Private Care Pricing Guide: What to Charge in 2026

Setting the Right Price for Your Care Services in 2026

Whether you're operating as a self-employed carer, working as a personal assistant, or running your own care agency, one question keeps coming up: what's the right amount to charge clients per hour?

The reality is there's no universal answer. Your pricing depends on where you work, your experience level, and the complexity of care you deliver. However, with 2026 bringing continued increases in operational costs and evolving care standards, setting your rate too low can transform rewarding work into financial hardship.

This comprehensive guide explores the factors influencing your pricing, current market rates, and proven methods to establish an hourly charge that ensures your care business remains viable and sustainable.

Current Market Rates for Private Care Services (2026)

Throughout the UK, independent carers are charging hourly rates ranging from £18 to £30.

Here's how rates break down by service type:

Service Level	Typical Hourly Range (2026)	Common Tasks
Basic Support & Companionship Services	£16 – £22	Household tasks, shopping, meal prep
Personal Care Services (hygiene, mobility, medication support)	£20 – £28	Requires certifications & liability cover
Advanced Care (dementia support, end-of-life, complex medical needs)	£25 – £35+	Typically requires NVQ Level 3+

Important note: these figures represent what clients pay. Your actual pricing needs to factor in all business expenses including travel, professional development, and non-billable time.

Essential Components of Your Pricing Strategy

Many care professionals only consider client contact hours when pricing their services, but sustainable rates must cover all aspects of running your care business.

1. Target Personal Income

Begin with your desired take-home pay per hour. If your goal is £15/hour after deductions and expenses, your client-facing rate needs to be significantly higher to achieve this.

2. Transportation Costs & Travel Windows

Every journey between clients represents both time and money. A daily total of 30 minutes travelling between appointments equals five hours of unpaid work weekly. You need coverage for both the time spent and vehicle running costs including fuel, insurance, road tax, and depreciation.

Factor in your inter-client travel and mileage expenses. HMRC's approved mileage allowance of 45p per mile provides a helpful benchmark for calculating these costs.

3. Professional Development & Certification

Continuous learning and CPD (Continuous Professional Development) aren't optional in the care sector. Annual training expenses (typically £200-300) should be distributed across your total working hours.

Use this calculation to allocate training costs properly:

$$\frac{\text{Annual Training Investment}}{\text{Weekly Hours} \times 52 \text{ Weeks}}$$

4. Professional Insurance Coverage

Both Public Liability and Professional Indemnity Insurance are essential requirements for legally operating care services in the UK. Annual premiums typically range from £100-200 and must be included in your pricing structure.

5. Supplies & Professional Equipment

Items like disposable gloves, protective aprons, sanitising products, communication devices, and first-aid supplies might seem minor individually, but these recurring expenses accumulate rapidly throughout the year.

6. Leave & Absence Cover

When employing staff (or planning personal time off as a sole trader), allocate approximately 12-15% additional to cover statutory holiday and sick leave provisions. This is a legal requirement for employees.

7. Tax Obligations & National Insurance

HMRC compliance requires accurate income and expense documentation, plus sufficient reserves for year-end tax payments. Depending on your specific business structure and circumstances, set aside roughly 20-25% of your profits for tax obligations.

Important: This information is general guidance only. We strongly recommend consulting a qualified accountant for personalised tax advice tailored to your situation.

Practical Example: Building Your Hourly Rate

Consider a scenario where you deliver 35 client-facing hours weekly over 48 working weeks annually, totalling 1,680 billable hours.

Here's a comprehensive annual expense breakdown:

Cost Category	Yearly Amount
Professional Insurance	£150
Training & Development	£250
Transport & Mileage	£1,200
Supplies & Equipment	£300
Unpaid Leave (4 weeks × £20/hr × 35 hrs)	£2,800
Administrative & Marketing Expenses	£400
Combined Annual Expenses	£4,900

To achieve a £30,000 annual personal income:

£30,000 + £4,900 = £34,900 required total revenue

£34,900 ÷ 1,680 hours = £20.77 per hour minimum

Geographic Rate Differences Throughout the UK

Location significantly impacts achievable pricing for care services. Here are typical regional rate ranges:

Geographic Area	Standard Rate Range
London & South East	£25 - £35 per hour
East Midlands	£20 - £28 per hour
West Midlands	£20 - £28 per hour
North East & North West	£18 - £25 per hour
Wales / Scotland	£19 - £26 per hour

Pro Tip: Review your local authority's published "framework rates" for domiciliary care services. These figures typically mirror the rates established agencies charge and provide valuable market insights.

Implementing Variable Pricing Structures

Many successful carers implement differentiated rate tiers:

• Core Rate: Standard weekday daytime visits
• Enhanced Rate: Evening hours, weekends, and bank holidays
• Specialist Rate: Dementia care, palliative support, or high-dependency requirements

Transparent tiered pricing strengthens client relationships through clarity and ensures consistency when providing quotes to prospective clients.

Simplified Rate Calculation: Our Free Tool

Manual calculations aren't everyone's preference. We've developed the Care Rate Calculator, a complimentary online resource specifically designed for UK care professionals.

This tool enables you to:

• Input your working hours, travel requirements, and business expenses
• Generate your optimal hourly rate automatically
• Make adjustments for unpaid leave periods and tax obligations

Access the Care Rate Calculator to determine your appropriate 2026 pricing structure.

Conclusion: Value Your Professional Expertise

Providing care encompasses many qualities: professional skill, emotional intelligence, critical importance, physical demands, and personal fulfilment—yet dedication alone cannot sustain your livelihood.

Establishing appropriate hourly rates isn't about maximising profit, it's about protecting your personal wellbeing whilst operating a sustainable, professional care business.

Understand your professional value and price your services with confidence.