What ND Care & Support does

ND Care & Support is a UK domiciliary care provider founded in 2010 and headquartered in Cardiff, Wales, operating as a wholly-owned subsidiary of the New Directions Group. It delivers personalised at-home care services to older people, children with additional needs, young adults with disabilities, and individuals requiring palliative or complex care across 11+ Welsh counties and Devon, England, through six local branch offices and a workforce of more than 350 care workers supporting 450+ individuals and their families. Service lines include at-home personal and domestic support, specialist complex and palliative care, community-based support, live-in care, and private self-funded packages, with service users commissioned either via Welsh local authority and health board framework agreements (notably a five-year Caerphilly 'Support at Home' contract) or directly through private-pay arrangements.

The company's operating technology centres on the PASSsystem, an electronic care-planning and team-communication platform providing real-time electronic visit monitoring and care notes, with care workers tagging in and out of each visit and records instantly available to branch offices. Revenue is generated through managed-service contracts with public-sector commissioners (local authorities and health boards) on multi-year framework agreements, supplemented by bespoke, quote-based private care packages billed monthly. The go-to-market combines enterprise-style tendering and relationship management with public-sector commissioners alongside direct-to-consumer marketing through the website, branch network, and community channels.

Revenue figures are not publicly disclosed, and no external funding rounds have been reported; growth has been funded organically through contract wins and reinvestment, supported by the diversified New Directions Group (established 1994) which provides shared recruitment, training, HR, and administrative services. Quality and regulatory positioning is a core commercial asset, evidenced by CIW registration with three branches at Excellent rating (2025), ISO 9001 and ISO 14001 certifications, Cyber Essentials Plus, and Investors in People Gold status.

Name

ND Care & Support

Legal name

ND Care & Support Ltd

Website

https://ndcare.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

ND Care & Support is a Cardiff-headquartered domiciliary care provider delivering bespoke at-home, specialist, community, and live-in care services across 11+ Welsh counties and Devon, serving 450+ individuals via local-authority contracts and private-pay arrangements.

Ownership category

akta.pro rank

Product category

Domiciliary Care Services

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 & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA)

akta.pro secondary industries

Palliative Care (Home-Based) Providers (HLAFAEAD), Down Syndrome & Intellectual/Developmental Disabilities (IDD) Childcare (HSAAAIAC)

Keywords

• Domiciliary care services
• Home care support
• Specialist complex care
• Live-in care services
• Community care support

Headquarters

HQ city

Cardiff

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government-funded care contracts: ND Care & Support provides domiciliary care services commissioned by local authorities and health boards under framework agreements. The company was awarded a five-year contract by Caerphilly Council and provides services across multiple Welsh local authorities under the Support at Home framework.
2. Private pay care services: Direct services to individuals and families who privately fund their own care packages. Services include live-in care, respite care, palliative care, and support for daily activities in the home.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

ND Care & Support provides personalised domiciliary care services across Wales and South West England, delivering bespoke care packages including at-home care, specialist complex and palliative care, community support, and live-in care to children, young adults, and older people. The service is delivered directly by employed care workers via a branch network, with care plans designed around individual needs rather than standardised offerings.

Product overview

ND Care & Support operates as a unified domiciliary care platform offering multiple interconnected service modules. The core offering comprises at-home care, specialist complex care, community support, and live-in care services, all delivered through bespoke care packages. The PASSsystem serves as an add-on technology module for electronic care planning and team communication. Services are available through public funding via local authorities and health boards, as well as private arrangements for self-funding clients.

Differentiator

Problem solved

Functional benefit

Products and services

• At Home Care & Support
• Specialist Care & Support
• Community Care & Support
• Live-in Care Services
• Private Care

Quantifiable outcome

• Three branches achieved Excellent inspection rating from Care Inspectorate Wales (CIW) in 2025
• +2 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Pride of Gwent AwardsminorGTM or Marketing Partner · 1 October 2023Headline sponsor of Pride of Gwent awards, an annual event hosted by South Wales Argus celebrating selfless people, groups and communities of Gwent. Sponsorship demonstrates commitment to community values and recognition of care sector achievements.
• Caerphilly CouncilcoreStrategic or Co-development Partner · 1 January 2021Five-year contract to provide 'Support at Home' care services to children throughout Caerphilly with additional care needs and their families. Complements existing agreement for domiciliary care services to adults under the Support at Home framework with option for five-year extension.
• Age Cymru DyfedcoreStrategic or Co-development Partner · 1 December 2020Partnership to provide support for vulnerable Carmarthenshire residents aged 50+ who were isolated during the COVID-19 pandemic. ND Care & Support delivered over 200 hours of support including companionship, practical assistance, and emotional support. Funded by Hywel Dda University Health Board's Community Mental Health Service and extended until September 2021.
• Caerphilly CouncilcoreStrategic or Co-development Partner · 1 November 2019Won tender for domiciliary care services in Caerphilly and Blaenau Gwent, providing adult care services under the Support at Home framework.
• Care Inspectorate Wales (CIW)coreOthersND Care & Support is a registered member of Care Inspectorate Wales, the regulatory body for social care services in Wales. Regular inspections and compliance requirements ensure quality standards are maintained.
• Social Care WalesminorOthersProfessional body for social care workers in Wales. ND Care & Support maintains relationships for training standards and sector development.
• New Directions GroupcoreOthersParent company providing shared services including recruitment, training, HR, and administrative support. New Directions Group is an award-winning group established in 1994 with operations in Education, Pharmacy, and Social Care recruitment.
• Educ8 TrainingcoreImplementation/ SI/ Consulting PartnerWork-based training provider delivering apprenticeships to ND Care & Support staff. Has helped over 100 staff complete qualifications including Health & Social Care (Levels 2-5), Administration, Advice and Guidance, and Leadership & Management. Partnership supports staff career progression from care workers to registered managers.
• Cardiff and Vale Domiciliary Providers AssociationminorOthersIndustry association for domiciliary care providers. Ken Price, Registered Manager at ND Care & Support Cardiff, serves as Chair of the association.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Caremark: UK domiciliary care franchise delivering personal care, dementia support, and complex care through a national branch network, including Wales. Competes head-to-head for council and private-pay packages.
• Alcedo Care: UK home care provider with significant Welsh and North West England presence, offering complex care, live-in care, and domiciliary support. Comparable on geographic overlap and full-service complex care offering.
• Right at Home UK: UK network of locally owned home care offices delivering companionship, personal care, and specialist support to older and disabled adults. Comparable on quality-focused, relationship-led home care model.
• Home Instead Senior Care UK: UK franchised home care provider specialising in personalised support for older adults, including dementia, personal care, and live-in care. Comparable on relationship-led, bespoke service model delivered through a branch network.
• Bluebird Care: UK franchised domiciliary care provider with extensive branch network across Wales and England, offering personal care, complex care, and live-in services. Direct competitor in Welsh local authority and private-pay markets.
• Prestige Nursing + Care: UK-wide provider of domiciliary care, complex care, and live-in care for adults and children, serving both council-commissioned and private clients. Comparable across full-service homecare and complex/specialist needs.
• Helping Hands Home Care: UK-wide domiciliary care and live-in care provider offering bespoke care packages to elderly and disabled individuals in their own homes. Highly comparable in service mix, private-pay and council-funded model, and bespoke package structure.

Broad incumbents

• Voyage Care: Large UK specialist provider supporting adults with learning disabilities, autism, and complex needs through supported living and home-based services. Comparable on the learning-disability and complex-needs segments of ND's offering, though operates more broadly across residential and supported living.

Emerging players

• Cera Care: Tech-enabled home care provider using digital tools for care planning, matching, and family updates at significant UK scale. Comparable on the technology-augmented homecare thesis, though more digitised and asset-light than traditional providers like ND.
• Total Community Care: UK specialist provider of complex and continuing care at home, including ventilated clients and paediatric complex care. Comparable on the higher-acuity specialist segment ND targets alongside its generalist offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ndcaresupport
• Facebookfacebook.com/ndcareandsupport

Compliance6 records

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 ND Care & Support