The initial decision to form Owncare was taken by Gail Heath, in April 2012, in response to the government's “Transformation Agenda” which advocates a shift from traditional social care practice, to one of providing cash payments to individuals in order that they meet their own care needs.

Within this emerging market, Gail identified a need for a commercially sustainable way of providing advice and assistance for older and disabled people and their family and friends, who were struggling to understand and navigate complex social and health care systems with little or no professional support.