Leader | Consultant | Advocate in Health & Social Care

With a career spanning over three decades, I’ve worked across every level in the health and social care sector — from frontline support roles to CEO and founder. Today, I work with providers, charities, and partners across the UK to deliver person-centred services, build sustainable businesses, and raise the standard of care.

Meet James Guy

Social Care Strategist | Business Owner | Sector Advocate

Hello, I’m James Guy, a dedicated and passionate professional in the health and social care industry. Since 1994, I have devoted my career to improving the lives of individuals through quality care and strong leadership. My career started as a support worker for adults with learning disabilities—a role that shaped my understanding of empathy, dignity, and community support.

In 2000, I qualified as a Social Worker, and over the years, I have worked across various sectors within local authorities such as Rochdale and Manchester Councils. My roles included adult services, children’s services, and specialised work with children with special educational needs in fostering and adoption.

As I advanced into leadership, I held directorial roles overseeing day services and multiple children's homes. These experiences deepened my insights into complex care systems and organisational development.

Entrepreneurial Journey

I later founded and managed my own homecare, supported living, and residential care business, which I successfully grew and eventually sold to a national provider in 2017. The business stood out for its high-quality, person-focused services and strong operational performance.

As CEO of a regional supported living provider, I helped scale the business to a £10 million turnover, managing teams, compliance, and strategic growth.

Today, I lead my own consultancy — Aduro Ltd — providing strategic support to other social care providers across the UK.

Expertise & Services

Through my extensive experience in both frontline care and executive leadership, I offer a unique blend of practical insight and strategic expertise. My consultancy work focuses on enabling care providers to achieve excellence in operations, compliance, and growth.

Business Development & Growth Strategies

Support for startups and scaling businesses within the care sector

Care Quality Compliance

CQC readiness, regulatory audits, and operational reviews

Mergers & Acquisitions

Support during due diligence, integration, and business transitions

Interim Management & Turnaround

Short-term leadership to stabilise and improve struggling services

Mentoring & Leadership Training

Guidance for aspiring managers and registered providers

Policy Development & Risk Management

Helping providers navigate the changing landscape of social care

My focus is always on delivering sustainable solutions, grounded in real-world practice, to ensure long-term success and quality outcomes.

Current Roles & Projects

I am proud to be involved in multiple impactful ventures and organisations, each contributing to the enhancement of care services in the UK.

Each of these projects reflects my commitment to quality, compassion, and community-driven care.

Media & Publications

Here’s a selection of articles and press coverage highlighting some of my past work, business ventures, and sector contributions:

Advocacy & Philosophy

My mission goes far beyond business. I firmly believe that social care deserves equal recognition to the NHS. Every day, care professionals deliver vital, life-changing services to those most in need—and they deserve support, investment, and respect.

Through my work, I continuously advocate for core principles that will help raise the profile and quality of social care across the UK. Below are some key values I champion, presented as highlights of what drives my passion and commitment.




“Let’s build services that are person-centred, rooted in communities, and led with compassion.”




“Social care is as vital as the NHS — it’s time we recognised its true value.”




“Care workers are professionals. They deserve training, pay, and respect to match.”




“Regulation should protect without overwhelming. Balance is key to quality care.”




“Let’s build services that are person-centred, rooted in communities, and led with compassion.”




“Social care is as vital as the NHS — it’s time we recognised its true value.”

Trusted by Leading Organisations

I’ve had the privilege of working with a diverse range of respected organisations — from care providers to community initiatives and industry partners.

Contact & Connect

Whether you're a care provider seeking guidance, a partner exploring collaboration, or someone passionate about improving care—I'd love to hear from you.

Connect with Me:

You can also use the contact form on this site to get in touch for consultancy inquiries, speaking engagements, or partnership opportunities.

Let's Connect