About Live-in Care Direct

Why We Exist Today

Our award winning healthcare agency was founded and is owned by our CEO & Entrepreneur, Jason Russell (left). Jason's father, Keith Russell is the Chief Financial Officer (right) and combined they have over 45 years of business experience.

Live-in Care Direct derived from personal experiences in searching for care solutions for Jason's grandmother during which he faced a multitude of complexities in finding a better alternative to a care home.

Jason decided to do something about it. All of the companies that he approached made everything sound so complicated and lengthy, when all he wanted to do was give his grandmother the best support at home in the last few vital months.

He saw a huge gap in the market, as this was an area that wasn’t made quick and simple, so decided to launch a company that helped families in need of care who want to stay in the comfort of their own home and familiar surroundings, which research has shown increases the length of time your loved one has.

Who Are We?

Live-in Care Direct, are here to support families across the UK and improve the way live-in care is currently being offered. We use state of the art technology to stay one step ahead, keeping your loved one safe at all times.

Having invested heavily into back-end programs and secure databases with hundreds of qualified carers, we are able to offer professional, high quality Live-in care anywhere across the whole of the UK, ensuring families benefit from a sensible and low cost solution.

Jason Russell is the driving force behind Live-in Care Direct, combining entrepreneurial vision with a deep passion for transforming the care industry.

Determined to offer families a genuine alternative to traditional care homes, Jason founded Live-in Care Direct with the belief that outstanding care should always be personal, compassionate, and delivered at home. Under his leadership, Live-in Care Direct has grown into one of the UK’s most trusted and fastest-growing live-in care agencies — recognised with award nominations, industry praise, and glowing 5-star reviews from families nationwide.

With decades of business expertise, Keith Russell brings strength, stability, and strategic insight to Live-in Care Direct. As CFO, he oversees the financial health of the business with diligence and care, ensuring its long-term sustainability and success.

Keith’s steady leadership provides the solid foundation that allows the wider team to focus fully on what matters most — delivering outstanding care, compassion, and peace of mind to families across the UK.

Head of Complex Care Services Global Nurse | Clinic Management Specialist Member of the British Empire (MBE), awarded by HM Queen Elizabeth II (2003)

At Live-in Care Direct, Jennifer King MBE heads our Complex Care Services, bringing unmatched expertise built on decades of international nursing and clinic management leadership. Renowned for her unique combination of frontline clinical excellence and strategic oversight, Jennifer ensures that even the most complex and sensitive care needs are delivered with precision, dignity, and compassion.

Marie brings a wealth of experience to the care industry, having worked in a wide variety of roles over the years. She joined Live-in Care Direct as a Care Co-ordinator and has since been promoted to Care Operations Manager.

In her current role, Marie is responsible for the daily operations of Live-in Care Direct and maintains close contact with our carers working across the country, ensuring they are supported, well-coordinated, and equipped to deliver outstanding care. Marie is known for her keen attention to detail, strong organisational skills, and dedication to delivering high-quality care.

With years of hands-on experience in providing compassionate, high-quality care, Gladys is a dedicated Senior Live-in Carer known for her reliability, warmth, and exceptional professionalism. She has supported clients with a wide range of needs, including dementia care, mobility support, and palliative care, always with a person-centred and respectful approach.

Gladys is passionate about helping people live independently in the comfort of their own homes. She builds strong, trusting relationships with both clients and their families, ensuring they feel safe, heard, and cared for around the clock. Her calm nature, attention to detail, and commitment to excellence make her a valued member of the Live-in Care Direct team.

Our Aim

Live-in Care Direct was launched to enable people to stay in the comfort of their own home for a longer period of time, avoiding the stress and worries of moving into a residential care home.

We are committed to provide our clients and their families the highest quality live-in care and support in their own home 24 hours a day, 365 days a year, taking responsibility towards our clients extremely seriously.

Communication

We feel that open and honest communication is essential to giving the level of service we feel our clients deserve and is essential to running a competent and reliable live-in care service.

What makes Live-in Care Direct different from other care agencies?

• We aim to deliver an efficient, flexible, value for money quality live in personalised care and support service.
• The smallest detail is often of the greatest importance.
• Privacy and confidentiality must be respected and protected.
• Reduced physical, mental or emotional capability does not diminish your value as a person.
• We will ensure the client's physical, emotional needs and overall well-being is being met in a dignified non-judgemental way.
• To enable and support clients to retain their independence of thought and ensure they are supported to live a positive fulfilled lifestyle.
• To ensure that the client is always treated with dignity and respect
• To ensure that the forms of communication, language and address used are suitable for the needs of the client.
• To ensure that all information received in the course of carrying out our duties is treated with the utmost confidentiality and is not passed to any unauthorised persons. Records will be accurate and fit for purpose.
• To be respectful of the client’s personal privacy and space.
• To ensure that the quality of the service provided is of the highest standards possible and to use appropriate methods to achieve this.
• Providing the latest training and technology to ensure all our client’s needs are met and fulfilled.

The initiative behind Live-in Care Direct derived from personal experiences in searching for care solutions for family members during which we faced a multitude of complexities. Our aim is to make this potentially distressing and time-consuming task, become a seamless and transparent experience using our knowledge and experience to provide a personal approach.

We strive to create an organisation that raises the standards and offers quality care at home with a professional and friendly service. We aspire to lead the way in the care sector whilst supporting the elderly and those with specialist medical conditions, including dementia, Parkinson’s, Motor Neurone disease and MS.