Managing Director
Ruth has worked in franchising throughout her career and joined Home Instead in 2010. She was appointed as the UK company’s Chief Operating Officer in 2022 and became Managing Director in 2026.
Like many at National Office and across Home Instead’s network of over 265 offices, Ruth has first-hand experience of juggling family and business life with care responsibilities. She brings this insight to her work and understands the needs to be able to offer support to family members when they reach their ‘stuck moment’ – the time in their care journey when they don’t know where to turn.
At the time she joined Home Instead, Ruth was the primary carer for her grandma. She also has personal experience supporting both her father and mother, who was living with late-stage vascular dementia and sadly passed away in 2026. She truly understands and knows the pressures of having her own family, a career and looking after parents.
Ruth often says that her early experience of the social care system with her grandma was not good at all. But when she heard of Home Instead’s relationship-led, companionship-based approach to care; she knew this was a business that she wished to help flourish for the benefit of families like hers.
Ruth truly embodies Home Instead’s mission of ‘changing the way society cares for older adults’ making sure that families understand that ‘home’ is a choice when it comes to care. She wants people to understand not only what good care looks like, but how to navigate the support system around it.
Ruth is passionate about ethical franchising and the sector’s ability to transform people’s lives. She proudly holds the position of Chair of the board of the British Franchise Association (bfa) and is a passionate spokesperson on all things franchise. She holds the Qualified Franchise Professional (QFP) qualification.
Such has been her influence in the sector that she was named the EWiF (Encouraging Women into Franchising) Ambassador of the Year in 2023.Ruth gives much of her own time to bring together and encourage fellow franchisors. She has been instrumental in setting up a Franchisor Peer Group. This group meets regularly to share knowledge, advice and best practice. She is also a regular speaker at franchise and care events across the UK.
Ruth was a trustee of Home Instead’s charitable arm, Home Instead Charities UK, for many years and has personally raised significant sums for the charity, most notably when she ran the London Landmarks Half Marathon. Ruth also volunteers with the charity, Re-engage which supports older people to make new friends. She hosts regular tea parties for a group of older people at her home.
Ruth leads Home Instead UK, driving the continued growth of the network while strengthening the brand’s reputation for high-quality, relationship-led care. With more than 16 years’ experience at Home Instead, she is a strong advocate for both home care and franchising and is Chair of the British Franchise Association.
Managing Director
Tom provides strategic and financial guidance to the UK group of companies in addition to supporting all of National Office with the maintenance of a strong financial model for our franchise network.
Director of Finance
Sanjeev’s primary remit is to identify ways the company can further reduce the growing burden on the NHS by increasing its range of at home care services combining technology and care professional skill mix.
Director of Care & Quality
Michelle plays a pivotal role in the continued growth and strengthening of Home Instead on a global scale.
Communications and International Expansion Director
Rebecca leads Sales and Marketing for Home Instead UK, driving growth, brand strength and network-wide impact. With deep franchise and multi-site business experience, she aligns national and local strategies through evidence-led decision-making. Rebecca is committed to responsible growth, while strengthening Home Instead’s reputation as a leader in relationship-led home care.
Sales & Marketing Director