‘Start planning now’ as millions unprepared for £200,000 bill | Personal Finance | Finance
Si is telling people to get ready (Image: Bluebird Care)
Hairy Biker Si King has urged Brits to start planning for the cost of care after watching his own mother’s battle with Alzheimer’s. The TV star is fronting a new campaign after warnings 65% of UK adults still do not have a plan in place for future care, despite the average cost now hitting £200,000 per person.
Si said that care was something «most avoid thinking about until life forces the conversation», adding that he had seen «first-hand through friends and family how quickly everything can change.» Caring for his own mother, as well as supporting fellow Hairy Biker Dave Myers, who tragically passed away in 2024, has driven him to campaign and get people to talk more openly about their care needs.
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«What really struck me was how little we understand about care until we’re right in the middle of it,» he said. Now, Si wants to give people the confidence to start conversations earlier in life so they can «understand their options, and keep living on their own terms for as long as possible.»
It comes as shocking new research revealed that nearly half of Britons do not know where to start when planning for care. Almost one in every four people expects they’ll need to sell off their home just to pay for it.
Vicki Gidalla, director of quality and care at Bluebird Care, urged families to «start preparing now for the cost of care» instead of «waiting for a crisis». She said: «Having early conversations and a plan in place can ease both the financial and emotional strain later on.»
The campaign is kicking off amid a looming care crisis, with the over-65 population set to exceed 22 million by 2072, representing more than a quarter of the country.
Despite growing demand, research shows that 73% of people want to remain at home rather than move into a care home.
The average cost of such care has now reached nearly £70,000 per year, compared with approximately £50,000 per year for live-in care at home.
Preparing early could make a real difference, with experts saying that saving just £180 a month from the age of 40 in a decent savings account could raise £200,000 by the time you turn 80, enough to fund roughly four years of live-in care.
The UK faces a care crisis (Image: Getty)
Joe Whibley, UK chief operating officer of Bluebird Care, said: «We are delighted to welcome Si King as the face of our new campaign. He brings a genuine perspective on the realities of care, shaped by his own real-life experiences.»
The campaign highlights how many families only discover their options or the true cost of care when faced with urgent decisions.
Evidence from the University of Oxford shows that staying at home with the right support can help people remain physically and psychologically stronger for longer.
Ms Gidalla added: «At Bluebird Care, delivering exceptional care for the people we support and their families is always our priority and working with Si is a fantastic opportunity to raise awareness, provide guidance, and empower people to make informed choices about their future care.»
Bluebird Care is the UK’s largest private home care and live-in care provider, supporting more than 20,000 people every day across 220 locally owned offices.
