About us
Born in care.
Built for care.
Care Momentum wasn't built in a lab or a boardroom. It was born from over a decade of running a real home care company, learning what actually works when it comes to keeping people well, independent, and thriving.
Our story
Ian Willis founded Abney & Baker, a CQC-registered home care company in Bath, with a simple belief: care should help people need less of it, not more.
Over the years, that belief became a methodology. A structured, evidence-based approach to preventative home care that touched every aspect of a client's wellbeing: physical strength, cognitive health, nutrition, social connection, and home safety.
The results were clear. Clients stayed stronger. Families saw the difference. And the business grew, not through aggressive marketing, but through genuine outcomes.
Care Momentum was created to help other care companies make the same shift. As the strategic route within the Ryecroft Group, we coach providers to install the 5 Pillars of Later Life Health™ across their whole service, earn 5 Pillars accreditation, and market the difference, turning evidenced prevention into demand. We don't sell a product to resell; we coach a pivot that sticks.
Our Mission
To coach home care companies through the shift to preventative, outcomes-based care, and help them prove and market the difference.
Our Belief
The best care company is one whose goal is to help people need less care by reducing, delaying, or avoiding decline entirely.
Our Proof
Our approach was built and proven inside Abney & Baker, a real CQC-registered home care company, not designed in a boardroom.
What drives us
Our values
Do the right thing
Integrity in every recommendation, even when it means saying no.
Do the best job
We hold ourselves to the highest standard; good enough never is.
Show you care
We're in care because we genuinely care about clients, teams, and outcomes.
Reflect, learn & grow
We measure everything, learn from what works, and keep improving.
The team
Meet the people behind Care Momentum
We're not consultants parachuting in from outside. We've run care companies, built prevention programmes, and know what it takes to make change stick.
Ian Willis
Founder & Strategy Director
Ian founded Care Momentum after more than a decade leading Abney & Baker, where he saw the limitations of reactive care. He designed a proactive model that helps older adults stay strong and independent for longer, driven by the belief that ageing should be about empowerment, not decline.
Sarah Caulfield-Ware
Director
With over 15 years' experience in marketing and creative strategy, Sarah leads Care Momentum's team, helping care companies design their business for the future of care, crafting stories and campaigns that connect emotionally and inspire action, online and offline.
Melanie Da Cunha
Portfolio Manager
Mel is the creative engine: photographer, videographer, and designer. She crafts visuals that make complex care messages feel simple, warm, and real.
Andreea-Daniela Ene
Marketing Assistant
Andreea is your creative partner, crafting blog content, capturing powerful imagery, and supporting campaigns that resonate with families.
Courtney Smith
Business Development
Courtney brings a sharp eye for design and storytelling, supporting the team across social media, content creation, and brand collateral.
The Ryecroft Group
One framework, three businesses
The Ryecroft Group owns the 5 Pillars of Later Life Health™ and brings it to life through three businesses, each playing a distinct role in the shift from reactive to preventative care.
Abney & Baker
The proof in practice
A working CQC-registered home care company in Bath that runs the framework in its own day-to-day practice, proving the prevention pivot pays, commercially as well as clinically.
EverFit
The operational route, led by falls
The system and platform for the Physical pillar, led by falls prevention. It trains and certifies EverFit Coaches and evidences strength, balance and mobility outcomes.
Care Momentum
The strategic route
Consulting, accreditation and marketing. We coach whole services to become preventative, help them earn 5 Pillars accreditation, and turn evidenced outcomes into demand.
See where your care company stands
Our free Prevention Readiness Quiz takes 5 minutes and gives you a clear picture of your prevention readiness.
Take the Quiz