Amanda Nurse

Co-Founder

Role: As co-founder, Amanda provides strategic direction for the organisation, championing Carterwood’s long-term vision and purpose. She works closely with the leadership team and key clients, helping to shape the future of health and social care market intelligence through trusted partnerships and data-led innovation.

Background: Amanda co-founded Carterwood with Ben Hartley, bringing together a shared belief in client delight, commercial rigour and challenging the status quo. Together they built a business grounded in accurate data, deep sector insight and a commitment to excellence.

Amanda is focused on how Carterwood can provide meaningful, scalable solutions for clients, whether through strategic due diligence, market-leading planning expertise, or through Carterwood Analytics, our platform of tools that empower clients to make faster, smarter decisions.

She is proud of the Carterwood team, known for their ability to deliver under pressure, create bespoke outcomes, and maintain a laser focus on client experience - as evidenced by the firm’s world-class NPS scores.

Amanda is deeply committed to building a high-performance culture where people thrive. A member of Women in Retirement Living, she is an active advocate for female leadership and dedicates time to mentoring women, particularly those looking to step into commercial or board-level roles.
She is a regular speaker and Chair at industry events, sharing her perspective on leadership, innovation, and the role of data in reshaping how decisions are made in the sector. In recognition of her contribution, she was awarded the 2021 Power Fifty sector specialist award for her 30+ years of insight and impact.

Passion: Outside of work, Amanda recharges by disappearing into nature or into cold water - preferably both at once. She insists she finds wild swimming invigorating, though she admits her teeth don’t always agree.

Three words to describe Carterwood: Fast. Challenging. Fun.

Favourite Carterwood value: Be brave. “Carterwood has always thrived by asking better questions and taking smart risks. Bravery isn’t about going it alone it’s about backing your people, challenging convention, and never being afraid to go first.”