 'Pay for a Day' initiative and direct donation appeals.
3. Government-Funded Care Services: Guild Care receives funding from West Sussex County Council for providing care services including dementia day services, learning disability services, and short breaks (respite care). Families receiving middle or higher rate Disability Living Allowance can access funded services.
4. Care Home Fees: Guild Care operates three care homes (Caer Gwent, Haviland House, Linfield House) providing residential, nursing, dementia, and palliative care. Fees are paid by self-funding residents or through local authority arrangements.
5. Transport Service Fees: Community transport services are provided free or at subsidized cost to help service users access care facilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

Guild Care is a registered charity and not-for-profit social care provider operating since 1933 in Worthing, West Sussex. It delivers an integrated continuum of social care including three residential care homes (Caer Gwent, Haviland House, Linfield House), dementia and learning disability day services, home care, community programs for older people (Creating Connections), community transport, and a network of 11+ charity shops and superstores whose proceeds fund the charitable services.

Differentiator

Problem solved

Functional benefit

Brands

• Guild Care: The primary brand name of the organization operating social care services, care homes, day services, and charity retail across Sussex.

Products and services

• Caer Gwent Care Home

Quantifiable outcome

• 861 free group sessions for older people annually
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Wall Bros Carpets & FlooringminorGTM or Marketing Partner · 1 January 2025Wall Bros Carpets & Flooring has supported Guild Care since the 1950s (8 decades), demonstrating long-term corporate community partnership and charity champion status.
• West Sussex County CouncilcoreStrategic or Co-development PartnerWest Sussex County Council provides funding and commissioning for Guild Care services including dementia day services, learning disability services (Treehouse Club), and short breaks/respite care. This is a core funded relationship supporting service delivery to residents.
• West Sussex LibrariesminorStrategic or Co-development PartnerWest Sussex Libraries partners with Guild Care's Creating Connections Book Club, providing books in multiple formats (audiobooks on CD, large print, paperback, hardback) to support members.
• Drusillas ParkminorStrategic or Co-development PartnerTreehouse Club summer outings include visits to Drusillas Park for children with learning disabilities, providing accessible recreational experiences.
• SEND Local Offer West SussexminorStrategic or Co-development PartnerGuild Care's Treehouse Club is part of the SEND Local Offer West Sussex, a directory of services for children with special educational needs and disabilities.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Hamberley Care Homes: UK operator of luxury care homes offering residential, nursing, and dementia care with premium amenities. Comparable to Guild Care's Caer Gwent high-end offering.
• Dementia UK: UK charity providing specialist dementia nurse (Admiral Nurse) services and family support. Comparable specialist focus on dementia care and unpaid carer support, though service delivery differs.

Direct peers

• Bluebird Care: UK franchise network delivering home care and live-in care services to older people and adults with disabilities. Comparable home care service model for vulnerable adults in their own homes.
• Age UK West Sussex: Local Age UK branch providing social support, befriending, and information services for older people in West Sussex. Directly comparable community-led model for elderly services in the same geography.
• The Fremantle Trust: Not-for-profit charity operating care homes, extra care housing, and day services for older people and those with dementia in southeast England. Comparable charity-led residential and community care model.
• Jewish Care: UK charity operating care homes, community services, and day centers for older people and those with dementia. Comparable integrated charity operating model with similar service mix and resident profile.

Broad incumbents

• Care UK: One of the UK's largest private care home operators running residential, nursing, and dementia care homes. Comparable care home operating model though as a for-profit, national-scale provider.
• Alzheimer's Society: National UK charity focused on dementia support, research, and care services. Comparable focus on dementia care and carer support though at significantly larger national scale.
• Barchester Healthcare: Major UK private operator of residential and nursing care homes, including dementia specialist units. Comparable care home services for older adults, though commercial rather than charity operator.
• Sussex Community NHS Foundation Trust: Statutory NHS provider delivering community health and social care services across Sussex. Comparable as a regional care provider serving overlapping populations, though larger and publicly funded.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/GuildCare
• Facebookfacebook.com/guildcare
• LinkedInlinkedin.com/company/guild-care
• Instagraminstagram.com/guild_care
• TikToktiktok.com/@guildcare

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries10 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 Guild Care