We’re delighted to welcome Adam Reith as our Local Ambassador for Norfolk!

Adam brings rich experience from his time co-owning and managing a home care company in Norfolk. That work gave him a deep understanding of the challenges families face when navigating later life and care – and how important it is to make the process clear, supportive, and personal.

Adam says: “I’ve seen just how complex and emotional the care journey can be. My goal is always to make it easier to understand, less overwhelming, and more empowering for the people going through it.”

Adam will play an important role in building new partnerships with local organisations. He is already working alongside many excellent teams using the My Future Care Handbook – including the Palliative Care Team at Norfolk and Norwich University Hospital, The Norfolk Hospice, and the Healing Harbour charity – and is keen to support more organisations to embed future care planning in their work.

A big part of Adam’s role is helping organisations improve the support they provide to their communities. By sharing tools like the Handbook and training, he aims to make it easier for frontline teams to open up important conversations, help people take control of their later life plans and support the wellbeing of individuals and their families.

To get to know Adam better, we asked him a few quick questions!

Q: What opportunities do you see for forging new partnerships in Norfolk around future care planning?

A: Lots! I see real opportunity in bringing together local organisations, such as GP surgeries, libraries, and small community groups, to make future care planning more visible and accessible. I’d like to build bridges between health, social care, and voluntary groups so that planning for the future becomes part of everyday conversation rather than something people only face in a crisis.

Q: How can the My Future Care Handbook help organisations improve the way they support their communities?

A: The Handbook makes those tough conversations around future care much easier by providing a structure that organisations can lean on for stability. What’s also great is the free training that comes with it. Organisations will find this very useful in supporting their community.

Q: What excites you most about building these connections as part of your Ambassador role?

What excites me most is the chance to connect with people. I’m very much a people person, and I enjoy meeting new groups and seeing the ways they care for others in their community. The Handbook is such a powerful tool to start open and honest conversations about future planning, and I’m genuinely excited to see the positive impact it will have across Norfolk.

If you’re in Norfolk and would like to explore how My Future Care can support your organisation, send Adam a message now.