Dementia Support

What Dementia Support does

Dementia Support is a UK charitable company limited by guarantee (founded 2014, headquartered in Tangmere, West Sussex) that operates the Sage House Model — an integrated dementia care hub bringing multiple services under one roof. The flagship Sage House Tangmere, opened May 2018 by Sophie, Duchess of Edinburgh, delivers Wayfinding (information and one-to-one support from pre-diagnosis to end of life), Day Breaks respite care, therapeutic activities, personal care, support groups, a community café, and co-located NHS Memory Assessment Services provided by Sussex Partnership NHS Foundation Trust.

The underlying "technology" is a service-delivery and care-integration model rather than a software platform, packaged into a five-pillar Replication Toolkit (Built Environment, Services, Partnerships, Resources, Marketing & Fundraising, Training & Quality) for adoption by other communities. A 2022 academic evaluation by the University of Chichester found the model delivers 38% lower care costs (£1,722 per person per year) and significantly higher life satisfaction, wellbeing, and quality of life outcomes relative to standard care. The charity is separately partnered with the University of Oxford on early-stage AI technology development for carers.

Dementia Support is funded through donations, charitable grants (e.g., Greenham Trust, Goodwood Charity of the Year 2023-2024), service delivery contracts with the NHS and local authorities, and capital appeals; services are free at point of use. The National Ambitions Programme, launched July 2022, is replicating the Sage House Model in Horsham, Worthing, West Berkshire, and Guildford. The charity is governed by a Board of Trustees including a Chair with 28 years of Citigroup corporate finance and risk management experience, and operates with 11-50 employees.

Name

Dementia Support

Legal name

Dementia Support

Website

https://nap.dementiasupport.org.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Dementia Support is a UK charity operating the Sage House Model, an integrated dementia care hub delivering Wayfinding support, Day Breaks respite, activities, and co-located NHS Memory Assessment Services under one roof, with a National Ambitions Programme replicating the model regionally.

Ownership category

akta.pro rank

Product category

Dementia Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Social Services (8300)

akta.pro primary industry

Dementia Care Coordination & Care Planning (HSABAEAJ)

akta.pro secondary industries

Post-Diagnosis Transition & Hospital-to-Home Dementia Support (HSABAEAL), Dementia & Alzheimer’s Respite Care (HSABAGAF), Dementia Personal Care (ADLs) Support (HSABAEAB), Dementia Companion & Engagement Care (HSABAEAA), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Dementia care services
• Respite care services
• Memory assessment services
• Carer support services
• Community care hubs

Headquarters

HQ city

Tangmere, Chichester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: The charity raises funds through capital appeals, regular donors, community support, and community ownership models. Sage House Tangmere cost £1.7 million to open including building refurbishment and 6-month operating budget.
2. Charitable Grants: Funding from trusts and foundations such as Greenham Trust supporting replication in West Berkshire. The Goodwood Estate selected Dementia Support as Charity of the Year for two consecutive years.
3. Service Delivery Contracts: Partnerships with NHS and local authorities for co-located services including Memory Assessment Services. Services provided under one roof with multiple funding sources integrated.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Dementia Support operates the Sage House Model, an integrated dementia care hub that consolidates multiple services under one roof for people living with dementia and their carers. Services include Wayfinding (information, advice and support from pre-diagnosis through end of life), Day Breaks respite care, therapeutic activities, personal care, support groups, a community café (Daisy' Café), and community outreach, alongside co-located NHS Memory Assessment Services. The charity also runs a National Ambitions Programme to replicate the Sage House Model in other UK communities.

Product overview

Dementia Support operates the Sage House Model, a single integrated dementia care hub platform that consolidates multiple services under one roof. The core offering consists of the Sage House Model framework with trademarked services including Wayfinding (information/advice from pre-diagnosis to end-of-life), Day Breaks (respite care), Activities, Personal Care, Support Groups, Daisy' Café, and Community Outreach, plus NHS Memory Assessment Services integration. The company also offers a Replication Toolkit for communities wanting to adopt the model nationally.

Differentiator

Problem solved

Functional benefit

Products and services

• Sage House Model Integrated dementia care hub model that brings together local dementia services under one roof, putting the person with dementia at the centre. Combines Wayfinding, Day Breaks, Activities, Personal Care, Support Groups, Daisy' Café and Community Outreach with co-located NHS Memory Assessment Services, and is designed to be replicated in other UK communities through a supported replication programme.
• Wayfinding Comprehensive information, advice and support service for families affected by dementia. Named Wayfinders provide one-to-one support, help navigating health and social care systems, accurate information, emotional support, and future planning assistance across the full dementia journey.
• Day Breaks Regular respite care service for people living with dementia providing 3:1 personalised care from trained staff. Includes wellbeing and therapeutic activities such as reminiscence, seated chair exercise, therapy animals, reading aloud, and singing.
• Activities Therapeutic and wellbeing activity sessions designed for people living with dementia, providing structured engagement, social connection, and meaningful day-time occupation within the Sage House hubs.
• Personal Care Personal care facilities including bathing, hairdressing, and therapies provided in a dementia-friendly accessible environment, often delivered in partnership with local hair and holistic therapy businesses within the Sage House hubs.
• Support Groups Peer support groups for people living with dementia and their carers to connect with others facing similar experiences, share coping strategies, and reduce social isolation.
• Daisy' Café Community café described as the heart of the Sage House hub, providing a welcoming social space for people living with dementia, their families, carers, and the wider local community.
• Community Outreach Outreach services that extend Sage House support into the wider local community, reaching people affected by dementia who may not be able to visit the physical hub.

Quantifiable outcome

• 38% cost reduction compared to standard care (£1,722 per person per year savings)
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, core, strategic and minor.

• Goodwood EstateflagshipGTM or Marketing Partner · 1 January 2023Selected Dementia Support as Charity of the Year for two consecutive years (2023-2024). Raises funds and provides access to iconic events and venues. The Duke of Richmond is also a Patron of Dementia Support.
• University of ChichestercoreStrategic or Co-development Partner · 28 July 2022Undertook 18-month academic evaluation of the Sage House Model starting in 2022. Evaluation found 38% cost reduction (£1,722 per person per year) and improved quality of life outcomes. Also partners on other research projects.
• Sussex Partnership NHS Foundation TrustcoreStrategic or Co-development PartnerWorking closely with the Dementia Assessment Service, co-located within Sage House Tangmere to provide diagnostic services. This partnership enables integrated care with continuous collaboration keeping people with dementia central to the process.
• University of OxfordstrategicTechnology or IntegrationWorking in partnership on development of new AI technology aimed at improving support and information provided to carers of people living with dementia.
• Social FinancestrategicStrategic or Co-development PartnerPartnered on test and learn project taking outcomes-focused approach to improving care for older people with dementia. Now exploring ways of scaling interventions to improve quality of life and deliver savings to health and social care economy.
• Citizens AdvicecoreChannel Partner/ Reseller/ DistributorPartner organization providing advice services within Sage House hub, filling gaps in care and reducing stress on individuals and carers through co-location.
• Local SolicitorsminorChannel Partner/ Reseller/ DistributorPartner organizations providing legal advice services within Sage House hub for dementia-related matters such as Lasting Power of Attorney and care planning.
• Local Financial AdvisorsminorChannel Partner/ Reseller/ DistributorPartner organizations providing financial advice services within Sage House hub for dementia-related financial planning.
• Local Hair and Holistic Therapy BusinessesminorChannel Partner/ Reseller/ DistributorPartner businesses providing personal care services including hairdressing and holistic therapies within Sage House, part of the integrated service offering.

Scale indicators12 records

Recent moves10 records

Expansion highlights5 records

Others

• Social Finance: UK social impact organization that designs outcomes-based contracts and Pay-for-Success models for social services - already a partner of Dementia Support exploring outcomes-based scaling, making it an adjacent enabler for capital-light replication.

Direct peers

• Independent Age: UK charity providing free, impartial advice on care, money, and wellbeing for older people and their families - directly comparable to the Wayfinding service in providing one-to-one navigation of health and social care systems.
• Alzheimer's Society: The UK's largest dementia charity, providing information, support services, research funding, and a national Dementia Connect programme offering one-to-one advice and local services - the most directly comparable peer given overlapping dementia support mission and UK-wide reach.
• Tide (Together In Dementia Everyday): UK charity led by and for carers of people with dementia, providing peer support, training, and advocacy - directly comparable target beneficiary (carers) with overlapping support group and information services.
• Dementia UK: UK dementia charity operating the Admiral Nurse specialist dementia nursing service providing one-to-one family support, plus virtual and in-person clinics - closely comparable to Sage House's Wayfinding model and emphasis on integrated clinical-adjacent support.
• Carers Trust: UK charity supporting unpaid carers (including dementia carers) through a network of local carer services and Carer Passport schemes - directly comparable in serving the same primary persona (carers/family members of people with dementia) with similar localized support hubs.

Broad incumbents

• Age UK: The UK's largest charity for older people, providing advice, local services, befriending, and information across the country - a broader incumbent addressing similar elderly populations with overlapping information/advice and local-hub models.
• Barchester Healthcare: One of the UK's largest care home operators running dementia-specialist residential and nursing facilities - broader incumbent operating at scale in the same dementia care space but via residential rather than community-hub model.
• Home Instead Senior Care: Large UK franchised home care provider specializing in dementia and elderly personal care at home - serves overlapping dementia population with ADL support, bathing, and companionship services comparable to Sage House's Personal Care offering.

Emerging players

• Memory Lane Games: UK dementia engagement technology provider offering reminiscence-based games and activities for people living with dementia - emerging player focused on the activity/engagement component that overlaps with Sage House's Activities programme.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dementiasupport

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Dementia Support