Peninsula Care
Peninsula Care Services is a Newtownards-based independent provider operating five integrated healthcare service lines across Northern Ireland: domiciliary care, enhanced complex home care, healthcare staffing recruitment, an accredited training academy, and Access NI disclosure services. Founded in 2009, the company employs 180+ staff serving individuals, families, and healthcare facilities.
- Company typePrivate
- Founded2009
- HeadquartersNewtownards, United Kingdom
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Peninsula Care does
Peninsula Care Services is a Newtownards-headquartered, independent provider of integrated home healthcare and staffing services operating exclusively in Northern Ireland. Founded in 2009 by Director Jonny Cook, the company operates five interconnected service lines: Care at Home (RQIA-regulated domiciliary care for older adults and individuals with learning disabilities, dementia, physical disabilities, and mental health conditions), Enhanced Care Services (specialist clinical support at home including tracheotomy management, enteral feeding, ventilation, and palliative care), a Recruitment Agency (permanent and temporary placement of nurses, care assistants, and support workers into nursing homes, residential homes, supported living sites, day care centres, palliative/hospice settings, and hospitals), a Training Academy (accredited courses such as Dysphagia Awareness and Infection Control), and an Access NI Disclosure Service operating as a registered Umbrella Body.
The business generates revenue through four primary mechanisms: hourly-billed domiciliary care services invoiced weekly to local authorities, Direct Payment clients, Managed Budget holders, and private payers (usage-based); professional-services fees for permanent and temporary healthcare staffing placements; fees for accredited training programmes; and per-check transaction fees (£8-£40) for Access NI criminal record disclosures. Pricing is publicly disclosed for the disclosure service, and the care-at-home model is transparently described as weekly invoicing. The company has a distributed sales-led and direct-to-consumer go-to-market, engaging both institutional buyers (NHS Trusts, healthcare facilities) and individual families through referrals from health and social care trusts, GPs, and word-of-mouth.
The company employs 180+ staff across its Newtownards headquarters and a Belfast office, and is independently owned with no disclosed external funding or parent company. It is regulated by RQIA and recognised by UKHCA and IHCP. Technology infrastructure is described as standard healthcare staffing and domiciliary care delivery systems with no proprietary platforms, and no AI/ML capabilities are disclosed. Notable operational signals include 15+ years of continuous operation, multiple regional business awards (Healthcare Business of the Year 2016, Belfast Telegraph Outstanding Service to Business 2015, Best Company to Work For and Customer Service Excellence 2026), and an annual Heart of Peninsula Care industry awards programme launched in 2014.
Peninsula Care firmographics
Firmographics- Name
- Peninsula Care
- Legal name
- Peninsula Care Services
- Website
- https://peninsulacareservices.co.uk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Peninsula Care Services is a Newtownards-based independent provider operating five integrated healthcare service lines across Northern Ireland: domiciliary care, enhanced complex home care, healthcare staffing recruitment, an accredited training academy, and Access NI disclosure services. Founded in 2009, the company employs 180+ staff serving individuals, families, and healthcare facilities.
- Ownership category
- akta.pro rank
Peninsula Care industry classification
Industry- Product category
- Home Healthcare Services
- NAICS
- Home Health Care Services (62161), Home Health Care Services (6216), Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Home Care Staffing & Nurse Registry Services (HLAFAEAK)
- akta.pro secondary industries
- Caregiver Registry & Referral Services (HSABAMAA), Hospital/Facility-to-Home Caregiver Placement (HSABAMAC)
Keywords
Where Peninsula Care is headquartered
LocationHeadquarters
- HQ city
- Newtownards
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Peninsula Care business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Domiciliary Care Services: Hourly billed care services delivered in clients' homes, invoiced weekly. Revenue derived from local authority contracts, Direct Payments, Managed Budgets, and private pay clients.
- Healthcare Staffing Recruitment: Placement of nurses and care assistants in temporary and permanent positions across healthcare facilities including nursing homes, hospitals, and residential settings.
- Training Academy Services: Accredited training programmes for healthcare professionals including Dysphagia Awareness and Infection Control courses.
- Access NI Disclosure Services: Criminal record check services as a registered Umbrella Body, charging per check completed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Enhanced Disclosure Application |
| Transaction based/ take rate | Pay-as-you-go | Standard Disclosure Application |
| Transaction based/ take rate | Pay-as-you-go | Volunteers Application |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Peninsula Care product offering
Product offeringCore offering
Peninsula Care Services provides integrated home-based care, healthcare staffing, training, and AccessNI disclosure services across Northern Ireland. The company delivers domiciliary and complex specialist care to individuals in their own homes, places permanent and temporary nurses and care assistants into healthcare facilities, runs an accredited Training Academy for healthcare professionals, and operates as a registered Umbrella Body for AccessNI criminal record checks.
Product overview
Peninsula Care Services operates as a unified home healthcare platform offering five integrated service lines: Care at Home (domiciliary care for individuals with various care needs in their own homes), Enhanced Care Services (specialist clinical support including palliative care, tracheotomy management, enteral feeding, and ventilation assistance), Recruitment Agency (permanent and temporary healthcare staffing across NI), Training Academy (accredited training programmes for healthcare professionals), and Disclosure Service (AccessNI criminal record checks as a registered Umbrella Body). The services work together to provide comprehensive care solutions from recruitment through service delivery to compliance verification.
Differentiator
Problem solved
Functional benefit
Products and services
- Care at Home Domiciliary care services supporting individuals with learning disabilities, dementia, physical disabilities, mental health conditions, and older adults in their own homes, regulated by RQIA. Includes assistance with daily routines, personal care, medication support, meal preparation, and companionship, with hourly billing invoiced weekly and funding via Direct Payments, Managed Budgets, local authority contracts, or private pay.
- Enhanced Care Services Personalised in-home clinical support for individuals with complex care needs including palliative care, tracheotomy management, enteral feeding, and non-invasive ventilation, delivered by specialist-trained nurses and care workers. Enables people with complex conditions to remain safe and comfortable in their own homes and communities.
- Recruitment Agency Permanent and temporary healthcare staffing solutions placing skilled nurses, care assistants, senior care assistants, and support workers in nursing homes, residential homes, supported living, day care, palliative/hospice care, and learning disability support settings across Northern Ireland.
- Training Academy Accredited training programmes for healthcare professionals and care providers including Dysphagia Awareness, Infection Control, and other courses, with flexible in-person and on-site delivery at the company facility or client organisations. Supports QCF Level 2 and 3 qualifications, mandatory training, and ongoing professional development.
- Disclosure Service AccessNI criminal history checks delivered as a registered Umbrella Body, offering Standard (£24), Enhanced (£40), and Volunteer (£8) level checks on a pay-as-you-go basis. Helps organisations make safer recruitment decisions and ensure applicants are not barred from working with vulnerable groups.
Quantifiable outcome
- Nearly £4000 raised for Brainwaves NI charity in 2023
- +1 more outcomes
Companies that use Peninsula Care
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
Peninsula Care technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Peninsula Care partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Brainwaves NIminorCharity partner for which Peninsula Care raised nearly £4000 in 2023. The charity holds special significance for the company.
Scale indicators3 records
Recent moves10 records
Expansion highlights5 records
Peninsula Care competitors and assessment
Company assessmentDirect peers
- Cera Care: One of the UK's largest tech-enabled home care providers offering domiciliary care, complex care, and live-in care. Comparable to Peninsula Care in target customer (older adults, complex needs) and core service mix (home care delivery + recruitment of carers).
- Helping Hands Home Care: UK-wide home care specialist offering personal care, complex care, and live-in services. Direct competitor to Peninsula Care's Care at Home and Enhanced Care divisions, serving similar elderly and complex-needs client base across the UK.
- Home Instead Senior Care UK: Large UK home care franchise network focused on older adults needing support at home. Comparable business model to Peninsula Care's Care at Home division, with similar hourly-billed, regulated domiciliary care delivery and relationship-based service approach.
- Newcross Healthcare: UK healthcare staffing and home care provider placing nurses, carers, and support workers. Closely comparable to Peninsula Care's recruitment agency and care at home services, operating across permanent, temporary, and complex care placement.
- Prestige Nursing + Care: UK-wide home care and nursing staffing provider serving adults and children with complex needs. Direct peer across Peninsula Care's recruitment agency (nurse placements) and domiciliary care divisions.
- Bluebird Care: UK home care franchise network providing personal care, dementia care, and complex care in customers' homes. Direct competitor in the domiciliary care space with a similar local-franchise service model.
- Voyage Care: UK specialist provider of support for people with learning disabilities, autism, and complex care needs — both in their own homes and supported living settings. Highly comparable to Peninsula Care's complex care, supported living staffing, and learning disability support offerings.
- Totally plc: UK healthcare services group providing urgent care, planned care, and health staffing through brands like Totally Health and Vocare. Comparable as a multi-service UK health staffing and services platform with similar mix of temporary staffing and contracted service delivery.
Broad incumbents
- HC-One: Largest provider of residential, nursing, and dementia care in the UK with hundreds of care homes. While much larger and residential-focused, HC-One overlaps with Peninsula Care in elderly/dementia care staffing supply and complex care demand, representing a broader incumbent player in the same sector.
Others
- Sense: UK charity supporting people with complex disabilities including learning disabilities, autism, and deafblindness. Comparable to Peninsula Care's learning disability and complex care segments, though Sense operates supported living and day services rather than staff-placement and domiciliary care.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Peninsula Care social profiles
Digital presencePeninsula Care compliance and trust
Trust signalCompliance3 records
Peninsula Care financial estimates
Financial estimateRevenue estimate
Valuation estimate
Peninsula Care leadership team
Management profileNumber of profiles
Profiles9 records
Peninsula Care funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Peninsula Care M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Peninsula Care
What does Peninsula Care do?
Peninsula Care Services provides integrated home-based care, healthcare staffing, training, and AccessNI disclosure services across Northern Ireland. The company delivers domiciliary and complex specialist care to individuals in their own homes, places permanent and temporary nurses and care assistants into healthcare facilities, runs an accredited Training Academy for healthcare professionals, and operates as a registered Umbrella Body for AccessNI criminal record checks.
Is Peninsula Care a public or private company?
Peninsula Care is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Peninsula Care founded?
Peninsula Care was founded in 2009. It employs 51 to 100 people.
Where is Peninsula Care based?
Peninsula Care is headquartered in Newtownards, United Kingdom, in the Europe region.
How does Peninsula Care make money?
Four revenue lines are on record. Domiciliary Care Services are the primary driver. The others are healthcare Staffing Recruitment, training Academy Services and access NI Disclosure Services.
Who are Peninsula Care's main competitors?
Direct peers on record are Cera Care, Helping Hands Home Care, Home Instead Senior Care UK, Newcross Healthcare, Prestige Nursing + Care, Bluebird Care, Voyage Care and Totally plc. HC-One is listed as a broad incumbent. Sense is listed as an others.
Does Peninsula Care have an API?
No public API is recorded for Peninsula Care.
What industry is Peninsula Care in?
Peninsula Care's product category is Home Healthcare Services. Its primary akta.pro industry code is HLAFAEAK, Home Care Staffing & Nurse Registry Services, with a secondary code of HSABAMAA, Caregiver Registry & Referral Services. Its NAICS code is 62161 and its SIC code is 8082.