✧ Press office
Press and media
For journalists writing about care at home, the cost of care and how families arrange it. We aim to put you in touch with a spokesperson the same day.
Media contact
Email info@liveincaredirect.org with “Press enquiry” in the subject line, or call 0800 368 8558 and ask for the press office. The line is open 8am to 10pm, seven days a week. Please include your deadline.
Spokespeople
Jason Russell, Founder
Jason founded Live-in Care Direct in 2015 after arranging care for his own grandmother and finding the process far harder than it needed to be. He still speaks to families personally most days.
Can comment on:
- Arranging live-in care at short notice
- What live-in care costs and how families pay for it
- Live-in care compared with care homes
- How introductory agencies differ from managed care providers
- Running a family business in social care
Jennifer King MBE, Head of Complex Care Services
Jennifer leads our complex care services, working closely with district nurses and GPs so that care plans are clinically sound as well as compassionate.
Can comment on:
- Complex and clinical care at home
- Working with district nurses and GPs
- Supporting people with dementia, Parkinson's and MS at home
Research and data
We publish original analysis of public care data, with the methodology and a downloadable table for each study.
- Care home ratings by council in England: CQC ratings for every council area in England: where most care homes are rated below Good, where homes have gone longest without a check, and where care home places are scarcest.
Company facts
| Founded | 2015, by Jason Russell and Keith Russell |
|---|---|
| What we do | Introductory care agency: we match families with vetted, self-employed live-in carers. How the model works |
| Coverage | England, Scotland, Wales, Northern Ireland and the Republic of Ireland |
| Legal entity | Cellnet Digital Limited, trading as Live-in Care Direct |
| Company number | 09618059 (England and Wales) |
| Registered office | 86-90 Paul Street, Shoreditch, London EC2A 4NE |
| Reviews | Google and Trustpilot reviews |
About Live-in Care Direct (for notes to editors)
Live-in Care Direct is a family-run introductory care agency founded in 2015 by Jason Russell and his father Keith Russell. It matches families across the UK and Ireland with vetted, self-employed live-in carers, so that older and disabled people can carry on living in their own homes rather than move into residential care. The company was shortlisted for Home Care Provider of the Year at the Leaders in Care Awards 2025. Live-in Care Direct is the trading name of Cellnet Digital Limited, registered in England and Wales, company number 09618059.
Images and logo
These may be used in coverage of Live-in Care Direct. Please credit “Live-in Care Direct”.
- Logo (PNG) (440 × 359 px)
- Jason Russell, founder (JPG) (1200 × 1083 px)
- Jason Russell at the Leaders in Care Awards 2025 (JPG) (570 × 760 px)
- Company brochure (PDF) (11 pages)
Awards & recognition
Awards and coverage
Independent recognition from the care sector, and what the trade press has written about us.
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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.
Read the article (opens in a new tab) -
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.
Read the article (opens in a new tab) -
2021
Named most motivated agency in London
Home Care Insight on our recognition among live-in care agencies in London.
Read the article (opens in a new tab) -
2021
"Picks up another accolade"
Home Care Insight on a further award for the company.
For journalists
Press questions
How we work with the media.
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 weekHow quickly can I get a comment?
We aim to reply the same day. Email us with your deadline and the questions you want answered, or call and ask for the press office, and we will put you in touch with the right person.
Is Live-in Care Direct regulated by the CQC?
Live-in Care Direct is an introductory agency: it introduces families to self-employed live-in carers, who provide the care. Introductory agencies do not need to register with the CQC for personal care, because they do not direct or supervise the care itself. Our introductory agency status page explains the model in full.
Can you put us in touch with a family or a carer?
We can ask. Any family or carer would take part only with their consent and on terms they agree to, so tell us what the piece is about and we will pass the request on.
Can we use your research figures?
Yes. Our research is free to use with a credit to Live-in Care Direct and a link to the study, and each study has a downloadable table. We can also prepare a breakdown for your area.