The company best-known for providing cruises and personal finance for the over-50s is moving into the domiciliary care for the elderly market.

Following a successful trial in Kent, the company says it’s preparing to offer a nationwide home care service priced from just £14 an hour for the growing number of elderly people who need help at home but don’t want to pay for full-time care in a care home.

No launch date has yet been set for its Independent Living service but it is understood to be preparing roll out the service across the UK.