The people behind Walfinch franchising
At Walfinch, you’ll find a dedicated team of professionals with extensive experience in home care franchising. They are available to help you overcome professional challenges, equipping you with the tools to build a truly Thriving home care business.
Amrit Dhaliwal, our CEO and Founder, often refers to his Walfinch National Support Office as ‘a team of rockstars’. By this, he means individuals who excel in their respective fields, providing our franchisees with unparalleled support and guidance.
Amrit went from from home care franchisee to Walfinch CEO
Amrit Dhaliwal, our visionary CEO and Founder, began his journey as a Home Care franchisee in 2012, with no prior care experience – a true outsider to the industry. Having experienced the care franchising system first-hand, Amrit recognised the need for change. In response, he created Walfinch.
Drawing on his personal experience and the collective expertise of his National Support Office, Walfinch has developed a multifaceted, innovative roadmap to thriving.
‘As a former care sector franchisee myself, I deeply understand the excitement – and occasional apprehension – you may feel about setting up your care business now. I know precisely what support you need to succeed, and I’m familiar with the significant personal and financial rewards a care business can bring. As a former franchisee with another domiciliary care franchise, I built my business into a £1 million turnover within four years, developed a valued core team of 70, and even won the Franchisee of the Year award.
Prior to my care business, I successfully transformed an Italian deli into a thriving restaurant, and later created an award-winning tea shop. These experiences demonstrate my ability to deliver great client experiences and manage happy teams to create thriving businesses.
As a Walfinch franchisee, you’ll directly benefit from my extensive business skills and care sector experience. I have learned first-hand what truly works – and what doesn’t – enabling you to minimise potential mistakes and maximise your chances of success.
In the next decade, my plan is to grow Walfinch to over 200 offices across the UK, achieving revenues of over £200 million, and establishing us as the UK’s leading quality care provider. We are already well on our way – and we invite you to join us on this exciting journey.’
Walfinch is the care franchisor I wish had existed, back when I needed it.
Amrit Dhaliwal, Chief Executive Officer and Founder of Walfinch
Amrit Dhaliwal
CEO & Founder
Amrit Dhaliwal is the CEO and Founder of Walfinch, with first-hand experience as a care sector franchisee. He grew his previous domiciliary care franchise into a £1 million turnover business within four years, building a dedicated team of 70 and winning Franchisee of the Year.
An entrepreneur at heart, Amrit previously transformed an Italian deli into an award-winning restaurant and created a successful tea shop, showcasing his ability to deliver great client experiences and lead thriving teams. Amrit founded Walfinch to combine his business expertise with a passion for high-quality care, aiming to make it the UK’s leading provider.
Anine Erasmus
PA to Amrit Dhaliwal
Anine Erasmus has been PA to Walfinch CEO Amrit Dhaliwal since 2020, bringing expertise in finance, compliance, and operations. Previously, she worked as a Financial Controller for a genetics company in South Africa, overseeing financial processes, reporting, and regulatory standards.
A qualified accountant, Anine is experienced in VAT, bookkeeping, and financial management, supporting efficient operations across Walfinch. She is also studying law at the University of South Africa, enhancing her knowledge of governance and compliance. With her diverse skills and commitment to excellence, Anine plays a vital role in supporting the CEO and the wider Walfinch team.
Simon Mills
Franchise Developer
Simon Mills is an experienced franchise professional who built and successfully resold his own franchise, giving him valuable first-hand insight into the challenges and rewards of franchising. At Walfinch, he provides coaching and guidance to help franchisees grow strong, profitable businesses, drawing on expertise in management, leadership, planning, and training.
He has supported franchises across multiple sectors, including coaching more than 30 franchisees during a single launch. A former consultant with leading UK franchise advisory firms, Simon now runs his own consultancy and is a British Franchise Association Qualified Franchise Professional.
Phoebe Bradstock
Franchise Development Assistant
Phoebe Bradstock is the Franchise Development Assistant at Walfinch, supporting the recruitment of new franchisees and guiding them from first contact through to launching their business. She brings over 10 years of recruitment experience, which she has combined with her knowledge of domiciliary care since joining Walfinch in 2020.
Alongside her work in franchise development, Phoebe also contributes to the Walfinch Marketing team, assisting with research, events, and annual franchisee team days. Her blend of recruitment expertise, sector knowledge, and organisational support makes her a key member of the Walfinch team.
Julie Farrow
Senior Franchise Support Manager
Julie Farrow brings 25 years of experience in the care sector and more than 12 years in franchising to her role as Senior Franchise Support Manager.
She has supported over 70 businesses in launching and growing their home care franchises, offering expertise in recruitment, marketing, operations, and business strategy.
Her experience spans businesses trading from £100,000 to £6 million per year, giving her deep insight into every stage of growth. Skilled in problem solving, team coordination, carer retention, and strategic development, Julie provides invaluable support to Walfinch franchisees nationwide.
Richard Stanfield
Franchise Support Manager
Richard Stanfield has 19 years of experience in franchising and brings a wealth of knowledge to supporting franchise owners. Over his career, he has helped business owners across a variety of sectors, developing expertise in growth, operations, and franchisee support.
For the past four years, Richard has worked in domiciliary care with one of the UK’s largest providers, where he developed a strong passion for the sector. At Walfinch, he is dedicated to helping franchisees build successful businesses while delivering high-quality care that makes a meaningful difference to families and their loved ones.
Amanda Keeler
Quality & Compliance Manager
As Quality and Compliance Manager, Amanda Keeler supports Walfinch franchisees throughout their onboarding and beyond, guiding them through CQC applications, registration interviews, and regulatory requirements. She delivers tailored training, facilitates online forums, and hosts workshops to support Registered Managers in their continuous development.
Amanda also conducts regular audits across the network, offering constructive feedback to help branches maintain consistently high standards of care. With a strong focus on compliance, training, and quality assurance, she is passionate about empowering franchisees to exceed expectations and deliver outstanding care. Her expertise ensures regulatory excellence remains central to the Walfinch network.
Richard Towens
Finance Manager
Richard Towens is the Finance Manager at Walfinch and a Director at Thrive Finch Accounting, part of the wider Walfinch network. A Chartered Certified Accountant since 2022, he holds qualifications with both ACCA and AAT, achieving top global scores and multiple distinctions during his studies.
Richard has worked with Walfinch since its inception, bringing financial expertise and strategic insight to the network. As Finance Manager, he ensures franchisees remain on top of statutory financial requirements, while also promoting business growth and helping business owners understand the numbers that drive their success.
Dani Briers
Marketing Strategist
Dani Briers brings over 20 years of experience in advertising, media, marketing, and production, having worked across both large international networks and independent agencies. His career spans a wide range of client and agency environments, giving him a deep understanding of how to create and deliver effective marketing strategies.
Dani is known for his expertise, enthusiasm, and energy within the advertising and marketing industry. At Walfinch, he applies this experience to strengthen brand positioning, support franchisees, and drive impactful campaigns that connect with clients and communities.
Melanie Betts
PR Manager
Melanie Betts brings over 25 years of PR and marketing experience spanning IT, media, broadcast, healthcare, government, and publishing. A specialist in the franchise sector, she has managed PR for more than 15 franchise brands, helping them strengthen their reputation and visibility.
Melanie holds an Advanced CAM Higher Diploma in PR Management and Strategy, as well as a degree in English. She has also shared her expertise as a guest lecturer in PR at New Bucks University. At Walfinch, she applies her extensive experience to raise awareness of the brand and support the network’s growth.
Linda Whitney
Content Writer
Linda Whitney has been writing for Walfinch since its inception, capturing stories of how high-quality care transforms the lives of clients and how joining the network impacts franchisees. A journalist with extensive experience covering people, business, and health, Linda brings both insight and creativity to her role.
She is passionate about highlighting Walfinch’s innovative approach, including its focus on wellness and healthier living for clients and communities. Through her storytelling, Linda helps showcase the values, successes, and impact of the Walfinch network, ensuring its message reaches and resonates with a wide audience.
Lucy Prescott
Content Creator
Lucy Prescott is the Content Creator at Walfinch, supporting franchisees with their social media presence and creating engaging content that reflects Walfinch’s values. She holds a First-Class BA (Hons) in Literature and Creative Writing and a First-Class MA in Creative Writing from Lancaster University.
Passionate about the connective power of social media in the care sector, Lucy produces creative assets, templates, and written content on care franchising to support the network. She is dedicated to Walfinch’s mission to redefine home care and is proud to contribute to helping clients, carers, and franchisees thrive
