Louise McLaughlin: Growing Home Instead Belfast with purpose and passion
Louise McLaughlin is a prime example of how the home care sector combines meaningful, purpose-led work with a commercially scalable business model. Having begun her career in healthcare as a Radiographer in Scotland, Louise specialised in Magnetic Resonance Imaging while working for the NHS, yet she was drawn to a new challenge. Louise wanted to provide person-centred care in people’s homes, where the impact of her work could be more personal and impactful, and would also give her the opportunity to build her own business.
Launching Home Instead Belfast while building a family
Two years ago, Louise and her husband Roger launched Home Instead Belfast, establishing a local hub for high-quality, domiciliary care. From the outset, their mission was clear: deliver compassionate, tailored care with continuity of staff, ensuring clients felt safe, comfortable, and supported in their own homes. Both the Belfast and subsequent Ballymena offices were launched while Louise was pregnant, she even planned care schedules in the early hours of labour! The Ballymena office has now been open for over six months and is firmly established as part of their growing network.
Louise’s dedication has been recognised locally and nationally. She received a high commendation in the Belfast Telegraph Awards for Young Business Person of the Year, a nomination in the Belfast Chamber Awards, and was named Young Woman in Franchising of the Year 2024 at the EWiF Awards. She regularly engages with fellow business leaders at Women in Business NI events, sharing insights and promoting the importance of quality care across Northern Ireland.
Find out how Home Instead Belfast is creating impact in the local community.
Making a scalable, community-focused business
Louise focuses on care operations while Roger drives the business strategy, together building a strong and balanced leadership team. They have recruited 40 Care Professionals and now support more than 100 clients across their territories. Louise maintains a 24/7 helpline for her team, ensuring staff feel supported, confident and valued.
Their approach demonstrates how the home care sector allows for growth while staying true to its purpose. Louise’s leadership style, combining compassion, diligence and dedication has created a culture where both clients and Care Professionals feel supported and empowered.
A professional journey driven by learning and connection
Transitioning from Radiography to Registered Care Manager and Director required Louise to rapidly adapt, developing skills in leadership, safeguarding, and training. She continues to invest in her professional development, attending health and social care events and staying active in organisations including the Health and Care Professions Council, Northern Ireland Social Care Council, the British Franchise Association, and the Homecare Association.
When asked what skill helps her most, Louise points to active listening, noting that the ability to pick up on subtle cues and concerns is essential to providing truly person-centred care.
Looking ahead
With plans to replicate her success in Antrim, Ballymena, and Carrickfergus, Louise’s focus remains on sustainable growth.
Reflecting on her journey, Louise says: “Running this business has taught me that success isn’t just about numbers, it’s about people. When you prioritise care, invest in your team, and really listen to the needs of your clients, everything else falls into place. I’ve learned to balance the operational side with compassion, and it’s that combination that drives both growth and genuine impact. Franchising has allowed me to build something scalable, while staying true to my values and making a real difference in people’s lives.”
Louise’s story shows that with determination, teamwork, and a clear sense of purpose, it’s possible to create a thriving business that benefits both the community and the franchise owner. Her journey is a testament to how vision, dedication, and heart can combine to turn a local service into a sustainable, respected, and rapidly growing enterprise.
Curious how other franchisees are growing their care businesses? Find out more here.