Gateshead care firm grows from lived experience

A Gateshead-based home care company is helping people stay independent at home.

Grace and Goodwill Ltd has been launched by Aurea Neto, a Low Fell resident whose personal experience caring for her sister with severe disabilities inspired her to enter the care sector. 

Aurea, who previously worked in the Probation Service, became a franchise owner of Oath Healthcare Gateshead, providing bespoke home care services tailored to individual needs.

She said: “Caring is inherent in me. 

“I helped care for my sister from the age of five. 

“That experience taught me how vital compassionate, reliable and professional home care is – not just for the individual, but for the entire family so they have peace of mind.”

Aurea with her sister Erica Neto

Though new to the care industry and without prior business experience, Aurea secured specialist support through Enterprising North, funded by the UK Shared Prosperity Fund. 

Working with business adviser Rita Callender from the North East BIC, Aurea received guidance on business planning, reviewed her franchise agreement and obtained a £3000 grant for essential start-up equipment. 

This mentoring helped Aurea navigate the challenges of launching her business with confidence.

Aurea added: “Rita was a godsend. 

“She didn’t just offer advice – she stood beside me. 

“She gave me guidance, strategic clarity and confidence at every stage of the journey.

“She supported me to check on the credibility of franchise options, including joining me on video calls with Oath. 

“She made sure I asked the right questions to protect my future and understand how I’d be supported to grow.”

Aurea added: “I’m a baby in this industry. 

“So having someone experienced to guide me through contracts, regulations and policy issues was invaluable. 

“Without Rita’s support, I could have made costly mistakes. 

“Her support was pivotal to my success.”

Since opening in November 2024, Oath Healthcare Gateshead has rapidly grown, now employing 35 trained care assistants and winning local contracts. 

Staff are carefully chosen for compassion and expertise in complex care, ensuring high-quality support for clients.

Looking ahead, Aurea plans to transition away from the franchise model to operate solely under the Grace and Goodwill brand, expand into new regions and eventually develop a purpose-built supported living complex for people with disabilities, offering round-the-clock care in a community-focused setting.

Aurea added: “For many older clients, this is the last new connection they’ll make in life. 

“I take that responsibility incredibly seriously. 

“This is about more than business – it’s about love, respect and trust.

“I’m proud of what we have achieved together. 

“This is just the beginning.”

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