TrustedCare

What TrustedCare does

TrustedCare, operated by Search Care Ltd, is a UK-based online directory and referral platform connecting individuals and families seeking social care with registered care providers. Founded in 2011 and headquartered in the Oxford area, the platform covers six core care categories — care homes, nursing homes, home care, live-in care, respite care, and dementia care — and lists providers across the UK including Birmingham, London, Manchester, Leeds, Sheffield, Southampton, Oxford, Leicester, Derby and Coventry. Each provider profile includes specialisms, galleries, maps, CQC (Care Quality Commission) ratings, contact details and independent user reviews, and consumers can self-serve search the directory or receive free telephone and live chat support from a Care Adviser team available seven days a week.

The platform is a content-rich, web-based directory built on the Manhattan framework by external vendor Getme Limited, with no disclosed proprietary AI, mobile applications, or APIs. An extensive Help & Advice editorial library covers care costs, NHS funding contributions, dementia versus Alzheimer's distinctions and provider selection guidance, functioning as both an SEO asset and a consumer-education tool. A separate B2B sub-brand, TrustedCare Pro (trustedcarepro.co.uk), extends the offering to care providers and industry professionals.

TrustedCare operates a freemium, advertising-led business model. Consumers receive the directory and Care Adviser support free of charge; revenue is generated from care providers who pay to advertise and list their services on the platform, with optional enhanced visibility packages. The company is privately held, has not disclosed institutional funding, and operates at a headcount of 11-50 employees, consistent with a bootstrapped SMB services business.

Name

TrustedCare

Legal name

Search Care Ltd

Website

https://trustedcare.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

TrustedCare (operated by Search Care Ltd) is a UK-wide online directory and referral platform, founded 2011, that connects individuals and families with registered care homes, nursing homes, home care, live-in, respite and dementia providers, monetising through provider advertising while offering free Care Adviser support to consumers.

Ownership category

akta.pro rank

Product category

Senior Care Directory and Referral Platform

NAICS

Other Individual and Family Services (624190), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Caregiver Registry & Referral Services (HSABAMAA)

akta.pro secondary industry

Live-In Caregiver Placement & Matching (HSABAMAD)

Keywords

• Care service directory
• Elderly care referral
• Care home listings
• Home care providers
• Nursing home directory

Headquarters

HQ city

Chinnor

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Provider Advertising and Listings: TrustedCare generates revenue by listing care providers (care homes, nursing homes, home care agencies) on their online directory. Care providers pay to advertise their services on the platform to reach consumers actively searching for care. The platform also offers advertising packages for providers wanting enhanced visibility.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

TrustedCare is an online directory and referral platform that connects individuals and families seeking social care (care homes, nursing homes, home care, live-in care, respite care, and dementia care) with registered, CQC-regulated care providers across the United Kingdom. The platform provides free searchable provider profiles with CQC ratings, independent user reviews, specialisms, and contact details, supplemented by a free Care Adviser telephone support service available seven days a week and an educational Help & Advice content library.

Product overview

TrustedCare is a UK care service referral platform operating as a comprehensive online directory of checked, registered and reviewed care providers. The platform encompasses six core directories covering Care Homes, Nursing Homes, Home Care, Live-in Care, Respite Care, and Dementia Care services. Users can search for care providers by location, view specialisms, galleries, CQC ratings, and contact details. The platform also provides a Help & Advice content hub with articles on care costs, funding, and practical guidance. A free Care Adviser support service assists users in shortlisting suitable providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Care Homes Directory Online directory of checked, registered, and reviewed residential care homes across the UK, allowing consumers to search by location and view specialisms, galleries, maps, contact details, and CQC ratings.
• Nursing Homes Directory Comprehensive directory of UK nursing homes with detailed profiles, specialisms, and CQC ratings to help consumers find appropriate nursing care services.
• Home Care Directory Directory of home care providers offering visiting care, domiciliary care, and support services for individuals wishing to remain in their own homes.
• Live-in Care Directory Directory of live-in care services connecting individuals with carers who provide 24-hour care support in the client's own home.
• Respite Care Directory Directory of respite care providers offering short-term care services to provide relief for primary caregivers.
• Dementia Care Directory Specialized directory of care providers offering dementia-specific care services for individuals living with dementia.
• Care Adviser Support Service Free specialist Care Adviser team available seven days a week to help consumers shortlist suitable care providers and provide guidance on care options.
• Help & Advice Articles Educational content covering care home costs, nursing home fees, home care costs, dementia versus Alzheimer's, care funding, and practical guidance for care seekers.

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Elder: Elder is a UK live-in care specialist that combines a curated provider marketplace with its own care delivery, overlapping directly with TrustedCare's Live-in Care directory category while operating a hybrid marketplace-provider model.
• Carehome.co.uk: Carehome.co.uk is one of the UK's largest care home directories, listing tens of thousands of care homes, nursing homes, and home care providers with reviews and ratings. It competes directly with TrustedCare on directory traffic and provider advertising in the UK.
• Autumna: Autumna is a UK care directory and information site covering care homes, nursing homes, home care, and live-in care with adviser support. It is a direct directory competitor to TrustedCare with overlapping inventory and service categories.
• Care Sourcer: Care Sourcer is a UK care marketplace connecting families with home care, care homes, and nursing homes, with technology-enabled matching. It is a direct competitor to TrustedCare's directory and adviser-led shortlisting model.
• Lottie: Lottie is a venture-backed UK online marketplace connecting families with care homes and home care providers. It directly competes with TrustedCare in the care search and referral category, with overlapping inventory and a similar digital directory + advisory model.

Broad incumbents

• Age UK: Age UK is the UK's largest charity for older people, providing information, advice, and curated local services including care search support. It competes for the same consumer attention during the care search journey, though as a non-commercial resource.
• Home Instead: Home Instead is a global and UK-wide home care franchise network operating across numerous local territories. It is represented on TrustedCare's directory while also investing in its own lead generation and brand marketing.
• Cera Care: Cera Care is one of the UK's largest technology-enabled home care providers, offering hourly, overnight, and live-in care. It appears as a listed provider on TrustedCare while running its own substantial direct-to-consumer digital funnel.
• Helping Hands: Helping Hands is a major UK home care and live-in care provider with 30+ years of operation and 6,000+ carers. It is both a listed provider on TrustedCare's directory and a competing direct-to-consumer brand with its own national marketing and lead generation engine.
• A Place for Mom: A Place for Mom is the largest US senior care referral platform, operating a directory + adviser model that is the closest US analog to TrustedCare. Useful as a comparably-structured incumbent in a more mature market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TrustedCareUK
• Facebookfacebook.com/TrustedCare.co.uk
• LinkedInlinkedin.com/company/trustedcare-co-uk

Revenue estimate

Valuation estimate

Number of profiles

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 TrustedCare