Adina Homecare services

What Adina Homecare services does

Adina Homecare Services Ltd is a privately held UK domiciliary home care provider founded in 2017 by Registered Care Manager Judith Forbes, operating primarily across three London boroughs (Brent, Harrow, and Ealing) from its headquarters in Eastcote (London Borough of Hillingdon). The company delivers nine core services — Reablement, Children's Services (ages 0–17), Respite Care, Palliative Care, Live-in Care, Personal Care, Overnight Care, Shopping & Domestic, and Complex Care (including PEG/RIG feeding and cough assist) — to both privately paying individuals and families, and to publicly commissioned clients referred through local authorities, Clinical Commissioning Groups (CCGs), and the NHS.

Operationally, the company relies on a Care Management System (CMS) for monitoring and regulating care calls, the CM2000 system to meet social services visit-monitoring requirements in certain areas, and GPS tracking with code-entry verification to confirm carer arrival and departure. It holds CQC registration (1-4006301542) with a green status rating across Safe, Effective, Caring, Responsive and Well-led categories, ISO 9001 certification, GDPR-compliant data handling, and memberships with the UKHCA, Age UK Hillingdon/Brent/Harrow, and NHS partnership channels.

The business model combines recurring revenue from commissioned local authority and CCG contracts with private-pay domiciliary care packages; pricing is not publicly disclosed, but the company offers free consultations, a 30-minute enquiry response commitment, and 24-hour care scheduling. GTM is sales-led and referral-driven (local authorities, CCGs, NHS, private referrals), supported by digital channels (website, Facebook, Twitter, Instagram, email newsletter) and trust-signal marketing via regulatory badges and customer testimonials. Headcount stands at approximately 14, and the company is founder/family-owned with no disclosed institutional funding.

Name

Adina Homecare services

Legal name

Adina Home Care Services Ltd

Website

https://adinahomecare.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Adina Homecare Services Ltd is a privately held UK domiciliary care provider founded in 2017, delivering nine core home care services — including reablement, palliative, live-in, and complex care — to adults and children across the Brent, Harrow, and Ealing London boroughs via local authority, CCG, NHS, and private-pay channels.

Ownership category

akta.pro rank

Product category

Home Care Services

NAICS

Home Health Care Services (62161), Services for the Elderly and Persons with Disabilities (624120), Other Individual and Family Services (624190)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

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

akta.pro secondary industries

Overnight & Short-Shift Companion Sitter Services (HSABAAAJ), Live-In Household Support Bundles (Childcare + Light Housekeeping) (HSAAAEAK), Live-In Special Needs & Inclusive Childcare (HSAAAEAJ), Eating & Feeding Assistance (HSABABAE)

Keywords

• Domiciliary care services
• Home care services
• Personal care support
• Respite care services
• Palliative care services

Headquarters

HQ city

Eastcote (London Borough of Hillingdon)

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Domiciliary Care Services: Home care services provided to individuals and families, including local authority commissioned care and private pay clients. Services include Reablement, Children's Services, Respite Care, Palliative Care, Live In Care, Personal Care, Overnight Care, Shopping & Domestic, and Complex Care. Revenue is generated through recurring service contracts with both public sector commissioning bodies and private individuals.
2. Caregiver Recruitment Services: The company recruits hourly care workers including awake/asleep and live-in care workers. While the focus is on recruiting for their own service provision, they do offer speculative applications for employment.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Adina Homecare Services is a UK-registered domiciliary care provider that delivers home-based personal, reablement, respite, palliative, live-in, overnight, complex, and children's care services to individuals aged 0-17 and adults 18+ in their own homes. The company operates in the London boroughs of Brent, Harrow, and Ealing, combining commissioned local-authority and CCG contracts with private-pay arrangements, supported by a CMS care management system, CM2000 social services monitoring, and GPS-tracked visit verification.

Product overview

Adina Homecare Services operates as a unified home care service platform offering nine distinct but complementary care services. The core portfolio includes: Reablement (a 6-week goal-oriented rehabilitation programme), Children's Services (CQC-registered care for ages 0–17), Respite Care, Palliative/End of Life Care, Live In Care (24/7 dedicated carer), Personal Care, Overnight Care, Shopping & Domestic, and Complex Care (for chronic health conditions). All services are coordinated through their central care management infrastructure and delivered by vetted, trained carers to enable service users to remain independent in their own homes.

Differentiator

Problem solved

Functional benefit

Products and services

• Reablement A 6-week goal-oriented rehabilitation care service that supports individuals to regain or retain day-to-day coping skills, dignity, and confidence after a period of illness or injury, using a 'doing with' model focused on practical guided instruction.
• Children's Services (Ages 0-17) CQC-registered homecare services for children and young people aged 0-17, providing personal care, short-term or long-term care packages, specialist medical and developmental support, and assistance during illness or hospital discharge.
• Respite Care Short-term relief for family caregivers providing a break from the demands of ongoing special care, including weekend and overnight care, meal preparation, bathing assistance, emotional support, and light housekeeping for individuals with conditions such as Alzheimer's, Parkinson's, and diabetes.
• Palliative Care (End of Life Care) Holistic approach to improving quality of life for service users and families facing life-threatening illness, providing overnight care, medication administration, personal comfort, complex care needs, and pain and nausea management following national palliative care guidelines.
• Live In Care 24 hours per day, 7 days per week dedicated in-home carer who lives with the service user to provide continuous support including personal care, nutritional needs, light household chores, medication management, and companionship.
• Personal Care Support with instrumental activities of daily living including hygiene and toileting management, washing and dressing, applying topical medication, meal preparation and feedings, and light grooming, delivered discreetly and professionally in the service user's home.
• Overnight Care Trained carer stays at the service user's home overnight to support essential needs including toilet management (incontinence, stoma, catheter bag maintenance), safe transfers, repositioning, and maintenance of clinical interventions.
• Shopping & Domestic Support with daily household tasks including shopping assistance, laundry and ironing help, keeping the home clean and tidy, and general or one-off cleaning tasks.
• Complex Care (PEG & RIG Feed, Cough Assist) Person-centred care for individuals with chronic or long-term health conditions including spinal cord injury, gastrostomy care (PEG/RIG feeding), neurological conditions, acquired brain injury, cough assist, nebulisers, CPAP/BIPAP, and pressure area care.

Quantifiable outcome

• 30-minute response time commitment for enquiries
• +2 more outcomes

Named customers4 records

Segments3 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

Seven partnerships are on record, tiered core and minor.

• Care Quality Commission (CQC)coreOthersRegulatory body overseeing health and social care in England. Adina Home Care Services is registered with CQC (Registration: 1-4006301542) and subject to their inspection and compliance requirements. CQC ratings displayed on website: Safe, Effective, Caring, Responsive, Well-led.
• NHScoreOthersNational Health Service partnership. Company follows NHS guidelines and sources PPE through NHS portal. Indicates compliance with NHS standards for care provision.
• United Kingdom Home Care Association (UKHCA)minorOthersIndustry association membership. Company follows UKHCA guidelines for COVID-19 and general care standards as a domiciliary care provider.
• Age UK Hillingdon, Brent & HarrowminorOthersLocal charity partnership for elderly care services. Logo displayed indicating collaborative relationship in serving elderly communities in the operating boroughs.
• Local Authorities (Brent, Harrow, Ealing)coreOthersCommissioning relationships with local borough councils for provision of domiciliary care services. Company operates across Brent, Harrow, and Ealing boroughs with local authority commissioned care.
• Clinical Commissioning Groups (CCGs)coreOthersHealthcare commissioning partnerships. Company works with CCGs in a multi-agency effort with local authorities to maintain safety while delivering high-quality care.
• Public Health EnglandminorOthersGovernment health body. Company follows best practices based on latest advice from Public Health England for COVID-19 and general care guidelines.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bluebird Care: UK franchise network of domiciliary care providers delivering personal care, live-in, and complex care through local branches. Mirrors Adina's CQC-registered, multi-borough operating model and similar commissioning plus private-pay mix.
• Prestige Nursing + Care: UK provider of homecare, live-in care, and complex clinical packages including PEG feeding and palliative support. Closely matches Adina on complex care capabilities and commissioner contracting, while operating at a larger national scale.
• Home Instead Senior Care (UK): UK franchise network providing personalized domiciliary care for older adults in their own homes. Directly comparable to Adina across personal care, companionship, live-in, and dementia support, with similar council and private-pay go-to-market and a heavy reliance on CQC-rated quality.
• Caremark: UK home care franchise providing domiciliary care, personal care, and support for people with disabilities and complex needs. Directly overlaps Adina on commissioning relationships, CQC registration, and live-in/personal care bundles.
• The Good Care Group: UK live-in care specialist with strong complex care and dementia offerings, including overnight and palliative pathways. Directly comparable to Adina's live-in and complex care service lines and premium private-pay positioning.
• MiHomecare: UK domiciliary care provider with a strong footprint in London boroughs, delivering personal care, reablement, and complex support to council-commissioned and private clients. Closely comparable on geography and commissioner-driven model.
• Right at Home UK: UK franchise focused on quality-led homecare for older adults and adults with complex needs, including personal care, respite, and live-in. Comparable in scope of services, CQC compliance posture, and borough-level footprint expansion.
• Helping Hands Home Care: UK-wide home care specialist offering visiting and live-in care, complex care, dementia support, and respite. Closely comparable service portfolio, CQC-regulated delivery model, and mix of private and local-authority funded packages.

Broad incumbents

• Allied Healthcare: One of the UK's largest home care and complex care providers, serving local authorities, CCGs, and private clients nationally. Comparable on commissioning model and complex care delivery, but operates as a broad incumbent rather than a borough specialist.

Regional players

• SweetTree Home Care Services: London-focused home care provider delivering personal, live-in, and complex care across multiple boroughs with strong CQC ratings. Direct London geographic overlap with Adina and a similar quality-led, complex-care-focused proposition.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/adinahomecare
• Facebookfacebook.com/AdinaCare
• Instagraminstagram.com/adinahomecare/?hl=en-gb
• LinkedInlinkedin.com/company/adina-homecare-services

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Adina Homecare services