Martha Trust

What Martha Trust does

Martha Trust is a UK registered charity (charity number 1067885, company number 3467406) founded in 1987 that provides lifelong residential care exclusively for adults with profound physical and multiple learning disabilities (PMLD). It is 'one of only a handful of providers specialising solely' in PMLD care and operates three purpose-built residential homes — Frances House and Martha House in Deal, Kent and Mary House in Hastings, East Sussex — under CEO Julie Gayler and Director of Fundraising and Marketing Alice Moir. Its core 'product' is residential care rather than a technology, differentiated by specialist capabilities including personalised communication plans using eye-gaze technology for non-verbal residents, state-of-the-art hydrotherapy pools at both the Deal and Hastings sites, and a comprehensive activities programme with accessible transport for community outings.

The business model is donation-led rather than commercial. Income is generated from a diversified mix of streams: care fees funded via local authority placements, public donations and regular giving, trusts and foundations grants (e.g. for activities and communications programmes), and a portfolio of signature fundraising events including Music on the Farm (held at Solley's Ice Cream Parlour, cumulatively £205,000 since 2018), Walmer & Kingsdown and Prince's golf days, car challenges (such as Bonkers in Barcelona), German Music Night, Christmas Fayre, the Dover District Lotto weekly online lottery and charity places in the TCS London Marathon. Acquisition is event-driven: referral pathways into the care service come from GPs, community nurses, care managers and families, while fundraising is driven by event participation, corporate sponsorship (Superior Healthcare Group is Headline Events Sponsor through 2026, Reclamet joined as Music on the Farm Headline Sponsor in 2025) and a recurring sponsor/volunteer base (Swiss Re, The Keaveney Group, The King's Head, Big Shot Golf Society/Neil Pretty).

The operating footprint is regional (Kent and East Sussex) with no offices or services outside that geography. Headcount is in the 51–100 band. No M&A, equity funding rounds, regulatory actions, material leadership turnover, or restructuring events are disclosed. Governance is via a Board of Trustees and the charity is an independent entity with no parent company or subsidiaries.

Name

Martha Trust

Legal name

Martha Trust

Website

https://marthatrust.org.uk

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

51–100 employees

Short description

Martha Trust is a UK charity founded in 1987 providing lifelong residential care exclusively for adults with profound physical and multiple learning disabilities, operating three purpose-built homes in Deal, Kent and Hastings, East Sussex, funded primarily through donations, events and grants.

Ownership category

akta.pro rank

Product category

Specialist Disability Residential Care

NAICS

Residential Intellectual and Developmental Disability Facilities (623210), Services for the Elderly and Persons with Disabilities (624120), Other Residential Care Facilities (6239)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro industry

PRIMARYHLADABAH

Faith-Based / Nonprofit Assisted Living Providers

Healthcare & Life Sciences/Elder Care & Long-Term Care/Assisted Living Facilities

Keywords

• Residential care services
• Disability care homes
• Specialist therapies
• Hydrotherapy services
• Charity fundraising

Headquarters

HQ city

Deal

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: The charity relies heavily on public donations, regular giving, and fundraising activities to support its operations and care services.
2. Event Fundraising: Major annual events including Music on the Farm, Golf Days, Car Challenges, German Music Night, London Marathon, and community events generate significant fundraising revenue.
3. Dover District Lotto: Weekly online lottery with tickets costing £1 per week. 50% of ticket sales go directly to Martha Trust, with 20% to community fund, 20% to prizes, and 20% to running costs and VAT.
4. Christmas Cards and Merchandise: Sale of Christmas cards (packs of 10 for £3.25) and other branded merchandise through the online shop.
5. Trusts and Foundations Grants: Grants from trusts and foundations that support specific programmes including activities and communications.
6. Car Challenge Sponsorship: Sponsorship from participants in car challenges who pledge to raise minimum sponsorship (e.g., £1,600 for Bonkers in Barcelona) with aim for at least £1,100 per car to go towards Martha's work.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Martha Trust provides lifelong residential care for adults with profound physical and multiple learning disabilities (PMLD) across three purpose-built homes in Deal, Kent and Hastings, East Sussex. The care is enriched by a specialist therapies and activities programme (including hydrotherapy) and a personalised communications programme built around eye gaze technology for non-verbal residents. The charity is funded through donations, fundraising events, lotteries, grants, corporate sponsorships, and merchandise sales.

Product overview

Martha Trust is a UK charity providing lifelong residential care exclusively for adults with profound physical and multiple learning disabilities (PMLD). The organization operates three purpose-built homes in Deal, Kent and Hastings, East Sussex, offering a unified care service enriched by specialist therapies, a communications programme (including eye gaze technology), and comprehensive activities including hydrotherapy. The core offering is residential care services rather than a technology product.

Differentiator

Problem solved

Functional benefit

Products and services

• Lifelong Residential Care Lifelong residential care for adults with profound physical and multiple learning disabilities (PMLD), providing a secure, nurturing, and joyful place to call home at three purpose-built homes in Deal, Kent and Hastings, East Sussex.
• Communications Programme Personalised step-by-step communication plans for non-verbal residents, including eye gaze technology that enables residents to interact with carers and loved ones through a computer.
• Specialist Therapies and Activities Programme Comprehensive activities programme including state-of-the-art hydropools at Deal and Hastings, enabling residents to engage in therapeutic water activities, outings, and individual physiotherapy programmes designed by professionals.

Quantifiable outcome

• Music on the Farm has raised £205,000 over 7 years
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Superior Healthcare GroupcoreGTM or Marketing Partner · 4 March 2026Superior Healthcare Group serves as Martha Trust's Headline Events Sponsor for 2026, supporting events including German Music Night, Golf Days, Bonkers in Barcelona car challenge, and Music on the Farm. They also provide employee volunteering opportunities. Partnership founded on shared values around care for people with complex health needs.
• Superior Healthcare GroupcoreGTM or Marketing Partner · 1 January 2016Partnership began in 2016 when CEO Stewart Thorp joined the Rome or Bust car challenge. Superior Healthcare has since sponsored Music on the Farm and become Headline Events Sponsor in 2023, 2024, 2025, and 2026.
• Solley's Kentish Ice CreamcoreGTM or Marketing PartnerLong-term partner hosting Martha's Music on the Farm at their Ice Cream Parlour since 2018. Has helped raise £205,000 over seven years. Family members have participated in car challenges. Continues as food vendor at events.
• Superior Healthcare GroupcoreChannel Partner/ Reseller/ DistributorAs a healthcare provider focused on people with complex health needs, Superior Healthcare works with local care homes including Martha Trust to ensure sufficient skilled carers and nurses.
• The Keaveney GroupminorGTM or Marketing PartnerThe Keaveney Group first participated in Monte Carlo Madness car challenge in 2022 and has since taken part in two more car challenges raising £31,000. Their team also volunteered to replace decking at Martha's homes in Deal.
• The King's HeadminorGTM or Marketing PartnerLocal pub co-hosting Music4Martha Deal since 2016, regular participants in charity golf days as hole sponsors, and team members taking part in car challenges. James Stiles has participated in seven car challenges.
• Big Shot Golf Society and Neil PrettyminorGTM or Marketing PartnerFounder Neil Pretty has supported Martha since 2017 at Prince's Golf Day. Through golf fundraisers, has raised £13,515 to support people with profound disabilities.
• ReclametminorGTM or Marketing PartnerJoined as Headline Sponsor of Music on the Farm 2025. Also contributing auction prizes and pledged to repair and maintain Martha's two oldest minibuses free of charge until new buses can be funded.
• Swiss ReminorGTM or Marketing PartnerCorporate volunteer partner since 2021, demonstrating how corporate volunteering can make a tangible difference in the lives of individuals with profound disabilities.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sense: UK charity supporting people with complex disabilities including those who are deafblind or have PMLD. Directly comparable specialist complex-disability care and communication-support provider.
• SeeAbility: UK charity supporting people with learning disabilities, autism and sight loss through specialist residential and community services. Overlaps with Martha Trust's PMLD-plus-complex-needs resident profile.
• Hesley Group: Specialist provider of residential care, education and supported living for adults and children with autism, learning disabilities and complex needs. Directly comparable specialist care operator with similar resident complexity.
• Lifeways: UK provider of supported living and residential care for adults with learning disabilities, autism and complex needs. Comparable operating model, resident population and referral-driven go-to-market.
• MacIntyre: UK charity providing lifelong learning, care and supported living for people with learning disabilities and autism. Comparable non-profit residential-care provider with similar fundraising model.
• Hft (formerly Home Farm Trust): UK charity providing residential and supported living for people with learning disabilities, including PMLD. Directly comparable specialist learning-disability care provider of similar scale and non-profit model.
• United Response: National UK charity supporting people with learning disabilities, autism and mental health needs through residential and community services. Comparable in mission and operating geography to Martha Trust.
• Voyage Care: UK provider of specialist residential care for people with learning disabilities, autism, brain injuries and complex needs. Directly comparable specialist care operator with similar resident profiles.

Broad incumbents

• National Autistic Society: UK charity providing residential services, education and advocacy for autistic people, some of whom have co-occurring learning disabilities. Broader incumbent with overlapping referral pipeline but wider mission scope.
• Mencap: UK's largest learning-disability charity, providing supported living, residential care and advocacy. A broader incumbent that overlaps with Martha Trust's PMLD resident base but operates at national scale across a much wider portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/marthatrust
• Facebookfacebook.com/MarthaTrust
• LinkedInlinkedin.com/company/martha-trust

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 Martha Trust