Will a franchise limit you?
Do you have to know it all on day one?
What if the market is crowded?
This short myth-buster gives straight answers, backed by real Franchise Owner quotes! It comes courtesy of Caremark Limited (https://www.caremark.co.uk/franchise-opportunities/), the largest privately owned UK home care franchisor*, ranked 6th in the Elite Franchise Top 100, with over 150 offices across the UK and Ireland.
Myth 1: A franchise limits your control
Truth: You will own and run the business. A good franchise model will give you tools to succeed, not limit you. With Caremark, you can serve both private and local authority customers. That means you access 100% of the market and can set the balance and pace of growth for your territory.
“[The biggest reward of running a Caremark business is] Being in control of my own destiny and not having to report to anyone anymore!” – Barney Davis, Caremark Warwick
Myth 2: Fees eat the upside
Truth: Fees should fund support that protects quality and speeds growth. Caremark’s advice and support fee is 4.5%, one of the lowest in the sector. In return, you gain national marketing, proven strategies, and a network of over 150 offices that share what works.
“It was Caremark’s unbeatable management service fee, coupled with the rapport with the team, that made the key difference!” – Robert Johnstone, Caremark Cambridge and South Cambridgeshire.
Myth 3: You have to figure it all out
Truth: Real franchise value is expert help you can use from day one. Caremark provides a dedicated Franchise Support Centre across care, operations, marketing, finance and compliance. New owners complete an eight-day induction alongside 1:1 support from an Onboarding Manager. Then work closely with Regional Support Managers and Quality Managers who understand your local conditions and your growth plans.
Myth 4: You must come from the sector
Truth: What matters most is motivation, leadership and persistence. Many successful Caremark owners come from various backgrounds – examples being IT, accounting, and even the wine industry. With Caremark, you are trained for care standards and regulations and supported by a clear quality framework. That shows in CQC results, where most offices achieve Good or above, compared to the wider sector.
“[The initial induction] was very valuable, as both me and Jyoti don’t come from the care industry … we certainly got more confident about the business” – Dev Amin, Caremark Surrey Heath & Rushmoor
Myth 5: The market is saturated
Truth: Choose essential services with steady, recurring demand. Industries like home care benefit from an ageing population and a strong preference to stay at home. Caremark’s network turnover reached nine figures in 2024 and has grown strongly year on year. Franchise Owners describe the model as resilient to economic cycles, resilient to COVID, and anchored in values that matter to communities.
“We have been in the franchising hospitality industry and saw care as a growing market and an opportunity to help people” – Daljit and Amandip Khaira, Caremark West & East Dunbartonshire.
Myth 6: You will be competing with other Franchise Owners
Truth: In well-run franchise systems, you are not competing with your peers. Caremark is set up to be collaborative, not competitive. Offices operate within exclusive territories with clear boundaries, and national marketing is postcode targeted, so enquiries are routed to the right office.
“The collaboration between franchise owners … it’s fantastic. And I think my favourite is the support and the network opportunities, and being around friends, not just work colleagues” – Kris Owden, Caremark Aylesbury.
What this means for you
Franchising is a partnership. Your job is to choose a sector you believe in, then test the model with questions. Speak to multiple Franchise Owners at different stages. Ask:
- What did your first year look like?
- What does the support look like day-to-day?
- How are territories mapped, and enquiries routed?
- What are the fees and what do they fund?
- How strong are training, compliance, marketing and recruitment?
Most of all, check the cultural fit. You will be doing real work with real people.
If essential services with recurring demand appeal to you, home care is worth a closer look. When you compare options, use a mature system as a benchmark for structure and support. Caremark is one example. It shows how training, quality, marketing and growth can work at scale while giving owners room to shape their local plans.
*stat: by number of offices, as of October 2025
This article comes courtesy of Caremark, providing excellent, high-quality homecare to hundreds of thousands of people all over the UK. Get in touch to access our prospectus or to speak to a member of our franchise team.
