and their key players, they believe in you, they believe in themselves and they can actually make it happen in the communities they serve. We’ve got the culture and values that make us very, very different. There are people within the franchise arena and beyond who are trying to copy what we do, and that’s absolutely fine, but they’ll never copy who we are, because they don’t understand the why – they’ll never copy our culture, our values or our people. For us, it’s not about what we do but why we do it, and that’s what makes us fundamentally different in terms of our competitors. It’s having those strong values and brand identities that were built up 25 years ago, that have carried from Omaha, Nebraska, to Blackpool up the road, and to Brisbane – you get it from every person you speak to around the world.


What lies ahead for the future of the business? Martin: Well, we have an ageing population in this country and Home Instead is slap-bang at the heart of the social care sector; we are influencing policy and direction. How do we do that? Because we’re number one. The CQC has rated more than 20 per cent of our network as ‘outstanding’, compared to just three per cent across the sector as a whole. That’s shocking. Because if we want to change the face of ageing – which is what our mission is – it’s not just about Home Instead and the clients we serve, it’s about changing it within the entire industry. We’ve got to influence the whole sector with regards the way care is delivered, and our client-based, relationship-based model is the way forward. In terms of the future and our growth, we see development opportunities across the UK.


Paul: The vision for Home Instead is so exciting, the future is very bright. We’re 25 years in, and in 12 countries, but there’s so much ahead. Our vision is to change the face of ageing, to help seniors live life on their own terms, and a big part of that is them living in their own home. Helping your loved ones stay in their home is not easy – it takes a team, it takes outside resources to help the family achieve these goals. Right now, we offer companionship and light housekeeping, medication management and errands, but there’ll be other needs in the future that we’ll need to meet in terms of how we address their social isolation and more. So the future is bright, and our vision is so inspiring that many people will identify with it and will be passionate about Home Instead Senior Care far, far into the future. n


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