Miranda Smith Personal Homecare

What Miranda Smith Personal Homecare does

Miranda Smith Personal Homecare is a privately held, New Zealand–owned home care agency founded in 1999 by Miranda Smith, headquartered in Ponsonby, Auckland. The company delivers personalised in-home care services to elderly individuals, people living with dementia, clients requiring palliative or end-of-life care, post-operative recovery patients, and family caregivers needing respite. Core services comprise four lines — Home Care Visit and Assessment, Personal Home Care, Respite Care, and Specialised Home Care (which itself encompasses palliative care, sleepover/24-hour care, and dementia care) — coordinated via a free in-home assessment and personalised care plan, with services ranging from a few hours per week to 24-hour live-in support. Operationally, the company runs a phone-based intake (0800 600 026) backed by seven regional offices across the North and South Islands (Auckland, Waikato, Bay of Plenty, Hawke's Bay, Manawatu, Wellington, Canterbury), with Registered Nurse oversight in each region and a dedicated OnCall team providing 24/7 after-hours support.

The business model is private-pay hourly in-home care, with personalised quote-based pricing following assessment and no publicly disclosed rate card. Go-to-market is sales-led and referral-driven: regional teams conduct in-home assessments, while a network of more than 17 partnerships — including Hospice NZ, Alzheimer's NZ, Dementia NZ, St John, ACC, Age Concern, Stroke Foundation NZ, Office for Seniors, and Eldernet NZ — provides top-of-funnel referrals. Headcount is reported in the 51–100 range, and the technology layer is described as a standard phone-based scheduling and care-coordination platform with no specialised proprietary systems. The founder also operates Karitane, a registered-trademark specialist nanny agency supporting mothers and babies, as a sister company under the same family ownership, extending the care-service portfolio.

Name

Miranda Smith Personal Homecare

Legal name

Miranda Smith Personal Homecare

Website

https://mshomecare.co.nz

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Miranda Smith Personal Homecare is a privately held New Zealand home care agency, founded in 1999 and headquartered in Auckland, delivering personalised in-home personal, respite, dementia, and palliative care across seven regional offices to elderly individuals, people with dementia, and post-operative patients.

Ownership category

akta.pro rank

Product category

Home Healthcare Services

NAICS

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

Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB), In-Home Respite Care (Hourly/Short-Shift) (HSABAGAA), In-Home Personal Hygiene Support (Non-Medical) (HSABABAI)

Keywords

• Home care services
• Elderly care
• Dementia care
• Palliative care
• Respite care

Headquarters

HQ city

Ponsonby

HQ country

New Zealand

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. In-Home Care Services: Private pay home care services billed based on hours of care provided. Services range from a few hours per week to full-time 24-hour care. Pricing is personalised based on care needs, with initial assessment and quote provided before service commencement. No public pricing is disclosed; costs are quoted following individual assessment.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Miranda Smith Homecare provides personalised, private-pay in-home care services for elderly individuals, people living with dementia, those requiring palliative or end-of-life care, and post-operative recovery patients across New Zealand. Services include in-home assessment and personalised care planning, companionship, daily living support (meal preparation, medication reminders, mobility, personal hygiene), respite care for family caregivers, 24-hour live-in care, sleepover and night duty. Care is delivered by employed caregivers under Registered Nurse oversight through seven regional offices.

Product overview

Miranda Smith Homecare is a private home care service operating as a unified service offering rather than a platform-plus-modules architecture. The company provides four main service categories: Home Care Visit and Assessment (initial evaluation and care planning), Personal Home Care (daily living support including companionship, medication management, and personal hygiene), Respite Care (temporary relief for caregivers), and Specialised Home Care (advanced care for complex needs). Specialised Home Care encompasses three sub-services: Palliative and End of Life Care, Sleepover and 24-Hour Home Care, and Dementia Care. All services are tailored to individual client needs, preferences, and lifestyles through a personalised assessment process, with care available from a few hours per week to 24-hour coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Care Visit and Assessment Initial home visit and assessment service for prospective clients and their families across New Zealand, where local team members evaluate care needs and preferences, and create a personalised care plan that matches the client with suitable caregivers.
• Personal Home Care Elderly care service providing companionship, meal preparation, medication reminders, mobility assistance, personal hygiene support, and nursing care delivered in clients' homes with dignity and discretion.
• Respite Care Short-term temporary care providing relief for primary family caregivers, available from a few hours through overnight support to 24-hour care, including post-operative recovery support such as sleepover, night duty, medication pickup and reminders, rehabilitation plan support, and hospital discharge assistance.
• Specialised Home Care Advanced home care for clients with complex needs, including palliative and end-of-life care, 24-hour care, sleepover shifts, night duty, and dementia care. Care is delivered by trained caregivers supported by Service Coordinators and overseen by a Registered Nurse, working in coordination with hospice, GPs, and community health services.

Quantifiable outcome

• Reputation for providing excellent service continues unchanged since establishment in 1999
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• St JohncoreStrategic or Co-development PartnerHealthcare and emergency services partnership providing ambulance and first response support integration with home care services for clients requiring coordinated healthcare support.
• Age ConcerncoreStrategic or Co-development PartnerPartnership with advocacy organisation for older New Zealanders, sharing commitment to quality care and support for elderly individuals remaining at home.
• Stroke Foundation NZminorStrategic or Co-development PartnerCollaboration supporting clients recovering from stroke, providing specialised home care that complements stroke rehabilitation services.
• Alzheimer's NZcoreStrategic or Co-development PartnerPartnership providing specialised dementia care, with caregivers trained to support clients living with different types of dementia diagnosis.
• Arthritis NZminorStrategic or Co-development PartnerCollaboration supporting clients with arthritis, providing assistance with mobility, daily tasks, and pain management at home.
• Hospice NZcoreStrategic or Co-development PartnerKey partnership for palliative and end-of-life care, working closely with hospice teams to ensure seamless, compassionate support for clients remaining at home.
• Eldernet NZminorChannel Partner/ Reseller/ DistributorInformation and referral channel targeting older New Zealanders and their families seeking residential and home care options.
• Dementia NZcoreStrategic or Co-development PartnerPartnership providing specialised dementia care services, supporting clients and families living with dementia to maintain quality of life at home.
• Freedom Medical AlarmsminorChannel Partner/ Reseller/ DistributorReferral partnership for medical alarm systems, providing clients with additional safety and emergency response capability in their homes.
• Cancer Society NZminorStrategic or Co-development PartnerPartnership supporting clients undergoing cancer treatment, providing home care assistance during treatment and recovery phases.
• Carers NZminorStrategic or Co-development PartnerPartnership supporting family caregivers, providing resources and respite care options for those caring for loved ones at home.
• Office for SeniorsminorStrategic or Co-development PartnerGovernment partnership supporting older New Zealanders, aligning with government initiatives for aged care and senior support services.
• ACCminorStrategic or Co-development PartnerPartnership supporting clients with accident-related care needs, providing home-based rehabilitation and support services under ACC programmes.
• Motor Neurone Disease NZminorStrategic or Co-development PartnerPartnership providing specialised care for clients with motor neurone disease, adapting support as the condition progresses.
• Health and Disability CommissionerminorStrategic or Co-development PartnerCompliance and advocacy partnership ensuring services meet health and disability standards and consumer rights requirements.
• Grown UpsminorChannel Partner/ Reseller/ DistributorReferral channel through lifestyle magazine/platform targeting older adults and their families seeking care and support services.
• Gerontology NZminorStrategic or Co-development PartnerProfessional association partnership supporting best practices in ageing and aged care through evidence-based approaches.
• KaritanecoreOthersSpecialist nanny agency also owned by Miranda Smith, focused on supporting mothers and babies with trusted, nurturing care. The two businesses operate under the same family ownership.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Geneva Healthcare: NZ provider of home support, community nursing, and aged care services, including personal care, dementia support, and palliative care. Directly competes with Miranda Smith across most service categories and regions.
• Access Community Health: Large NZ home and community support provider delivering personal care, respite, and specialised support services to elderly and disabled clients. Operates nationwide with overlapping service lines and customer segments.
• Healthcare NZ: One of New Zealand's largest home and community support services providers, offering personal care, respite, and aged care services directly comparable to Miranda Smith's portfolio. Operates nationwide with a similar referral-driven model and similar service categories.
• Nurse Maude: Christchurch-based community nursing and home support provider offering palliative care, personal care, and aged care services across the South Island. Comparable to Miranda Smith's Canterbury region and similar service mix.
• Presbyterian Support (Enliven): NZ not-for-profit providing aged care, home support, and community services across multiple regions. Competes with Miranda Smith for elderly in-home support clients, particularly where government funding intersects with private-pay demand.

Broad incumbents

• BUPA New Zealand: Global healthcare group with significant aged care and home support operations in New Zealand. Broad incumbent offering personal care and aged services across both residential and home-based settings, competing with Miranda Smith for premium elderly clients.

Others

• Carers NZ: NZ advocacy and support organisation for family carers, listed as a Miranda Smith partner. Relevant ecosystem peer as it shapes referral flows and policy environment for the in-home care sector.
• St John New Zealand: Healthcare and emergency services organisation that is both a strategic partner of Miranda Smith and an adjacent provider of community health programmes. Useful peer for understanding healthcare ecosystem positioning in NZ.
• Eldernet NZ: NZ information and referral directory for aged care services, including home care providers. Functions as a channel partner for Miranda Smith and a useful comparator for how families discover and choose home care services.

Regional players

• BlueCare (Australia): Large Australian in-home and community aged care provider offering personal care, dementia support, and respite services. Closest Australasian analogue to Miranda Smith's private home care model, though operating across the Tasman rather than within NZ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

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 Miranda Smith Personal Homecare