Member Article

Cheshire entrepreneurs plug in to new era of ‘caring technology’

Cheshire-based entrepreneurs Steve Purdham and Trevor Brocklebank have launched a new venture to help the UK’s ageing population stay independent for longer with technology that cares.

assistage is an e-commerce business that road tests and recommends easy to use technology to support independent living for older people – and to give peace of mind to their families.

It is the brainchild of serial tech entrepreneur Purdham, who sold the multi-million pound online jukebox service We7 to Tesco, and Brocklebank, co-founder of Home Instead Senior Care and a leading figure in the UK home care sector.

As the UK prepares for the elderly population boom1 and with the advent of the “Internet of Things” (IoT), the duo predict that Britain has reached a tipping point and a new ‘caring’ breed of technology will revolutionise how families support their ageing relatives. They believe that technology can support – but should never replace – care.

Purdham was inspired to set up the Warrington-based business after looking at new ways to help his own mum, Iris, 83. He said: “As the ageing population continues to grow, there is huge potential for technology to support longer independent living and increased peace of mind for the whole family. It needs to work smarter though – to be a natural fit with older relatives’ lives, as well as striking a chord with tech savvy generations.

“We’re taking a completely new approach – talking about people and how technology can help mum and dad, and avoiding the traditional telecare industry’s talk of ‘connections’ and hardware, which can be very off-putting for families.”

The company will test and recommend easy to use technology for older people; road-tested first by Steve and Trevor’s own parents - Iris (83), Heather (79) and John (82). Its launch range includes the new 3Rings smart plug, the TOM thermometer and True-Kare mobile phone.

Trevor Brocklebank, an influential figure in the care sector and active lobbyist, adds: “Rather than replacing care and real contact with loved ones, technology has the power to assist alongside it and is particularly beneficial when introduced at an early stage. We’ll provide the expertise for families to find new technology to help with the challenges they can face as relatives get older.

“Many organisations look at technology to reduce costs and replace people from care plans, but this can have the impact of increased isolation of our ageing population.That’s what makes assistage different - we know the benefits of technology are outstanding, but only when used in conjunction with people.”

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