Personalised, not packaged
An efficient, flexible care and support service built around one household — never a one-size-fits-all package.
✧ Who we are
About Live-in Care Direct: A Family-Run Agency
We help families find live-in carers they can genuinely trust — carers who are hand-matched, fully vetted, and supported by a named care manager throughout.
10+Years arranging live-in care
850+Towns and cities covered
24/7Care line for specialist plans
Why we exist
Live-in Care Direct was founded by Jason Russell after his own search for care for his grandmother turned out to be far more complicated than it should have been. Every agency he approached made a simple need sound complicated and slow, when all he wanted was good support at home for her in her final months.
That gap in the market — a quick, straightforward way to arrange trustworthy care at home — is what led Jason to launch Live-in Care Direct, alongside his father and co-founder Keith Russell. Between them they brought over 45 years of business experience to a sector that, in their experience, badly needed it.
Who we are
We're here to support families across the UK and Ireland, and to make live-in care simpler to arrange than it was for Jason. Investment in secure systems and a database of hundreds of vetted carers lets us offer the same professional standard of care anywhere in the UK, at a fair, transparent price.
Our aim
We exist so people can stay in the comfort of their own home for longer, without the upheaval of moving into a residential care home. That means the highest quality live-in care and support, available 24 hours a day, 365 days a year — a responsibility we take seriously.
We aim to lead the way in the care sector, supporting older people and those living with specialist medical conditions including dementia, Parkinson's, Motor Neurone Disease and MS. Open, honest communication is essential to that, and to running a live-in care service families can actually rely on.
How we work
The standards we hold ourselves to
Every carer we introduce is briefed on these before a placement starts.
The small details matter
How someone takes their tea, when they like to walk, which chair is theirs. The smallest detail is often the most important one.
Dignity and respect, always
Reduced physical, mental or emotional capability never diminishes someone's value as a person, and our carers are trained to work that way.
Privacy protected at every stage
A client's personal space is theirs. Information gathered in the course of our work stays strictly confidential and is never passed to unauthorised people.
Independence kept intact
Support to retain independence of thought and live a positive, fulfilled life at home — the whole reason live-in care exists.
Communication that suits the person
Language and forms of address matched to what each client actually needs, not to what is convenient for us.
Wellbeing treated as a whole
Physical needs, emotional needs and overall wellbeing met together, in a dignified and non-judgemental way.
Current training and technology
Up-to-date training and secure systems, so every client's needs are properly met and nothing depends on one person's memory.
The highest standard we can reach
The best service achievable for each household, using whatever methods actually get there — measured on how the care goes, not on how the paperwork looks.
Our people
Meet the team
The people who match carers to families and stay involved throughout.
Jason Russell
Founder & Head of Customer Relations
Jason founded Live-in Care Direct after seeing first-hand how difficult it is for families to find care they can genuinely trust. He still speaks to families personally most days.
Keith Russell
Co-Founder
Keith co-founded the service, bringing decades of experience in matching families with carers who fit their circumstances and their personality.
Jennifer King MBE
Head of Complex Care Services
Jennifer leads our complex care services, working closely with district nurses and GPs to make sure care plans are clinically sound as well as compassionate.
Marie Silva
Care Operations Manager
Marie manages day-to-day care operations, coordinating carers and care managers so families always know who to call.
Gladys Mensah
Senior Live-in Carer
Gladys is one of our most experienced live-in carers, specialising in dementia support and end-of-life care.
Recognition
Awards & industry recognition
Our founder Jason Russell collecting recognition for the team's work in live-in care.
Follow us
Life at Live-in Care Direct
Carer stories, care tips and a look behind the scenes — follow us on TikTok.
Awards & recognition
Some of our achievements
Independent recognition from the care sector, and the trade-press coverage of it.
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Home Care Provider of the Year 2025
Shortlisted as a finalist across the whole of the UK at the Leaders in Care Awards 2025.
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Leaders in Care Awards 2025
Our founder at the ceremony, in association with Care Home Professional and Home Care Insight.
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Best Bespoke Tech Care Platform, UK
Technology Innovator Awards 2021, for the platform we use to match families with carers.
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Most Motivated Live-in Care Agency
GHP Social Care Awards 2021.
As covered in Home Care Insight
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2024
CEO acquires 4,200-member care community
Home Care Insight covered our acquisition of a Facebook group with 4,200 active users, to expand services across the UK.
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2021
Named most motivated agency in London
Home Care Insight on our recognition among live-in care agencies in London.
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2021
"Picks up another accolade"
Home Care Insight on a further award for the company.
About the company
Questions about Live-in Care Direct
The things families ask before they trust us with someone they love.
Not seeing your question?
Our care managers answer these every day. A no-obligation call takes about ten minutes.
0800 368 8558Lines open 8am–10pm, seven days a week See all questionsWho founded Live-in Care Direct?
Jason Russell founded Live-in Care Direct, alongside his father and co-founder Keith Russell, after his own experience arranging care for his grandmother showed him how complicated the process could be with other providers.
How experienced is the team behind Live-in Care Direct?
The founding team brings over 45 years of combined business experience, alongside specialist leadership such as Jennifer King MBE, who heads our Complex Care Services and brings decades of international nursing and clinic management experience.
Is Live-in Care Direct a national or local agency?
National. We arrange live-in care for families right across the UK and Ireland, matching carers to households in over 850 towns and cities.
How do I get in touch with the team?
Call us on 0800 368 8558, use the callback form on this page, or visit our contact page. You'll speak to a real care manager, not a call centre.