Merlin's core businesses comprise services necessary for the enhancement of the quality of life in and around Castle Vale. Each of these businesses is run on a commercial basis while having social values and objectives.

Although a not-for-profit company, Merlin seeks to generate sufficient commercial income from its activities to fund both its operational activities and its continued development, supplemented by grants and subsidies to operate facilities such as community transport that are not by themselves economically viable.

Merlin's mission includes a commitment to extend both its service delivery and client base beyond Castle Vale, including the surrounding areas and parts of North Solihull and North Warwickshire in its core delivery area.