The foreword to the Government’s Vision stated that they “want people to have the freedom to choose the services that are right for them from a vibrant plural market”. Of course, for this to be possible there has to be adequate funding to support the development of a care market. This seminar explored the role of the private sector in paying for care. We explored the different options for private sector engagement in care funding in the future. We considered how these models of engagement can be best made to work and consider what Government needs to do to facilitate. We explored the role of insurance and of equity release. Les Mayhew presented his paper on the “Role of Private Finance in Paying for Long Term Care”. Chris Horlick from Partnership Assurance highlighted current and potential innovations in insurance. Andrea Rozario from Safe Home Income Plans (SHIP) explored issues relating to asset decumulation while Nick Starling from the ABI contributed with his comments on the role insurers play in care planning and Martin Green of the English Community Care Association (ECCA) responded from the perspective of a private sector care provider. The schedule for this event was as follows: 4.10pm Introduction from Baroness Greengross 4.15pm Professor Les Mayhew “The Role of Private Finance in Paying for Long Term Care” 4.45pm Chris Horlick, Partnership Assurance. “The role of insurance in paying for care” 5pm Andrea Rozario, SHIP “The role of Equity Release” 5.10pm Nick Starling, ABI 5.20pm Martin Green, ECCA and ILC-UK trustee “The current role and the potential of the private sector to deliver diversity, quality and choice in health and social care services” 5.30pm Discussion and debate 6.15pm Refreshments