GoodOaks Homecare Franchise: Build a Premium Care Business with Purpose

The GoodOaks Homecare Franchise is one of the most respected ethical care brands in the country. Founded by Ben Ashton and Darius Mitkus in 2011, GoodOaks built its reputation as a directly operated provider in Dorset before opening its franchise network in 2016. The brand has since grown into a network of more than 22 locally owned offices, all delivering visiting and live-in care under the same trusted standards.

What sets GoodOaks apart is the combination of quality, ethics and commercial strength. The founders started their careers as front-line care workers, so the systems, training and culture are all built around supporting both clients and care professionals. That ethos has won the network widespread recognition, culminating in GoodOaks being crowned BFA HSBC Franchisor of the Year (Expanding) in 2025.

GoodOaks Homecare - key financial figures and the franchise profit model

A Sector with Long-Term Demand

Home care is one of the most resilient industries you can invest in. According to The King's Fund, the ageing population and growing preference for care at home are driving sustained demand for high-quality providers. The private homecare market is now estimated to be worth more than £8 billion per year, and it continues to expand as families seek alternatives to residential care homes.

This is exactly the gap the GoodOaks Homecare Franchise is built to fill, with a model focused on premium, relationship-led care rather than high-volume, low-cost delivery. GoodOaks has maintained a 100% success rate with CQC registration, ensuring every office in the network meets the highest regulatory standards from day one.

What a Franchise Partner Actually Does

As a GoodOaks franchise partner, you are not delivering the care yourself. You are building and leading a local business that employs trained care professionals to support clients in their own homes.

This is a hands-on management role rather than a front-line care role, which makes it well suited to people from business, finance, sales, healthcare leadership or operations backgrounds. The founders and directors maintain a personal, collaborative and partnership-led relationship with franchise partners, enabling local business owners to have direct access to senior decision-makers.

Investment, Fees and Funding

It is important to understand the difference between the GoodOaks Homecare Franchise fee and the wider start-up requirements.

GoodOaks works with the major franchise banks, who typically lend up to 70% of the total investment to suitably qualified applicants, and can introduce enquirers to specialist business coaches who help with the business plan.

Training and Ongoing Support

All new partners go through the GOSTART programme, an intensive residential and online training course covering CQC compliance, recruitment, marketing, operations and finance. Because GoodOaks still runs its own original branches in Dorset, new ideas and systems are tested in-house before being rolled out to the franchise network - giving partners confidence that everything they receive has been proven in practice.

• ✓ Intensive GOSTART residential and online training programme
• ✓ CQC compliance, recruitment, marketing, operations and finance covered
• ✓ Regular site visits and performance reviews from head office
• ✓ Marketing toolkits and local campaign support
• ✓ Direct, hands-on relationship with the founders themselves
• ✓ Innovations tested in GoodOaks' own branches before network rollout
• ✓ Access to specialist business coaches for planning support

The Market Opportunity

What Existing Partners Say

Franchise partners frequently highlight how supportive and accessible the head office team is, particularly during the early months when the business is being launched. The 5 Star Franchisee Satisfaction rating, based entirely on anonymous feedback from partners, confirms that this isn't just marketing - it's the genuine experience of running a GoodOaks office.

Is GoodOaks Right for You?

This opportunity will appeal most to people who want to combine commercial success with genuine social impact. You do not need a care background, but you do need strong people skills, a willingness to learn and the financial capacity to invest in a quality operation. GoodOaks has been named a finalist in the 2026 Home Care Awards in the Innovative Technology Expertise category, showing the brand continues to push forward and invest in the future of home care.

Key Benefits at a Glance

• ✓ BFA Franchisor of the Year (Expanding) 2025
• ✓ 5 Star Franchisee Satisfaction - based on anonymous partner feedback
• ✓ 100% CQC registration success rate across the network
• ✓ Founder-led - Ben and Darius still run their own branches
• ✓ Five Home Care Awards in 2025 alone
• ✓ Comprehensive GOSTART training programme
• ✓ Up to 70% bank funding typically available
• ✓ 2026 finalist for Innovative Technology Expertise

Full territory availability, financial illustrations and the latest partner case studies are shared directly with serious enquirers as part of the discovery process.

Interested in exploring more opportunities in this sector? Take a look at other Home Care franchise opportunities available on Franchise Hunt.

A Day in the Life of a Franchise Partner

No two weeks look identical, but most GoodOaks owners describe a rhythm built around three priorities: people, partnerships, and performance. Mornings often start with a stand-up alongside the Registered Manager to review the previous day's care visits, any safeguarding flags and the recruitment pipeline. Afternoons typically shift to community-facing work, meeting hospital discharge teams, attending charity coffee mornings, briefing GP surgeries on capacity or visiting a prospective client family. The role is part employer, part local ambassador, and part business strategist.

Marketing and Lead Generation

GoodOaks supports each new office with national brand assets, paid search infrastructure and locally targeted digital campaigns, but private-pay enquiries also flow from grassroots referral networks the franchisee personally cultivates. The head office digital marketing team contributes web optimisation, local landing pages and review-platform management, while partners run community events, sponsor relevant local causes and build a long-term presence with district nurses and discharge coordinators.

Technology and Clinical Innovation

GoodOaks has invested heavily in clinical technology, including a Digital Health Monitoring service using the NHS-aligned NEWS2 scoring framework, and a Virtual GP service offering round-the-clock medical access for clients. These tools sit alongside standard digital care planning and family portals, giving franchise partners a credible differentiator when speaking to discharge teams and private-paying families.

The UK Home Care Market in 2026

The backdrop for any new homecare office is one of structural, long-term demand. As The King's Fund reports, the number of people receiving publicly funded long-term adult social care rose to 889,000 in 2024/25, and total local-authority social-care spend reached £34.5 billion. Workforce pressures, an ageing population and the steady policy shift toward care at home all favour quality-led providers like GoodOaks who can recruit, retain and meet CQC standards consistently.

Brand Heritage and Recent Milestones

From two front-line carers running a single Dorset office to a national network of 28 plus locally owned branches, the GoodOaks story is one of patient, values-led growth. The brand still trades commercially in its founding territories, which is unusual among franchisors and gives the head office team genuine, current operational insight when supporting new partners.