The Bill House

What The Bill House does

The Bill House is a single-site, premium residential care home located in a Grade II listed 1907 Arts & Crafts building on top of Selsey Bill, West Sussex, with English Channel views across to the Isle of Wight. It is operated as part of Park Group, the family-owned care business founded in 1986 by nurses Lawrence and Diane Alexander and now run day-to-day by their sons Oliver, Adam, and Sven. The legal operating entity is Alexander Park Homes Limited, a private UK limited company focused exclusively on elderly care delivery at this site. The Bill House was fully reimagined and reopened in 2022 as a modern care home, blending heritage architecture with state-of-the-art facilities.

The facility offers a unified portfolio of care services - residential care, specialist dementia care (including early onset support), palliative care, day care, and respite care - delivered by 24/7 on-site practitioners and staff trained up to NVQ Level 5 with very low turnover. Accommodation is structured into three named room tiers: The Morris Room (premium, en-suite, Channel views), The Baillie Scott Room (mid-tier, larger standard rooms, many with sea views), and The Pugin Room (standard courtyard-facing). Differentiated on-site facilities include an Annie Guilfoyle-designed award-winning dementia garden, a Rose Garden, a Sea Lawn, the 2022-installed HydroSpa hydrotherapy bath, an on-site hair salon, multiple social spaces (Arches, Lounge, Library, Club, Conservatory, Snug), and IDDSI-accredited dysphagia-compliant dining presented to look like ordinary meals.

Revenue is generated through monthly subscription-style care fees billed directly to residents and families following individual pre-admission assessments, supplemented by a small set of managed-services extras such as chiropody, hairdressing, and external appointment accompaniment. The go-to-market motion is direct-to-consumer, anchored by the company website, a downloadable brochure, an SEO/content-driven blog called The Journal covering dementia care topics, an open-door visitation policy, and referrals from GPs and social workers. The Bill House holds a CQC Good rating, a 2024 Sussex Heritage Trust Highly Commended award, and 2025 West Sussex Care Team and Registered Manager awards, and it markets primarily to families within the Selsey, Chichester, and wider West Sussex catchment in South East England.

Name

The Bill House

Legal name

Alexander Park Homes Limited

Website

https://thebillhouse.co.uk

Company type

Private

Founded year

1986

Operating status

Operating

Short description

The Bill House is a single-site, premium residential care home in Selsey, West Sussex, providing residential, dementia, palliative, day, and respite care to elderly clients via three named room tiers and award-winning gardens, dining, and wellness facilities.

Ownership category

akta.pro rank

Product category

Residential Elderly Care

NAICS

Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Luxury / High-End Assisted Living Communities (HLADABAD)

Keywords

• Residential care services
• Dementia care services
• Elderly assisted living
• Palliative care services
• Respite care services

Headquarters

HQ city

Selsey

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Care Fees: Full-time residential care services including accommodation, meals, personal care, 24/7 support, activities, and amenities. Fees appear to be all-inclusive based on mentions of services being 'inclusive to fee' for wellness coordination and hydrotherapy spa.
2. Dementia Care Services: Specialist dementia care with dedicated dementia garden, trained staff, and tailored care plans for individuals at all stages of dementia.
3. Day Care: Day care services for elderly individuals who need support during daytime hours.
4. Respite Care: Short-term care services providing family carers with a break, offering temporary care for individuals.
5. Palliative Care: End-of-life care services for individuals requiring specialised support during later stages of illness.
6. Additional Chargeable Services: Some services incur additional charges including external appointments accompaniment, chiropody, and hairdressing services.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

The Bill House operates a single-site residential care home in Selsey, West Sussex, providing full-time accommodation, meals, personal care, medication support, and 24/7 practitioner availability for elderly residents. Its core service portfolio spans residential care, specialist dementia care, palliative care, daytime day care, and short-term respite care, delivered in a Grade II listed Arts & Crafts building with an award-winning dementia garden, hydrotherapy spa, and tailored activity programmes. Care is sold on a monthly, all-inclusive subscription basis following an individual fee assessment, with a small set of chargeable add-on services.

Product overview

The Bill House is a single-site residential care home providing a unified portfolio of care services. The core offerings include three room tiers (The Morris, The Baillie Scott, and The Pugin) for residential accommodation with varying levels of facilities and views. Care services encompass Residential Care, Specialist Dementia Care, Palliative Care, Day Care, and Respite Care. On-site facilities include the award-winning Dementia Garden, Rose Garden, Sea Lawn, HydroSpa, Hair Salon, multiple Social Spaces (Arches, Lounge, Library, Club, Conservatory, Snug), and a Dining Room. All services are coordinated through the Park Group's 35+ years of elderly care expertise.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Care Full-time residential care providing 24/7 practitioner support, accommodation, meals, personal care, medication management, and structured daily activities for elderly residents in a Grade II listed building in Selsey.
• Specialist Dementia Care Comprehensive dementia care at any stage including early onset dementia, with research-based training, 24/7 specialist support, therapeutic access to the Annie Guilfoyle-designed dementia garden, IDDSI-compliant food, and tailored wellbeing programmes.
• Palliative Care End-of-life care focused on comfort, dignity, and quality of life for residents with life-limiting conditions, delivered by trained practitioners on site.
• Day Care Daytime care services allowing elderly individuals to enjoy The Bill House's facilities, structured activities, meals, and companionship without an overnight stay.
• Respite Care Short-term temporary care providing family caregivers with a break while their loved ones receive quality residential care, meals, activities, and 24/7 support in a safe environment.

Quantifiable outcome

• Low staff turnover - many staff have been with the company for years, providing consistent care relationships
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Park GroupcoreOthersThe Bill House is part of Park Group, which has been providing care and support for the elderly for more than 35 years. The founders, Lawrence and Diane Alexander, started out in nursing before founding their business in 1986, specialising in care for the elderly and those living with dementia. Their sons Oliver, Adam and Sven now run the day-to-day operations of the company.
• Annie GuilfoyleminorStrategic or Co-development PartnerAward-winning garden designer based in West Sussex who judged gardens at RHS Chelsea Flower Show 2022. Commissioned to design The Bill House's dementia garden to make the most of the seaside location, with planting to help conjure happy reminiscences and provide a sanctuary for contemplation.
• ConsultByFD (Vanessa Fernandes)minorImplementation/ SI/ Consulting PartnerInterior design firm ConsultByFD led by Vanessa Fernandes designed The Bill House's interior spaces, drawing on the property's Arts & Crafts heritage to create rooms that provide autonomy and opportunity for possessions while inspiring confidence and dignity.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• HC-One: UK's largest individual care home operator with 270+ homes offering residential, dementia and nursing care. Comparable service mix to Bill House but operates as a high-volume, value-positioned incumbent across the country.
• Care UK: Major UK provider of residential, nursing, dementia care and day care across 150+ homes. Direct overlap with Bill House's residential, dementia, day care and respite offering, with broader portfolio and integrated home-care arm.
• Bupa Care Homes UK: Global health group operating a significant UK care home estate offering residential, nursing and specialist dementia care. Comparable care services to Bill House though positioned as a broad incumbent with national footprint and insurer-backed parent.
• Barchester Healthcare: One of the UK's largest care home groups operating over 200 residential and nursing homes, including dementia care. Overlaps directly with Bill House's residential and dementia services but at much larger scale and broader geographic reach.
• Brighterkind (formerly Four Seasons Health Care): UK care home operator with a national estate delivering residential, nursing, dementia and respite care under the Brighterkind and other brands. Overlapping service mix with Bill House though operating at significantly larger scale across multiple geographies.

Regional players

• Country Court Care: Family-run UK care provider with homes concentrated across the Midlands and South of England offering residential, dementia and respite care. Comparable family-owned operating model to Bill House though operating in different geographic catchments.

Direct peers

• Avery Healthcare: UK mid-sized care home group operating around 60 homes with focus on quality residential, dementia and nursing care. Similar premium-leaning service positioning to Bill House and comparable mix of dementia, respite and day care services.
• Cinnamon Care Collection: UK operator of luxury, boutique-style care homes offering residential, dementia and respite care with high-end dining and hospitality-led environments. Strongly comparable premium, hospitality-oriented positioning to Bill House's Selsey offering.
• Sunrise Senior Living UK: Premium UK assisted living and dementia care operator with multiple communities offering residential, dementia and short-stay care. Closely comparable to Bill House's luxury residential and specialist dementia positioning and high-end amenities model.
• Hallmark Care Homes: Family-founded UK care group with around 20 luxury care homes offering residential, dementia and nursing care. Closely comparable premium, family-run service ethos to Bill House with multi-site but regional footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheBillHouse

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 The Bill House