Age Care Bathrooms

What Age Care Bathrooms does

Age Care Bathrooms Ltd is a UK-based, family-run private limited company founded in 1994 that designs, supplies, and installs accessible bathrooms for elderly, disabled, and wheelchair-using homeowners across England and Wales. The company's core product set comprises walk-in baths (sub-models Florida, Montana, Easy Riser), low-profile walk-in showers, level-access wet rooms, and complete mobility bathroom conversions, all installed to NHS occupational therapy compliance standards by directly employed, DBS-checked tradespeople covering plumbing, electrical, joinery, tiling, and waste removal — no subcontractors are used. In 2024 the company extended its offering with the InstantCare Mobility Bathroom Pod, a pre-assembled, fully equipped modular unit that attaches to the home and can be installed in under a day, and it monetises ongoing customer relationships through the ForeverCare aftercare subscription at £27.50/month.

The business operates a sales-led, direct-to-consumer go-to-market model: prospects are reached through a self-produced TV advertising campaign, an SEO-optimised website with dedicated local landing pages for six major cities (London, Newcastle, Manchester, Liverpool, Sheffield, Bournemouth), organic content marketing via a blog and across Facebook, Instagram, YouTube, TikTok, and LinkedIn, plus lead magnets (free brochure, VAT exemption checker). The primary conversion mechanism is a free no-obligation home visit paired with a 3D CAD bathroom design and a staged payment plan; the company is FCA-authorised (FRN: 1003031) and partners with Novuna (Mitsubishi HC Capital UK PLC) to offer Buy Now Pay Later finance. Pricing is project-based and publicly disclosed from £7,500 for a fully fitted bathroom and £8,500 for a walk-in shower, with InstantCare pods starting at £23,500 and 0% VAT available to qualifying chronically ill or disabled customers.

The company is privately held with no disclosed parent, no external equity investors, no public funding rounds, and no subsidiaries; brand credibility is reinforced by Which? Trusted Trader and SafeContractor accreditations, a 4.8/5 Google Reviews rating, and charitable partnerships with SSAFA, the MND Association, and the Alzheimer's Society. Revenue, headcount, and detailed financials are not publicly disclosed.

Name

Age Care Bathrooms

Legal name

Age Care Bathrooms Ltd

Website

https://agecare-bathrooms.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Age Care Bathrooms Ltd is a family-run UK installer of accessible bathrooms — walk-in baths, showers, wet rooms, and pre-assembled mobility pods — serving elderly and disabled homeowners across England and Wales via direct, in-house installation teams.

Ownership category

akta.pro rank

Product category

Accessible Bathroom Installation Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Bathroom Accessibility Modifications (Walk-In Tubs, Roll-In Showers, Grab Bars) (HSAPANAD)

akta.pro secondary industries

Bathroom Renovation for Accessibility (Walk-In Tubs, Roll-In Showers) (HSABAJAN), Bathroom Accessibility & Safety Upgrades (Grab Bars, Curbless Showers, Widened Doors) (HSAPABAJ), Grab Bars, Handrails & Bathroom Safety Installations (HSABAJAC)

Keywords

• Mobility bathroom installation
• Accessible bathroom design
• Walk-in bath fitting
• Wet room installation
• Disabled bathroom adaptation

Headquarters

HQ city

Chesterfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Accessible Bathroom Installation (One-Time): Primary revenue stream from designing and installing fully fitted mobility bathrooms, walk-in baths, walk-in showers, and wet rooms. Pricing is project-based, with starting prices from £7,500 for fully fitted bathrooms and £8,500+ for walk-in showers. Deposit collected at order confirmation, further payment on installation day, balance on completion. Customers may also benefit from VAT exemption if qualifying. Finance options available through Novuna (Buy Now Pay Later) and staged payment plans.
2. InstantCare Mobility Bathroom Pod: Pre-assembled pod units sold and installed as fully fitted accessible bathroom solutions. Pricing starts from £23,500 fully fitted. Additional annual aftercare package available at £250/year. This represents a higher-ticket product line complementing the core bathroom installation service.
3. ForeverCare Subscription (Aftercare): Recurring monthly subscription at £27.50/month offering extended warranty, annual professional clean, maintenance visits, and ongoing support. Only available to customers who sign up within 14 days of installation, providing a natural upsell opportunity at the point of installation completion. This creates a recurring revenue relationship beyond the one-time installation sale.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels11 records

Core offering

Age Care Bathrooms designs, supplies, and installs accessible (mobility) bathrooms for private homeowners across England and Wales. Offerings include walk-in baths, walk-in showers, level-access wet rooms, and complete mobility bathroom adaptations, all delivered by directly employed, DBS-checked tradespeople. The company also manufactures and installs the InstantCare pre-assembled mobility bathroom pod, and offers a recurring ForeverCare aftercare subscription.

Product overview

Age Care Bathrooms is a specialist provider of accessible bathroom solutions for older adults, people with disabilities, and wheelchair users across England and Wales. The core product portfolio consists of four main installation types: Walk-In Baths (featuring models like Florida, Montana, and Easy Riser with various door configurations), Walk-In Showers (low-profile tray systems with fixed glass screens), Wet Rooms (fully level-access with sloped floor drainage), and Mobility Bathrooms (complete accessible bathroom installations). The company also offers the InstantCare Mobility Bathroom Pod, a pre-assembled modular unit that attaches to the home and can be installed in under a day. Supporting products include safety accessories (grab rails, shower seats, drop-down toilet arms, rise and fall toilets, anti-slip flooring) and the ForeverCare aftercare subscription service. All installations follow NHS occupational therapy requirements and include full plumbing, electrical, joinery, tiling, and waste removal. The company uses CAD software for 3D bathroom design visualization and maintains an employed installation team with over 30 years of experience.

Differentiator

Problem solved

Functional benefit

Brands

• InstantCare: InstantCare Mobility Bathroom Pod - pre-assembled, fully equipped mobility bathroom units that attach to homes for immediate accessibility. Features include quick installation (less than a day), waterproof interior, steel base, timber frame, full insulation, and no planning permission required in most cases. Pricing starts from £23,500 fully fitted.

Products and services

• Walk-In Baths

Quantifiable outcome

• Fully fitted bathroom installations completed in as little as 3 days
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• SSAFA, the Armed Forces CharityminorOthersAge Care Bathrooms is proud to support SSAFA, the Armed Forces charity. The company displays SSAFA's logo on its website as part of its charitable partnerships.
• Motor Neurone Disease (MND) AssociationminorOthersAge Care Bathrooms is proud to support the MND Association. The company displays the MND Association logo on its website as part of its charitable partnerships.
• Alzheimer's SocietyminorOthersAge Care Bathrooms is proud to support Alzheimer's Society. The company displays the Alzheimer's Society logo on its website as part of its charitable partnerships. The company also offers specialist dementia-friendly bathroom design services.
• Which? Trusted TraderscoreGTM or Marketing PartnerAge Care Bathrooms is accredited as a Which? Trusted Trader, having passed Which?'s assessment for trading standards, customer reviews, and business practices. They also work with the Dispute Resolution Ombudsman through Which? Trusted Traders for independent alternative dispute resolution.
• SafeContractorcoreOthersAge Care Bathrooms is SafeContractor-approved, having passed the health and safety assessment scheme for contractors. This accreditation serves as both a trust signal and a requirement for working with certain clients.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• N&C (Niblock & Caulfield): UK manufacturer and distributor of accessible bathroom products, mobility aids, and bathroom adaptations, supplying both trade installers and end consumers in the same accessible bathroom category.

Direct peers

• Mobility 1st: UK accessible bathroom installer providing walk-in baths, showers, and wet rooms with a home visit and bespoke design service mirroring Age Care's customer journey.
• Contour Showers: UK manufacturer and supplier of level-access shower trays, doors, and wet room systems for accessible bathrooms, competing in the same installer channel with similarly positioned DME-style products.
• Bathing Solutions: UK-based mobility bathroom installer offering walk-in baths, showers, and wet rooms with a free home visit and no-obligation quotation model that directly mirrors Age Care's sales-led approach.
• Walk-in Baths Direct: UK-based retailer and installer of walk-in baths and accessible bathing solutions, competing directly with Age Care's core walk-in bath product line.
• Premier Care in Bathing: One of the UK's longest-standing accessible bathroom installation specialists, offering walk-in baths, showers, and wet rooms for elderly and disabled customers with a direct-to-consumer home-visit sales model comparable to Age Care's.
• Mobility Plus Showers: UK mobility bathroom specialist offering walk-in showers, walk-in baths, and wet rooms with free home surveys and direct-to-consumer installation, directly competing for the same elderly demographic.

Broad incumbents

• AKW: UK market leader in accessible bathroom manufacturing (shower trays, screens, sanitaryware) supplying installers, social housing, and trade customers at scale — a broader incumbent in the same product category.
• Impey Showers: Leading UK wet room and level-access shower manufacturer serving both consumer and trade channels, overlapping with Age Care's wet room and shower installation services.
• Stannah: Well-established UK mobility brand primarily known for stairlifts but also offering accessible bathrooms, serving the same elderly customer base through a trusted national brand and direct sales model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@agecarebathrooms
• Facebookfacebook.com/agecarebathrooms
• LinkedInlinkedin.com/company/age-care-bathrooms
• Instagraminstagram.com/agecarebathrooms
• TikToktiktok.com/@agecaregroup

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 Age Care Bathrooms