Our philosophy

We are passionate about enabling the elderly to live life to the full – and this underpins everything we do.

Champions for our clients

  • We look out for you, or your mum or dad
  • Our clients are at the centre of everything we do
  • We put our clients in control

A personal service

  • Our services are personal and bespoke
  • We offer face-to-face support
  • We provide our clients with an expert co-ordinator who is their single point of contact for everything

Independent and objective

  • We are independent of care homes and other industry influencers and take no payment from them, unlike some of our competitors.
  • Our advice is always objective, matched against your personal criteria

Industry experts

  • We are recognised experts within the self-funding care market
  • We know what good looks like
  • We keep our sector knowledge up to date

Raising standards, changing lives

  • We work tirelessly to improve standards in the care home sector, offering our expertise and time, free of charge to help improve services and facilities.
  • We embrace and influence innovations that are changing the face of the care provision

Empowering the silent majority

  • We want to change the expectations of people going into care homes
  • We encourage our clients to vote with their feet – we do not believe they should accept second best
  • We want people to understand that if they are paying £80,000 a year for a care home, they have the right to be served as though they are on a luxury cruise liner!

A short note to thank you very much for your careful and helpful attention and understanding of my needs. I feel reassured that I am now in control of my own future - something I didn't feel before.