Emma
Product and Business
Where Croft began
One family's crisis shaped the idea. Today, Emma and Mark are building Croft together.
Two perspectives, one shared responsibility
Emma, previously a CQC registered manager, leads Product and Business. Mark leads Technical & Platform.
Mark
Technical & Platform
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 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 how long someone can be on the floor before anyone knows. Pendants only work if they are worn and pressed. I wanted something that needed nothing from her at all.
The worry families carry
“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.
Families should not have to choose between watching someone and worrying in silence. Croft exists to offer a calmer, more respectful option.
What families told us
“Pendants only help if they are worn and pressed.”
Traditional pendants only help if they are worn and pressed, and many people take them off. General smart home technology often brings hours of setup and technical decisions most families do not need.
We believe families deserve a simpler choice: useful reassurance that respects independence, with clear guidance and no cameras monitoring the home.
How we are building it
“Every choice has to remain understandable when a family is already carrying enough.”
Croft starts with a simple question: what would actually help this family?
Not surveillance. A radar sensor in each main room that notices a fall without a camera, and a hub that tells the people who matter. Later, we plan to add more to the same hub, such as smoke and CO alarms, temperature and door sensors. None of these are on sale yet.
Emma leads how that experience serves families. Mark leads the technical platform, privacy and configuration behind it.
Built by people you can reach
“Your message reaches the people building Croft.”
We intend to keep Croft personal. Your message reaches the team building the product. When something goes wrong, we work to fix it. When you need advice, the answer should be clear and honest, not a sales pitch.
We are building Croft for families who deserve technology that helps without adding complexity or exploiting worry. That means straightforward choices, respect for privacy and a product shaped around everyday life at home.
Find the right setup for their home
Answer a few questions about their home. You get an estimated price and a place on the waitlist for our 50-home pilot.
Takes a few minutes. No obligation, no sales calls.