Why Elder?

Find out what makes us different, and how we can help, no matter where you are in your journey.

More choice

Choose your carer from our 5000+ community, and manage care easily with your MyElder account. 

More control

Whether you need care in 24 hours, or are planning ahead, we can help you take control.

More support

Our support specialists and clinical team are here to listen, guide, and empower 7 days a week.

More value

No surcharges, no hidden costs, and no joining fees– just truly personalised care.

We understand every care story is personal, because ours is no different.

Pete’s family had a tough time finding the right care for his Gran, Frances.

When Frances needed a little extra help, they began looking after her themselves. Arranging for carers to pop in and out during the day wasn’t easy, and it was difficult to know when or how long they spent time with Frances.

Finally, Pete's family decided the only way to keep Frances safe and ensure she got the care she needed was to move her into a care home.

Pete was struck by how, at the time, they felt there was no other option. For over 200 years, the care home has become an accepted practice when a loved one needs a certain level of care, and he wanted to know why.

Around 6.5 million people are looking after a loved one themselves – putting a considerable amount of emotional and financial pressure on families all over the UK.

Pete Dowds, Elder Founder and CEO

Over 2.6 million people believe they will have to quit their jobs to provide care to a loved one. But what happens when people can’t leave their jobs? If marriages break up, or families need to move away?

Looking deeper into the social care industry, Pete saw the size of the problem ahead. The number of people aged 85+ in the UK will double in the next 20 years. However, the number of care homes isn’t increasing.

How will we then ensure our loved ones not only get the support they need but get the care that keeps them happy and connected to the lives they’ve built?

Our parents and grandparents spend years creating homes that become the heart of the family. A place everyone comes back to for Christmas and holidays. For Pete, he believed there had to be a way that older people could hold on to this and stay in their own homes for as long as they wanted.

Elder was created to provide live-in care that protects these connections. By matching carers on their personality, interests, and skills, older people can enjoy companionship while keeping the routines, hobbies, and lives they love.

Whether it’s going to the local bowls club (something Frances used to do quite regularly), popping to the hairdressers for a blow dry, going to church, or simply spending time with friends who live nearby, Elder can help people enjoy life to the fullest extent they can as they age.

More from Pete

An Elder Family Support Specialist takes a call from an Elder customer.

Our care advisors are here for you seven days a week

Big decisions need bespoke support. So, whether you’re ready to take the next step in arranging care, or are just looking for some advice, give our friendly team a call. 

What’s important to us

Seeking excellence 


For our society 

Our mission is to reinvent what it means to age. To change conversations and perceptions, so that getting older doesn’t mean giving up choice, independence, or the things that make us who we are.

We’re always seeking excellence – We raise the bar, break the mould, and commit to solving complex problems for customers, carers, and partners.

We do this by coming together.We’re powered by insight, ambition and purpose. We work together at pace, and ensure everyone has a voice.

And, we’re passionate about supporting people in their own homes as they age. We value those who care, and we’re working to change society for the better.


We’re with you through every moment


When you choose live-in care with Elder, we’ll make sure you feel in control and fully supported, no matter what challenges you’re facing.

  • A friend who’s just a phone call away: Accepting the help of a live-in carer can be tough, and everyone processes it differently. Our care advisors and family support team are here to make things easier. They can answer questions and provide guidance on a wide range of topics
  • Every decision is yours: When it comes to the kind of care you need, you know best. When we think we’ve found a carer who is a great match, you’ll always get the chance to view their profile in-depth, and make a final decision through your MyElder account.
  • Guided by clinical expertise: Our own clinical team reviews every request for care, to ensure it can be provided safely, and that you’re matched with a carer with the right specialist skills and experience. 

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