Veritas Care

What Veritas Care does

Veritas Care is a UK-based introductory agency that connects families in the United Kingdom and Ireland with vetted live-in carers for elderly and chronically ill clients. Founded in 2011 and headquartered in Basingstoke, the company operates a matching platform (described as non-proprietary) where clients undergo a free online care assessment, are contacted by a client relationship specialist, and then select from candidate carers whose profiles are forwarded for client choice. Once introduced, carers work directly for the client in the client's own home on a 24-hour basis, providing companionship, personal care, medication support, meal preparation, mobility assistance, and condition-led care (dementia, Alzheimer's, Parkinson's, stroke, MS).

The company's core offering is its caregiver introduction service, priced at £826/week in the UK and €756/week in Ireland — approximately 40% below UK average care rates. The cost advantage is structurally derived from sourcing caregivers primarily from Poland. Supporting tools include a free Care Assessment form and a Live-in Care Cost Calculator on the website. Veritas Care maintains an 11-50 employee headcount, has served over 20,000 families cumulatively, and holds a self-reported 4.7/5 rating across 248 customer votes. Memberships span UKHCA, Live In Care Association, Dementia Friends, SOLLA, AOHT, National Dignity Council, and Live In Care Hub.

Revenue is generated through fees on caregiver introductions and ongoing placements (professional services model). GTM is sales-led and direct-to-consumer: phone-based intake (7 days/week, 8am-7pm), website-based care assessment forms, and content-driven organic SEO via a 300+ article blog, supplemented by Facebook, LinkedIn, and YouTube. The company holds no disclosed patents, no AI/ML capabilities, no app, and has no recorded funding rounds, M&A, or leadership changes.

Name

Veritas Care

Legal name

VERITAS CARE LTD

Website

https://veritascare.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Veritas Care is a Basingstoke-headquartered introductory agency that matches UK and Irish families with vetted, Poland-sourced live-in carers for elderly and chronically ill clients, operating a non-proprietary matching model priced at £826/week.

Ownership category

akta.pro rank

Product category

Live-in Home Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Home Health Care Services (62161), Home Health Care Services (621610)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050)

akta.pro industry

PRIMARYHSABAHAB

Live-In Care (Single Caregiver, 24-Hour Presence)

Home & Personal Services/Elder Care & In-Home Care Services/Live-In & 24/7 In-Home Care

SECONDARYHSABAEAB

Dementia Personal Care (ADLs) Support

Home & Personal Services/Elder Care & In-Home Care Services/Dementia & Alzheimer’s In-Home Care

SECONDARYHLADAGAG

Dementia/Alzheimer’s In-Home Care (Non-Medical)

Healthcare & Life Sciences/Elder Care & Long-Term Care/Non-Medical In-Home Care & Personal Care

SECONDARYHLADALAF

Dementia/Alzheimer’s Care Management & Behavioral Support

Healthcare & Life Sciences/Elder Care & Long-Term Care/Senior Care Coordination & Case Management (Geriatric Care Management)

SECONDARYHSABAGAF

Dementia & Alzheimer’s Respite Care

Home & Personal Services/Elder Care & In-Home Care Services/Respite Care Services

Keywords

• Live-in care services
• Elderly home care
• Caregiver introduction agency
• Dementia home care
• Care staffing services

Headquarters

HQ city

Basingstoke

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Caregiver Introduction Services: Veritas Care operates as an introductory agency, charging fees for connecting families with live-in carers. The agency introduces vetted caregivers to clients who then employ the carers directly. Once a carer is introduced, they work independently for the client, providing personalized care.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Veritas Care is an introductory care agency that connects families and individuals in the UK and Ireland with vetted, self-employed live-in carers who provide 24-hour personalized elderly care in the client's own home. Services encompass companionship, personal care, medication assistance, meal preparation, mobility support, and specialized condition-led care for dementia, Alzheimer's, Parkinson's, stroke, and MS. Pricing starts from £826 per week in the UK and €756 per week in Ireland.

Product overview

Veritas Care operates as an introductory agency providing live-in home care services across the UK and Ireland. The core offering is a matching service that connects families with qualified live-in carers who provide round-the-clock personalized support in the client's own home. Services include companionship, personal care, medication administration, domestic duties, meal preparation, and specialized condition-led care for dementia, Alzheimer's, Parkinson's, stroke, and other conditions. The company offers supporting tools including a Care Assessment Tool for client profiling and a Cost Calculator for pricing estimates. Live-in care prices start from £826 per week in the UK and €756 per week in Ireland, with the company claiming rates up to 40% lower than traditional care providers through their caregiver sourcing model.

Differentiator

Problem solved

Functional benefit

Products and services

• Live-in Home Care Services An introductory agency service that connects families with vetted, self-employed live-in carers who provide 24-hour personalized care in the client's own home, including companionship, personal care, medication assistance, meal preparation, mobility support, and specialized support for conditions such as dementia, Alzheimer's, Parkinson's, stroke, and MS. Pricing starts from £826 per week in the UK and €756 per week in Ireland.

Quantifiable outcome

• Prices up to 40% lower than average UK care rates
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• UKHCA (United Kingdom Homecare Association)coreStrategic or Co-development PartnerUKHCA is a membership body representing homecare providers across the UK. Veritas Care is a member, indicating adherence to industry standards and codes of practice for homecare services.
• Live In Care HubcoreStrategic or Co-development PartnerA directory and resource hub for live-in care services. Veritas Care is listed as a member, providing visibility and credibility within the live-in care sector.
• Dementia FriendscoreStrategic or Co-development PartnerPart of the Alzheimer's Society initiative to change perceptions of dementia. Veritas Care staff are Dementia Friends trained, demonstrating commitment to quality dementia care.
• Society of Later Life Advisers (SOLLA)minorStrategic or Co-development PartnerA membership body for financial advisers who specialize in later life planning, including care funding advice. Connection supports clients seeking guidance on care financing options.
• AOHT (Association of Health Professionals)minorStrategic or Co-development PartnerProfessional association for health professionals. Membership indicates adherence to professional standards in healthcare staffing and recruitment.
• Live In Care AssociationcoreStrategic or Co-development PartnerIndustry body specifically for live-in care providers. Veritas Care is a member based in Basingstoke, demonstrating commitment to industry standards.
• National Dignity CouncilminorStrategic or Co-development PartnerOrganization promoting dignity in care. Membership reflects commitment to dignified care practices and respect for elderly clients.

Scale indicators5 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Consultus Care & Nursing: UK live-in care agency providing 24-hour carers and nurses to clients in their own homes. Directly comparable on service offering, target customer, and UK geographic focus, operating both introductory and managed models.
• Elder: UK-based live-in care comparison and matching platform connecting families with self-employed carers across the country. Directly comparable to Veritas Care in introductory agency model, target customer (elderly families), and pricing approach, though Elder operates more as a tech-enabled marketplace.
• Carefound Home Care: UK home care provider specializing in elderly live-in and visiting care across Yorkshire and the North West. Comparable in target customer and service offering, with similar fully managed employment model rather than introductory.
• The Good Care Group: UK live-in care specialist offering 24-hour home care for elderly including dementia and complex conditions. Directly comparable as a UK-focused live-in care provider, though operates as a fully managed/employer model rather than introductory.
• Promedica24: One of Europe's largest live-in care providers, sourcing carers primarily from Poland and Eastern Europe to serve UK and other European markets. Highly comparable to Veritas Care on caregiver source geography, service model, and target demographic.
• Helping Hands Home Care: Long-established UK home care provider offering both visiting and live-in care services for elderly and complex needs. Directly comparable in UK home care for elderly, though operates as a regulated managed provider with employed carers.

Broad incumbents

• Home Instead Senior Care: Global franchise network providing personalized in-home care services for seniors across the UK and internationally. Comparable in elderly home care services and UK presence, but offers a broader suite of visiting and personal care rather than specializing in live-in.
• Bluebird Care: UK franchise network providing personal and domestic care services including elderly live-in care. Comparable in elderly home care market, with broader portfolio of visiting care services rather than specialist focus on 24-hour live-in.

Emerging players

• Cera Care: Tech-enabled UK home care provider using AI-driven matching and employed carer model to deliver in-home elderly care. Comparable on target market and service category, but differentiates through technology platform and venture funding rather than introductory agency model.

Regional players

• Independent Living Assistance: Ireland-based live-in home care provider offering 24-hour care services for elderly and disabled clients. Comparable in elderly live-in care service and Irish market presence, serving the same Irish customer base Veritas Care addresses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=Sp7QWREF9hc
• Facebookfacebook.com/liveincareveritas
• LinkedInlinkedin.com/company/veritas-care-ltd

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 Veritas Care