West Midlands Care Association

What West Midlands Care Association does

West Midlands Care Association (WMCA) is a membership-based, non-profit trade body founded around 2003 in Halesowen, UK, serving adult social care providers across 14 West Midlands local authorities. WMCA delivers a portfolio of paid services to members: an online DBS Checking Service, a training catalogue mapped to the Skills for Care Care Certificate and Management Induction Standards (priced at £21–£65 per session), DSPT and digital-care support under the DHSC-funded Better Security Better Care programme, an International Recruitment Support hub through WMIRP, the Help Me Find Care consumer directory, and West Midlands Care Legal Services (Wills, LPA, Probate). Membership revenue also unlocks HR and legal helplines, supplier discounts, weekly newsletter, networking events, and a Members WhatsApp group, while the annual Excellence in Care Awards and Skills Summit provide sector convening functions. Membership sits within the Care Association Alliance, giving WMCA national advocacy reach to roughly 10,000 care providers alongside direct engagement with CQC, DHSC, Skills for Care, IHSCM, NHS England, and West Midlands ADASS.

The technology stack is a web-based, multi-property digital estate (wmca.care, proud2.care, hmfc.care, wmca.digital, wmca.events) integrated with NHS Mail, Google Analytics, and a self-administered 24/7 DBS checking portal. Distribution is direct via membership sign-up on the website, regional in-person training at venues such as Bescot Stadium and Dudley Canal Trust, and hybrid events. WMCA is a wholly independent, non-listed organisation (Company No. 04972911) operating with a 14-person team and two wholly-owned trading brands (Proud to Care West Midlands and West Midlands Care Legal Services).

Name

West Midlands Care Association

Legal name

West Midlands Care Association

Website

https://wmcha.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

West Midlands Care Association is a non-profit membership trade body serving adult social care providers across 14 West Midlands local authorities, delivering DBS checks, training, DSPT support, international recruitment, and consumer legal services.

Ownership category

akta.pro rank

Headquarters

HQ city

Halesowen

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Subscriptions: Annual membership fees providing access to HR and legal helplines, discounted training rates, discounted DBS checks, member-only resources, networking events, and representation through the Care Association Alliance at national level.
2. Training Services: Care Certificate training, management courses, and specialist training sessions offered at tiered pricing with member discounts. Revenue generated through course fees ranging from £21 to £65 per session depending on course type and membership status.
3. DBS Checking Service: Electronic criminal records check service for care providers. WMCA members receive substantial discounts compared to standard prices. The service is available 24/7 through a self-administered online system.
4. Event Hosting: Conferences, workshops, and networking events including the annual Skills Summit, Registered Managers Conference, and Care Awards. Chargeable events with varying ticket prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

West Midlands Care Association (WMCA) is a regional membership-based trade association for adult social care providers in the West Midlands, UK. It delivers training, DBS (Disclosure and Barring Service) checks, digital support tools, events, and recruitment assistance to its member organisations. Founded around 2003 and headquartered in Halesowen, it operates with a small team of around 14 employees and is a member of the Care Association Alliance.

Product overview

West Midlands Care Association operates as a membership-based trade body and umbrella organization serving adult social care providers across the West Midlands region. Rather than a single unified software product, the Association offers a portfolio of services spanning: a DBS Checking Service (electronic criminal records checking system), a Training Programme (Care Certificate, management, and specialist courses), Digital Care Support and DSPT compliance tools, an International Recruitment Support programme, the Proud to Care West Midlands recruitment brand, the Help Me Find Care public-facing directory and legal services brand (including Wills, Power of Attorney, and Home Protection Trusts), Events and Conferences, and Care Awards. Core membership benefits include HR and legal helplines, supplier discounts, DHSC/CQC news archives, and a members WhatsApp group. These services collectively support care providers in delivering sustainable excellence across community, nursing, special needs, and residential home settings.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership Subscription Recurring paid membership for adult social care provider organisations, granting access to support services, training, events, and industry representation.
• Training Programmes Structured training courses for staff working in adult social care, covering care-related skills, compliance, and professional development.
• DBS Checking Service Paid service processing DBS criminal background checks for staff and prospective hires of member care providers to support safer recruitment.
• Digital Support Tools Digital resources, toolkits, and support platforms offered to member care providers to assist with operational and compliance tasks.
• Events Programme Conferences, networking events, and member briefings for adult social care providers operating in the West Midlands.
• Recruitment Support Recruitment guidance, resources, and assistance provided to member care providers to support hiring into the adult social care workforce.

Quantifiable outcome

• 100% positive feedback received for Oliver McGowan Mandatory Training sessions
• +1 more outcomes

Named customers6 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

Integration2 records

Partnerships

23 partnerships are on record, tiered core, secondary and minor.

• Care Association Alliance (CAA)coreStrategic or Co-development Partner · 1 January 2010CAA is a national umbrella organization for local care associations founded in 2010, with WMCA as one of the founding members. CAA represents nearly 10,000 care providers across England through 50+ member associations. WMCA benefits from national advocacy through CAA's regular meetings with Government ministers and senior civil servants.
• Institute of Health and Social Care Management (IHSCM)coreStrategic or Co-development PartnerWMCA is an IHSCM hub providing free membership to WMCA members. IHSCM offers CPD accredited courses, social care resources, free access to events, networking opportunities, and innovation groups. Services include the Deputy Manager Leadership Programme and Conflict Resolution workshops.
• Digital Care HubcoreStrategic or Co-development PartnerNational organization providing digital care support resources. WMCA participates in advertising national webinars and training from Digital Care Hub, and promotes the Better Security Better Care programme through its local support role.
• Better Security Better Care ProgrammecoreStrategic or Co-development PartnerNational and local support programme funded by Department of Health and Social Care to help adult social care providers complete the Data Security and Protection Toolkit (DSPT). WMCA is the local support organisation offering free resources, workshops, and one-to-one support.
• West Midlands ADASScoreStrategic or Co-development PartnerAssociation of Directors of Adult Social Services. WMCA partners with WM-ADASS on international recruitment support through the West Midlands International Recruitment Partnership (WMIRP).
• West Midlands EmployerscoreImplementation/ SI/ Consulting PartnerPartner in the West Midlands International Recruitment Partnership (WMIRP) delivering international recruitment support within the West Midlands region. Provides webinars and guidance on sponsor licence compliance.
• Skills for CarecoreStrategic or Co-development PartnerWMCA administers Registered Managers Networks in partnership with Skills for Care. Training courses are mapped to Skills for Care Care Certificate standards and Management Induction Standards. Skills for Care publishes workforce intelligence reports referenced by WMCA.
• Proud to Care West MidlandscoreStrategic or Co-development PartnerWMCA's own trading style and care recruitment website (www.proud2.care) operated as part of the West Midlands International Recruitment Partnership to support international recruitment and displaced individuals in finding care sector employment.
• Help Me Find CaresecondaryStrategic or Co-development PartnerConsumer-facing care directory and advice portal (www.hmfc.care) operated by WMCA members. Includes legal planning services (Power of Attorney, wills, probate, home protection trusts) and directory of member care providers.
• West Midlands International Recruitment Partnership (WMIRP)coreStrategic or Co-development PartnerPartnership of public and private sector organizations coordinated by WM-ADASS including 14 local authorities, five care associations (WMCA, Partners in Care Shropshire, Staffordshire Care Association, Herefordshire Care Association, WAHCP), West Midlands Employers, Lifted Sponsor Switch, and Bridget Care. Delivers international recruitment support in the West Midlands.
• NHS / NHS EnglandcoreTechnology or IntegrationWMCA supports NHS Mail (NHS Connect) integration for care providers and participates in NHS-funded digital support programmes. NHS England provides cyber incident reporting channels for care providers.
• Grace CaresminorChannel Partner/ Reseller/ DistributorPartner organization advertising through WMCA newsletters. Sponsors Pimp My Zimmer competition. Provides care sector services.
• CitationminorChannel Partner/ Reseller/ DistributorHR and employment law support provider. Citation Cyber partnership offers WMCA members preferential rates on cyber protection packages.
• Delphi Care SolutionsminorChannel Partner/ Reseller/ DistributorPartner featured in WMCA conferences and events. Presented on 'What does safe care look like in practice?' at Registered Managers Conference.
• HCR LawminorChannel Partner/ Reseller/ DistributorLegal services partner for healthcare sector. Advertises through WMCA newsletters.
• Spectrum CareminorChannel Partner/ Reseller/ DistributorCare services provider advertising through WMCA newsletters and partnerships.
• SyncuriominorChannel Partner/ Reseller/ DistributorPartner advertising through WMCA newsletters. Provides care sector technology solutions.
• Christie & CominorChannel Partner/ Reseller/ DistributorProperty and business advisers to the care sector. Advertises through WMCA newsletters.
• Quality of Care / WFF ProminorChannel Partner/ Reseller/ DistributorCare sector support services. Advertises through WMCA newsletters.
• Care Workers CharityminorChannel Partner/ Reseller/ DistributorCharity supporting care workers. WMCA promotes their services to members.
• Pharmacy XpressminorChannel Partner/ Reseller/ DistributorPharmacy services partner advertising through WMCA newsletters.
• Beacon CentreminorChannel Partner/ Reseller/ DistributorSensory impairment charity. Co-hosts Sight Loss Awareness Training webinars with WMCA.
• West Midlands Local Authorities (14 councils)coreChannel Partner/ Reseller/ Distributor14 local authorities in the West Midlands: Birmingham, Coventry, Dudley, Herefordshire, Sandwell, Shropshire, Solihull, Staffordshire, Stoke-on-Trent, Telford and Wrekin, Walsall, Warwickshire, Wolverhampton, Worcestershire. Partner through WMIRP for international recruitment and work collectively on regional care provider support.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• United Kingdom Homecare Association (UKHCA): National membership association for domiciliary/home care providers in the UK. Offers overlapping advocacy, training, and representation services to a comparable member base of independent care operators, but at national scope rather than regional.
• National Care Association: Long-standing national trade association for independent social care providers in England. Provides parallel services to WMCA including training, regulatory guidance, and policy advocacy, competing for the same member category at national scale.
• Care England: The leading representative body for independent adult social care providers in England. Comparable member-serving model with advocacy, policy, and member support services, but larger scale and national remit versus WMCA's West Midlands focus.
• Care Association Alliance: National umbrella body for local care associations of which WMCA is a founding member. Directly comparable in mission and member base composition (independent care providers across England), though operating at a higher aggregation level with national policy focus.

Others

• Skills for Care: Statutory workforce development body for adult social care in England. WMCA partners with Skills for Care to deliver Registered Managers Networks and aligns training to Skills for Care standards. Comparable member-support functions but a government-funded workforce body rather than a member-led association.
• Institute of Health and Social Care Management (IHSCM): Professional institute for health and social care managers offering CPD, networking, and resources. WMCA acts as an IHSCM hub providing free membership access to WMCA members. Comparable in serving professional development needs for care managers, but membership is individual rather than organizational.

Direct peers

• Staffordshire Care Association: Regional care association serving providers across Staffordshire and Stoke-on-Trent. Near-identical operating model to WMCA as a membership body delivering training, regulatory support, and advocacy for local care providers, and named WMIRP partner.
• Worcestershire Association of Registered Care Providers (WAHCP): Regional care association for Worcestershire care providers. Same regional trade association model as WMCA, and named alongside WMCA in the WMIRP international recruitment partnership, indicating direct structural comparability.
• Herefordshire Care Association: Regional care association covering Herefordshire. Structurally comparable to WMCA as a membership organization providing advocacy, training, and regulatory support to adult social care providers within a defined local authority area.
• Partners in Care Shropshire: Regional care association covering Shropshire and Telford & Wrekin. Directly comparable in structure and service offering to WMCA, and explicitly named alongside WMCA as a co-partner in the West Midlands International Recruitment Partnership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@westmidlandscareassociatio4752
• Facebookfacebook.com/wmidscare
• LinkedInlinkedin.com/company/west-midlands-care-association

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 West Midlands Care Association