Interviewer: Hi Geoff. Can you start by introducing yourself and sharing how All About Home Care came to be?
Geoff: I’m the owner and Managing Director of All About Home Care. Our journey—mine and my co-founder Jim’s—has roots in both personal and professional experiences.
On a personal level, I lost my mother in 2020 during the height of COVID but not from COVID, and the following year, I nearly lost my father after a serious car accident. He required significant medical care, including brain and then heart surgery. We cared for him at home ourselves and he had short spells of live-in care when returning to his own home. The care varied—some of it was wonderful, some of it wasn’t. But what really struck me was how incredible the people working in care were—kind, committed, and full of empathy. The problem, however, was often how care companies were run—outdated systems, inefficient processes, lack of innovation. That really resonated with me.
At the time, I was running a payments company I’d co-founded, but I felt a growing urge to shift toward something more socially meaningful. The combination of losing my mother, almost losing my father, becoming a parent of three, and living through the shared trauma of COVID pushed me to seek a new path. That’s when Jim and I began exploring opportunities in the care space.
Geoff Dunnett and Jim SellarsInterviewer: So, Jim had a similar motivation?
Geoff: He did. Jim’s mother passed away almost exactly a year after mine. He also has a child with a genetic condition that will require lifelong care. Those personal circumstances were a huge catalyst for both of us. We felt drawn to this sector not only emotionally but because we believed we had a complementary skill set to bring something different to the table, something deeply value-driven.
Interviewer: How did you actually go about acquiring the company?
Geoff: We set up a company called BRLY, standing for Brigitte and Lycia, our mothers. Our intention was to acquire an existing business in the social care sector rather than start from scratch, which allowed us to focus on improving and developing something with an established foundation.
We had a clear idea of what we were looking for: quality of care at the heart of everything, the right geographic fit, and a company with a strong reputation. We filtered through companies rated “Good” or “Outstanding” by the CQC and matched that against data from Companies House, identifying about 50 companies in the South and Southeast of England to approach directly and others introduced to us by brokers. We spoke with over 25 businesses in 18 to 20 months before deciding to move forward with All About Home Care.
Interviewer: What were some of the benefits of acquiring instead of building a home care business?
Geoff: Buying allowed us to do what we do best—enhancing systems, growing teams, and improving services. Setting up a care business from scratch requires highly specialised knowledge. By stepping into an established environment with a capable team, we could move more quickly toward our goal: to deliver care good enough for our own families, to as many people as possible.
On the Future of Care and Growth
Interviewer: How do you envision All About Home Care evolving in the next five years?
Geoff: We’re proud to be the top-rated agency in West Kent—servicing areas like Maidstone, Sevenoaks, Tonbridge, and Tunbridge Wells. We’ve been rated “Outstanding” by the CQC, which is a testament to the amazing team we have.
In the next five years, we want to grow within our existing areas—more clients, more carers, and expanding the services we offer. We’ve recently launched night care, and we’re exploring other ways to add value beyond just hourly care. Care is about more than the visits; it’s about guiding people through a difficult journey—losing independence, facing health challenges, and supporting the families around them.
We also want to provide educational resources for both carers and families, helping everyone navigate that journey more confidently.
Interviewer: What are the core values that guide you?
Geoff: Our two core values are Quality and Tomorrow.
Quality touches everything: the care itself, the way we communicate with families, the training we give staff, and the experience of working with us. Every touchpoint should bring peace of mind and reliability.
Tomorrow is about being forward-thinking, leveraging the best technology, refining processes, and providing training. But it’s also about improving our clients’ lives. Many of them face loneliness or health challenges. If we can make their tomorrow even a little bit better, that’s success.
The Human Side of Care
Interviewer: What makes great home care?
Geoff: It starts with empathy and human connection. Care isn’t something you can automate. We often say we’re the extended family you choose. It’s not just about the medical or personal care—it’s about helping people feel held, heard, and looked after.
That’s why we care deeply about our own staff—treating them with the same empathy we expect them to give our clients. It’s also about being organised: communication is vital. Clients need to know who’s coming and when—especially those with advanced conditions like dementia.
Interviewer: What’s been the biggest challenge?
Geoff: Building and retaining a great team. Without them, none of this works. Our Registered Manager Rachael and her team have been incredible.
The other big challenge is volatility—clients and carers can leave unexpectedly, which makes planning hard. You can lose a large portion of your revenue very quickly. We try to mitigate that by offering as many work hours as possible to our carers, because they deserve it.
Advice for Families Seeking Care
Interviewer: What advice would you give to someone just starting to explore care options for a loved one?
Geoff: First, talk to as many people as possible. Reputable care providers genuinely want to help, whether it’s home care, live-in care, or residential care.
Second, do your research. Gather different opinions and perspectives. You know your loved one best, so you’re in the best position to evaluate what’s right for them.
Legacy and Purpose
Interviewer: If you could achieve one thing that truly honours your mother’s legacy, what would it be?
Geoff: That’s a tough question. Honestly, the fact that I’m even here talking about this, doing this work, is probably more than she would’ve ever expected.
If All About Home Care is still thriving in ten years—delivering quality care and staying true to our values—I’d consider that a true legacy. That would be success.
