Community-driven care over corporatisation

AS the aged care sector in Australia faces increasing corporatisation, one local business is standing firm in its commitment to personalised, community-focused care.

Country to Coast Home Care Services, led by Managing Director and Founder Lucy Lincoln, is proving that businesses can thrive while prioritising people over profits.

The corporatisation of aged care services has raised concerns about the human side of care being overshadowed by the business bottom line.

Country to Coast is taking a stand to keep home care services local and high quality. By focusing on the Surf Coast area, the team offers personalised care services that build genuine relationships with their clients.

“We continue to place humanity over bureaucracy,” Lucy said.

“We’re aiming to be the best, not the biggest. It’s about offering respect and dignity to those who need it.”

 

Lucy’s decision to open a new headquarters in Anglesea underscores her commitment to the region.

Unlike many aged care providers who are selling to larger corporate entities, Country to Coast is doubling down on its mission.

“We’re here for Surf Coast seniors, providing local, specialised care,” Lucy said.

“It’s not just about home care services; it’s about maintaining people’s connection to their community.”

As a result of their approach, Country to Coast has earned accolades for quality. They won the 2024 ACCPA (now Ageing Australia) Excellence Award for Consumer Focus and Care and was a finalist in multiple categories at the 2024 Geelong Business Excellence Awards and has been shortlisted as a finalist in the 2025 awards.

“Our clients value the fact that we are a local provider. It’s personal, and it also shows in our low staff turnover and high consumer satisfaction rates,”Lucy said.

For Lucy, the message is clear: businesses can and should be a force for good.

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