Why Elder?

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

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

A few years ago, 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


Would you like to discuss your needs with a Senior Care Advisor?

Give us a call on the number below.

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 – raising the bar and breaking the mould to deliver results to high standards, and solve complex problems.

We do this by working transparently together with our customers, our carers, and our partners – every decision we make being driven by deep human empathy.

And, with every individual we care for, with every carer we bring on board, and with every decision we make, we ensure we are doing the right thing for our society.


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. We’ll give you your own Family Support Specialist, who can answer questions, or simply offer a listening ear for the whole family.
  • 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 has over 80 years combined experience, and will always ensure you’re matched with a carer with the right specialist skills, and who meets our high standards.

How Elder Works

If you or someone you know is considering live-in care with Elder, this page details step by step how to arrange it.