CARLENE HOME CARE SERVICES LIMITED

What CARLENE HOME CARE SERVICES LIMITED does

Carlene Home Care Services Limited operates as a Domiciliary Care Agency (DCA) registered with the Care Quality Commission, providing home care and supported living services to adults with learning disabilities (the primary persona), adults with mental health conditions, and older persons requiring dementia or nursing care. The company, a division of the family-owned Fircroft Services Limited founded in 1985 by specialist nurses Marcel Nadal and Fifi Nadal, delivers flexible in-home support ranging from one hour to ten hours daily, complemented by supported living arrangements including shared living, the purpose-built Dutch House apartment block, and individual community flats.

Core services span domiciliary care, supported living, personal care, household tasks, practical support (shopping, budgeting, medication monitoring), health care access (GP and dentist liaison), and social support (befriending, faith observance, community activities). The parent Fircroft Services Limited also operates residential care homes offering nursing and dementia care. There is no proprietary technology platform; service delivery is entirely people-led through trained support workers overseen by a Level 5-qualified Registered Manager, with mandatory training covering medication, safeguarding, the Mental Capacity Act, and the Care Certificate.

Revenue is generated through local authority personal budgets, direct payments, NHS nursing contributions, and self-funding, with the company's own materials noting that approximately 70 per cent of UK care clients have fees paid partly or wholly by local authorities. Go-to-market combines a content-led website with direct phone/email outreach and a community-led referral network spanning Mencap, Downs Syndrome Association, Choice Support, NHS bodies, social services, housing associations, and local church groups. The operating footprint is regional, focused on Wallington, Sutton and the wider area, and the business is privately held with no disclosed external funding, acquisitions, or headcount figures.

Name

CARLENE HOME CARE SERVICES LIMITED

Legal name

Fircroft Services Limited

Website

https://fircroftservices.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Short description

Carlene Home Care Services is a CQC-registered UK domiciliary care agency, part of family-owned Fircroft Services Limited, providing home care and supported living for adults with learning disabilities, mental health conditions, and older persons across Wallington, Sutton and the surrounding region.

Ownership category

akta.pro rank

Product category

Domiciliary and Supported Living Care

NAICS

Home Health Care Services (62161), Services for the Elderly and Persons with Disabilities (62412), Nursing and Residential Care Facilities (623)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050)

akta.pro industry

PRIMARYHSABAIAM

Home & Community-Based Services (HCBS) Coordination & Case Management

Home & Personal Services/Elder Care & In-Home Care Services/Care Coordination & Geriatric Care Management

SECONDARYHLADAGAA

Personal Care & ADL Assistance (bathing, dressing, toileting, mobility)

Healthcare & Life Sciences/Elder Care & Long-Term Care/Non-Medical In-Home Care & Personal Care

SECONDARYHLADABAF

Small Residential Care Homes (RCFE/Board & Care)

Healthcare & Life Sciences/Elder Care & Long-Term Care/Assisted Living Facilities

Keywords

• Domiciliary care services
• Supported living
• Learning disability care
• Home care agency
• Personal care support

Headquarters

HQ city

Purley

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Domiciliary Care Services (Local Authority funded): Home care and supported living services funded through local authority personal budgets and direct payments. Adults with learning disabilities receive between one hour to ten hours of daily support in their own homes, with funding arranged via social services personal budgets.
2. Nursing Care Services (NHS contribution): Nursing care in residential settings attracts a nominal NHS contribution towards nursing fees, supplementing local authority or self-funded care fees. Nursing homes charge higher fees than residential homes, partially offset by NHS nursing contributions.
3. Personal Budget funded support: Supported living is funded by local authorities in the form of personal budgets, enabling individuals with disabilities to arrange their own support services. Individuals hold their own tenancy and take responsibility for living expenses.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Carlene Home Care Services is a CQC-registered Domiciliary Care Agency that delivers home care and supported living services to adults (18+) with learning disabilities, as well as older persons and adults with mental health conditions, across Wallington, Sutton, and the wider area. Care is provided in service users' own homes or rented accommodation (including housing association properties) at flexible levels ranging from one to ten hours daily, and in supported living settings such as shared apartments and purpose-built blocks. The agency operates under Fircroft Services Limited, a family-run care business founded in 1985 by specialist nurses Marcel and Fifi Nadal.

Product overview

Carlene Home Care Services is a Domiciliary Care Agency (DCA) registered with the Care Quality Commission (CQC), providing home care support since 2013. The core offering consists of Domiciliary Care Services and Supported Living Services (including Shared Living, separate apartments within purpose-built blocks like Dutch House, and individual community flats). These are complemented by Personal Care Services, Household Services, Practical Support Services, Health Care Access Services, and Social Support Services. Additionally, the parent company Fircroft Services Limited offers Nursing Care, Dementia Care, Residential Care, and Companionship Care. All services are delivered with a person-centred, risk-assessed approach focused on enabling independence for adults with learning disabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Domiciliary Care Services Homecare support delivered to adults living in their own homes or rented accommodation, supporting people with learning disabilities to live independently with flexible care ranging from one hour to ten hours daily.
• Supported Living Services Personalised service offering ways to maintain independence for those with disabilities, including shared living, separate apartments within purpose-built blocks (e.g., Dutch House), and individual flats in the community.
• Personal Care Services Support with personal care, personal hygiene, activities of daily living, and administration of medicines delivered within a person-centred and risk-assessed approach.
• Household Services Domestic support including laundry, ironing, bedding changes, household cleaning, vacuuming, and dusting.
• Practical Support Services Shopping, menu planning, food preparation, dietary requirements support, bill payments, budgetary management, medication monitoring, emotional support, telephone support, and social skills development.
• Health Care Access Services Assistance registering with GPs, dentists, and opticians; arranging and attending appointments; liaising with social workers and external professionals.
• Social Support Services Befriending, social events organisation, faith and cultural observances support, family contact maintenance, voluntary work support, adult education access, and community leisure activities.
• Nursing Care Residential care with round-the-clock qualified nurse assistance, suitable for those assessed as needing nursing care after hospital stays; NHS makes a nominal contribution toward nursing fees.
• Dementia Care Person-centred support for people with memory loss or dementia diagnosis, recognising life experiences and cultural preferences.
• Residential Care Care home environment providing quality of life enabling independence and identity retention for residents.
• Companionship Care Support services providing friendship, preventing loneliness and social isolation, with companions available to listen and care.

Quantifiable outcome

• All support provided within a person-centred care and fully risk assessed and documented approach
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• MencapcoreStrategic or Co-development PartnerCarlene Home Care has a growing partnership with Mencap, working collaboratively to support individuals with learning disabilities. Mencap is a leading UK charity for people with learning disabilities, and this partnership supports the company's mission of enabling independent living and community inclusion.
• Downs Syndrome Association (DSA) — The Work Fit ProgrammecoreStrategic or Co-development PartnerCarlene Home Care participates in the Work Fit programme run by the Downs Syndrome Association, which helps people with Down's syndrome find and maintain employment. This aligns with the company's objective of supporting individuals to access paid or voluntary work.
• Christians Against Poverty (CAP)minorStrategic or Co-development PartnerA financial capability and debt counselling charity with which Carlene Home Care liaises and co-works to support individuals with budgeting and financial management.
• Choice SupportcoreStrategic or Co-development PartnerA social care charity providing support to people with learning disabilities, autism, and brain injuries. Carlene Home Care co-works with Choice Support as part of its growing range of partner agencies.
• London Futures / The Change FoundationminorStrategic or Co-development PartnerCarlene Home Care has links with London Futures / The Change Foundation, which runs sports programmes that use the power of sport to change the lives of disadvantaged young people aged 14-25 in London.
• Local Church GroupsminorStrategic or Co-development PartnerThe company liaises with local church groups to support individuals with faith, religious, and cultural observances as part of its social support services.
• Social Services / Local AuthoritiescoreStrategic or Co-development PartnerCarlene Home Care operates in collaboration with local authorities and social services, which arrange and fund care through personal budgets and direct payments for individuals with care needs.
• NHScoreStrategic or Co-development PartnerThe company works in collaboration with the NHS, which provides nominal contributions towards nursing care fees and supports integrated health and social care delivery for individuals with complex needs.
• Housing AssociationscoreStrategic or Co-development PartnerMany service users live in rented accommodation provided by housing associations. Carlene Home Care supports individuals in housing association properties to live independently, and these arrangements form a core part of the supported living model.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Voyage Care: Major UK specialist provider of supported living and residential care for adults with learning disabilities, autism, and complex needs. Directly comparable as a specialist learning disability and supported living operator with CQC-regulated services.
• Home Instead UK: National franchised provider of personalized domiciliary care for older adults and those with disabilities across the UK. Directly comparable to Carlene in offering flexible, person-centred in-home support, though at much greater scale and with a broader elderly focus.
• Caremark: UK franchised provider of home care, supported living, and personal care services, including for adults with learning disabilities. Comparable in service mix, regulatory standing, and reliance on local authority funded packages.
• Right at Home UK: Franchised network of CQC-registered home care providers offering personal care, dementia support, and companionship across the UK. Closely comparable in service mix, funding sources, and operational model to Carlene.
• Bluebird Care: UK-wide franchised home care provider delivering domiciliary and personal care services, including for adults with complex needs. Comparable as a CQC-regulated in-home care operator with similar funding mix from local authority and private clients.
• Dimensions UK: Specialist UK provider of support for people with learning disabilities and autism, delivering supported living and domiciliary care. Comparable in its specialist learning disability focus and supported living model funded through personal budgets.
• Hft (Home Farm Trust): UK charity providing supported living and personal care for people with learning disabilities. Comparable as a specialist learning disability provider delivering person-centred, community-based support funded by local authorities.
• Helping Hands Home Care: Established UK domiciliary care provider offering personal care, supported living, and specialist learning disability and dementia support. Comparable as a CQC-registered provider serving similar populations with funded and self-pay models.

Others

• Choice Support: UK social care charity supporting people with learning disabilities, autism, and brain injuries. Listed as a direct partner of Carlene and comparable as a specialist disability support organisation, though operating primarily as a charity rather than a commercial provider.

Broad incumbents

• Agincare: Large, established UK home care and residential care provider with a broad portfolio across personal care, nursing, and supported living. Comparable service lines, but a much larger, multi-branch operator serving as a broad incumbent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 CARLENE HOME CARE SERVICES LIMITED