Who we are
Fair pay for caregivers - fair prices for families.
We connect families and caregivers directly with clarity, dignity and privacy by design.
The people behind ICare
FOUNDERS
Kasia Kruk-Kirwan
Maximilian Herbst
ICare didn't start as a business idea.
It started with something much simpler.
Just noticing how often care becomes rushed, complicated, or impersonal -
right at the moment when people need calm and understanding the most.
We've spent time close to care.
Listening to families trying to figure things out. Speaking with caregivers who care deeply about what they do - and who often carry more than people realise.
Kasia has worked as a caregiver herself.
That experience quietly shaped how we think about trust, responsibility, and dignity.
Over time, those conversations began to connect.
ICare grew slowly - from real situations, real people, and real needs.
Not from an idea of what care should look like,
but from how it actually feels.
What matters to us is simple.
Care should feel human.
Clear.
Grounded in trust.
That's where ICare begins.
Kasia Kruk-Kirwan
Maximilian Herbst
What we are building
ICare is a UK-based platform designed to connect families with trusted companions for older adults. We're starting with companionship, because meaningful human connection is where care truly begins.
For families, ICare helps you find someone who can spend unhurried, quality time with your loved one - for conversation, shared activities, walks, or simply being present. Clear profiles and direct communication support confident choices.
For caregivers, ICare offers flexibility, respect and the opportunity to build genuine relationships. Caregivers remain independent, choose who they work with, and are valued for the connection and presence they provide.
Our standards
Care is built on trust, responsibility and mutual respect. ICare supports arrangements that treat families and caregivers as equals.
Dignity & Respect
Care is organised around people, not transactions.
Privacy by Design
Data protection and security are built into the platform from the start.
Fair & Transparent
No hidden fees. Clear agreements and upfront expectations.
Trust & Safety
Identity verification, secure messaging and clear documentation where required.
How we work
A simple, transparent way to arrange companionship at home.Browse verified caregiver profiles, message directly, and agree support that fits your routine.
1.Brief & preferences
Share your needs, schedule and preferred skills. We only ask for information that helps you find the right match.
2.Browse & message
View caregiver profiles and message people directly when you feel ready.
3.Agree & start
Discuss tasks, hours and start date directly with the caregiver. We share simple guidance to help you set clear expectations.
Our approach is built on a few simple principles
Care is personal and changes over time.
ICare helps families and caregivers connect with clarity and calm while keeping decisions where they belong: with people.
Transparent care choices
Clear caregiver profiles show experience, availability and care style before any conversation begins.
Direct communication
Families and caregivers speak directly, without intermediaries shaping decisions.
Fair, clear expectations
Care details, schedules and rates are agreed openly between families and caregivers.
Freedom on both sides
Caregivers choose who they work with. Families choose who they welcome into their home.