Posted:13-February-2026
BFA Chair Ruth Brown appointed Managing Director of Home Instead UK
Home Instead, the UK’s leading home care franchise, has announced a leadership transition, as CEO Martin Jones MBE has stepped away from the business after 15 years. The company is delighted to announce the appointment of Ruth Brown, previously Chief Operating Officer, as its new Managing Director.
With 16 years at Home Instead, Ruth is a highly respected figure in both the care and franchising industries, and her appointment comes at a pivotal time for both the business and the wider franchise sector.
Ruth recently became Chair of the British Franchise Association (BFA), a role that further underlines her influence within the UK’s franchising community. Her personal experience of care, combined with a strong track record in business innovation, positions her to guide the brand through its next phase of expansion.
Ruth becomes only the second woman to lead the board since it began in 1977. Her new role at Home Instead further strengthens her influence within UK franchising, where she is recognised as a leading advocate for ethical, sustainable franchise growth.
A passionate advocate for franchising, Ruth is committed to championing Home Instead’s mission to change the way society cares for older adults. Her deep knowledge of the franchise model has supported countless entrepreneurs in building successful, purpose‑driven businesses across the UK.
Working closely with Martin Jones as part of Home Instead’s global leadership team, Ruth has played a central role in shaping the organisation’s strategy and supporting its franchise network. Her contribution has benefited clients seeking high‑quality home care, care professionals delivering vital services, and business owners looking for meaningful franchise opportunities.
Martin leaves behind a significant legacy. Under his leadership, Home Instead experienced rapid network growth, broadened its range of services, and increased public understanding of the vital role home care plays in the wider health and care system.
Reflecting on her appointment, Ruth said, “We have a strong franchise network and a highly experienced national office team, working together to provide the highest quality care. As one of the leading companies in home care we will continue to be a guiding force and challenge ourselves to innovate to meet future care needs with compassion.”
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