Facing the challenges head-on
As financial pressures and workforce shortages intensify across adult social care, at Homecare4U, we are taking decisive action to protect both the people who receive care and those who provide it. As a longstanding domiciliary care provider, with branches in the West Midlands and North West, we are stepping up to take on care packages and, in some cases, entire care businesses that are at risk due to sector-wide challenges.
By taking proactive interventions, we are able to ensure continuity of care for many vulnerable people who rely on uninterrupted care to maintain their quality of life and also offer job security for experienced carers who would otherwise face redundancy – financially and emotionally stressful at any time but particularly trying in the current cost-of-living crisis.
There is a widening gap between what councils can afford and what it actually costs to deliver sustainable, quality homecare. The disconnect is pushing even well-run services to the edge. The issue is far from new, but the consequences are becoming more severe. In an interview with Good Morning Britain earlier this month, Jane Townson, Chief Executive Officer at the Homecare Association, highlighted that Government had allocated £28.5bn in additional funding to the NHS since 2022/23. Meanwhile, local authorities who commission social care continue to face chronic underfunding.
The Homecare Association estimates that the minimum sustainable rate for homecare should be £32.14 per hour. Yet, many local authorities still offer rates up to £10 below this benchmark, leaving providers unable to pay competitive wages or invest in service quality. The outcome? An exodus of talent, with over 70,000 people leaving the UK care sector in the past two years alone. Driven by unmanageable caseloads and slow wage growth, people are turning to less-demanding careers with better prospects.
With Age UK estimating that two million older people in England are living with an unmet need for social care, the impact is overflowing into an already stretched NHS. The King’s Fund found that many older people facing unmet social care needs are attending A&E more often, and Age UK estimates that around one million emergency hospitalisations of older people each year would be avoidable with the appropriate preventative care in place. Endless reports and data are highlighting the urgent need for interventions before this trend overwhelms an already fragile system.
The rising cost of running a care business
Costs are outstripping the purses of many independent care providers – rising inflation, increases to employers’ National Insurance contributions and growing regulatory compliance costs – and providers are being left to shoulder the burden alone. Research suggests the care sector has absorbed over £2.8bn in underfunded costs in the last year.
Care contract hand backs are on the rise; some providers are facing closure and yet local authority budgets are often too squeezed to respond. In the West Midlands, around 60,000 people rely on domiciliary care services, a growing number of which are increasingly at risk. In a time of sink or swim, Homecare4U is meeting the crisis with pragmatic action and solutions. Our success lies in collaboration, not competition. Our approach is to be flexible, responsive and committed to protecting the people who rely on our support.
Reducing disruption with innovative solutions
We are forming close partnerships with councils and stepping in, often at short notice, to take over packages and maintain continuity of care for people whose wellbeing depends on it. We have diversified so we can offer local authorities a mix of services, including complex care and reablement – helping people recover faster after an injury or hospital stay.
We focus on building relationships through honest collaboration and regular communication, which includes attending calls and asking the council where the blockers are, as well as suggesting solutions we have at our disposal. It allows access to new income streams within the care sector, and in a market that is getting more crowded by the day, that flexibility can be the difference between staying afloat or not – especially when budget uplifts are few and far between.
One of the most impactful solutions has been our Rapid Response Team – a dedicated workforce of care assistants able to mobilise within 24 hours to facilitate hospital discharges. This approach reduces the need for third-party brokerage, eases the crisis of delayed discharges and helps hospitals maintain flow and avoid penalties. This service is not just a response mechanism. It is a model of how community care can work quickly, efficiently and compassionately when we remove unnecessary layers of delay.
Personal perspectives
Michael Cochrane, whose wife Marilyn’s care was transferred to Homecare4U, shared, ‘We were anxious about the handover, but the process was flawless. The same carer continued to support Marilyn, and the communication from Homecare4U has been exceptional. It’s made a huge difference to our lives.’
Rachael Priest, who joined Homecare4U in 2015, added, ‘From day one, they respected my relationships with existing clients and invested in my training and wellbeing. It’s a company that genuinely values its people.’
Protecting displaced workers
Since October 2020, more than 39,000 care workers (many on skilled worker visas) have been affected by sponsor licence revocations. With the recent changes to overseas sponsorship pathways, Government introduced a £16m Displaced Worker Fund to support councils with redeployment. But this measure alone has not been enough to counter the ripple effects.
Homecare4U has taken a more hands-on approach – we are working directly with 36 out of 38 displaced worker teams across England to ensure eligible care staff are swiftly reassigned – keeping them in employment and taking over their visa sponsorship. By closely co-ordinating with immigration services, HR teams and local councils, we have reduced delays and eliminated high transfer costs for many workers. During COVID-19, we worked collaboratively with the local authority to place over 15 sponsored workers in order to free up local capacity – this built on an already good relationship by relieving pressure on both the brokerage team, local authority support staff and the NHS.
However, the situation remains fragile. Many displaced care workers do not hold UK driving licences, which limits their suitability for homecare roles that typically require car travel between clients. At Homecare4U, we are advocating for a more joined-up national response by encouraging NHS trusts and residential care providers to employ non-driving staff where possible. Care is not retail, it is a skilled, relational profession. We must support these workers, not just to fill rotas, but because they are the backbone of the system.
Supporting resilience
We are actively encouraging providers whose services may be at risk to reach out to Homecare4U. We can offer flexible acquisition options and transition support, as well as take on care packages. Our aim is stability by maintaining services and keeping experienced staff employed. We are here to support, not compete. In a sector facing unprecedented pressures, Homecare4U’s leadership offers a hopeful example of what is possible through collaboration, adaptability and values-led decision-making. We are not waiting for permission to act. We are stepping up – because people’s lives depend on it.
For further support, or to reach out to Homecare4U to discuss acquisition enquiries, contact Homecare4U Manager, Ben Patrick, at [email protected]. Then, leave a comment on this feature or join the conversation to share your thoughts.
Samantha Westwood is Registered Manager at Homecare4U (Black Country and Worcestershire). Email: [email protected]