Home Instead Bring A New Approach To The Aged Care Industry

By Henry Reith, - In Entrepreneurs

Picture of Martin and Sarah Warner of Home Instead Aged Care

Photo Credit: Home Instead

Martin and Sarah Warner have combined a lucrative business model with a passion for care and compassion to create something truly special. The pair’s business, Home Instead Senior Care, which they began in 2004, now has a national network of 25 independently owned and operated offices in Australia with over 1,600 employees.

Given Australia’s ageing population, in-home care is on the rise with nursing homes considered too expensive to meet the needs of seniors who are living longer than ever before. According to the Australian government, the number of Australians aged 65 years or over is expected to increase from 3.6 million in 2015 to 6.2 million in just twenty years. Clearly, the traditional nursing home option is becoming less and less feasible for families who may have to support their parents and grandparents for decades. It states in the Operations of the Aged Care Act report that during 2014–15, 68% of Australians aged 65 years and over lived at home without accessing Government-subsidised aged care services, 25% accessed some form of support or care at home, while only 7% accessed residential aged care, meaning that in-home care is a sector that is booming.

Martin says, “Our research shows that 90% of seniors want to continue to live in their own homes. In-home care focuses on building the individual’s strengths and providing assistance to ultimately help them maintain their independence and overall wellbeing. In-home care allows people to continue to make valuable contributions to their community and feel a sense of purpose.”

Martin started his career in hospitality and ran a chain of restaurants in London before moving to Australia in 1986. He was a key player in establishing Pizza Hut’s home delivery in Sydney during his time working at Pepsico and moved into franchising with the company for overseas markets. His next step was moving into retail franchising as the Director of Lenards before beginning his own franchise consulting business. During that time, Martin’s wife Sarah was running her own consultancy in the aged care sector. When they came upon the opportunity to launch Home Instead Senior Care in Australia, they jumped on it.

“We immediately felt it was for us. The required skill sets matched our background to a tee and importantly, we were caring for my disabled mother so we completely understood the importance of keeping seniors independent and safe in their own home. After meeting with the founders of the Home Instead brand in the US, it became clear to us that you can run a professional business while still demonstrating values of compassion, understanding and trust on a daily basis – something that was extremely important to us,” says Martin.

Martin’s venture into the aged care industry has not been without its challenges. He notes that initially many players in the industry had an ideological view that all aged care services should be free and 100% government funded. “We were real outsiders to the industry and a private in-home care provider entering the market was a shock to many. Now, 10 years on and 25 offices later, demand for our quality, consumer-lead service offering speaks for itself,” says Martin.

The aged care industry has been going through an upheaval recently with government policy changes allowing seniors who receive government-funded home care the freedom to choose their service provider. Martin himself has been a strong proponent in bringing about this change in policy for over a decade. “Under the reforms, all home care providers need to be 100% transparent and accountable to their clients. This will lead to ongoing consolidation with the less efficient organisations leaving the industry. Simply put, seniors will control the aged care industry and those providers who aren’t up to scratch won’t survive,” says Martin.


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