Managing Director
Ruth has worked in franchising throughout her career and joined Home Instead in 2010. She has been the UK company’s Chief Operating Officer since 2022 and in 2026 was appointed as the UK company’s Managing Director.
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. Fast forward to today and she is caring for her parents – primarily her Mum who is in the late stages of vascular dementia. 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.
As well as advocating for the needs of family carers and ensuring families know that ‘home’ is a choice when it comes to care, Ruth is passionate about ethical franchising and the sector’s ability to transform people’s lives.
Ruth is chair 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.
Always keen to embody Home Instead’s mission of ‘expanding the world’s capacity to care’, Ruth was a trustee of Home Instead’s charitable arm, Home Instead Charities UK, for many years. She has personally raised significant sums for charity, most notably when she ran the London Landmarks Half Marathon and the Royal Parks Half Marathon for Dementia UK.
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