Nordic home care model Hemby launches in London

A new care service inspired by Scandinavian traditions has launched in London, aiming to reconnect communities and improve support for older residents. Hemby, which translates to “home village,” is offering neighbourhood-based care by linking seniors with trusted helpers from their local area.

Founded by Richard Nordstrom, the service emerged from his personal frustration with traditional care options. After struggling to secure consistent and quality care for his mother, Nordstrom developed a system that prioritises stable relationships and local connections. Unlike standard providers, Hemby avoids rushed visits and rotating carers. Instead, it encourages longer, more personalised interactions between seniors and regular helpers who live nearby.

“Care works best when people know each other,” said Nordstrom. “Our approach is simple: people helping others in their own neighbourhood.”

Although the service is still undergoing approval from the Care Quality Commission, Hemby is already active in London. It offers everyday assistance and companionship to older adults, with a focus on reliability and transparency. Family members receive real-time updates, helping them stay informed and reassured about the care being provided.

Fewer than 5% of applicants are accepted as helpers, reflecting the company’s strict selection criteria. Hemby has already served thousands of clients in Finland and Germany, where it maintains a customer satisfaction score of 4.9 out of 5.

With its London launch, Hemby seeks to address isolation among the elderly and revive a sense of community support that echoes earlier times. Its expansion marks the next step in bringing a neighbourhood-first care model to more cities across Europe.