Beth Copeland, MSN, CSA, a Griswold franchisee, was recently featured in Entrepreneur Magazine, highlighting the path that led her from a personal loss into professional purpose. Copeland, a former nurse, entered the senior care industry after moving closer to her aging parents and taking over management of a Griswold franchise. Motivated by memories of her grandfather, who was unable to spend his final days at home, she made it her mission to help as many seniors as possible age in place with dignity. That passion has fueled her growth into three franchise territories across Delaware and Maryland, as well as her recognition as Griswold’s Franchisee of the Year in 2024.
A key factor in Copeland’s success has been her ability to balance personal relationships with strategic innovation. Early on, she transitioned her operations to a full employment model, ensuring Caregivers had better training, benefits, and stability. Her commitment to both seniors and Caregivers reflects advice once shared by founder Jean Griswold: “You charge the least you can. You pay them the most you can. Somewhere, there is a living to be made.” That philosophy has guided her through challenges, including the COVID-19 pandemic, when she prioritized in-person care to preserve client trust and connection.
In recent years, Copeland has embraced cutting-edge technology to strengthen her services. She introduced Sensi.AI, an audio-based monitoring system, to quietly track clients’ safety at home and alert staff to emergencies — without raising fees for families. Since its implementation in 2023, the system has contributed to a nearly 40% increase in revenue and multiple potentially life-saving interventions. She also adopted CareAcademy, a digital training platform that has improved Caregiver retention by giving staff on-demand access to skill-building courses.
Equally important has been Copeland’s emphasis on relationships. Instead of treating marketing as a transactional activity, she invests time in building genuine connections with referral partners, often developing friendships that drive long-term trust and referrals. This approach has allowed her to grow her office staff, expand her Caregiver network and successfully launch a third territory in Maryland.
Looking forward, Copeland plans to continue scaling her Maryland operations while refining her use of technology to improve outcomes for both clients and Caregivers. Yet, at the heart of her business remains the same personal mission: to deliver on promises, build trust and honor the vision of Griswold’s founder.
Read the full Entrepreneur article here.
For more information on franchising with Griswold, visit: https://1851franchise.com/griswold/info.
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Fueled by her grandfather’s legacy, Copeland has grown her business by nearly 40%, expanded into three territories and blended technology with compassion to help seniors age in place with dignity.
Beth Copeland, MSN, CSA, a Griswold franchisee, was recently featured in Entrepreneur Magazine, highlighting the path that led her from a personal loss into professional purpose. Copeland, a former nurse, entered the senior care industry after moving closer to her aging parents and taking over management of a Griswold franchise. Motivated by memories of her grandfather, who was unable to spend his final days at home, she made it her mission to help as many seniors as possible age in place with dignity. That passion has fueled her growth into three franchise territories across Delaware and Maryland, as well as her recognition as Griswold’s Franchisee of the Year in 2024.
A key factor in Copeland’s success has been her ability to balance personal relationships with strategic innovation. Early on, she transitioned her operations to a full employment model, ensuring Caregivers had better training, benefits, and stability. Her commitment to both seniors and Caregivers reflects advice once shared by founder Jean Griswold: “You charge the least you can. You pay them the most you can. Somewhere, there is a living to be made.” That philosophy has guided her through challenges, including the COVID-19 pandemic, when she prioritized in-person care to preserve client trust and connection.
In recent years, Copeland has embraced cutting-edge technology to strengthen her services. She introduced Sensi.AI, an audio-based monitoring system, to quietly track clients’ safety at home and alert staff to emergencies — without raising fees for families. Since its implementation in 2023, the system has contributed to a nearly 40% increase in revenue and multiple potentially life-saving interventions. She also adopted CareAcademy, a digital training platform that has improved Caregiver retention by giving staff on-demand access to skill-building courses.
Equally important has been Copeland’s emphasis on relationships. Instead of treating marketing as a transactional activity, she invests time in building genuine connections with referral partners, often developing friendships that drive long-term trust and referrals. This approach has allowed her to grow her office staff, expand her Caregiver network and successfully launch a third territory in Maryland.
Looking forward, Copeland plans to continue scaling her Maryland operations while refining her use of technology to improve outcomes for both clients and Caregivers. Yet, at the heart of her business remains the same personal mission: to deliver on promises, build trust and honor the vision of Griswold’s founder.
Read the full Entrepreneur article here.
For more information on franchising with Griswold, visit: https://1851franchise.com/griswold/info.
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