Horizons Homecare: Pioneering Growth with Quality and Compassion
"Their support has significantly reduced our costs while driving substantial revenue growth."
Russell Crossley shares how the Blackpool Growth Business Academy has been instrumental in the expansion of Horizons Homecare, ensuring business growth without compromising core values.
Picture (left to right): Russell Crossley (Director), Caroline Edwards (Business Administrator), James Galler (Director)
Elevating Standards in Homecare
The essence of homecare lies in the word ‘care’, a principle that is often overlooked in an industry where rushed visits and ever-changing carers have become the norm. Recognising this gap in the market, James Galler and Russell Crossley founded Horizons Homecare in 2024 with a mission to redefine industry standards.
“Our objective is to enhance the quality of homecare,” explains Russell. “We take the time to provide personalised support, ensuring consistency by assigning the same carers to the same clients. This builds meaningful relationships and trust. We want our carers to genuinely love and care for their clients, forming bonds akin to family.”
Since its inception, Horizons Homecare has rapidly established itself as a leading provider in Blackpool, Fylde, and Wyre, offering private personal care for the elderly and individuals with disabilities. Within just six months, the company has seen exponential growth. However, as any seasoned business leader understands, rapid expansion presents its own set of challenges.
Scaling with Integrity
“Recruitment is a common obstacle in the care sector, but we are fortunate to receive significant interest,” says Russell. “Last month alone, we had over 100 enquiries. Our challenge lies in maintaining our high standards while accommodating demand. At present, we unfortunately operate with a waiting list, as we are unwilling to compromise on quality.”
Horizons Homecare’s recruitment strategy is centred on kindness. “Identifying genuine compassion is challenging, which is why our recruitment process is rigorous. Few candidates make it through,” Russell explains. “We firmly believe that technical skills can be taught; our in-house training academy ensures that. However, empathy and a true vocation for care cannot be instilled; they must come naturally.”
The company’s commitment to excellence is evident in its impressive staff retention rate. In an industry where frontline employee turnover can reach 35%, Horizons Homecare boasts an extraordinary 96% retention rate, demonstrating the efficacy of its approach.
“We have laid strong foundations,” says Russell. “The next phase is about scaling the business while staying true to our ethos and maintaining the high standards our clients expect.”
The Impact of Blackpool Growth Business Academy
James first discovered the Blackpool Growth Business Academy, an initiative driven by Blackpool Council with funding from the UK Government’s Shared Prosperity Fund. Initially, Russell was sceptical.
“We have launched businesses before and have had mixed experiences with advisory support,” he admits. “However, after conducting due diligence on Nikki [Hesford] and the growth specialists, we recognised their expertise. We decided to engage, and the results have been outstanding.”
The Academy has provided invaluable support in key areas such as Meta and Google advertising, as well as search engine optimisation (SEO). “Nikki’s knowledge is both current and practical, she delivers immediate, actionable insights,” says Russell.
A standout example of this impact was a Meta advertising masterclass attended by the team in November. “Before the course, only five of our 56 ads were effectively targeting the right audience. After implementing the strategies we learned, we saw a dramatic improvement;14 high-quality leads, significantly reducing our acquisition costs. This directly contributed to onboarding ten new clients.”
Expansion Beyond Blackpool
With a strong foundation in Blackpool, Horizons Homecare is now considering expansion into Lancaster and Preston. Having successfully scaled businesses in multiple locations before, James and Russell are confident in their framework but recognise the value of expert guidance.
“It’s about learning from all of our past experiences,” Russell explains. “We have a robust, but new model, and we will continue consulting with Nikki and academy’s growth specialists to refine our approach and overcome obstacles.”
Expert Guidance for Business Growth
When asked what advice he would offer to other business owners seeking growth, Russell’s message is clear:
“Speaking as someone who typically prefers to find solutions through sheer determination and common sense, I strongly encourage others to leverage the expertise available. The team at the Blackpool Growth Business Academy possesses an extraordinary depth of knowledge. Their ability to anticipate challenges before they arise is invaluable. No matter your industry, the fundamental business challenges remain the same, and they can guide you through them.”
