Rob Martin, Chief Executive of Signature Senior Lifestyle, draws on over 25 years’ experience in social care to reflect on his move from the not‑for‑profit sector to an independent luxury care provider, the challenges of his first 30 days, and what lies ahead in the coming year.
It’s only been a short time since arriving at Signature, and while there are differences between not‑for‑profit and independent providers, the core concerns remain the same: how we continue to exceed customer expectations, and how we do so safely.
The single greatest thing that has kept me awake at night since joining Signature is the three care homes currently under construction, due for completion in 2026 at Hornchurch, Surbiton and Enfield. I have experience opening new homes, and I’m confident in the expertise within Signature’s commissioning teams, but it’s natural to feel anxious. There is always uncertainty about how a new home will be received and how it will evolve from a building into a thriving community.
With three additional homes opening in 2026, it’s no surprise that growth will be a major theme for Signature over the next few years. Growth has always been something I’ve enjoyed about social care. It can mean many things: opening new purpose‑built communities, developing people, and continually raising standards. It is both exciting and challenging. But growth isn’t our only focus. One of my first thoughts on joining was, “How do I add value?” I was welcomed by an experienced leadership group with a strong culture of excellence, but I saw an opportunity to strengthen communication. I quickly introduced a blog to share our vision, our future direction and our identity. I’ve also made a point of being highly visible—visiting all homes routinely and hosting live virtual meetings with the leadership team for colleagues across the organisation.
In a sector that never stands still, peers often ask me what helps me make good decisions under pressure. My answer is simple: experience. And my experience has been shaped by a not‑so‑ordinary career pathway. Starting in the Armed Forces taught me the power of the collective, the importance of owning decisions, and the value of doing the process well. A brief period contracting in the NHS and nuclear industry taught me about resilience, trust and shared responsibility. Becoming a Registered Manager of a failing service taught me that determination, leading by example and putting residents first doesn’t just create a safe service—it creates a thriving one. Along the way I’ve worked for great leaders, and a few who taught me what not to do. All of them shaped me. My time at Anchor reinforced that progress comes from doing the small things well and innovating, not blaming what we can’t control. Despite limited government funding and negative media narratives, the sector continues to innovate and deliver extraordinary work every day.
I bring all of that experience into my role at Signature. Those who know me understand my loyalty, reflected in the length of time I’ve stayed with previous employers. Signature can expect that same commitment and stability.
Looking ahead, new challenges are emerging—particularly the role of AI across society and within social care. As people increasingly turn from traditional search engines to AI tools, we must ask: what impact will this have on our sector? What role should AI play? As we adopt technology to reduce workforce burden and mitigate risk, I’m curious about how AI can support us further.
Returning to my opening point: exceeding customer expectations safely remains our central focus. Technology will help, but it will never replace the human elements of care—companionship, warmth and responsiveness. These qualities make our workforce exceptional.
Our challenge for the future is clear: to keep raising the bar. Choice, wellness and hospitality must move to the next level. As people become more aware of how to live well for longer, we want to offer a service that truly enables that—through personalised choice, tailored wellness programmes and first‑class hospitality!
