Dementia UK
Dementia UK is a UK charity providing free specialist dementia nursing support to families affected by dementia through its Admiral Nurse Helpline, virtual and face-to-face clinics across 200+ Nationwide branches, and culturally tailored services nationwide.
- Company typePrivate
- Founded1997
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Dementia UK does
Dementia UK is a UK-registered charity (registered charity 1039404 in England and Wales; SC 047429 in Scotland) and company limited by guarantee that delivers free specialist dementia nursing support to individuals and families affected by dementia through its network of Admiral Nurses — qualified nurses with clinical specialism in dementia. Founded in 1997 by the family of Joseph Levy CBE BEM ('Admiral Joe'), the charity operates from its London headquarters at One Aldgate and serves families across the entirety of the UK, including Scotland, Northern Ireland, and Wales. Its service portfolio comprises multiple access channels: a national Helpline (0800 888 6678), live webchat, virtual clinic appointments via phone or video, and face-to-face clinics hosted at over 200 Nationwide and Virgin Money branches. Specialized culturally tailored clinics serve Black, African and Caribbean communities, Chinese and South-East Asian communities (in partnership with the Chinese Welfare Trust), and Deaf and hard-of-hearing users via British Sign Language interpretation delivered through Sign Solutions' InterpretersLive! platform.
The charity's underlying technology stack is conventional rather than proprietary: standard digital platforms including Microsoft Teams (BSL appointments), Zoom (educational webinars), SimplyBook (appointment scheduling), and webchat underpin service delivery. No proprietary technology, patents, or AI/ML capabilities are disclosed. The product portfolio extends beyond clinical support to include the award-winning 'My life with dementia' podcast, a free online 'Dementia: what next?' education series, and the Admiral Nurse Academy — a professional development platform serving the in-house nurse workforce through eLearning, a Blackboard-based LMS, and an Annual Summer School.
Dementia UK is funded entirely through voluntary income: individual donations, corporate partnerships (most notably Nationwide Building Society as flagship in-kind partner, and Deutsche Bank, whose 2024-25 charity-of-the-year partnership generated £2.4m), challenge fundraising events, a weekly lottery, face-to-face street fundraising, and legacy gifts via Wills. All services are provided free of charge to end-users. The organization employs approximately 352 staff and is led by Chief Admiral Nurse and CEO Dr Hilda Hayo, who received an OBE in the King's Birthday Honours 2026 for services to specialist dementia care.
Dementia UK firmographics
Firmographics- Name
- Dementia UK
- Legal name
- Dementia UK
- Website
- https://dementiauk.org
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Dementia UK is a UK charity providing free specialist dementia nursing support to families affected by dementia through its Admiral Nurse Helpline, virtual and face-to-face clinics across 200+ Nationwide branches, and culturally tailored services nationwide.
- Ownership category
- akta.pro rank
Dementia UK industry classification
Industry- Product category
- Specialist Dementia Nursing Services
- NAICS
- Services for the Elderly and Persons with Disabilities (62412), Voluntary Health Organizations (813212), Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Social Services (8300), Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Dementia Care Coordination & Care Planning (HSABAEAJ)
- akta.pro secondary industries
- Dementia Companion & Engagement Care (HSABAEAA), Post-Diagnosis Transition & Hospital-to-Home Dementia Support (HSABAEAL), Family Caregiver Training & Dementia Coaching (HSABAEAI), Elder Services & Aging Support (BPAGAEAF)
Keywords
Where Dementia UK is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Dementia UK business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations: Individual donations from supporters, including one-time and monthly donations. The charity offers various donation amounts (e.g., £7, £10, £15, £30, £50, £90) with specific impact descriptions for each level.
- Fundraising Events: Income from challenge events including running, walking, cycling, skydiving, and Ultra Challenge Series. Supporters raise funds while participating in events.
- Corporate Partnerships: Partnerships with corporations such as Nationwide Building Society and Deutsche Bank. Deutsche Bank partnership generated £2.4m for Dementia UK in 2024-25.
- Weekly Lottery: The Dementia UK Weekly Lottery offers supporters the chance to win prizes while supporting the charity on a regular basis.
- Legacies (Gifts in Wills): The charity encourages supporters to leave gifts in their Wills, offering a Will Planner download and free Will writing services.
- Face-to-Face Fundraising: Street fundraising activities where supporters can make donations directly to the charity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Helpline - Dementia specialist nurse support at no cost |
| Freemium | Pay-as-you-go | Free virtual clinic appointments - phone or video |
| Freemium | Pay-as-you-go | Free face-to-face clinic appointments at Nationwide/Virgin Money branches |
| Freemium | Pay-as-you-go | Free BSL dementia support with interpreter |
| Freemium | Pay-as-you-go | Free online 'Dementia: what next?' webinar series |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels8 records
Dementia UK product offering
Product offeringCore offering
Dementia UK is a UK charity providing free specialist dementia nursing support and advice to families affected by dementia through its network of Admiral Nurses—registered nurses with professional specialism in dementia. Services are delivered via a national Helpline, virtual clinic appointments, face-to-face clinics at Nationwide and Virgin Money branches, live webchat, BSL-interpreted appointments, and culturally specific clinics for Black, African, Caribbean, and Chinese communities. The charity also delivers free online education sessions and a podcast, and is funded entirely through voluntary donations, fundraising, corporate partnerships, a weekly lottery, and gifts in wills.
Product overview
Dementia UK is a specialist dementia nursing charity offering a unified portfolio of support services centred on Admiral Nurses - specialist dementia nurses who provide free, expert advice and support to families affected by dementia. The core service offering consists of multiple access channels: the Admiral Nurse Dementia Helpline (phone/email), Virtual Clinic Appointments (phone/video), Face-to-Face Admiral Nurse Clinics (at Nationwide/Virgin Money branches), and Live Webchat. These are complemented by culturally-specific services including BSL Dementia Appointments (with BSL interpreter), Black/African/Caribbean Communities Clinics, and Chinese Communities Admiral Nurse Clinic (in partnership with Chinese Welfare Trust). Additional support products include the 'Dementia: what next?' online education series on Zoom and the award-winning 'My life with dementia' podcast. The Admiral Nurse Academy provides professional development for nurses. All services are free to users and provide life-changing support for anyone affected by dementia including Alzheimer's disease, vascular dementia, Lewy body dementia, frontotemporal dementia, and other forms.
Differentiator
Problem solved
Functional benefit
Brands
- Admiral Nurses: Specialist dementia nurses who provide expert advice, support and understanding to help families care for their loved one affected by dementia
- Admiral Nurse Dementia Helpline
- My life with dementia podcast
- Dementia: what next?
Products and services
- Admiral Nurse Dementia Helpline
Quantifiable outcome
- Tens of thousands of people helped by the Helpline
- +2 more outcomes
Companies that use Dementia UK
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles5 records
Dementia UK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Dementia UK partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, core and minor.
- Nationwide Building SocietyflagshipDementia UK's flagship partnership with Nationwide Building Society as part of its Fairer Futures social impact strategy. Together they run dementia clinics in over 200 selected Nationwide and Virgin Money branches across the UK, providing free access to Admiral Nurses on the high street. This game-changing partnership enables more families affected by dementia to receive life-changing specialist support.
- Chinese Welfare TrustcorePartnership with Chinese Welfare Trust to provide specialist Admiral Nurse clinic services for Chinese and South-East Asian communities. The Chinese Communities Admiral Nurse Clinic offers culturally sensitive support in Cantonese, Mandarin or English.
- Sign Solutions (InterpretersLive!)coreSign Solutions provides the InterpretersLive! BSL video interpreter service enabling Deaf and hard of hearing people to access Dementia UK's Helpline and appointments through live British Sign Language interpretation.
- Run For CharityminorPartnership with Run For Charity to help supporters find challenge events across the UK. Dementia UK refers supporters to Run For Charity platform to find running events for fundraising.
Scale indicators4 records
Recent moves6 records
Expansion highlights7 records
Dementia UK competitors and assessment
Company assessmentEmerging players
- YoungDementia Network: Network linked from Dementia UK focused specifically on young onset dementia (under 65). Emerging player because it targets the same specialized sub-segment that Dementia UK addresses through its Young Onset resources, though at a smaller scale and network rather than service-delivery model.
Broad incumbents
- Age UK: The largest UK charity for older people, offering information, advice, and local services across all issues of aging. Broad incumbent because it overlaps with Dementia UK's elderly audience and advice-line services but covers a much wider remit beyond dementia.
Direct peers
- Alzheimer's Research UK: UK charity focused on dementia research and prevention. Direct peer because it competes for the same donor audience and public mindshare around dementia, although its service model is research funding rather than clinical support.
- Marie Curie: UK charity providing specialist nursing (including a nursing Helpline) and hospice care for people with terminal illnesses. Direct peer because it operates a comparable specialist-nurse charity model — relevant comparator for Admiral Nurse delivery and fundraising.
- Carers UK: National charity supporting unpaid carers, including those caring for people with dementia. Direct peer because Dementia UK's family-carer support proposition overlaps materially with Carers UK's Helpline, information, and advocacy services.
- Hospice UK: National charity for the hospice movement, advocating for and supporting hospice and end-of-life care providers. Direct peer because it sits in the same specialist palliative/care-giving charity space and competes for similar legacy and corporate funding.
- Sue Ryder: UK charity providing palliative and bereavement support including nurse-led Helpline services. Direct peer because it shares the specialist-nurse charity delivery model, hospice/palliative touchpoints, and similar donation- and corporate-partnership-led funding mix.
- Alzheimer's Society: The largest UK dementia charity, providing information, support services, and a national Dementia Connect support line. Direct peer because it serves the same affected families with overlapping Helpline, information, and local services, though with a much broader footprint and broader fundraising base than Dementia UK.
- Carers Trust: UK charity network supporting unpaid carers through local carer services and digital tools. Direct peer because it serves the same family-carer segment of Dementia UK's audience and competes for similar grant and corporate partnership funding.
Others
- Chinese Welfare Trust: UK charity supporting the Chinese community; Dementia UK partners with it to deliver the Chinese Communities Admiral Nurse Clinic. Listed as 'Others' because it is an enabling/partner organization rather than a dementia-care competitor.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Dementia UK social profiles
Digital presenceDementia UK financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dementia UK leadership team
Management profileNumber of profiles
Profiles2 records
Dementia UK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dementia UK 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 Dementia UK
What does Dementia UK do?
Dementia UK is a UK charity providing free specialist dementia nursing support and advice to families affected by dementia through its network of Admiral Nurses—registered nurses with professional specialism in dementia. Services are delivered via a national Helpline, virtual clinic appointments, face-to-face clinics at Nationwide and Virgin Money branches, live webchat, BSL-interpreted appointments, and culturally specific clinics for Black, African, Caribbean, and Chinese communities. The charity also delivers free online education sessions and a podcast, and is funded entirely through voluntary donations, fundraising, corporate partnerships, a weekly lottery, and gifts in wills.
Is Dementia UK a public or private company?
Dementia UK is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Dementia UK founded?
Dementia UK was founded in 1997. It employs 251 to 500 people.
Where is Dementia UK based?
Dementia UK is headquartered in London, United Kingdom, in the Europe region.
How does Dementia UK make money?
Six revenue lines are on record. Donations are the primary driver. The others are fundraising Events, corporate Partnerships, weekly Lottery, legacies (Gifts in Wills) and face-to-Face Fundraising.
Who are Dementia UK's main competitors?
YoungDementia Network is listed as an emerging player. Age UK is listed as a broad incumbent. Direct peers are Alzheimer's Research UK, Marie Curie, Carers UK, Hospice UK, Sue Ryder, Alzheimer's Society and Carers Trust. Chinese Welfare Trust is listed as an others.
Does Dementia UK have an API?
No public API is recorded for Dementia UK.
What industry is Dementia UK in?
Dementia UK's product category is Specialist Dementia Nursing Services. Its primary akta.pro industry code is HSABAEAJ, Dementia Care Coordination & Care Planning, with a secondary code of HSABAEAA, Dementia Companion & Engagement Care. Its NAICS code is 62412 and its SIC code is 8300.