What Adopt a Grandparent does

Adopt a Grandparent is a UK registered charity (No. 1208584) founded in 2019 by Shaleeza Hasham that operates a Virtual Companionship Programme pairing residents of UK care homes with volunteers of all ages for regular one-to-one video calls. The service is provided at no cost to care homes, residents or volunteers; the organisation is funded by individual donations, community fundraising and corporate sponsorship. As of 2025, more than 400 UK care homes are registered with the programme and 159 older people have been matched for weekly calls, supported by 365 new volunteers recruited in the 2024/25 period alone.

The core product is an AI-assisted video-call platform developed in partnership with Together.ly. It performs interest- and language-based matching between volunteers and residents, monitors emotional engagement during calls, and embeds safeguarding infrastructure with a dedicated safeguarding partner (Say So). The platform sits on top of a community ecosystem that includes founding care operator CHD Living, sector bodies Care England and NAPA, the Duke of Edinburgh Award, and care-home listing site carehome.co.uk, and was recognised with the 2025 National Dementia Care Awards Intergenerational Activity Award (jointly with CHD Living).

The business model is philanthropic and non-commercial. Revenue comes from individual giving (notably the Power 250 programme at £250 per resident per year, where £4.80 funds a single weekly call), four-tiered corporate sponsorship packages (£500 Friend, £1,500 Bronze, £5,000 Silver, £10,000 Gold per annum), Charity of the Year corporate partnerships, grants (e.g., £750 from the Kori Community Fund), and community fundraising events. In the year to August 2025 the charity raised more than £80,000 through these combined channels. The headquarters is in Godalming, Surrey, and the team numbers 1–10 employees supplemented by an extensive volunteer base.

Name

Adopt a Grandparent

Legal name

Adopt a Grandparent

Website

https://adoptagrandparent.org.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Adopt a Grandparent is a UK charity that pairs care home residents with volunteers for free, weekly one-to-one video calls. It funds the programme through individual donations, tiered corporate sponsorships and grants, and operates an AI-assisted matching and safeguarding platform built with Together.ly.

Ownership category

akta.pro rank

Product category

Intergenerational Companion Befriending Services

NAICS

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

SIC

Services-Social Services (8300)

akta.pro primary industry

Companionship & Social Engagement Visits (HSABAAAA)

akta.pro secondary industries

Conversation, Cognitive Stimulation & Activity Facilitation (HSABAAAB), Elder Services & Aging Support (BPAGAEAF), Companion Care & Social Support (non-clinical) (HLADAGAB)

Keywords

• Intergenerational companionship
• Elderly loneliness support
• Care home volunteering
• Video call befriending
• Social isolation charity

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: Individual donations through JustGiving platform and Power 250 campaign. Care homes and community members fundraise through events, with £4.80 funding one weekly call and £250 funding a full year of companionship.
2. Corporate Sponsorship: Four-tiered sponsorship packages (Friend £500, Bronze £1,500, Silver £5,000, Gold £10,000) offering logo placement, event invitations, volunteer opportunities, and social media recognition over 12-month periods.
3. Charity of the Year Partnerships: Corporate partnerships where companies select Adopt a Grandparent as their annual charity, supporting through fundraising and awareness raising (e.g., Principle Care Homes 2026, Kori Construction £750 donation).
4. Corporate Grants: Funding from corporate grant-giving foundations aligned with the charity's mission to reduce loneliness and prevent social isolation.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Adopt a Grandparent runs a free Virtual Companionship Programme that matches UK care home residents with volunteers of any age for regular one-to-one, safeguarded video calls designed to reduce loneliness and social isolation. The service is delivered via an AI-powered video call platform (co-developed with Together.ly) that performs interest-based matching, monitors emotional engagement, and supports safeguarding. The programme is free for care homes and volunteers, with funding raised through the Power 250 individual donor campaign, four corporate sponsorship tiers, Charity of the Year partnerships, community fundraising, and grants.

Product overview

Adopt a Grandparent is a UK charity offering a free Virtual Companionship Programme that pairs care home residents with volunteers for regular one-to-one video calls. The programme is complemented by the Power 250 funding movement and four sponsorship tiers (A Friend at £500, Bronze at £1,500, Silver at £5,000, and Gold at £10,000) that support the charity's mission to bridge generations and end loneliness.

Differentiator

Problem solved

Functional benefit

Products and services

• Virtual Companionship Programme The core programme that pairs care home residents with volunteers of all ages for regular, one-to-one, safe and secure video calls that bring joy, conversation and companionship. Free for UK care homes, residents and volunteers to join.
• Power 250 Individual donor funding programme where £250 a year funds one older adult's weekly video calls for a full year (52 conversations); £4.80 funds one weekly call and £20 funds one month of calls for a resident.
• Corporate Sponsorship Programme Four-tiered corporate sponsorship offering (Friend £500, Bronze £1,500, Silver £5,000, Gold £10,000 over 12-month periods) that provides businesses with logo placement, event invitations, volunteer opportunities, social media recognition, and Charity of the Year-style engagement.

Quantifiable outcome

• 60% of care home residents receive no visitors
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

26 partnerships are on record, tiered core and supporting.

• Care ShopcoreGTM or Marketing Partner · 11 May 2025Leading supplier of care home equipment and supplies became Gold Sponsor in May 2026. Partnership funds companionship for older people and creates employee volunteering opportunities. Care Shop will showcase Adopt a Grandparent at their Annual Conference in Liverpool.
• Care EnglandcoreStrategic or Co-development Partner · 1 January 2025Largest and most diverse representative body for independent providers of adult social care in England. Partnership supports sector advocacy and institutional credibility.
• Care Campaign for the Vulnerable (CCFTV)coreStrategic or Co-development Partner · 1 January 2025Independent national not-for-profit dedicated to safety in care. Partnership announced June 2025 to champion emotional wellbeing in social care alongside CCFTV's transparency and safety mission.
• NAPA (National Activity Providers Association)coreStrategic or Co-development Partner · 1 January 2025Dedicated to championing the importance of activity, engagement and overall wellbeing. Partnership enriches social engagement in care homes.
• carehome.co.ukcoreGTM or Marketing Partner · 1 January 2024UK's number one care home listing and reviews site. Sponsor supporting awareness raising. During Loneliness Awareness Week, hundreds of care homes joined through carehome.co.uk's promotion.
• Say SocoreImplementation/ SI/ Consulting Partner · 1 January 2024Safeguarding partner helping ensure reporting processes are clear, strong and accessible. Say So provides simple reporting form for the Adopt a Grandparent community to raise concerns safely.
• The Duke of Edinburgh AwardcoreStrategic or Co-development Partner · 1 January 2023Official approved volunteering activity for the DofE Award. Students can adopt their very own grandparent while working towards a prestigious award. Opens programme to young volunteers aged 14+.
• CHD LivingcoreStrategic or Co-development Partner · 1 January 2019Family-run care group and founding partner since 2019. CHD Living helped shape the programme as a founding partner, embedding Adopt a Grandparent into the heart of its homes. Results include residents like Gay (living with dementia) rediscovering confidence and Jin (Korean-speaking) reconnecting with his identity.
• CollierssupportingGTM or Marketing PartnerLeading diversified professional services and investment management company. Sponsored Autumn Drinks event raising £15,000. Director Max Broadbent personally motivated by experience with his grandfather.
• Puma Property FinancesupportingGTM or Marketing PartnerProperty finance company providing flexible funding solutions. Continues sponsorship to combat loneliness and foster meaningful intergenerational relationships.
• iBC HealthcaresupportingGTM or Marketing PartnerSpecialist provider for individuals with complex care needs. Became Gold Sponsor with £10,000 donation to help tackle loneliness in care homes.
• Irwin MitchellsupportingGTM or Marketing PartnerOne of the largest full-service law firms in the UK. Business Development Manager Emma Curtis serves as charity ambassador, advocating for Adopt a Grandparent in the later living and care sector.
• Herrington CarmichaelsupportingGTM or Marketing PartnerPrivate client solicitors supporting as sponsors. Employee Steph volunteered after learning about the charity through firm's sponsorship.
• ProsperwellsupportingGTM or Marketing PartnerUK's leading care sector digital marketing agency. Founder Tobi Alli-Usman regularly speaks at care sector conferences about the initiative.
• AutumnasupportingGTM or Marketing PartnerUK's most detailed elder care directory. Proud supporter from inception, directing prospective volunteers to care homes seeking virtual visits especially during COVID.
• Spectrum CaresupportingGTM or Marketing PartnerLeading buying consortium for care homeowners and professionals. Chairman Arif Pradhan recognises initiative as invaluable for enhancing quality of life for elderly community.
• Downs SolicitorssupportingGTM or Marketing PartnerSurrey-based legal services provider with over 180 years heritage. Delighted to support bringing friendship and hope to those feeling lonely.
• Fulcrum CaresupportingGTM or Marketing PartnerCare home support consultancy helping with CQC regulations and operational matters. Champions mission to tackle loneliness and connect older adults with younger volunteers.
• Chalcot CaresupportingGTM or Marketing PartnerHealthcare recruitment company dedicated to transforming standards of care. Partners with charities sharing commitment to quality and compassion.
• Commercial AccelerationsupportingGTM or Marketing PartnerHelps care homes maximise occupancy by enhancing customer experience. CEO Ali Powell recognises power of human connection in brightening residents' lives.
• Stage FinancialsupportingGTM or Marketing PartnerWealth management firm specialising in later life and retirement planning. Founder Howard Morgan considering becoming a volunteer himself.
• Trust HiresupportingGTM or Marketing PartnerPermanent recruitment partner for health, social care, and housing sectors. Aligns with core principle of 'Being Human' through support of AAG.
• ArcsupportingTechnology or IntegrationIT managed services provider with 175 staff supporting 1,000+ businesses. Provides technology partnership supporting the charity's digital infrastructure.
• SES WatersupportingGTM or Marketing PartnerCorporate partner that presented £7,000 donation to Adopt a Grandparent at an event. Example of utility company social value engagement.
• Principle Care HomescoreGTM or Marketing PartnerSelected Adopt a Grandparent as Charity of the Year for 2026. Partnership supports through fundraising and awareness raising across the year ahead.
• Liverpool FC FoundationsupportingGTM or Marketing PartnerMoved by resident Michael's passion for Liverpool FC and the friendship developed through the programme. Offered visit to Anfield Stadium and Museum.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Age UK: Largest UK charity supporting older people with services including befriending, advice, and campaigns. Comparable because it operates the well-known Age UK Befriending Service, though its scope spans many elder services beyond companionship.
• Royal Voluntary Service: UK charity deploying volunteers in hospitals and the community, including befriending and companion support for older people. Comparable because it operates large-scale volunteer-led social support programmes for older adults.
• Independent Age: UK charity providing advice, befriending, and support for older people. Comparable because its volunteer-led friendship services target the same loneliness-and-isolation problem as Adopt a Grandparent.
• Alzheimer's Society: UK charity supporting people with dementia and their carers through services, information, and companion programmes (e.g., Side by Side). Comparable because it serves the dementia-affected care home population and runs volunteer befriending initiatives.

Direct peers

• Re-engage: UK charity (formerly Contact the Elderly) that organises befriending and social connection for older people. Highly comparable as it provides volunteer-driven companionship to reduce loneliness in later life, operating on a similar non-medical companion-care model in the UK.
• The Silver Line Helpline: UK charity offering a free helpline and befriending service for older people. Comparable because it tackles loneliness in older adults through regular volunteer contact, although delivery is via telephone rather than video.
• Friends of the Elderly: UK charity focused on reducing loneliness and isolation among older people through befriending and wellbeing services. Directly comparable as a niche, volunteer-driven companion-care organisation.

Others

• Befriending Networks: UK umbrella body supporting befriending services for older and vulnerable people. Comparable as an enabling organisation in the same companion-care ecosystem, though it operates as a network/charity membership body rather than direct service delivery.
• Campaign to End Loneliness: UK-based organisation dedicated to research, policy, and advocacy on loneliness in older adults. Comparable thematically as it operates in the same loneliness-reduction space and connects research to interventions like Adopt a Grandparent.
• Togetherly (Together.ly): Technology partner that built the AI-powered video call platform Adopt a Grandparent uses. Comparable as the technology infrastructure provider enabling intergenerational connection services in the companion-care space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/people/Adopt-a-Grandparent/61550044870363
• Instagraminstagram.com/adoptagrandparentuk
• LinkedInlinkedin.com/company/adopt-a-grandparent

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Adopt a Grandparent