Emma
Product and Business
Where Croft began
One family's crisis shaped the idea. Today, Emma and Mark are building Croft together.
The founding team
Two perspectives, one shared responsibility
Emma leads Product and Business. Mark leads Technical & Platform. Together, we keep product judgement, family needs, privacy and technical delivery close to the people making the decisions.
Mark
Technical & Platform
Mark’s story
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
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.
The Realisation
Families Deserve Better
“The market offered two bad choices: expensive and invasive, or cheap and complicated.”
Traditional telecare can mean monthly fees and equipment that people do not want to wear. 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.
The Solution
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. Just quiet technology that can notice changes in an established routine without taking away dignity or independence. Non-camera sensors can show activity, smart plugs can show whether a familiar appliance has been used, and temperature sensors can flag an uncomfortable home.
Emma leads how that experience serves families. Mark leads the technical platform, privacy and configuration behind it. Every choice has to remain understandable when a family is already carrying enough.
The Promise
Small by design
“Your message reaches the small team building Croft.”
Croft is a small company, and we intend to keep it 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 Your Family
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