Goodwin Healthcare Services

What Goodwin Healthcare Services does

Goodwin Healthcare Services is a family-run home healthcare and domiciliary care agency headquartered in Scunthorpe, North Lincolnshire, United Kingdom, founded in 2019. The company delivers personal care and specialist support services to individuals across North Lincolnshire, with service lines covering Support at Home, Specialist Support for complex medical conditions, End of Life and Palliative Care, and care for individuals with learning disabilities and mental health needs. The business is anchored to a single local authority footprint and holds a Care Quality Commission (CQC) rating of "Good," a regulatory credential that is publicly visible and operationally prerequisite for competing in UK regulated social care.

Operationally, the agency is led by founder Matthew Goodwin (Managing Director) alongside Gina Goodwin (NED/Registered Manager), Claire Millington (Executive Director), Anna Jezierska (Assistant Director/Registered Manager), and Karen Frankland (Assistant Director - Quality/Compliance/Strategy). Service delivery is carried out by a care worker workforce paid £12.41-£13.27 per hour, broadly aligned with UK National Living Wage and sector norms. The company is wholly family-owned, with no external investors, no parent entity, and no disclosed external funding.

The business model is fee-for-service home care delivery, with revenue generated per hour of care provided to private-paying individuals and publicly commissioned service users. Distribution and brand-building rely on local presence in North Lincolnshire and on community engagement initiatives such as the Community Brew events, which function as low-cost referral and trust-building channels rather than as a distinct revenue line. No technology platform, software product, or proprietary care-delivery system is described in the available information; the offering is fundamentally a people-led, locally delivered care service.

Name

Goodwin Healthcare Services

Legal name

Goodwin Healthcare Services Ltd

Website

https://goodwinhealthcare.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Goodwin Healthcare Services is a family-run home healthcare and domiciliary care agency in Scunthorpe, North Lincolnshire, providing personal care, specialist support, end-of-life care, and learning disability and mental health services to local residents since 2019.

Ownership category

akta.pro rank

Product category

Home Healthcare / Domiciliary Care

NAICS

Home Health Care Services (62161), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Personal Care / Non-Medical Home Care (Private Duty) (HLAFAEAB)

akta.pro secondary industries

Chronic Care & Complex Care Management (HSABAIAD), End-of-Life Emotional & Spiritual Support (Chaplaincy/Counseling) In-Home (HSABAFAH)

Keywords

• Domiciliary care services
• Home healthcare
• Complex clinical care
• Palliative care services
• Learning disabilities support

Headquarters

HQ city

Scunthorpe

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Domiciliary Care Services: Provides recurring home care services to individuals in their own homes. Services include personal care, medication support, meal preparation, household tasks, companionship, and specialist care for complex medical needs. Revenue is generated through care contracts with service users and their families, as well as partnerships with social and healthcare providers.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels5 records

Core offering

Goodwin Healthcare Services is a family-run home care agency that provides domiciliary care services to adults and children in their own homes across North Lincolnshire. Its core offerings include personal care (bathing, dressing, toileting), medication support, meal preparation, household tasks, companionship, and mobility assistance. It also delivers specialist complex clinical care (PEG/JEJ feeding, ventilators, suction, catheter and stoma care), end-of-life/palliative care, and learning disabilities and mental health care, partnering with local Social and Health Care providers.

Product overview

Goodwin Healthcare Services is a family-run domiciliary care company offering a unified portfolio of homecare services delivered by local carers in North Lincolnshire. The core service offering consists of Support at Home (personal care, medication support, companionship, and household assistance), Specialist Support (complex medical care including PEG feeding, ventilators, and catheter care), End of Life / Palliative Care, and Learning Disabilities & Mental Health Care. These services are complemented by Community Brew social events and a Volunteer Programme. All services share a common foundation of person-centred care philosophy, CQC compliance, and a team of over 60 years combined professional experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Support at Home Domiciliary care service providing personal care (bathing, dressing, toileting), medication support, meal preparation, household tasks, shopping and errands, companionship, mobility support, and appointment assistance to adults and children in their own homes across North Lincolnshire.
• Specialist Support Complex medical care for individuals with serious illness, injury or long-term conditions, including PEG and JEJ feeding, cough assist, breathing machines and ventilators, vagus nerve stimulation, suction machine care, and catheter and stoma care, delivered in service users' own homes with coordination alongside healthcare teams.
• End of Life / Palliative Care Compassionate end-of-life care providing symptom management, physical support, emotional comfort, and dignity for individuals in their final days, with collaboration with healthcare professionals and support for families during changing needs.
• Learning Disabilities & Mental Health Care Person-centred care for individuals with learning disabilities and mental health conditions, focused on independence, wellbeing, personal growth, social activities, community engagement, and respecting personal wishes and preferences.

Quantifiable outcome

• CQC rated 'Good' in January 2019 inspection
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Nurseplus Care at Home: UK home care provider delivering nurse-led complex care, personal care and live-in care. Comparable to Goodwin across both general domiciliary and clinical home care service lines, with overlapping customer segments.
• Home Instead Senior Care: One of the largest UK home care franchise networks, offering personal care, companionship, dementia and specialist support to adults in their own homes. Highly comparable to Goodwin in service model (non-medical and personal care), customer segment (elderly and adults needing home support), and referral-driven GTM.
• Right at Home UK: Network of locally owned UK home care offices providing companionship, personal care, dementia and specialist support. Directly comparable service mix (personal care, complex care, dementia) and similar locally-embedded operating model.
• Kare Plus: UK franchise network providing home care, complex care, dementia and supported living services. Operates with a similar franchise/local-office model and overlapping service portfolio to Goodwin, including specialist clinical packages.
• Bluebird Care: UK-wide home care franchise providing personal care, live-in care, dementia support and respite services in customers' own homes. Operates in local territories with similar direct-to-consumer plus referral GTM, mirroring Goodwin's model at national scale.
• Caremark: UK home care franchise providing personal care, dementia, learning disability, and end-of-life support. Highly comparable across Goodwin's full service portfolio, particularly the learning disabilities and complex care segments.
• Helping Hands Home Care: Major UK domiciliary care provider offering visiting and live-in care, complex care, dementia and palliative services across England and Wales. Directly comparable to Goodwin in personal care, complex clinical home support, and end-of-life service lines.

Emerging players

• Total Community Care: Specialist UK home care provider focused on complex clinical packages (ventilator, spinal injury, acquired brain injury). Highly comparable to Goodwin's Specialist Support offering in acuity and clinical capability, though serving a more narrowly defined complex-needs niche.

Broad incumbents

• Allied Healthcare: One of the UK's largest home care providers, offering personal care, complex care and live-in services nationally. Comparable service categories to Goodwin but operates as a broad incumbent rather than a local specialist.
• Prestige Nursing + Care: Established UK-wide home care provider offering both clinical (nursing-led) and personal care packages. Overlaps with Goodwin's specialist support and end-of-life lines but at significantly broader scale and geographic reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/goodwinhealthcare
• LinkedInlinkedin.com/company/goodwin-healthcare-services-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Goodwin Healthcare Services