Introduction
New Directions, Sefton Council’s Local Authority Trading Company (LATCo), is a vital part of the borough’s adult social care landscape. As a publicly owned, locally accountable provider, New Directions delivers high-quality services, supports local employment, and reinvests in the community. This paper outlines the tangible benefits New Directions brings to Sefton.
1. High-Quality, Person-Centred Care
87.5% of New Directions’ regulated services are rated Good or Outstanding by the Care Quality Commission (CQC). With one of those rates OUTSTANDING. Compared to a national average of 82% [The King’s Fund].
94% customer satisfaction score reflects strong relationships with service users and families, and 97% customer satisfaction rate with professionals.
91% staff training compliance ensures a skilled, confident workforce.
85% of the operational workforce hold a relevant social care qualification, compared to a national average of 46%, demonstrating a higher quality of care delivered to local people.
These outcomes demonstrate that New Directions is meeting and exceeding national care standards.
2. Supporting Sefton’s Workforce
100% of staff are paid for full shifts, not just contact time, ensuring fairness and stability.
14.4% staff turnover rate is significantly lower than the national average of 24.8%, showing strong retention and job satisfaction [skills for care].
Invested in 37 staff trained to become mental health first aiders – 10% of our workforce, demonstrating a commitment to employee wellbeing.
Monthly sickness absence decreased from 10.1% to 6.5% over 12 months in 2024/25.
11 years average length of service reflects a loyal, experienced workforce.
Staff satisfaction increased by an average of 9.5% in the 2024 staff survey, indicating rising satisfaction levels. Trust in leadership went up by 9.78%, feeling appreciated for work grew by 16.34%, and opportunities for skill development rose by 12.02%.
New Directions is a local employer of choice in the care sector, offering local jobs, a stable working environment, career development, and an accessible and responsive leadership team.
3. Financial Responsibility and Reinvestment
In 2023/24, New Directions supported vulnerable people and eased pressure on Sefton Council’s adult care budget by using around £1m from reserves to counter inflation.
In 2024/25, we used reserves to support Reablement Services’ expansion, alleviating social care budget pressure and promoting individual independence.
Any surplus is reinvested in frontline services or used to alleviate budget pressures, delivering value for money to Sefton residents.
4. Driving Local Innovation
The Company has collaborated with others to enhance service flexibility and responsiveness; specifically: –
We have invested in and developed our new ‘Living Well’ model for day opportunities, designed to enhance the lives of adults with disabilities in our local community.
We redesigned a new mental health recovery service in Bootle.
We took part in a new pilot bed-based service model in Southport to promote independence. Working with Sefton Council and its partners, we proudly contributed to the launch of the home-first pathway, improving independence and system efficiencies.
New Directions is committed and has demonstrated its ability to be a flexible, responsive provider. It can pilot new service models and work closely with commissioners to meet changing needs.
5. Embedding Social Value in Sefton
87.7% of employees live in Sefton, 98% in Merseyside, contributing to the local economy.
14% of employees identify as disabled, compared to a sector average of 2%.
New Directions avoids exploitative contracts. Zero workers are employed on zero-hour contracts, compared to a national average of 21%, promoting ethical employment.
The company aligns with the Nolan Principles of public life – ensuring transparency, accountability, and integrity.
New Directions is proud to be a Real Living Wage Employer. In England, 43% of adult social care workers are paid below this.
Why This Matters for Sefton
New Directions and Sefton Council are delivering quality, value and community impact for: –
Better outcomes for residents
Stronger local employment
Innovation in public service delivery
Financial Sustainability
