About 40,000 vulnerable people across the UK and Ireland use this Norwich-based company’s personal alarm pendants, which can be paired with a speaker that plugs into the mains. After a quick and easy set-up, a user simply has to press a button on the pendant to reach a call centre, where attendants have access to health records and can alert friends, family, or send an ambulance. Simon Budd, 42, set up the firm in 2013; revenue rose to £6.3m in the year to March. Demand for its products is expected to rise as more elderly people and their families choose home care over care homes.