About Lifted

We're building the system the most important work in the world deserves.

The ambition

The world is getting older. Who will care for us?

Within a generation, the number of people who need care will double, and there aren't nearly enough people to provide it. It is one of the century's defining challenges, and one of its greatest opportunities. We believe the answer starts with the people who do the work: finding them, keeping them, and giving them the respect they have always deserved.

2×

demand for care within a generation

1 in 4

of us will be over 65 by 2050

The work

that holds everything else together

The reality

We've done the job. That's why we're building this.

Lifted didn't start in a boardroom. It started with my mum.

When my mum was diagnosed with dementia at 56, I saw first-hand what brilliant care looks like, and how hard it is to find and keep the people who give it.

So I started my own care company. And I ran head-first into everything every provider knows: drowning in applicants but never reaching the right ones, thousands of pounds on compliance advice that was out of date the moment it landed, and no technology built for any of it.

Lifted is the platform I wished I'd had. Built by people who've carried the pager, sat with the families, and sweated the inspections. For everyone who does the same.

Rachael Crook

Founder & CEO, Lifted

The story so far

From one family's search to a national mission.

2018

A care company begins

Rachael founds a home care company after her mum Kate's diagnosis.

2021

Best in the country

The care company is named the UK's best; Rachael becomes an Obama Leader.

2022

Lifted, the platform, is born

A £1.3M Innovate UK grant funds the technology to create a better way to recruit in care.

2024

Regulated & backed

Acquired by the Grosvenor Group; approved as IAA immigration advisors.

2025

Trusted nationally

Wins the West Midlands ADASS contract to fund sponsorship support.

What we're building

One system from first hello to long stay.

Most tools solve one slice of the problem. We're building the system that carries a provider from the first hello to a carer who stays, and keeps their whole team legal along the way.

Recruit

Find the right people

Lifted calls and screens every applicant on the values that matter in care, so you hire great people in days.

Sponsor & comply

Protect your licence

IAA-regulated advisers and ex-Home Office inspectors, with always-on monitoring, not a once-a-year audit.

Retain

Keep your best people

Spot who's unsettled early, and build a workforce that stays, because losing great carers is the real cost.

750+

care providers

Ada Ventures

backed

IAA

regulated · F202432152

Ex–Home Office

inspectors on the team

The team

Operators, engineers and immigration experts.

People who've run care services, built products at scale, and sat on the other side of the Home Office table, in one team.

Rachael Crook

Founder & CEO

Care operator. Started Lifted after her mum's diagnosis.

Emma

Commercial Director

Leads customer acquisition and success. Has built world class customer teams at Amazon and Accurx.

Taher

VP of Operations

Shapes Lifted's products around our users. Has scaled world-class products at Deliveroo and Freenow.

James

CTO

Engineered Lifted's care business and now leads Lifted's technology development.

Foong Ng

VP Operations

Foong built her own business, Matchable, a volunteering platform. Now she leads Lifted's operations including audit, onboarding and immigration.

Roxana

Senior Immigration Advisor

Leads Lifted's immigration advisors and solicitors, has several years of care specific immigration experience, IAA regulated.

Group photo of the Lifted team together outside the office — The Lifted team

A national priority

“Care workers should be the best paid people in society , not the worst.”

Andy Burnham, Prime Minister · July 2026

Care is now a national priority. The people who look after us should be lifted up, not left behind. That's the future we're building for.

Why we exist

We want a world where everyone gets the care they need, and everyone who gives it gets the respect they deserve.

Lifted is building the platform that finds, keeps and supports the people who care for us, so the most important work there is finally has a system worthy of it.

Come build the future of care with us.

Whether you run a service or want to join the team, let's talk.

Book a call