Author: Tom Hartley, MD
Never stand still is one of our values and, as much as anything else, it’s the driving force behind Carterwood’s evolution as a business over the last 17 years. It reflects our desire to find new and better ways to do things, to innovate, and to step outside our comfort zone in the pursuit of new opportunities.
We’ve achieved this from the start. Initially with the ‘Carterwood report’, which broke new ground in commercial market analysis. Then, in 2019, we put market data at the fingertips of developers, investors, and operators whenever they needed it with Carterwood Analytics. In 2021, we brought operators across the sector together to contribute trading data to the Collab initiative, which has provided unique insight into trading performance. This is Never Stand Still in action.
Being better isn’t just about our services or products though, it’s about how we do business too. In 2024 we were proud to be accredited as a B-Corp, one of only 2,500 in Great Britain. This holds us accountable for meeting high standards relating to People and Planet, as well as Profit.
Looking forward, the need to Never Stand Still has never been greater. The world is changing fast and history tells us that those who don’t innovate and evolve tend to get left behind.
With that in mind, we’ve set some ambitious goals for the next three years. Whether you’re a client, a partner, a supplier, or a potential new team-member, you are a key part of this vision, and we’ll need your help to make it happen.
The big picture
In three years’ time our DNA will be the same – we will be a market analysis data business with a strong foundation in the health and social care market – but the scale of our ambition will be far greater. We will find extraordinary new ways to supercharge decision-making, and we will do so in new sectors and new markets. Our strategy is to provide deep and accurate data that supercharges critical investment and commercial decision-making, and we believe we can double our recurring revenue by doing this.
Key goals:
1. Supercharge decision-making: Unlock new datasets and enhance our products and services with AI
2. European expansion: Our data-driven products and services will be widely adopted in European markets and across new sectors of health and social care
3. En-route to net-zero: Timeline to net-zero agreed and meaningful steps taken towards it
In detail
Decision-making. Supercharged.
- Unique new health and social care datasets.
- Quadruple investment in AI/ML.
Carterwood’s reputation is built on providing the most accurate and comprehensive market data for the sectors we operate in. Over the next three years we will double-down on this strength by using our research and development capabilities to unlock powerful new datasets. We’ll also quadruple our investment in AI and machine-learning to enhance our products, services, and internal processes.
We will complement our ‘off-the-shelf’ consultancy reports and software products with bespoke data-driven consultancy projects, tailored to the needs of our customers to solve tricky strategic challenges. Furthermore, our Collab data will be established as the gold standard for commercial benchmarking in the elderly care home sector.
European expansion
- Carterwood España
- New health and social care sectors.
By the end of 2027, our goal is to have significantly expanded our European client-base, with initial growth in 2025 in the Spanish elderly care and retirement living market.
We believe that our unique strengths as a business transcend international boundaries and the nuances of different health and social care sectors. Our aim is to use our data-driven market intelligence to solve commercial problems across a broad range of European health and social care sectors, for new and existing clients alike.
Business. Done better.
- En-route to net-zero.
- B-Corp re-accreditation.
Not only will we have measured and reduced our carbon footprint, but in 2025 we will agree a timeline and roadmap to net-zero as a business, and take our first steps towards it. We will continue to give back to others in the form of charity by donating both time and money to help them to help others.
Over the next three years, it’s essential that we punch well above our weight as we seek to make a positive impact and use our business as a force for good. We will have re-accredited as a B-Corp and we will have helped clients on their own sustainability journeys, forming a community of like-minded businesses to share best practice and ideas on how to improve.
As a team we’ll be bigger – with 35 people working across the various areas of the business, and we’re committed to being an inclusive place to work where diversity of thought, approach and background can thrive. Our Employer Net Promote Score (eNPS) will reflect that, with a world-class score of 60+.
So, what do you think?
Whether you’re a client, a partner, a supplier, or a potential new team-member, you are a key part of this vision, and over the next three years we’ll need your help to make it happen. Your feedback will shape how we pursue these goals and ensure that as we never stand still, we’re moving towards a version of our business that complements everything you are trying to achieve.
If you’d like to discuss where we’re going, I’d love to hear from you.
