pride in Care Ltd.

What pride in Care Ltd. does

Pride in Care Ltd. is a privately held, family-run domiciliary care provider founded in 2005 and headquartered in Blackwood, Caerphilly, Wales. The company delivers home-based personal care and support services to individuals across two South Wales counties, Caerphilly and Blaenau Gwent, operating from two offices (Blackwood serving Caerphilly and Ebbw Vale serving Blaenau Gwent). Its core offering comprises flexible care packages ranging from 30-minute visits to 24-hour care, covering personal care (bathing, grooming, medication assistance, hoisting/transfers), daily activities, domestic assistance, social support, and companionship. The company also lists residential services and recruitment services on its website.

The underlying technology platform is a mobile-based care coordination system with an encrypted staff ID card and security code workflow, paired with a tag-in/tag-out home disc system that alerts senior care workers automatically when carers fail to arrive, intended to prevent missed visits. The business operates on a recurring subscription-style revenue model funded through local-authority social services referrals and direct private-pay arrangements, with services procured via phone and email inquiries. The company holds CIW registration, is a member of UKHCA, and requires Social Care Wales registration for its carers, indicating a regulatory-compliant operating posture within the Welsh social care sector. Headcount is in the 11–50 employee band. No external investors, parent entities, funding rounds, or acquisitions were identified in the available sources.

Name

pride in Care Ltd.

Legal name

Pride in Care

Website

https://prideincare.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Pride in Care Ltd. is a family-run domiciliary care provider founded in 2005, delivering flexible home-based personal care and support services across Caerphilly and Blaenau Gwent in South Wales, UK.

Ownership category

akta.pro rank

Product category

Home Care / Domiciliary Care Services

NAICS

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

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

End-of-Life Personal Care Support (Non-Clinical) (HSABABAL)

akta.pro secondary industries

End-of-Life Companionship (Non-Clinical) (HSABAAAL), Live-In Respite Care (Multi-Day) (HSABAGAC)

Keywords

• Domiciliary care services
• Home care support
• Personal care assistance
• Community social care
• Care worker recruitment

Headquarters

HQ city

Blackwood, Caerphilly

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Domiciliary Care Services: Providing personal care and support services to individuals in their homes, ranging from 30-minute visits to 24-hour care packages. Services are funded through local authority social services referrals and direct private pay arrangements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Pride in Care Ltd. is a domiciliary (home-based) care provider delivering personal care, daily living support, domestic assistance, medication assistance, social support, and companionship to individuals in their own homes across Caerphilly County and Blaenau Gwent in South Wales. Care packages are flexible, ranging from 30-minute visits to 24-hour care, and are delivered by DBS-checked, in-house trained social care workers. The company supplements its core home care with residential services and recruitment of care workers.

Product overview

Pride in Care Ltd. operates as a domiciliary care company offering a unified portfolio of home-based care services. The core offering consists of domiciliary care services (personal care, medication management, daily activities assistance, domestic support, and companionship) available from 30 minutes to 24 hours, supplemented by residential care services and recruitment services for care workers. The company was established in 2005 and operates offices in Blackwood (serving Caerphilly County) and Ebbw Vale (serving Blaenau Gwent). All staff are trained through the company's own training facilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Domiciliary Care Services Home-based personal care and support services providing assistance with daily activities (shopping, managing finances, social events), personal care (incontinence, bathing, grooming, dressing, toileting, feeding), domestic assistance (laundry, cooking, cleaning), medication assistance, social support and companionship, and support with transferring using equipment such as ceiling tracking, mobile hoists and slide sheets. Packages range from 30 minutes to 24 hours and can be rearranged to suit individual needs and personal outcomes.
• Residential Services Residential care services for individuals requiring more intensive support than domiciliary care can provide.
• Recruitment Services Recruitment and staffing services for domiciliary social care workers, including interview booking, training programs, and employment opportunities with shift patterns such as 7am-3pm and 4pm-11pm, and paid-per-shift arrangements for driver roles.

Quantifiable outcome

• 99.9% of issues resolved by team leader on-call

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• CIW (Care Inspectorate Wales)coreOthersPride in Care is registered with the Care Inspectorate Wales, the regulatory body responsible for inspecting and regulating care services in Wales. This registration is a legal requirement for operating domiciliary care services.
• UKHCA (United Kingdom Home Care Association)coreOthersPride in Care is a member of the United Kingdom Home Care Association, the professional association for home care providers. Membership indicates commitment to industry standards and best practices.
• Social Care Wales (SCW)coreOthersSocial Care Wales is the regulatory body for social care workers in Wales. Pride in Care requires domiciliary care workers to be registered with SCW as a condition of employment, ensuring staff meet national competency standards.
• Tredegar Town AFCminorGTM or Marketing PartnerPride in Care is a proud sponsor of Tredegar Town AFC, a local football club. This community sponsorship provides brand visibility and demonstrates commitment to the local community served by the care company.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Caremark: UK home care franchise providing personal care, domestic support, and companionship for elderly and disabled clients in their own homes. Direct competitor in the same sub-segment with similar local-authority and private-pay revenue mix.
• Total Community Care: UK specialist provider of complex home care including live-in packages for clients with high-acuity needs. Comparable on the live-in 24-hour care package and on personal-care-led home support.
• Bluebird Care: National UK domiciliary care franchise delivering personal care, respite, and live-in care. Closely overlaps with Pride in Care on hourly visits, personal care packages, and CQC-equivalent regulated service standards.
• Home Instead Senior Care: UK-wide franchise network providing personal care, companionship, and dementia support to elderly clients in their own homes. Highly comparable to Pride in Care on service mix (ADLs, companionship, domestic help) and on private-pay plus local-authority funding model.
• Helping Hands: UK-established home care provider offering visiting and live-in care, dementia support, and personal care services. Comparable on care-package breadth (30-minute visits through live-in) and on family-focused service positioning.

Broad incumbents

• Newcross Healthcare: Large UK healthcare staffing and home care operator combining complex care, supported living, and temporary staffing. Comparable on the workforce-supply and recruitment infrastructure layer that Pride in Care is also building.
• Prestige Nursing + Care: Established UK provider offering both home care and nursing-led services across a wider geography. Overlaps with Pride in Care on personal care and live-in care but operates at substantially larger scale.
• Nurse Plus: UK provider of domiciliary care, complex care, and live-in care alongside nurse staffing. Comparable on personal-care service delivery in a regional-operator model with broader geographic reach than Pride in Care.
• Bupa Home Healthcare: UK arm of global healthcare group Bupa, offering home healthcare and personal care services. Broad incumbent providing overlapping capability at materially greater scale and brand recognition.

Emerging players

• Cera Care: Tech-enabled UK home care provider using digital care planning, family-facing apps, and AI-assisted matching. Comparable to Pride in Care on core personal care delivery but with a substantially larger technology and venture-capital footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pride-in-care-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 pride in Care Ltd.