Director of Finance
Joining Home Instead UK in 2013, Tom has played a key part in growing the brand, helping take it from 75 franchise offices to our current 255+. As a fellow member of the Association of Chartered Certified Accountants, he is at the forefront of innovation in the sector.
With experience in finance roles on both the franchisor and franchisee side, Tom has garnered a great deal of insight that he applies to his role at Home Instead. It enables him to know how the company as a brand can succeed, whilst understanding what support our franchise offices need. Leading the finance team, Tom provides strategic and financial guidance to ensure that franchisees can meet their financial commitments.
Home Instead franchisees have the support of Tom right from the beginning. At their new owner induction, early in their franchise journey, Tom works with franchisees on a range of matters, including pricing, wages and HMRC guidelines. As their businesses grow, owners continue to use Tom’s expertise to maintain a successful care company that supports people in the community who want to stay living at home.
When franchisees decide to move onto pastures new and sell their business, Tom supports both parties involved, helping with due diligence. He ensures that existing franchise owners get a good price for their business, and that the incoming franchisee is also getting a good deal, standing them in great stead financially as they go about their Home Instead journey.
As franchises grow, Tom Robinson remains a trusted sounding board for owners keen to expand their businesses. When owners look to introduce new services, including Live-in Care and Healthcare at Home, Tom works with them to establish the commercial benefits of them making this move, and how to introduce it effectively.
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