Meet Lyndsey Ratcliffe

Luxuricare exists because Lyndsey Ratcliffe wanted to build the kind of care company she would be willing to send to her own family.

That sounds like the sort of thing every care company says. The difference is what follows from it. If you genuinely intend a service to be good enough for your own mother, a number of comfortable decisions become unavailable to you. You cannot quietly shave five minutes off a visit to make a round work. You cannot publish a headline price and add the real cost later. You cannot advertise a service you are not properly set up to deliver and work out the details afterwards.

So Luxuricare was built the other way round. The prices went on the website before anyone had to ask for them. The care planning system, the policy framework and the staff learning platform were in place before the first visit rather than bolted on once the company got busy. And where a claim could not be evidenced — a rating, a review score, an accreditation — it simply does not appear anywhere on this site.

In a company of this size, the person who founded it is not a signature at the bottom of a welcome letter. Lyndsey Ratcliffe is the registered manager the CQC holds accountable for the service, which means the standard of care is her personal responsibility rather than something escalated to a regional office. It also means she is reachable. If something is not right, you are not three tiers away from the person who can fix it.