Leading the way for women in franchising
According to EWiF (Encouraging Women into Franchising), the number of women entering the franchise industry has significantly increased, with 37% of new franchisees over the past three years being female, up from just 20% in 2015.
Home Instead’s COO and EWiF’s 2023 Ambassador of the Year Ruth Brown, has played a key role in encouraging more women to join the franchising sector, supporting women-led franchise partnerships and empowering individuals to strike out on their own.
Ruth’s journey in franchising began as a franchise assistant for a stationery company, which was just starting its franchising venture. She later moved on to work with Thorntons confectionery, helping to open around 80 of their franchise stores. In 2010, Ruth joined Home Instead, where she was able to bring her diverse experience to a company with a clear, impactful mission, pioneering the way that home care is delivered in the UK.
Now, there are very few people who don’t know and admire Ruth Brown within the franchise sector. In 2024 this was recognised when Ruth won The Corporate Leader Award at the Women Achieving Greatness in Social Care Awards (WAGs) for her inspirational leadership style.
As a successful woman in franchising, Ruth is passionate about mentoring and empowering those around her to grow and achieve. Under her leadership, many senior positions within Home Instead’s franchise development team are now held by women, and Ruth has encouraged her team to pursue the Qualified Franchise Professional (QFP) qualification, enhancing their expertise.
One standout example of Ruth’s mentorship is Imogen Clarke, who joined Home Instead in 2013. Imogen, with a background in business and communications, initially worked in marketing before transitioning to franchise development in 2016. Since then, she has become the leader of the franchise development team and now oversees the in-house resale brokerage. Imogen enjoys guiding individuals through the process of becoming Home Instead franchisees, supporting them as they build successful businesses and helping them when it’s time to sell their resale franchises.
Imogen, who is passionate about entrepreneurship and the power of franchising, has also been recognised for her ability to attract the right people to the industry and help shape the future of Home Instead. As a working mother, Imogen also advocates for women balancing career and family life, often sharing her experiences on podcasts.
Ruth commented: “Looking at the statistics from EWiF that more women are coming into the franchising sector is both encouraging and exciting. I joined the sector and never looked back! It’s really inspiring to see the women within our franchise network growing their businesses and delivering outstanding care in their communities. Also, it’s great to see the women within our national team, such as Imogen, who are continuously developing their expertise in order to then in turn benefit the network with the support provided”.
Mike & Cath Chalton, Home Instead franchisees
Mike and Catharine Chalton co-own the Home Instead franchises in Wirral North, Wirral South, and Chester. They are the only CQC Outstanding-rated domiciliary care provider in the Wirral area. They decided to expand their territory by acquiring the Chester franchise, where they are working with their dedicated team to achieve the same level of excellence and a CQC Outstanding rating.
Mike, with a background in the pharmaceutical industry, and Cath, a former army nurse, have been deeply committed to improving the landscape of home care. Their shared passion is to help people stay in their own homes for as long as possible, receiving high-quality care tailored to their needs. Over the years, Mike and Cath have lived and breathed the Home Instead ethos, and were one of the first franchise offices of the brand to open in the UK.
Mike and Cath believe that their greatest asset is their staff, and they invest heavily in their team, providing ongoing training and hosting team-building events. Career development is also a priority for the Chaltons, with 90% of their core staff having been promoted within the organisation.
In addition to running their own successful franchises, Mike and Cath are committed to helping other Home Instead franchisees and the National Office team develop new initiatives. They have mentored fellow franchise owners, sharing their expertise to help others succeed, and Cath also represents Home Instead on the British Franchise Association (BFA) and the European Franchise Federation.
Mike and Cath also contribute to their local communities as their franchises organise events like companionship cafés, dementia workshops, and social gatherings for clients. Both Mike and Cath attend these events, engaging directly with clients to strengthen the bond of care. They have also founded the Wirral Care Foundation, a charitable arm that supports small local initiatives that may not receive other funding.
Over the years, Mike and Cath have been involved in several impactful projects, including the Rapid Access Service (a fast-track hospital discharge service), the Student Nurse in Social Care Programme, and the pilot project Health Care at Home.
All four of their children have worked in the business before pursuing their own careers, and one of their sons is now a neighbouring franchisee in South Cheshire.
Striving for excellence and working to improve standards in the industry, Mike and Cath remain committed to enhancing the quality of life for older adults in Wirral and Chester.
Gavin Morrigan & Michelle Fairless - The North East
According to the National Statistics, by 2024, 21.7% of the population in the North East will be over the age of 65, compared to 18% in 2014, this demonstrates a strong growth of clients in the area and in new Home Instead territories.
Gavin Morrigan and Michelle Fairless, the owners of Home Instead Cleveland have grown a strong Home Instead presence in the North East, with a positive reputation across the area.
Here, they tell us more about their journey so far with the UK’s number 1 Home Care company:
Following redundancy and finding ourselves at a crossroads with what to do next in life, we were exploring a number of different options, though having both been made redundant on a couple of occasions previously, working for someone else in an HR environment or setting up a HR Consultancy or finance related business was not appealing.
We thought about franchising but knew little about it and so, by chance, we heard there was a franchising exhibition at the NEC in Birmingham so decided to attend. We heard a speaker from another Home Instead office giving an overview and answering FAQs on a general panel of franchise representatives and the Home Instead representative struck a chord with both of us, leading us to visit the Home Instead exhibition stand to find out more.
The business model seemed to make perfect sense and coupled with Michelle’s passion for elderly care following her own life experiences, we wanted to find out more, once we did, we never looked back.
By April we had set up our Ltd company, by May we were on New Owner Training and by June we had opened our doors, less than 4 months from knowing anything about franchising least of all, Home Instead.
With positive support from National Office, we networked and developed new ways of broadening our name and reputation in the community receiving more and more recommendations.
One highlight was discovering the National Office Fraud Public Education Programme as we felt this was a unique way to ‘give’ to the many groups and communities across our territory something that would benefit everyone, but particularly aimed at older and vulnerable groups, whilst helping to showcase our company and reach many more people.
We approached our Local Police and Crime Commissioner with a bid to promote a large number of fraud presentations across the Cleveland Police Force area, soon becoming experts in scams and frauds. From this, our exposure snowballed in many communities as we continued to follow the model and build upon our growing reputation as being the best care company.
We have continued to take advantage of the fantastic support and initiatives provided by Home Instead’s National Office as we look to continue our growth and provide outstanding levels of care.
Joining Home Instead was absolutely the right decision for us and the only time we look back is to see how far we’ve come.
Resales are part of the business cycle of any mature franchise network where owners make the decision to sell, often due to retirement. There are a small number of resales currently available. If you are interested in buying an established Home Instead franchise, please just get in touch.
Resale Opportunities
East of England
Guide price £695,000
• Home Care franchise
• For sale due to personal circumstances
• Turnover for 2024 - £1,128,045
• 2025 annualised EBITDA: £205,000
• Award-winning and industry-leading franchise
• Guide price £695,000 + £20,500 +VAT franchise fee
This is a long-standing established franchise where there is a growing elderly population, the territory covers a wide area with the potential to provide additional care services.
There are many local organisations in the area which offer exceptional opportunities for further networking, building on the relationships already in place with key referral sources. You will find a stable, knowledgeable and dedicated team who have worked together to build a well-run business with strong foundations, ready to take to the next level.
The current owners have concentrated their business on companionship and personal care, so there is ample scope to grow the business significantly with the introduction of new care services such as Live-In Care, Healthcare at home and by networking further into the territory.
South West England
Guide price £675,000
• Home Care Business – South West
• For sale due to retirement
• Annualised turnover £1.39m
• EBITDA 2023: £169,719
• An outstanding franchise with an exceptional client base
• Guide price £675,000 + £20,500 Franchise fee
This Home Instead franchise provides a tremendous opportunity, not only does this business already develop a very healthy profit for its owners, but it can also demonstrate very easily how sales can be increased even further from, what is already, a substantial base. A broad spectrum of care is provided by the company, which in part explains the profitability of this business.
Guide price £895,000
• Home Care Business – South West
• For sale due to retirement
• Turnover - £1,556,400
• EBITDA - £235,824
• An outstanding franchise with an exceptional client base
• Guide price £895,000 + £20,500 Franchise fee
In a fantastic and popular area with a high demographic of over 65’s, there are many opportunities for further growth building on the solid foundations already in place.
The current owners have concentrated within a particular area, but there are more postcodes to expand into, as well as introducing new services.
The new owner will be taking over a highly-rated home care business which has achieved awards and accolades for the care they provide.
Further networking and maximising the relationships already built in the community, will ensure demand continues as more and more people are choosing home care.
South East England
Guide price £199,000
• Home Care Business
• Retirement sale
• Actual turnover for 2023 - £502,727
• EBITDA 2023 £52,361
• Award-winning and industry-leading franchise
• Guide price £199,000 plus £20,500+VAT Franchise Fee
This is a perfect opportunity for someone to own a well-respected business with a strong local reputation situated in a lovely area.
A franchise that offers scope to increase revenues with additional services, as well as extending further into other areas within the territory. Ideally suited to someone who can embrace change management, working alongside an experienced and dedicated team who are engaged with, and passionate about the business.
The business is proud of its long-standing clients which reflects the high quality of care provided and the commitment of the team to the local community.
South of England
Guide price £1,850,000
• Home Care Business – South West
• For sale due to retirement
• Annualised turnover £2.3m
• EBITDA 2025 predicted: £396,480
• An outstanding franchise providing a tremendous opportunity
• Guide price £1,850,000 + £20,500 Franchise fee
This Home Instead franchise provides an exceptional opportunity. A well-respected and admired homecare company in the local area known for its outstanding care. The team are well established and passionate about the service they provide and their involvement in the local community.
The business has already achieved a substantial turnover and there is still plenty of further growth to be tapped into from additional services and expansion across the territory.
South West
Guide price £250,000
• Home Care Business – South West
• 2023 revenue £628,000
• Projected EBITDA year ending 2023 £62,000
• Award-winning and industry-leading franchise
• Guide price £250,000 plus £20,500 + VAT Franchise fee
This is a relatively new territory where circumstances have changed for the current owner. This home care franchise provides a great opportunity for a caring individual or couple to own a business which is now up and running. Ideally positioned for someone not wanting a start-up but is at a stage where they can take the existing team and continue the growth of their much-in-demand home care services. As this is part of an established and much-admired franchise brand, you will be fully supported from day one.
Guide price £250,000
• Home Care Business – South West
• 2023 Revenue - £628,000 – updated March 2024
• EBITDA 2023 £62,000 – updated March 2024
• An outstanding franchise with an exceptional client base
• Guide price £250,000+ £20,500 Franchise fee
This is a relatively new Home Instead territory where circumstances have changed for the current owner. This home care franchise provides a great opportunity for a caring individual or couple to own a business which is now up and running. Ideally positioned for someone not wanting a start-up, but is at a stage where they can take the existing team and continue the growth of their much in-demand home care services. As this is part of an established and much-admired franchise brand, you will be fully supported from day one
East of England
Guide price £190,000
• Home Care franchise business
• For sale due to retirement
• Annualised turnover £403,340
• EBITDA 2021 £60,045
• Award-winning and industry-leading franchise
• Guide price £190,000 + £20,500 Franchise fee
This Home Instead franchise has a great reputation and is highly recommended for the quality of their services. There is a huge opportunity to grow the business by expanding further into the territory and by introducing new packages and services. New owners will gain an enthusiastic, stable team who are knowledgeable and keen to see the business go from strength to strength.
Guide price £199,999
• Home Care franchise business
• For sale due to new challenges
• Turnover for 2023 - £590,000
• EBITDA 2022 £50,385
• Award-winning and industry-leading franchise
• Guide price £199,999 + £20,500 Franchise fee
There is huge potential for this franchise, the new owner will find an enthusiastic team of very capable individuals who are eager to continue developing the business.
Further networking into untapped areas within the territory, adding new care services and maximising the relationships already built in the community, will ensure this franchise goes from strength to strength.
Given these factors, there is a great opportunity to build on the strong foundations and excellent local reputation in what is a very popular area.
East Midlands
Guide price £1,550,000
• Home Care Franchise
• For sale due to retirement
• Annualised turnover for 2024 - £2,484,524
• EBITDA 2024 £385,142
• Award-winning and industry-leading franchise
• Guide price £1,550,000 plus £20,500+VAT Franchise Fee
This territory is one of the highest-profile and successful franchises in the UK. The team are passionate about the business and the outstanding care they provide and will support the new owners with the continued growth of the franchise.
The team has excellent and trusting relationships with healthcare professionals and other organisations in the area ensuring that clients have access to a full service including live-in care and increasingly health care at home.
There are still areas within the territory which have not been fully explored, offering the opportunity to further develop what is already a thriving business with strong foundations and a strong local reputation.
West Midlands
Guide price £195,000
• Home Care franchise
• Change of circumstances
• Annualised turnover for 2024 - £573,000
• EBITDA 2024 £43,777
• Award-winning and industry-leading franchise
• Guide price £195,000 plus £20,500+VAT Franchise Fee
This franchise provides an opportunity to build on strong foundations and a local reputation for not only providing exceptional care but also opportunities for Care Professionals boasting a high retention rate.
There is a diverse range of demographics in the area with over 65s set to increase further in the next 10 years. Extending into new services and networking further into the area will see a substantial increase in revenue.
New owners will have an enthusiastic key management team to work alongside, supporting them to take this business to new heights.
Guide price £1,165,000
• Home Care franchise
• For sale due to personal circumstances
• Annualised Turnover for 2025 - £1,200,000
• 2025 annualised EBITDA - £355,000
• Award-winning and industry-leading franchise
• Guide price £1,165,000 plus £20,500+VAT Franchise Fee
In a well-populated part of England with both rural and urban living, this is a much-admired business in the area, known for the outstanding care provided.
It is one of the early offices opened in the Home Instead network, so has built a great reputation with both people wanting to use their services and to work for the company.
This franchise provides a tremendous building block from which to develop the business even further. There is a capable and motivated team who will continue to support the new owner in running the business and taking it forward.
Opportunity to expand the current services offered and to target further areas within the territory.
North West England
Guide price £610,000
• Home Care franchise
• For sale due to retirement
• 12 months turnover to 31st March 2024 - £1,326,526
• EBITDA 2024 £201,177
• Award-winning and industry-leading franchise
• Guide price £610,000 plus £20,500+VAT Franchise Fee
This is a long-standing franchise which has proven to be highly valued in the area, recognised as a premium provider of care. There is a great spectrum of demographics in the area suited to the Home Instead franchise model, with a high proportion of affluent over 65’s.
The team has always been central to the success of this territory, recognised for their contribution. The new owner will be supported by a very capable and caring team who will work together on the continued growth of the franchise.
Networking has always been high on the list of priorities for the current owner and there is a well-established network of organisations and individuals who are happily referring or recommending the quality care provided.
The new owner can achieve even more, by maximising opportunities for growth, with the expansion of their existing live-in-care and health care at home services.
Guide price £630,000
• Home Care franchise
• For sale due to retirement
• Annualised Turnover for 2025- £1,905,384
• 2025 annualised EBITDA - £200,000
• Award-winning and industry-leading franchise
• Guide price £630,000 plus £20,500+VAT Franchise Fee
Situated in a highly populated area with a strong demand for home care within the territory. The current owner has been very active in engaging within the community and has built a substantial client base.
There is a steady, committed and trusted team who are enthusiastic about the company and run the business day to day allowing a light touch from the owner.
The networking within the area and community involvement has secured its position as the trusted home care company.
Alongside the blend of companionship, home help and personal care, live-in care is being introduced offering substantial growth opportunities.
