“IMPROVING quality of life, no matter race, religion, gender or social standing is the resounding and steadfast heartbeat of Caremark.” - David Glover, Joint CEO.
It is this ethos that sets Caremark apart from its competition. The company’s dedication to provide care to everyone, no matter their
Finishing just outside the EF100 topfive, care provider, Caremark, believes improving quality of life, no matter race, religion, gender or social standing, is its ‘resounding and steadfast heartbeat’
place on the social scale means its positioned as The REAL Care Company.
REAL Care, the company says, is about putting people first – all people. It’s about providing real care to everyone that needs it, and Caremark is proud to do exactly that. Moreover, this provides additional benefits for the company’s franchise owners as Caremark is a well-recognised and trusted brand in all segments of the home care market, meaning unlimited opportunity!
With 143 offices in the UK and internationally, and with almost 20 years of successful history, Caremark is a franchise worth investing in.
What makes Caremark different?
Caremark holds its values in high esteem. Values of resect, honesty, integrity and support remain the same for everyone, be that a customer, an employee or a franchise owner. It’s these values that make Caremark different –and successful.
Integral to this approach is Caremark’s robust support centre, comprising of nearly 40 experienced professionals. These experts are the backbone of the organisation, ensuring that the values of Caremark are not just words but are actively integrated into every facet of the home care experience.
Caremark’s initial induction programme gains an approval rating that scores a huge 33% above industry average.
Caremark recognises that the most successful businesses have exceptional leaders; leaders that develop an excellent team culture, have excellent staff retention rates, whilst also driving the business forward. Therefore, Caremark has developed an in-depth, 9-month Leadership and Development Programme titled “Creating High Performance Leaders where Success in Inevitable”. New owners are automatically enrolled in the course. This ensures that all Caremark Franchise Owners are equipped and set up for success. The programme has even been accredited by the Institute of Leadership!
Nearly 40 experts at the Franchise Support Centre help to build and grow the Caremark businesses from both in the field and office. The support is exceptional with a notably high ratio of support team members to franchise owners.
This enables each Regional Support and Quality Manager to deliver personalised support to offices, ensuring a uniquely tailored and comprehensive support structure.
This September, Caremark launched its National Marketing Fund at the request of the network. With ~80% of franchise owners voting “Yes”, the first campaign has delivered an incredibly impressive number of private customer leads for those opting in. The national integrated campaigns are flexible in such that franchise owners can select either customer or recruitment strategies depending on their business objectives, and is designed to support franchise owners with short-term results and long-term growth.
Caremark launched in 2005 with its first franchise opening in 2006. Over the course of nearly 20 years, the company has developed and honed its policies and procedures to enable maximum success for its network. Caremark’s national network delivers over 135,000 hours of excellent home care each
week which makes them one of the largest home care providers in the UK.
As a Caremark franchise owner, you’ll enjoy one of the lowest royalty feeds in the sector, which means more profit for your business. Caremark can also demonstrate that a £1m turnover within three years is achievable.
Being The REAL Care Company, Caremark opens business opportunities in all home care markets. With no cap and a plethora of home care services available for multiple revenue streams. A business with Caremark is truly scalable.
Not much feels better than improving lives for so many on a daily basis!
In a sector defined by the need for business acumen and compassionate care delivery, Caremark – a top-10 finisher in this year’s EF100 - aims to be the benchmark of innovation, quality, and purpose. Joint CEO David Glover, a former solicitor and franchisee, has steered the company with a unique blend of legal expertise, first-hand experience, entrepreneurial spirit, and commitment to improving lives…
FOR David Glover, taking the helm of Caremark was not initially about home care.
“What first drew me to Caremark wasn’t specifically home care, but the broader potential of the brand as a franchise,” he says.
Once immersed in the sector, however, he discovered that he liked what he was doing. “I can confidently say I wouldn’t want to work in any other industry – the sense of purpose is unparalleled.”
He may have thought he was leaving it behind but his legal background has also proven invaluable in his leadership role.
“My legal training instilled in me an analytical mindset, enabling me to make informed, strategic decisions,” Glover explains.
His experience as a franchisee added another dimension, giving him a firsthand understanding of the relationship between franchisors and franchisees.
“That dual perspective drives my commitment to collaboration, and has a direct impact on the number of lives we improve on a daily basis, which is our mutual and overarching goal.”
The mark of a franchisee
The key to Caremark’s progress lies in its ability to identify and nurture franchise owners who embody a balance of entrepreneurial drive and shared values, says Glover.
“We look for people with business acumen and an entrepreneurial spirit, but also, and very importantly, we ensure they align to our ethos and values,” he explains.
While industry experience is not a prerequisite, qualities like commerciality, leadership, and people skills are essential.
“Our sector fundamentally revolves around human connection and compassionate service delivery,” Glover says.
The alignment extends to Caremark’s rigorous training programmes, including a comprehensive induction course and a High-Performance Leadership and Development programme. Together, they equip franchisees with the tools to build thriving businesses around care teams that deliver high levels of service.
One of Caremark’s USPs is its industry-leading franchise support system, which Glover describes as unparalleled.
“We make it our mission to set our owners up for success,” he says. A team of 40 support staff ensures a ratio of 2.5 franchise owners per team member. Specialists in areas such as quality management, operations, marketing, HR, rostering and finance provide tailored assistance that drives measurable results.
It includes a robust quality assurance framework, spearheaded by five Quality Managers.
“They conduct at least two
internal audits per year for every office, supported by action plans and KPIs,” Glover explains.
The marketing team complements those efforts with national campaigns and bespoke local strategies, while regional support managers focus on operational growth.
“Our support system enables franchise owners to focus on delivering exceptional care while we handle the intricacies of compliance, marketing, and operational challenges,” adds Glover.
The firm launched its National Marketing Fund in September 2024. The fund has already delivered impressive results, including 9.9 million impressions and over 10,000 website conversions within its first two months.
“Building brand awareness fills
the marketing funnel for long-term results, while tactical channels deliver immediate leads,” Glover says.
Franchisees also benefit from the ability to tailor campaigns to their needs, whether targeting customer acquisition or staff recruitment.
“Early feedback confirms a large increase in phone calls from potential customers and excellent conversion rates resulting in highworth care packages,” he adds.
Unlike competitors who focus solely on the private market, Caremark embraces a dual approach, serving both private and local authority-funded clients. The strategy is reflective of the company’s ethos, Glover believes.
“We believe that everyone deserves the right to exceptional home care. This is our moral duty, and our genuine passion
for improving lives means we’re extremely proud of our values.”
The approach benefits franchisees as well. Operating across the entire home care market, not just a portion of it, ensures franchise owners have access to a much larger customer base.
With the private market accounting for just 23% of the total home care market, it allows Caremark to own a greater share of the sector.
The firm’s reputation is built around quality and compliance and depends almost entirely on the type of service it delivers.
“Our level of service directly impacts how well we improve the lives of our customers,” says Glover. The quality team, comprised of experts with specialised knowledge in areas such as Alzheimer’s care and complex needs, delivers comprehensive support to franchisees.
Through regular audits, bimonthly clinics, and knowledge
hubs, the team ensures that franchisees not only meet but exceed regulatory standards.
“This dedicated and individually focused support equips every Caremark office to deliver outstanding home care services,” adds Glover.
The firm plans a number of improvements in 2025. The introduction of an Applicant Tracking System aims to streamline recruitment, while a ticketing system will enhance support efficiency. The company is also expanding its team with the addition of a Director of People and an Onboarding Manager.
“Our philosophy is never to stand still,” says Glover. “We are continuously evolving, seeking ways to improve our systems, support our network, and drive collective success.”
As it grows, maintaining standards remains a priority.
“We ensure our ratio of support
personnel to franchise owners remains exceptionally high,” explains Glover. Regular updates to the Operations Manual and collaborative growth strategies further reinforce the commitment.
Looking ahead, Glover is not shy in saying he believes Caremark will be the market leading care company in the UK.
“Our mission is to touch more lives, maintain and improve quality standards, and position ourselves as the care provider of choice,” he says.
Central to this vision is the recognition of care assistants, which plays an important part in keeping the team motivated to provide the service levels required.
“These skilled professionals are the heart of our organisation,” Glover says. By elevating their status and showcasing their expertise, Caremark aims to transform public perceptions of the home care sector.
Under his and fellow Joint CEO, Lisa Fyfe’s leadership, Caremark has emerged as a trailblazer in the home care and franchising space. Its commitment to quality, inclusivity, and innovation sets it apart in a competitive market. As the company continues to grow, its focus on improving lives remains steadfast, ensuring a bright future for franchisees, care assistants, and the communities they serve.
“Our business is about making a difference,” Glover concludes. “And at Caremark, we’re doing excellent things very, very well.”
