After a life shaped by caregiving and a professional career in the Probation Service, Aurea Neto has realised her dream of launching her own care business.
Low Fell resident Aurea has established Grace and Goodwill Ltd and is now a proud franchise owner of Oath Healthcare Gateshead, offering bespoke home care services that help people remain independent in their own homes.
Aurea’s inspiration for the business came from her experience caring for her sister, who has severe disabilities. “Caring is inherent in me. I helped care for my sister from the age of five,” she says. “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.”
After years working as a probation officer, Aurea felt a calling to make a life-changing shift. “I knew I needed a change and care was the clear answer,” she says.
Though she lacked business and formal care experience, her determination to break into the industry and her passion for the subject led her to the idea of franchising. After a thorough search, she discovered Oath Healthcare, whose founder’s personal story of caring for his own son resonated deeply with her.
But launching a new venture – especially alone and without prior business experience – was daunting. So, before making such a major commitment, she reached out for professional business start-up advice to provide the guidance and confidence she needed.
Aurea discovered she was eligible for free specialist support from the Enterprising North service, funded by the UK government through the UK Shared Prosperity Fund. Designed to help people looking to start a new business or those in the early days of trading, the service is delivered by a unique consortium of local delivery partners across the Gateshead, Newcastle, North Tyneside and Northumberland area.
That’s when she was introduced to Business Adviser Rita Callender from the North East BIC – a mentoring partnership Aurea describes as “transformative.”
“Rita was a godsend,” Aurea says. “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.”
Rita also reviewed the franchise agreement before Aurea signed it, flagging key points and advising her on what needed further clarification. Aurea adds: “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.”
Beyond guidance, Rita also helped Aurea to secure a £3,000 grant towards essential start-up equipment and supported her in finding affordable office space. For six months, they met regularly, with Rita acting as a sounding board and strategic guide through every challenge.
“I never felt alone,” Aurea says. “Even when Rita didn’t know something, she’d go away and bring answers back from her research. That support gave me the confidence to keep going. It helped turn my vision into something real.”
Since launching in November 2024, Oath Healthcare Gateshead has grown rapidly, now employing a team of 35 dedicated care assistants and securing local contracts. Each member of staff is carefully selected for their compassion and trained for complex care needs.
“For many older clients, this is the last new connection they’ll make in life,” says Aurea. “I take that responsibility incredibly seriously. This is about more than business – it’s about love, respect and trust.”
Aurea’s goal is to eventually transition away from the franchise model and trade independently under the Grace and Goodwill brand, expanding into new regions. She also has an ambitious long-term dream to create a purpose-built supported living complex of apartments for people with disabilities, offering 24/7 care in a true community setting.
“I’m proud of what we have achieved together,” says Aurea. “This is just the beginning.”