Elaine Dales was a qualified nurse whose license had expired. Returning to nursing would be difficult due to the time needed to renew her license and shift patterns conflicting with childcare. She signed up for unemployment benefits but found it depressing. She saw an advertisement for Kleeneze and was attracted to the flexible hours that avoided childcare costs. She started her own Kleeneze business in her village and saw nearly a £100 pay increase in her first month. She is growing the business to fund her children's university education in the future.