Our Story

Home Instead was founded by Paul and Lori Hogan in 1994 in Omaha, Nebraska, after struggling to find quality care for Paul’s grandmother, Mrs Manhart. The family made the decision to care for Mrs Manhart themselves and with their love, care and a little extra help, she was able to live safely in her own home for many years. This experience inspired Paul and Lori to launch their own care business with a difference, to help other families just like theirs.

A year later the company began franchising and in 2004 Home Instead started franchising internationally.

Home Instead UK

In 2005 Home Instead was founded in the UK, originally under the leadership of Trevor and Sam Brocklebank. Trevor and his family were frustrated by the lack of choice and quality of care here in the UK. They wanted someone to visit for a few hours to help with cleaning, cooking and all-important companionship. Having identified a gap in the market, the Brocklebanks discovered Home Instead and were given the opportunity to establish the franchise in the UK.

The Business Today

Today the UK operation is owned by the founders of Home Instead, Paul and Lori Hogan. Home Instead is led by CE0 Martin Jones. Martin came to Home Instead after experiencing poor levels of care for his father. Martin wanted to join an environment where he could help to make a difference to the lives of other older people and their families. He joined Home Instead in 2011 and is responsible for leading the entire UK operation.

Home Instead has over 225 franchisees, looks after more than 12,000 clients and employs 9,000 CAREGivers. Each office is owned by people who wish to create a successful business in their local area and who have a sincere and heartfelt desire to help older people.


When Home Instead entered the UK market in 2005, they disrupted home care, creating a new-look care model. As the market leader Home Instead is committed to growing the market and building awareness of the burgeoning sector.

Your next steps

Call us on 01925 730 273 and speak to Imogen Clarke, our Head of Franchise Development. Alternatively, add your contact details below and Imogen will call you back.

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