A Strategic Move for Better Care: Why the HICA Group Appoints Business Development Manager

Getting the right help and support to stay in your own place for as long as possible is a massive deal. The demand for great care at home is growing every day, and companies are having to get smart about how they meet it. In an announcement on March 30, 2026, the Yorkshire-based HICA Group showed it's taking this seriously, making a key move to boost its homecare services and support more people across the North.

A new face to boost homecare services

The HICA Group, a big name in social care across the region, has appointed a new Business Development Manager. Now, that title might sound a bit corporate, but what it really means is they've brought someone in whose entire job is to find new and better ways to help people. That someone is Lee Crawshaw. He has been appointed to work with the teams on the ground to spot opportunities for growth and make sure the homecare services on offer are the best they can be.

His background isn't just in social care; he's also got experience in finance and property. This mix gives him a unique view on how to build strong partnerships and develop services that actually work for the people who use them. This development is all about making sure more people can live safely and happily in their own homes.

Why this is a big deal for Yorkshire and beyond

The need for high-quality care at home is rocketing. People are living longer, and most would much rather stay in familiar surroundings than move into a residential home. This puts a lot of pressure on the social care system. This is where the appointment of Lee Crawshaw becomes so important. His role is central to the HICA Group's plan to meet this growing demand not just in Yorkshire, but also in North Lincolnshire and Lancashire.

A huge part of his job will be to listen. He'll be focusing on understanding community needs and local needs. What works for a small village in the Dales might not be what's needed in a busy town in Lancashire. By working closely with local councils, housing partners, and community groups, the goal is to build stronger partnerships. These relationships are the foundation for creating care services that are truly designed around the people they support. It's this kind of focused development that leads to real growth and, more importantly, better care for everyone.

What does this actually mean for people needing support?

At the end of the day, this is all about making sure the care someone receives is top-notch. It’s about quality and making sure that the support offered helps people maintain their independence. The new Business Development Manager will be working hand-in-hand with the operational teams—the carers and managers who are out in the community every day—to find new opportunities and refine existing services.

Lee Crawshaw himself put it perfectly:

“Adult social care is a sector where strong partnerships and a clear understanding of community needs are essential. I’m looking forward to working closely with Salma and the wider homecare team to identify opportunities to grow our services and ensure more people can access high-quality care and support in their own homes.”

This shows the focus is squarely on making high-quality care more accessible. It's a team effort. The chief executive of the HICA Group, Terry Peel, echoed this, highlighting the importance of Lee’s experience. He said:

“Lee brings a breadth of experience across social care and related sectors, as well as a strong understanding of how organisations can develop services that respond to local needs. His role will be to work alongside our operational teams to identify opportunities for our homecare services while ensuring the quality and standards we are known for remain central to everything we do.”

For families looking for support, this is the kind of reassurance that matters most.