New partnership with National Trading Standards aims to tackle elderly fraud

Home Instead CEO Trevor Brocklebank and Louise Baxter, National Trading Standards Scams Team Manager

We are delighted to announce our new partnership with the National Trading Standards Scams Team which will place our 8,000 CAREGivers at the forefront of a new scambusting initiative. This will see CAREGivers trained to combat mass market scams and arms them with the ability to report suspected fraud directly to the NTS Scams Team.

This new partnership will help our CAREGivers and clients to identify and fight mass marketing scams which each year claim 3.2 million victims with £5 billion to £10 billion lost to scammers. 

Working with the NTS Scams Team, we have created a new e-learning hub which allows CAREGivers to undertake online scam awareness training. The training resource, which standardises and formalises the training delivered, educates CAREGivers on the different types of scams and the particular risk to the elderly. It also highlights the potential damage to a person’s health and welfare.

In addition, we have created a ‘Report a Fraud’ website which allows our teams across the country to report suspected fraudulent activity directly to the NTS Scams Team.

This enables any suspected fraud to be investigated in a timely manner and will also help alert the NTS Scams Team to the types of fraud being perpetrated and where.

The amount of money lost to these criminals is quite shocking. The damage they inflict is not simply financial; it can have a devastating effect on an elderly person’s wellbeing. 

Speaking about the new relationship, Louise Baxter, National Trading Standards Scams Team Manager, said, “We see Home Instead’s CAREGivers as an army of scambusters and are so pleased to have their support. They are our eyes and ears on the ground and I know they will make a significant impact on our efforts to reduce mass market scams.

“The e-learning initiative is going to arm more people with the information required to assist with the identification of scams and victims and the new ‘Report a Fraud’ website will help with the information flow of scam discovery and with the collation of statistics.”

For more information on the scambusting initiative, visit

For more information about the National Trading Standards Scams Team visit