Birdie appoints Alastair Douglas as CEO, as co-founder Max Parmentier becomes Chair

London, 5th October 2026. Birdie, the smart homecare technology partner, today announced that Alastair Douglas will become its Chief Executive Officer at the start of November. Max Parmentier, who has led Birdie since he co-founded it in 2017, will step down as CEO and become Chair of the Board.

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Alastair joined Birdie last week, and will work alongside Max through October before taking over. He was previously CEO of TotallyMoney, the consumer fintech, and part of the founding team at Peakon, the employee engagement platform later acquired by Workday. 

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This comes as Birdie reached several milestones in 2026. These included the launch of Upgraded Rostering, which puts templated scheduling on the same record as care, compliance and finance, making schedule creation up to 75% faster. Birdie has also pioneered AI solutions for homecare: SmartPlans (the AI-powered care assessment tool) launched earlier this year, and SmartMeetings (the companion tool for transcribing meetings), will follow later this year. 

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Max Parmentier, co-founder and incoming Chair of Birdie, said: "Nine years ago, I started Birdie to help more people age well at home - now, our product supports over 1,200 agencies in delivering critical services to 125,000 care recipients. Birdie is now the leading homecare software provider in the UK, and is paving the way in using AI to transform care delivery. With these achievements in hand, it’s the right moment to hand over to a seasoned leader who shares our commitment to the mission. Alastair is that person, and I'll be right beside him as Chair.”

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Alastair Douglas, incoming CEO of Birdie, said: “I've spent my career building businesses that use technology to make a real difference to people’s lives, and Birdie is the next chapter in doing just that. Max and the team have already built an incredible company around a product that makes a positive impact on hundreds of thousands of lives daily, and I’m excited to be part of the next stage of its growth.”

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Co-founders Rajiv Tanna and Abeed Mohamed stay in their leadership roles as Chief Operations Officer and Chief Revenue Officer.

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Birdie will exhibit at the Care Show at the Birmingham NEC on the 7th and 8th of October. 

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Notes to editors

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About Birdie

Birdie is the smart technology platform that helps homecare agencies work smarter, not just harder. Launched in 2017 and trusted by over 1,200 providers to power over 68 million care visits annually, Birdie integrates every process from care management to finance, helping under-pressure teams work smarter to improve care quality and drive business sustainability.

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About Alastair Douglas 

Alastair Douglas joins Birdie after more than a decade as CEO of TotallyMoney. He grew the business into a personal finance app with more than six million customers, using open banking data to help people improve their credit scores and get better offers. Under his leadership, TotallyMoney was named the UK's Best Credit Report Provider eight times, rated 'excellent' on Trustpilot, and recognised by Best Companies as one of the top 10 Financial Service Companies to Work For in the UK.