The Three Cs of Choice: Certainty, Care and Confidence
What drives customers to choose IRC living — and what still holds some back? Across three connected sessions, we’ll explore the conditions that enable informed, confident decision‑making. From greater financial certainty and transparency, to the reality and perception of care, and ultimately to the confidence people need to make the move, each session draws on data, lived experience and operational insight. Together, they offer a clear view of how certainty, care and confidence intersect — and what this means for operators shaping propositions that genuinely meet customer needs.
Session 1: C is for Certainty
In response to customer feedback, operators are reshaping offers and charging structures to provide greater certainty, transparency and trust. In short, operators are taking on higher levels of risk, matched by new lease structures aimed at providing higher levels of predictability over monthly outgoings.
This session examines how these changes are being delivered in practice. It will provide deep insight into three areas:
- Customer data and evidence: what is driving the move to providing more certainty for consumers?
Speakers: Sally Ireland, Director of Legal and Compliance, ARCO & Jonty Roots, Founder, Boomer + Beyond
- Operator showcase: Retirement Villages Group is undertaking lease variation programmes across their portfolio, and providing more predictable fee levels and risk mitigation for customers. What are the key drivers of this approach, and what is the customer response?
Speaker: Nick Jones, Property Director, Retirement Villages Group
- Working in partnership with the customer - lease variation in practice: Say Property Consulting have worked with hundreds of customers on lease variation projects for a number of providers and will talk us through the key considerations on communication, customer engagement and transparency.
Speakers: Casper Courage, Managing Director, and Coral Harvey, Senior Consultant, SAY Property
Session 2: C is for Care
Care is a key component of the Integrated Retirement Community model—but how it is delivered, experienced and communicated remains one of the sector’s most important and complex questions. This session takes a comprehensive look at care provision in IRCs, exploring both the data and the lived reality, and what this means for operators shaping future propositions.
The session will cover three key areas:
- Data on care delivery and customer expectations, including the scale and nature of care provided, and what customers say they want—or worry about—when it comes to support to keep them living independently.
Speaker to be confirmed
- The operational reality of delivering care on the ground, including how domiciliary care works within independent living apartments, the role of assisted living packages, and implications for unit design and service models
Speaker: Keir Pedley, Yates Court Village Manager, ExtraCare Charitable Trust
- The implications for customer proposition and marketing, examining whether schemes risk losing customers by a) over-emphasising care b) under-communicating it c) or not offering sufficient clarity and choice
Speakers: Amanda Nesbitt, Managing Director (interim), Richmond Villages & Annabel O’ Gorman, Senior Sales Manager, Untold Living
Bringing these strands together, the session will offer a clear, evidence-based view of how care can be delivered in a way that meets customer expectations while supporting sustainable, high-quality operations.
Session 3: C is for Confidence
What gives customers the confidence to make the move? This session explores how purpose, meaning and lifestyle expectations shape decision-making, alongside the concerns that can hold people back. Combining robust data with lived experience, the session will hear directly from customers, offering a clear view of what they expect to find and what they need to feel reassured about when choosing IRC living.
Speakers: Resident guest panel