CHOICES CARE LTD

What CHOICES CARE LTD does

Choices Care Ltd is a UK-based, privately held domiciliary (home) care services provider headquartered in Peterborough, Cambridgeshire, with 23 disclosed employees. The company delivers a portfolio of home-based care services — Live-in Care, Support Around the Home, Personal Care, Companionship, Home from Hospital, Outcome Based Support, Specialist Support (dementia, palliative, acquired brain injury), and a "Fulfilling Lives" activity module — to individuals in their own homes. Its primary customer segments are older people (including those with dementia or end-of-life needs), people with learning disabilities, people with physical disabilities, people with mental health conditions, and people with acquired brain injury. Services are CQC and CIW regulated, with CQC "Good" ratings confirmed at Peterborough, Leicester, and Birmingham, and a further registered site in Manchester/Oldham, plus a regional office in Alcester, Warwickshire. The company is award-winning, including an NHS Parliamentary Awards regional winner (2021), a Great British Care Awards regional winner (2021), and 15 finalists across 3 regions at the 2022 Great British Care Awards.

The business operates a direct-to-consumer, sales-led go-to-market: customers contact the company by phone, receive a free home care assessment from a local manager, and are placed on a bespoke recurring care package. Revenue is therefore subscription-recurring by structure, with no publicly disclosed pricing — costs are tailored to care type, frequency, and individual need. Distribution is entirely field-based, with services delivered by directly employed carers across multiple UK regions. The company holds ISO 27001 information security certification, Dementia Friends and Alzheimer's Society affiliation, Investor in People status, and Skilled Worker visa sponsorship capacity, and positions itself with the operational promise of mobilising live-in care within 24 hours. There is no proprietary technology platform, AI/ML capability, mobile app, API, or third-party integration referenced in the source data; technology use appears limited to the corporate website, an employee control panel, and standard back-office systems.

From an investment perspective, Choices Care is a small, founder-led regional roll-up in the UK adult social care market — a fragmented sector with structural demand tailwinds (ageing population, NHS discharge pressures), but also acute labour cost inflation, local-authority fee-rate risk, and CQC regulatory exposure. The 23-employee disclosed headcount is materially smaller than the multi-region operating footprint would imply, suggesting a thin employed-carer base supplemented by contracted field staff, which is typical of UK domiciliary care operators but warrants diligence on payroll mix, carer utilisation, and unit economics.

Name

CHOICES CARE LTD

Legal name

Choices Care Ltd

Website

https://choicescare.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Choices Care Ltd is a UK-based domiciliary care provider offering live-in care, personal care, companionship, and specialist support across Peterborough, Leicester, Birmingham, Manchester/Oldham, and Alcester, serving older adults and people with learning, physical, mental health, and acquired brain injuries.

Ownership category

akta.pro rank

Product category

Home Care Services

NAICS

Home Health Care Services (62161), Home Health Care Services (6216), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082), Services-Health Services (8000)

akta.pro primary industry

Live-In Caregiver Placement & Matching (HSABAMAD)

akta.pro secondary industries

Specialty Caregiver Placement (Dementia, Parkinson’s, Post-Op) (HSABAMAG), Dementia Personal Care (ADLs) Support (HSABAEAB), Care Transitions Management (Hospital/SNF-to-Home) (HSABAIAC)

Keywords

• Domiciliary care services
• Home care provider
• Live-in care
• Personal care support
• Specialist disability care

Headquarters

HQ city

Peterborough

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Live-in Care Services: Round-the-clock residential care provided by a carer living with the customer in their own home, offering continuous support and peace of mind.
2. Domiciliary Support Services: Regular home care services including support around the home, personal care, companionship, and specialist support delivered on scheduled visits.
3. Outcome-Based Support Packages: Person-centred and outcomes-based care packages tailored to individual capabilities, aspirations and challenges, helping customers work toward realistic and achievable goals.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Choices Care Ltd is a UK-based domiciliary care services provider delivering in-home care to individuals across multiple English regions. The company provides live-in care, personal care, domestic support, companionship, specialist support (dementia, palliative, acquired brain injury, mental health), hospital discharge support, and outcome-based support packages, all delivered by directly employed carers in customers' own homes.

Product overview

Choices Care Ltd operates as a domiciliary care services provider offering a unified portfolio of home care solutions. The core offering consists of Live-in Care providing round-the-clock support, Support Around the Home for domestic tasks, Personal Care for hygiene and medication needs, Companionship for social well-being, and Home from Hospital for rehabilitation. The service portfolio is complemented by Outcome Based Support, a person-centred approach that integrates Activity Based Care methodology, and Specialist Support modules covering dementia, palliative, and acquired brain injury care. Fulfilling Lives rounds out the offering with activity and lifestyle enrichment services. All services are delivered by directly employed carers and are regulated by CQC and CIW.

Differentiator

Problem solved

Functional benefit

Products and services

• Live-in Care Round-the-clock live-in care where a dedicated carer resides in the customer's home, providing continuous support and peace of mind for individuals requiring constant assistance.
• Support Around the Home Domestic assistance including dusting and vacuuming, cleaning bathrooms and kitchens, changing bed linen and towels, laundry and ironing, weekly grocery shopping, meal preparation, and bill payment management.
• Personal Care Dignity-focused personal care services covering dressing and undressing, washing and bathing, shaving, hair and makeup assistance, nail care, continence care, and support with prescribed medication.
• Companionship Social support including conversation, encouraging contact with family and friends, help with reading and correspondence, accompaniment on holidays, day trips, and short breaks.
• Home from Hospital Hospital discharge support including escort home, home environment preparation, and rehabilitation assistance to facilitate recovery.
• Outcome Based Support Person-centred and outcomes-based approach that assesses each customer's capabilities, aspirations, and challenges to help them work toward realistic and achievable goals, incorporating Activity Based Care methodology.
• Specialist Support Specialized care services for specific conditions including specialist nursing, dementia care, palliative care, mental health support, physical disabilities support, learning disabilities support, and acquired brain injury rehabilitation.

Quantifiable outcome

• Live-in care available in as little as 24 hours
• +1 more outcomes

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and supporting.

• NHScoreOthersAffiliation with NHS through NHS 2023 partnership logo and NHS Parliamentary Awards Regional Winner recognition. Indicates collaboration and recognition within the UK healthcare system.
• ISO (International Organization for Standardization)coreOthersISO certified status shown on website, indicating compliance with international quality management standards.
• Care Quality Commission (CQC)coreOthersCQC regulated service provider with registered locations in Peterborough, Leicester, Birmingham, and Manchester/Oldham. Peterborough rated Good.
• Alzheimer's Society (Dementia Friends)supportingOthersDementia Friends affiliation through Dementia Pledge logo and Dementia Friends training, demonstrating commitment to dementia care excellence.
• Care Inspectorate Wales (CIW)coreOthersCIW regulated status, indicating compliance with Welsh care quality standards alongside CQC regulation.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Cera Care: Tech-enabled UK home care platform using digital rostering and predictive analytics to deliver elderly and complex care at home; serves the same end customer but competes on technology rather than traditional branch-led delivery.
• Elder: UK-focused live-in care specialist connecting families with self-employed carers via a digital platform; directly competes with Choices Care's live-in care service through a more tech-enabled matching model.

Direct peers

• Bluebird Care: Franchised network delivering home care, live-in care and specialist support across the UK; directly comparable in offering, customer base and multi-region CQC-regulated branch footprint.
• Caremark: UK home care franchise providing personal care, dementia support, live-in care and reablement services to elderly and disabled clients in their own homes; same customer profile, regulated service model and direct competitor in shared regions.
• Total Community Care: UK specialist in complex home care including brain injury, spinal injury and physical disability — directly comparable in serving acquired brain injury and physical disability segments with person-centred outcomes-based support.
• Home Instead Senior Care: Large UK franchised home care provider offering personal care, companionship, dementia care and live-in services to elderly clients in their own homes — directly comparable service mix, target customer and CQC-regulated operating model to Choices Care.
• Prestige Nursing + Care: Established UK provider of homecare, live-in care and complex clinical care at home, serving older adults and individuals with complex needs; directly comparable service mix and regulated operating model.
• Helping Hands Home Care: UK-wide domiciliary and live-in care specialist covering personal care, dementia, palliative and complex care; overlapping service portfolio, customer segments (older adults, complex needs) and CQC-regulated regional branch model.

Broad incumbents

• Voyage Care: Larger UK provider of supported living, home care and specialist services for people with learning disabilities, brain injuries and complex needs; comparable in serving learning disability, ABI and complex-needs segments.

Others

• Alzheimer's Society (Dementia Connect referrals): UK charity and Dementia Friends operator that provides referrals and dementia-specific resources feeding demand into home care providers like Choices Care; relevant ecosystem partner rather than direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/choices-care-ltd

Compliance2 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 CHOICES CARE LTD