‘Start planning now’ as millions unprepared for £200,000 bill | Personal Finance | Finance
Si tells people to get ready (Image: Blue Bird Care)
Hairy Biker Si King has urged Brits to start planning for his mother’s care costs after watching her battle Alzheimer’s. The TV star is spearheading a new campaign after warnings that 65 per cent of adults in the UK still have no plan for future care, despite the average cost now reaching £200,000 per person.
Si said care is something “most people avoid thinking about until life forces the conversation,” adding that she has seen “firsthand through friends and family how quickly things can change.” Caring for her own mother and supporting fellow Furry Biker Dave Myers, who tragically passed away in 2024, led her 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 understood about care until we were in the middle of it,” he said. Now Si wants to give people the confidence to start talking early in their lives so they can “understand their options and continue to live on their terms for as long as possible.”
A shocking new study has revealed that almost half of Brits don’t know where to start when planning care. Almost one in four people think they will have to sell their home just to pay off their debt.
Vicki Gidalla, Bluebird Care’s director of quality and care, urged families to “start preparing for the cost of care immediately” rather than “waiting for a crisis”. He said: “Having early discussions and making a plan can ease both the financial and emotional pressure that arises later.”
The campaign launches in the midst of a looming care crisis; The population aged over 65 is expected 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 stay at home rather than move into a care home.
The average cost of this type of care has now reached around £70,000 per year, compared to around £50,000 per year for live-in care at home.
Preparing early can make a real difference; experts say saving just £180 a month in a good savings account from the age of 40 could yield £200,000 by the time you’re 80, roughly enough to fund four years of residential care.
UK facing care crisis (Image: Getty)
Joe Whibley, UK chief operating officer at Bluebird Care, said: “We’re 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 they are faced with urgent decisions.
Evidence from the University of Oxford shows that, with the right support, staying at home can help people stay physically and psychologically strong for longer.
Ms Gidalla added: “At Bluebird Care, it is always our priority to provide exceptional care to the people we support and their families, 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 provider of private home and residential care, supporting more than 20,000 people every day across 220 locally owned offices.
