Published by Sue Johns-Chapman
Published Date 29.08.2025 
Felicity Bennet-Pearson, Visiting Angels, shares her story.
I am the Managing Director of Visiting Angels Edinburgh, a homecare company changing the way that care is delivered within the community.
The reason my wife and I set up Visiting Angels Edinburgh was to make a positive impact on the care industry and to create real change. My wife is a nurse who saw a need for change and made it her mission to be that change.
On the flip side, I saw the impact of being an overworked, underpaid nurse had on her, and I was so inspired by her, I partnered with her to help bring her vision to life. My background is in owning my own businesses and specialising in social media and marketing. My mission was to change the way that care is perceived through the use of social media. I aim to inspire our audience to work in care and to motivate passion to deliver quality care.
This has truly been the most rewarding mission to be a part of. It’s truly such a special industry to work in, and I’m grateful to know we are making a difference. We’re changing the way that care is delivered, and we are changing the way that carers are valued. We are inspiring change by showing how care should be.
I believe the key is in using social media to shed light and spread joy, to inspire the masses and leave our mark on this world. I believe we are doing this in Edinburgh, and I’m so proud.
Having recently celebrated 2 years since we opened our doors, we are making ripples through the care industry, and people are paying attention. Together, we are inspiring real change.
My campaign ‘Why Choose Visiting Angels’ was created from capturing natural moments with clients and carers, no budget, no cost, just me, my iPhone and our incredible network of people. So many carers have been negatively impacted throughout their careers in care, and I wanted to show that there is a place for them here to do what they love, make a difference and have fun doing it! To be celebrated as the superheroes they are.
For me, it’s special now looking at this reel as I see how far we’ve come. We even have exclusive news to share with you that we have in fact, just bought our second territory, and we are officially expanding! A huge milestone for us.
I have continued this campaign series within our recruitment with my latest feature, ‘Why should YOU be a Visiting Angel?’, a campaign created with a few of our team telling the audience what they love about working here. Who better to tell you why to work with us than our very own team?!
My approach to social media has consistently been praised as innovative. As a care-at-home provider, no other care company is doing what we do. From the very beginning, I took our audience on a journey with us to build trust and feel a part of something special. Every video shows our personality, celebrating our incredible team and the family we are building. Because of our social media, we are inundated with client and carer enquiries, which has led to rapid and consistent growth simply because everyone wants to be a part of Visiting Angels Edinburgh. At every interview and during every enquiry or assessment, our social media is praised as what attracted them to our service, what sets us apart from everyone else – they want us to deliver care to their family or to be part of our incredible team – purely after seeing how much fun we have together and how we truly care.
We were celebrated as Brand Champions Finalists at the Visiting Angels annual awards ceremony with the following speech introducing our announcement:
“The power and innovation of social media is ever alive in this business. Utilising their skills to share, promote and celebrate the VA brand whilst also growing their foundation of caregivers and clients is to be celebrated. They are awesome at what they do, and their social media is just epic, finalist in brand champion of the year” EDINBURGH EAST’.
I was asked to speak on a panel in London to all Visiting Angels franchisees to inspire them to follow suit with our approach to social media in order to create standout success associated with our unique approach. We are generating a lot of buzz, we were recently invited to the House of Commons and we are currently in the running for Family Business of the Year with the Enterprise Vision Awards, celebrating women in business. This feels particularly special as the community we have built is one big family so we get to share that recognition with everyone who has believed in us along this wild and wonderful journey.
To be shortlisted as a finalist for ‘The most impactful social media innovation award’ truly means EVERYTHING to me! I burst into tears when I received the news. It was recognition that I am changing the way care is perceived. We set out on what felt like a huge undertaking, but it is passion that has driven us every step of the way. It’s been a whirlwind, and these milestones get us to take a moment and see what we are building here, taking note of personal triumphs.
At the time we were setting up Visiting Angels Edinburgh, I was also about to launch my own marketing agency, and I had huge opportunities at my fingertips. Instead, I dedicated myself to my wife, Courtney’s vision, and I’ll forever be grateful that I did. It’s a real full-circle moment to now be recognised for such a special award. It shows that you can take a different path in life, and great things await you. I have always lived by the idea and personal motto that if you dream big, surround yourself with good people, you’ll create an extraordinary life.’ I’ve found that to absolutely be true on this journey. I can’t wait to celebrate at the awards ceremony this year, it’ll be a night to remember!
We are about to launch our very own podcast – Voices of Angels. An exciting project sharing further insight into the behind-the-scenes, forging the way in making positive change. Our audience will meet our inspiring team and hilarious clients, along with a varietyof professionals across the industry to open important conversations and offer advice and support that isn’t readily available to communities.
In a world full of filters, I think that’s what people love so much about our content – it’s real and it’s natural. It shows the magic behind our brand, and we couldn’t do that without our incredible team. You get to experience something special that we’re proudly building here in Edinburgh, and hopefully, we’ll inspire others to work in care in a time when the care industry is on its knees. It’s taking you into a world that not many people experience and showing how differently it can be done if you truly care about those around you. I hope you too, experience the magic when you look at our social media. This is just the beginning… stay tuned!
Connect with Felicity Bennett-Pearson and Visiting Angels Edinburgh.
Visiting Angels Website / Facebook / Instagram / TikTok / LinkedIn
Felicity Bennett-Pearson: LinkedIn
