Our principles

In our day-to-day interactions with people, we are guided by a set of key principles. We have thought long and hard about our principles, and we live and breathe them.


Our principles help us recruit the people that fit our team, they help us find solutions, and – frankly – they help us be better people. Framed copies hang in every room in our office, to remind us what we stand for.


These principles come from our hearts, and they tell you all about who we are and who we aspire to be.

We ask 'Why'

We always go back to why we do what we do. With each step we ask ourselves: does this make life better for our clients and carers? If the answer is ‘No’, we find a different way of doing it.

We keep it simple

Life is complex enough as it is. We think ‘simple’ is easier to understand, easier to communicate, easier to improve, and easier to remember.

We trust people

Feeling trusted brings out the best in all of us. We give people the space and confidence to make decisions and mistakes, encouraging them to trust their instincts.

We start with 'Yes'

We believe that anything is possible. We are optimistic and creative, we love new ideas, and we focus on solutions.

We keep learning

We want to be better than we were yesterday. We don’t get stuck in our ways, we learn from each other and we learn from our mistakes.


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We are, and have always been, a family business. Meet the family and find out how it all began.