New ‘personal assistant’ service will bridge the gap between care and companionship

Wiltshire entrepreneur Ashlea Fisher has launched iCare4, a new venture offering practical support and companionship for older people and vulnerable adults.

The service has been created to address what Ashlea believes is an important gap between complete independence and the point at which someone requires formal care.

iCare4 provides bespoke personal assistant support for people who are capable of managing their own care, medication and daily routines, yet may find tasks such as shopping, housework or attending appointments increasingly difficult. The service can also support those experiencing loneliness or isolation.

Ashlea explained, “This kind of service is so important now and frankly so lacking. Often families cannot provide companionship or support to older relatives, particularly if they live alone, due to the fact that they might be working full-time, have other caring responsibilities or may live many miles away. The world has changed, younger generations have more responsibilities often later in life and people tend to move around far more than previous generations.”

Ashlea, who also runs IRecruit4, believes that recognising this middle ground can help individuals maintain their independence for longer while also providing valuable reassurance for their families.

“Not everyone needs a carer,” she said. “Sometimes they simply need someone there. There are many people who are perfectly capable of living independently but would benefit enormously from a little practical help, some companionship or having someone they know they can rely on for a few ‘odd everyday jobs.’ I created iCare4 to fill that space, as I’ve seen my own relatives and friends struggle with this.”

Friendly and consistent

Support is tailored around each individual and can include companionship, weekly shopping, meal preparation, light household tasks, attending appointments, walks, outings and social activities.

The ‘Personal Assistant’ approach is designed to provide friendly and consistent support based around an individual’s routines, interests and priorities rather than adopting a traditional care model.

For some families, regular support could mean knowing a parent has company during the week, that shopping has been completed or that someone is available to accompany them to an appointment. It also provides an additional person who may notice when something does not seem quite right.

Ashlea hopes this will allow relatives to reclaim some of their family time rather than every visit becoming focused on practical tasks.

She added, “Families want to be there for the people they love, but the reality is that they are often juggling many other responsibilities. I want sons, daughters, husbands, wives and grandchildren to have the opportunity to enjoy spending time with their loved one rather than arriving with a list of jobs that need doing. This can lead at best to a feeling that no time was spent talking to their loved one or, at worst, to a feeling of resentment that there is always a long ‘to do’ list.”

In its first phase iCare4 will focus around Swindon and North Wiltshire and may expand into other geographical areas over time. Prices start from £25 an hour for a two-hour minimum booking. 

To find out more visit: icare4.uk/

Pictured: Ashlea Fisher who has started iCare4 helping people with ‘personal assistance’ in Swindon and North Wiltshire