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The Care Growth Index

2026

Stop guessing what good looks like.

Download the UK's largest study of sales and marketing in the private-pay care sector.

100+operators
400+homes
21,000+beds

In partnership with

What's inside

Six things you can measure yourself against

Every section gives you insights and averages into what's working and what's not when it comes to driving private occupancy.

Occupancy

Median and mean, the spread across the operators participating in the Index.

Private-pay performance

How many are actively growing their private clients.

The enquiry funnel

Enquiry to viewing, viewing to move-in, and where the sector loses most of them.

Marketing spend

What operators are investing in per home per month.

Channel effectiveness

What drives enquiries and what's effective at driving move-ins.

Sales habits

What habbits are separating high performing operators.

For Care Home Providers

Finally, a Way to Benchmark, Measure, and Improve Your Marketing and Sales Performance in Care.

You don’t have time to gamble on an unproven approach. You need a partner who understands care, and has a proven track record of filling beds and growing weekly hours with private clients.

For years, care operators have made decisions in the dark, without a reliable,care sector sales and marketing benchmark.

The Care Growth Index changes that by bringing together our findings from 
care providers across the uk, in a single anonymised, report.

Download The Care Growth Index

The Care Growth Index is an important tool for care providers because it helps to really see what’s happening across the care sector to help operators understand how they perform, key areas of opportunity, and how they compare to their peers.

— Professor Martin Green OBE | CEO, Care England
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Caring for the Brands that Care for Others

Prosperwell is the driving force behind the Care Growth Index. As the UK's leading specialist sales and marketing growth partner working exclusively with private-pay care providers, we have spent a decade analysing, auditing, and optimising the care journey. We provide the industry intelligence, enquiry management infrastructure, and performance data that make running your care business smoother and your growth predictable.

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Access the Benchmarks

Complete the form below and we will send the complete 2026 Care Growth Index report directly to your inbox.

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