A new business offering practical help and companionship to older people and vulnerable adults has launched across Swindon and North Wiltshire.
iCare4, founded by entrepreneur Ashlea Fisher, is aimed at people who are still able to manage their own personal care, medication and daily routines but could use some extra help with everyday tasks or simply benefit from having someone around.
The service sits somewhere between complete independence and formal care, offering what Ashlea describes as a “Personal Assistant” approach.
Support can include things such as shopping, meal preparation, light household jobs, attending appointments, going for walks, getting out and about or simply having a cup of tea and a chat.
Ashlea, who also runs recruitment business IRecruit4, said she had seen people close to her struggle with the practical and social side of getting older.
“This kind of service is so important now and frankly so lacking,” she said.
“Often families cannot provide companionship or support to older relatives, particularly if they live alone, because they might be working full-time, have other caring responsibilities or may live many miles away.”
Ashlea said she wanted iCare4 to provide an option for people who do not necessarily need a traditional carer but would benefit from some additional support.
“Not everyone needs a carer. Sometimes they simply need someone there,” she said.
“There are many people who are perfectly capable of living independently but would benefit enormously from a little practical help, some companionship or having someone they know they can rely on for a few odd everyday jobs.”
The service is designed around each individual, with support tailored to their routines, interests and priorities.
For families, this could mean having someone regularly check in on a parent, help with the weekly shopping or accompany them to an appointment, while giving relatives more opportunity to spend time together without every visit becoming focused on jobs that need doing.
Ashlea said she hopes this can also help families enjoy their time with older relatives rather than feeling that every visit comes with a list of practical tasks.
“Families want to be there for the people they love, but the reality is that they are often juggling many other responsibilities,” she said.
“I want sons, daughters, husbands, wives and grandchildren to have the opportunity to enjoy spending time with their loved one rather than arriving with a list of jobs that need doing.”
iCare4 is initially covering Swindon and North Wiltshire, with the possibility of expanding into other areas in the future.
Prices start at £25 an hour, with a minimum two-hour booking.
More information about the service can be found at iCare4.
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