Home Instead
Home Instead is a UK franchise network of 255+ locally owned home care offices, employing 10,000 trained Care Professionals to deliver personalised domiciliary, specialist, and live-in care to 18,000+ older adults across all four UK nations.
- Company typePrivate
- Founded2005
- HeadquartersNorthwich, United Kingdom
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Home Instead does
Home Instead is a UK-based home care provider for older adults, operating since 2005 through a franchise network of more than 255 locally owned offices across all four UK nations. The network employs 10,000 trained Care Professionals and currently serves 18,000+ older people, delivering domiciliary care (companionship, home help, personal care, overnight, daytime, and respite), specialist care (dementia, cancer, Parkinson's, neurological, palliative, arthritis and mobility), health and complex clinical care (catheter, stoma, wound, vital signs, diabetes, nail care), and live-in care, alongside enhanced care products such as personal alarms. Each Care Professional visit is at least one hour, and clients are matched to carers based on personality and interests to support continuity of relationship.
The company is registered in England and Wales as Home Instead Limited and operates as part of Honor Inc, a US-based care technology platform that provides operational infrastructure, including a care management platform with GP Connect integration for NHS patient data access. Home Instead is regulated across all four UK home nations by the Care Quality Commission (England), Care Inspectorate (Scotland), Care Inspectorate Wales, and RQIA (Northern Ireland), and has been named the most recommended home care company on homecare.co.uk for 11 consecutive years with a 9.6/10 rating and a 95% client recommendation rate (PEAQ 2025). A separately registered charitable arm, Home Instead Charities, focuses on reducing loneliness and isolation among older adults and has raised £410,000 supporting more than 50,000 isolated older adults.
The business model combines recurring fee-for-service home care delivery at the franchise office level with franchise licensing and royalties flowing to Home Instead Limited as the master franchisor. Pricing is quote-based and billed monthly, with no surcharge for specialist healthcare services on top of the base rate. Distribution is exclusively through the franchise channel targeting individual consumers (older adults and their families), supported by national brand marketing, digital content, community engagement (Memory Cafes, Singing for the Brain), and referrals from GPs, district nurses, and palliative teams. A non-profit subsidiary (Home Instead Charities) operates alongside the commercial network.
Home Instead firmographics
Firmographics- Name
- Home Instead
- Legal name
- Home Instead Limited
- Website
- https://homeinstead.co.uk
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Home Instead is a UK franchise network of 255+ locally owned home care offices, employing 10,000 trained Care Professionals to deliver personalised domiciliary, specialist, and live-in care to 18,000+ older adults across all four UK nations.
- Ownership category
- akta.pro rank
Home Instead industry classification
Industry- Product category
- Home Care Services
- NAICS
- Home Health Care Services (62161), Services for the Elderly and Persons with Disabilities (624120), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331)
- 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), Dementia/Alzheimer’s In-Home Care (Non-Medical) (HLADAGAG), Dementia Personal Care (ADLs) Support (HSABAEAB), In-Home Dementia Care Services (Specialized Personal Care) (HLADACAI)
Keywords
Where Home Instead is headquartered
LocationHeadquarters
- HQ city
- Northwich
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Home Instead business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Home Care Services: Fee-for-service home care delivered by franchise offices to individual clients and families requiring care services
- Franchise Licensing: Franchise fees from network of 255+ independently owned offices operating under the Home Instead brand
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard home care rate |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Home Instead product offering
Product offeringCore offering
Home Instead is a UK franchise-based home care network providing personalised care services for older adults through 255+ locally owned offices. Core offerings include domiciliary care (companionship, personal care, home help, overnight and respite care), specialist care (dementia, Parkinson's, cancer, neurological, palliative), health and complex clinical care (vital signs monitoring, catheter, stoma, wound, diabetes care), and 24-hour live-in care delivered by 10,000 trained Care Professionals.
Product overview
Home Instead is a franchise-based home care network offering personalised care services for older adults. The core offering consists of domiciliary care (companionship, home help, personal care, overnight, daytime, and respite care), specialist care (dementia, cancer, Parkinson's, neurological, palliative, arthritis/mobility), health and complex care (vital signs monitoring, catheter/stoma/nail/diabetes/wound care), and live-in care. The company also provides enhanced care through personal alarms. Services are delivered by locally-owned franchise offices staffed by trained Care Professionals, with a minimum one-hour visit policy. The company is regulated by CQC, CIW, Care Inspectorate Wales, and RQIA.
Differentiator
Problem solved
Functional benefit
Products and services
- Domiciliary Care Core home care service covering companionship, home help and housekeeping, personal care, overnight care, daytime care, and respite care visits delivered to older adults in their own homes.
- Specialist Care Specialist care for clients with dementia, cancer, Parkinson's, neurological conditions, palliative needs, and arthritis and mobility issues.
- Health & Complex Care Clinical home care services including nail care, catheter care, stoma care, simple wound care, vital signs monitoring, and diabetes monitoring delivered by trained Care Professionals.
- Live-In Care 24-hour live-in care service that allows older adults to remain independent and comfortable in their own home with a matched Care Professional.
- Personal Alarms
Quantifiable outcome
- 18,000+ older people cared for
- +3 more outcomes
Companies that use Home Instead
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles2 records
Home Instead technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Home Instead partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Dementia UKcoreSector-first Admiral Nurse partnership to provide specialist dementia support for families through the network.
- Alzheimer's SocietycoreNational partnership supporting dementia care and awareness. Home Instead works with Alzheimer's Society for training, resources and community support for families affected by dementia.
- Parkinson's UKcorePartnership providing specialist support and training for Care Professionals caring for clients with Parkinson's disease.
- Homecare AssociationcoreIndustry body partnership ensuring compliance with care standards and best practices across the franchise network.
- British Franchise AssociationcoreMembership ensures franchise standards and ethical business practices for the franchise network.
- HonorcorePart of Honor, the leading care technology platform. Honor provides technology infrastructure supporting the Home Instead franchise network's operations and care delivery.
- Action for EldersminorSwansea Social Walk partnership promoting physical activity and community engagement for older adults.
- Marie CurieminorNeuro Café partnership in Penarth supporting people with neurological conditions.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Home Instead competitors and assessment
Company assessmentEmerging players
- Audley Care: UK provider of premium home care services including live-in care, dementia support, and companionship for older adults; comparable service model focused on higher-end private-pay clients.
Broad incumbents
- HC-One: UK's largest care home operator also providing home care services; broader incumbent in the elderly care space with adjacent service offerings to Home Instead's community-based model.
- Bupa Home Healthcare: Large UK private healthcare group offering home healthcare and personal care services as part of a wider health insurance and care portfolio; broader incumbent with overlapping home care capability.
Direct peers
- Right at Home UK: UK and international home care franchise providing personal care, dementia care, and live-in services to older adults in their own homes; directly comparable franchise-led operating model.
- Caremark: UK home care franchise with 100+ offices offering personal care, dementia support, and companionship services for older adults; comparable franchise model targeting the same end customers.
- Bluebird Care: UK home care franchise network with 200+ offices providing personal care, dementia support, and live-in care to older adults; the closest direct franchise competitor to Home Instead in scale and service mix.
- The Good Care Group: UK specialist in 24/7 live-in care for older adults including dementia and complex needs; comparable live-in care offering and target customer segment.
- Comfort Keepers UK: UK arm of the international Comfort Keepers franchise network providing in-home personal care and companionship for older adults; directly comparable franchise structure and service offering.
- Visiting Angels UK: UK home care franchise providing companionship, personal care, dementia, and live-in care services to older adults in their own homes; a directly comparable franchise-led competitor.
- Helping Hands Home Care: One of the UK's largest directly-operated home care providers, specializing in live-in and visiting care for older adults; comparable in service mix and end customer though not franchise-based.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Home Instead social profiles
Digital presenceHome Instead compliance and trust
Trust signalCompliance4 records
Home Instead financial estimates
Financial estimateRevenue estimate
Valuation estimate
Home Instead leadership team
Management profileNumber of profiles
Profiles6 records
Home Instead subsidiaries and ownership
Company hierarchySubsidiaries1 record
Home Instead funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Home Instead M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Home Instead
What does Home Instead do?
Home Instead is a UK franchise-based home care network providing personalised care services for older adults through 255+ locally owned offices. Core offerings include domiciliary care (companionship, personal care, home help, overnight and respite care), specialist care (dementia, Parkinson's, cancer, neurological, palliative), health and complex clinical care (vital signs monitoring, catheter, stoma, wound, diabetes care), and 24-hour live-in care delivered by 10,000 trained Care Professionals.
Is Home Instead a public or private company?
Home Instead is a private company. It is classified as corporate owned and is currently operating.
When was Home Instead founded?
Home Instead was founded in 2005. It employs 5,001 to 10,000 people.
Where is Home Instead based?
Home Instead is headquartered in Northwich, United Kingdom, in the Europe region.
How does Home Instead make money?
Two revenue lines are on record. Home Care Services are the primary driver. The others are franchise Licensing.
Who are Home Instead's main competitors?
Audley Care is listed as an emerging player. Broad incumbents are HC-One and Bupa Home Healthcare. Direct peers are Right at Home UK, Caremark, Bluebird Care, The Good Care Group, Comfort Keepers UK, Visiting Angels UK and Helping Hands Home Care.
Does Home Instead have an API?
No public API is recorded for Home Instead.
What industry is Home Instead in?
Home Instead's product category is Home Care Services. Its primary akta.pro industry code is HLAFAEAB, Personal Care / Non-Medical Home Care (Private Duty), with a secondary code of HSABAHAB, Live-In Care (Single Caregiver, 24-Hour Presence). Its NAICS code is 62161 and its SIC code is 8082.