A Fall Changed Everything
How one family's crisis led to a better way to keep elderly loved ones safe at home.
"When someone you love needs help and you can't be there, you'd give anything for peace of mind."
Mark, Founder
The Moment Everything Changed
It Started With a Phone Call
I'd spent 15 years working in tech, building software for big companies. I thought I knew how technology could help people. Then my partner's gran fell and broke her leg.
Suddenly, everything changed. She couldn't manage on her own anymore, but she wasn't ready for a care home. She wanted to stay in her house, the place she'd lived for 40 years. The problem was, everyone in the family had full-time jobs, kids to look after, and other commitments. We couldn't be there all the time.
That's when I realised technology could fill the gap. But when I searched for solutions, I couldn't find anything on the market with transparent pricing that was actually designed for elderly care. Everything felt overpriced, overcomplicated, or invasive.
The Problem
I Know What You're Going Through
"What if something happens and no one knows?"
If you're reading this, chances are you're in a similar situation. Maybe it's your mum, your dad, or someone else you love. They want to stay independent. You want them safe. And you're stuck in the middle, worrying every time the phone rings.
You've probably asked yourself the same questions we did:
"What if something happens and no one knows?" "How can I check on them without making them feel watched?" "Why is everything so expensive or so complicated?"
I spent months researching solutions, and what I found frustrated me. The elderly care industry seemed designed to profit from family anxiety, not actually solve the problem.
Does this sound familiar? You're not alone.
Let's talk about your situationThe Realisation
Families Deserve Better
"The market offered two bad choices: expensive and invasive, or cheap and complicated."
Traditional telecare companies charge £40 to £60 every month for pendant alarms that most elderly people refuse to wear. Meanwhile, smart home tech requires hours of setup and technical knowledge most families don't have.
The market offered two bad choices: expensive and invasive, or cheap and complicated. Neither respected independence. Neither actually helped families stop worrying.
I knew there had to be a better way. And with 15 years in tech behind me, I decided to build it myself.
The Solution
Building What Our Family Needed
"If my non-technical friends couldn't set it up in 30 minutes, it didn't make the cut."
I started by asking a simple question: what would actually help families like ours?
Not medical-grade monitoring. Not surveillance. Just quiet technology that lets you know your loved one is okay, without taking away their dignity or independence.
Sensors that notice if someone hasn't moved in the morning. Smart plugs that track if the kettle's been used. Temperature monitors that catch problems before they become emergencies. No cameras. No wearables. Nothing that feels intrusive.
I tested every component with one rule: if my non-technical friends couldn't set it up in 30 minutes, it didn't make the cut. Because when you're already stressed about a parent's health, the last thing you need is complicated technology.
The Promise
This Is Personal
"When you email us, I read it. When something goes wrong, we fix it."
Croft isn't a faceless corporation. It's a small company built by someone who's been exactly where you are.
When you email us, I read it. When something goes wrong, we fix it. When you need advice, you get honest answers, not a sales pitch.
I built Croft because families like yours, families like mine, deserve technology that actually helps. Not technology that adds to your stress. Not technology that exploits your worry. Just straightforward, affordable solutions that help you worry less and let your loved one stay independent.
That's what I wished existed when Gran fell. Now it does.
Our Purpose
What Drives Croft Today
Every decision comes back to three questions:
- Does it respect independence?
- Is it affordable long term?
- Can families actually use it?
If the answer to any of those is no, we don't build it. Technology should reduce anxiety, not create it.
Our Principles
What We Stand For
Privacy Without Compromise
No cameras. No microphones. No selling your data. Safety and privacy are not opposites.
Simplicity First
If it takes more than 30 minutes to set up, it's too complicated. We do the hard work so you don't have to.
Honest Pricing
No hidden fees. No expensive subscriptions. Buy once, own forever. Peace of mind shouldn't be a monthly bill.
Built for Real Families
We design for both the elderly parent who wants independence and the adult child who needs reassurance.
Let's Talk About Your Situation
Every family is different. Book a free call and tell me about your situation. No pressure, no sales pitch, just honest advice about whether Croft can help.