Meaningful Care Matters

What Meaningful Care Matters does

Meaningful Care Matters (MCM) is a privately held healthcare culture-transformation consultancy headquartered in Hove, England, and operating across the UK, Ireland, Canada, Australia, and Singapore. Founded in 2019 and led by Managing Directors Peter and Amanda Bewert, MCM works with health, social/aged, and disability care organisations to convert person-centred care from policy into daily lived practice. Its core offering is organised around five service streams: The Coach Approach (leadership coaching, change management, conflict resolution, and nurse mentorship, delivered via Wiley's Everything DiSC and 5 Behaviours frameworks); The Learning Lenses (a portfolio of accredited training courses including the flagship six-day Free to Be Me programme, Meaningful Learning Matters, and Meaningful Leadership Matters); Culture Transformation, anchored by three registered-trademark models — The Butterfly Approach (dementia care), The Dragonfly Approach (palliative, mental health, learning disability, generalist care), and The Chrysalis Approach (foundational recalibration); The Consultancy Collaborative (operational, regulatory, and strategic consulting); and the Meaningful Connections Community, a subscription membership portal with 30+ courses, 100+ blogs, webinars, podcasts, and a community forum across three tiers at £245–£294 per user per year.

The underlying technology stack is modest: MCM runs as a service-based consultancy using an online learning management platform, a WooCommerce-style e-commerce shop for coaching cards, learning packages, activity resources, and artwork, and licensed Everything DiSC assessment tools delivered through a Wiley authorised-partner agreement. Its proprietary differentiation rests on the trademarked Butterfly/Dragonfly/Chrysalis methodologies, ISO 27001 and CPD accreditation, and clinical credibility drawn from a team of registered nurses, a dramatherapist, and gerontology-trained consultants across regions. The business model is multi-stream: per-participant training fees (e.g., £750 UK, $1,800+HST Canada), project-based consultancy engagements, an annual subscription community, DiSC profile sales (£55–£150 per profile), and a long-tail of digital and physical learning products. GTM combines enterprise field sales to care home chains, hospitals, and government health services with event-driven public courses, community-led membership, and an international partner/reseller network in non-headquartered regions.

MCM serves approximately 11 employees and operates without disclosed external funding or institutional investment. Named customers include Peel Region Adult Day Services (Ontario), Pioneer Ridge and Sunnyside Home (Canadian long-term care), Brampton Civic Hospital (acute dementia unit), Ty Enfys (Wales), the Royal Navy charity care homes, and Huntington & Langham Estate in the UK, alongside numerous smaller care homes adopting Butterfly or Dragonfly accreditation. Revenue is not publicly disclosed, and the company competes on domain specialisation, accredited methodology, and clinician-led delivery rather than on scale or technology platform.

Name

Meaningful Care Matters

Legal name

Meaningful Care Matters Ltd

Website

https://meaningfulcarematters.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Meaningful Care Matters (MCM) is a UK-based healthcare consultancy that delivers trademarked person-centred culture transformation frameworks (Butterfly, Dragonfly, Chrysalis Approaches), accredited training programmes, Everything DiSC assessments, and a subscription learning community to care homes, hospitals, and government health services across five countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Hove

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training and Education Programs: MCM delivers structured educational programs including Free to Be Me (6-day modular course for dementia care leaders), Meaningful Learning Matters (8-day course for facilitators), Meaningful Leadership Matters (5-day leadership course), and one-day workshops. Programs are priced at £750 for UK in-person courses and $1,800+HST for Canadian sessions, delivered in-house or through scheduled public events.
2. E-commerce Learning Products: Digital and physical learning products sold through the online shop including coaching cards (£13-£18), learning packages (£9.95-£195), activity resources, artwork, and training materials. Individual purchases with no subscription required.
3. Meaningful Connections Community Subscription: Annual subscription membership providing access to over 30 courses, 100+ blogs, videos, podcasts, training resources, and community forum. Membership priced at £245/year (or £294/year for non-members) with 10% discount on training and shop purchases. Includes three tier levels: Level 1 (Toolbox Talks and Webinars), Level 2 (adds Self-Directed Learning), Level 3 (adds comprehensive Online Learning courses).
4. Consultancy Services: Operational and strategic consultancy services for health and social care organizations, including culture transformation projects, organizational development, compliance support, and business planning. Billed per project engagement.
5. DiSC Assessment Profiles: Sales of Everything DiSC assessment profiles including Workplace (£55-£110), Management, and Agile EQ (£95.50-£150), with optional debrief sessions. Bundled coaching cards also available.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

Meaningful Care Matters provides consultancy, training, and culture transformation services for health, social/aged, and disability care settings. Its core deliverables include the Butterfly, Dragonfly, and Chrysalis Approaches (registered trademark models of person-centred care), structured learning programs (Free to Be Me, Meaningful Learning Matters, Meaningful Leadership Matters), leadership coaching, operational consultancy, and an online subscription community (Meaningful Connections Community). It is the only Wiley-accredited Everything DiSC partner in the healthcare industry and sells supplementary digital learning resources, coaching cards, and artwork via its online shop.

Product overview

Meaningful Care Matters (MCM) offers a multi-product portfolio centred on relationship-centred culture transformation for health, social/aged, and disability care settings. The core offering spans five service streams: The Coach Approach (leadership development, change management, conflict resolution, and nurse mentorship), The Learning Lenses (person-centred care training courses including Free to Be Me, Meaningful Learning Matters, Meaningful Leadership Matters, and one-day workshops), Culture Transformation (the Butterfly Approach, Dragonfly Approach, and Chrysalis Approach — three distinct models of care for dementia and broader care settings), The Consultancy Collaborative (operational, strategic, and regulatory compliance consulting), and the Meaningful Connections Community (an online subscription membership portal with courses, blogs, webinars, podcasts, and a community forum). MCM also operates a Shop selling coaching products (Feelings & Emotions Coaching Cards, Me My Feelings My Home Coaching Cards, People Places and Things Coaching Cards, Coaching Cards Bundle), Activity & Sensory Resources (Activity Ideas Pack – Ready to Go!, Chat Cards), Artwork (Butterfly painting prints), Learning Packages (5 Senses in 5 Mindful Minutes, Creating a Positive Later Stage Service, Freedom: Fact or Fallacy, The Art of the Heart, Palliative and End of Life Care Course, Toolbox Talks on Mental Capacity and Decision Making, Language of Feelings and Emotions, Leaders' Survival Kit), and Everything DiSC assessment profiles (Workplace, Management, Agile EQ). All services are delivered by a distributed team across the UK, Ireland, Canada, Australia, and Singapore.

Differentiator

Problem solved

Functional benefit

Brands

• The Butterfly Approach: A revitalised, refreshed and innovative model of care supporting people living with a dementia to live well, focusing on residential homes, community support programs, day centres, and hospital settings.
• The Dragonfly Approach
• The Chrysalis Approach
• The Coach Approach
• The Learning Lenses
• Meaningful Connections Community

Products and services

• The Coach Approach Coaching and leadership development service for individuals and teams in health and social care settings. Covers change management, leadership development, conflict resolution (via Everything DiSC and 5 Behaviours of a Cohesive Team authorised partner status), and nurse mentorship. Delivered through one-to-one coaching, team training, and group sessions.
• The Learning Lenses Portfolio of person-centred care training courses and workshops, including Free to Be Me (6-day modular program for dementia care leaders), Meaningful Learning Matters (8-day course), Meaningful Leadership Matters (5-day leadership course), and one-day workshops covering topics such as Later Stage Dementia Care, Occupation & Activities, Communication Skills, End of Life Care, and Leadership Skills.
• Culture Transformation (Butterfly, Dragonfly, Chrysalis Approaches) Project-based culture change methodology for health and social care organisations. Three registered-trademark models: The Butterfly Approach (dementia-specific for residential homes, day centres, and hospitals), The Dragonfly Approach (palliative, mental health, learning disability, and generalist care), and The Chrysalis Approach (intensive short-term recalibration prior to longer-term transformation).
• Consultancy Collaborative Operational, organisational development, and strategic consultancy services for health and social care organisations. Includes policy development, stakeholder engagement, strategic planning, regulatory compliance support, and business planning aligned with culture transformation projects.
• Meaningful Connections Community Annual subscription membership providing self-serve access to courses, blogs, webinars, podcasts, coaching resources, a community forum, and tiered learning content for individual care professionals internationally.
• Coaching Cards Bundle Bundle of three coaching card sets (Feelings & Emotions, Me My Feelings My Home, People Places and Things), each containing 40 illustrated/question cards for self-awareness and conversation. Sold at a 25% discount versus individual sets.
• Activity Ideas Pack – Ready to Go! Downloadable digital resource of 100+ activity ideas sorted into 10 themes to help care teams facilitate meaningful conversations and engagement beyond routine tasks.
• Chat Cards Downloadable resource of 80 printable conversation-starter cards to help care staff initiate meaningful conversations, with additional blank cards for customisation.
• Butterfly Artwork Print Framed butterfly painting print on high-quality textured art paper, available in two sizes and four framing colour options. Available in the UK only.
• Everything DiSC Workplace Profile Personalised online learning experience via adaptive assessment that helps individuals understand their DiSC style and adapt to others. Delivered as a 20-page personalised profile, with optional 1-hour debrief session. MCM is the only Wiley-accredited healthcare partner.
• Everything DiSC Management Profile Virtual or classroom training with personalised learning for managers. The 27-page profile helps managers understand their style, improve direct report development, and work more effectively with their own manager, with optional debrief session with an accredited facilitator.
• Everything DiSC Agile EQ Profile Personalised learning experience teaching participants to read emotional and interpersonal needs and respond accordingly. 26-page profile combining DiSC insights with emotional intelligence development, delivered via online assessment with optional debrief session.
• The Art of the Heart 7-hour course exploring the true meaning of person-centred care and how to share it with others. Covers Kitwood's personal enhancers/detractors, malignant social psychology, caring and leading from the heart, and practical application.
• Palliative and End of Life Care Course Comprehensive 26-hour palliative and end of life care course in 8 modules covering communication, dementia and palliative care, non-pharmacological treatments, pain management, grief, faith/culture, and the actively dying phase, including a 500-word essay component.
• Freedom: Fact or Fallacy 3.5-hour short course examining what freedom means to a person living with dementia, exploring malignant social psychology and identifying controlling actions in care settings.
• Creating a Positive Later Stage Service 90-minute learning package with practical ideas for connecting with people in later-stage dementia using sensory approaches, supported by videos and three practical article resources.
• 5 Senses in 5 Mindful Minutes Mindfulness grounding exercise resource with downloadable instruction handout, video exercise, and PDF of main slides, designed to reduce racing thoughts and slow respiration/pulse.

Quantifiable outcome

• Significant reduction in use of neuroleptic, sedative and psychotropic medication in Butterfly Approach homes
• +6 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core, supporting and flagship.

• Wiley (Everything DiSC)coreTechnology or IntegrationMCM is the only Wiley accredited partner in the healthcare industry, providing authorized access to Everything DiSC assessment and training tools including Workplace, Management, and Agile EQ profiles for team and leadership development programs.
• CPD Standards OfficecoreStrategic or Co-development PartnerMCM holds CPD (Continuing Professional Development) accredited status, enabling them to provide professionally accredited courses and learning programs that meet industry standards for professional development requirements.
• ISO 27001 Certification BodysupportingStrategic or Co-development PartnerMCM maintains ISO 27001 certification for information security management, demonstrating commitment to data protection and security standards in handling client information.
• Peel Region (Ontario, Canada)flagshipImplementation/ SI/ Consulting PartnerPeel Region became the first organization in Canada to achieve Butterfly Approach accreditation across all five of its Adult Day Services Centres, representing a flagship implementation of MCM's dementia care model in government health services.
• International Partner NetworkscoreChannel Partner/ Reseller/ DistributorRegional partners across UK & Ireland, Canada, Australia, and Singapore support local delivery of MCM programs, culture change projects, and Butterfly Approach implementations in their respective markets.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Skills for Care: UK sector skills body funded by DHSC that sets training standards and produces endorsed learning programmes for adult social care, including dementia. Adjacent competitor for workforce development contracts.
• Hospice UK: UK national hospice and palliative care membership body offering education programmes to hospice staff. Comparable in palliative and end-of-life training content to MCM's Dragonfly Approach and Palliative Care course.

Direct peers

• Relias: US-headquartered online training and compliance platform for health and human services, including dementia and elder-care curricula. Competes for the same care-provider training budgets via a much larger content library and LMS infrastructure.
• Person Centred Software: UK care-home technology vendor (Atlas eMAR, mCare) that has expanded into person-centred care training and content, overlapping with MCM's person-centred philosophy and care-home buyer base.
• Dementia Care Matters: UK-based dementia care culture-change consultancy whose former Consultant Trainer Sally Knocker now works at MCM. It is the closest historical and methodological twin to MCM's Butterfly Approach model.
• Care Learning: UK online CPD provider for the social care workforce, offering dementia, palliative and leadership modules. Competes with MCM's Learning Lenses and MCC subscription for the same per-seat training wallet.

Emerging players

• Alzheimer's Society: UK dementia charity offering training programmes, resources and consultancy services to care providers. Overlaps with MCM in the same professional-development niche but with a fundraising-driven model.
• Dementia UK: UK charity running Admiral Nurse services and delivering dementia training to care staff. Comparable in mission and target audience but operates as a non-profit rather than commercial consultancy.

Broad incumbents

• Bupa UK Care Homes: Global health insurer and major care home operator with internal L&D teams and provider relationships. Comparable in serving dementia residents at scale but with a broader corporate strategy.
• HC-One: One of the UK's largest care home operators and a buyer of dementia training and culture-change programmes. Represents the customer/incumbent side of MCM's addressable market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Customer concentration

• Xx.com/MeaningfulCareM
• YouTubeyoutube.com/channel/UCCJDSqPKpbr3oE-m9pHNpLg
• Facebookfacebook.com/MeaningfulCareMatters
• LinkedInlinkedin.com/company/meaningful-care-matters
• Instagraminstagram.com/meaningfulcarematters

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 Meaningful Care Matters