Video summary

HomeWell Care Services: 2025 Franchise Opportunity Overview Webinar

Main summary

Key takeaways

Business

Industry & market rationale (business case)

US home care market size

  • $150B+ (2024); projected $296.33B growth (US-only figures cited)

Global outlook

  • Projected to exceed $660B by 2030

Supply-demand gap (stated)

  • Claim: there are not enough home care agencies to meet current demand

Industry structure

  • Highly fragmented
  • Most competitors are local agencies without national-brand support

Demand drivers (“silver tsunami”)

  • 11,000+ Americans turn 65 daily
  • Over the next 20 years (and to 2050, 19M+ Americans projected age 85+)
  • ~90% of Americans want to age in place, but needs increase (e.g., fall risk, personal care)

Company positioning & “competitive advantage”

HomeWell Care Services focus

  • Primary service: personal care / Activities of Daily Living (ADLs)
  • Stated: ADLs tied to a large % of system revenue

Brand differentiation

  • Proactive, aging-related outcomes via signature programs (included in care; no additional cost)

Organizational background (who they are)

  • Industry entry: 1997 (started in home care)
  • Franchising start: 2003
  • Founder: Josh Hoffman (Seattle)
    • Built company as a caregiver-first business

Ownership/scale milestones

  • Reached about 35 franchises by 2017
  • 2017: sold majority ownership stake to Bruce
    • Franchise growth experience from Choice Hotels and Woodspring Hotels
  • 2021 relaunch: renamed HomeWell Care Services

Current scale

  • 100+ franchisees
  • 200+ territories across the US

Executive team emphasis

  • Described as having decades of franchising experience
  • Focus on maintaining unit-level economics while expanding

Franchise targeting & territory strategy (operations + go-to-market)

Franchisee fit criteria

They seek people who are:

  • Coachable
  • Process-oriented
  • Willing to work hard
  • Prefer those who enjoy building teams, delegating, and serving clients

Hiring/experience flexibility (operational claim)

  • ~48% of franchise owners do not have healthcare experience
  • Many are first-time business owners

Territory “white space” & size rules (with requirements)

  • Claimed to be one of the few home care franchises with significant white space
  • Growth goal: nearly double size in the US

Territory sizing parameters:

  • Total population cap: ~350,000
  • Must include 30,000–40,000 people age 65+
  • Must include 10,000+ households with ~$125,000+ average household income

Compliance & launch timeline

Licensing

  • Claim: ~33 states require some form of personal care license
  • Franchise onboarding includes guidance to achieve compliance

Time to open

  • Average 120–180 days from signing franchise agreement to opening (stated as 4–6 months)

Unit economics inputs (investment + fees + royalty structures)

Initial investment

  • Typical range: $150,000–$200,000
  • Key factor influencing range: whether the owner plans to pay themselves a salary early
  • Financing: Financing referrals available

Ongoing fees

  • Royalty: 5% of gross revenues (standard)
  • Brand fund: 2% (standard)

Two paths to ownership (fee structure)

  • After signing: $5,000 training fee
  • Within up to 150 days after that:

Option 1 (traditional)

  • Pay $49,500 franchise fee
  • Then 5% ongoing royalty

Option 2 (wave franchise fee)

  • Waive $49,500
  • Then 10% ongoing royalty
  • Ongoing royalty applies up to a predetermined revenue amount

Operational rationale (stated)

  • Many choose Option 2 to direct funds into:
    • Digital + local marketing
    • Payroll ramp
    • Faster lead generation

Training & enablement playbooks (how they run the franchise)

Learning Lab (LMS)

  • System described as Learning Lab (LMS) run by Erica Eller (VP of Learning and Onboarding)
  • Training covers best practices for:
    • Employee retention
    • Sales recruiting
  • Includes:
    • Virtual workshops
    • Case studies (real-life scenarios)
    • Role-play (e.g., caregiver interviewing practice)

Community of Practice

  • Quarterly networking sessions
  • Participants include roles such as:
    • HR/schedulers
    • care managers
    • sales professionals
    • office managers
  • Purpose: share best practices and challenges to improve support and employee retention

Business coaching + KPI planning

  • Coaching cadence:
    • Weekly call in Year 1 (minimum); adjustable to need
  • Coach coverage ratio:
    • 1 business coach per 20–25 franchisees
    • Compared vs. some orgs claiming ~1 per 70
  • Business planning support:
    • Help build business plans
    • Set goals for KPIs using company benchmarks

Tools

  • WellSky (CEO-dash style tracker)
    • Gross profit summary
    • Billable hours by territory
    • Revenue by referral source
    • Integrates with payroll
  • Mentioned: other vendors/suppliers used for support

Marketing execution support (GTM + lead gen enablers)

HomeWell Marketing Hub

Central repository providing:

  • Apparel
  • B2C and B2B flyers (separate pain points/selling points)
  • Digital assets (social posts, branded videos)
  • Recruitment marketing content (job posting creatives)

Local execution support

  • Owners can use additional marketing platforms and vendors
  • Reference to a separate marketing webinar for deeper tactics

Signature programs (product strategy / service differentiation)

“These are built into care” (no extra cost)

Focused on proactive aging challenges:

  • Go HomeWell (Transitional Care)
    • Post-discharge support to help avoid rehospitalization
  • SureStep (Fall prevention)
    • Home assessment for fall-risk reduction
  • LEAP / Life Enrichment
    • Engagement activities for seniors with barriers (e.g., family out of state, limited driving)
    • Target outcomes: reduce social isolation, loneliness, and withdrawal; return to activities or explore new ones

Value proposition vs ordinary agencies

  • Ordinary agencies focus mainly on ADLs/personal care
  • HomeWell adds proactive programs addressing larger aging challenges (fall prevention, loneliness/depression, post-medical recovery)

Franchise validation & sales process (credibility mechanism)

  • Franchise owners did upwards of 600 validation calls last year
  • Purpose:
    • Provide a transparent view of entrepreneurship (“good, bad, ugly”)

Key metrics/KPIs & targets mentioned

Market metrics

  • US market: $150B+ (2024) → $296.33B (projected)
  • Global: $660B+ by 2030

Demand

  • 11,000 Americans turning 65 daily
  • 19M+ projected age 85+ by 2050

Franchise operations

  • Training/opening time: 120–180 days
  • Owner profile: ~48% without healthcare experience

Territory sizing

  • 350,000 total population cap
  • 30,000–40,000 age 65+ required
  • 10,000+ households; $125,000+ average income

Costs & fees

  • Initial investment: $150K–$200K
  • Training fee: $5,000
  • Franchise fee (Option 1): $49,500
  • Royalty: 5% (or 10% under Option 2 up to stated revenue cap)
  • Brand fund: 2%

Coaching

  • Weekly calls Year 1 minimum
  • Coach ratio: 1 coach per 20–25 franchisees

Validation

  • ~600+ validation calls last year

Actionable recommendations embedded in the webinar

  • Choose the ownership path based on capital strategy:
    • If capital is sufficient, many use Option 2 to free cash for marketing and payroll ramp-up.
  • Validate territory viability early using explicit demographic thresholds:
    • Ensure the territory meets age 65+ population and household income requirements.
  • Use their operational systems to avoid reinvention:
    • Leverage the Learning Lab, Community of Practice, business coaching, WellSky, and the Marketing Hub for faster go-live and consistent performance.

Presenters/sources mentioned

  • Erica Eller — VP of Learning and Onboarding (described as running the Learning Lab)
  • Samantha — referenced during the webinar (name appears, but no role details provided in subtitles)
  • Josh Hoffman — founder of the original business (home care origin in 1997)
  • Bruce — acquired majority ownership stake in 2017 (franchise experience from Choice Hotels and Woodspring Hotels)

Original video