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Franchise Opportunity Deep Dive: HomeWell Care Services is a non-medical home care brand that helps seniors and adults live safely at home with daily support and companionship.
HomeWell Care Services provides nonmedical home care for seniors and other individuals who need assistance remaining safe, comfortable and independent at home. Its services include personal care, companionship, help with daily activities and specialized programs addressing different care needs. Founded in 2002, the company offers franchise owners the opportunity to operate a home care agency supported by national training, technology, marketing resources and business coaching.
HomeWell Care Services was founded in 2002 by Joshua Hoffman, who opened the original HomeWell Senior Care business in Seattle, Washington. The company began offering franchises in May 2003, eventually transitioning to the HomeWell Care Services name as it expanded its national presence.
Mission: Help people live with greater independence and dignity by providing compassionate, personalized care in the comfort of their homes.
Vision: Build stronger communities by making trusted home care accessible to individuals and families who need additional support.
HomeWell offers franchise opportunities in markets throughout the United States. Territories are established using ZIP codes, population and demographic information, with consideration given to the number of older adults living in each market.
According to the franchise website, a typical territory includes approximately 40,000 seniors within a population of about 300,000 people, although territory sizes vary.
Prospective owners can explore opportunities through the HomeWell franchise website and speak with the franchise development team about specific markets.
Initial Costs: The estimated initial investment required to begin operation of a HomeWell Care Services franchise ranges from $69,401 to $233,912. The 2026 Franchise Disclosure Document (FDD) breaks these costs down as follows:
| Type of Expenditure | Min | Max |
| Initial Franchise Fee | $15,000 | $49,500 |
| Training Fee | $5,000 | $5,000 |
| Travel & Living Expense for On-Site Education | $0 | $3,500 |
| Real Estate | $3,600 | $9,000 |
| Furniture & Furnishings | $0 | $5,000 |
| Signage | $300 | $4,000 |
| Computer Hardware | $1,000 | $3,000 |
| Computer Software | $876 | $1,560 |
| Email Services | $25 | $252 |
| Online Home Care Compliance Platform Initial Set-Up Fee | $1,000 | $1,000 |
| Office Equipment & Supplies | $1,500 | $4,000 |
| Marketing Materials | $2,000 | $4,000 |
| Local Marketing | $3,000 | $18,000 |
| Grand Opening Marketing | $1,000 | $5,000 |
| Additional Staffing | $20,000 | $65,000 |
| Caregiver Recruitment & Training Services | $3,000 | $6,000 |
| Professional Fees | $0 | $5,000 |
| Miscellaneous Pre-Opening & Opening Costs | $500 | $1,000 |
| Licenses & Permits | $100 | $5,500 |
| Insurance | $1,500 | $5,000 |
| Conference Registration Fee Installments | $0 | $600 |
| Additional Funds (3 Months) | $10,000 | $33,000 |
Initial Franchise Fee: HomeWell offers two initial franchise fee options for qualified new franchisees purchasing a single territory, plus a $5,000 initial training fee covering up to two participants. The initial franchise fee is nonrefundable and due when the agreement is signed.
Franchisees purchasing additional territories at the same time receive a 20% discount on the initial franchise fee for those territories, while eligible veterans may qualify for a 20% discount through VetFran. HomeWell may also reduce or waive initial fees for qualified owners converting existing independent home care agencies.
Ongoing Fees: According to the 2026 FDD, HomeWell franchisees are responsible for the following recurring fees and payments:
| Type of Fee | Amount |
| Royalty Fee | Standard Option: 6% of gross revenue/month Reduced-Fee Option: 10% of gross revenue/month until $1.5 million in cumulative gross revenue, then 6% of gross revenue/month |
| Brand Development Fund | Months 1–6: 1% of gross revenue; months 7–12: greater of 1% or $250/month; months 13–18: greater of 1% or $500/month; month 19 onward: greater of 1% or $1,000/month |
| Local Marketing | Greater of 2% of gross revenue or $1,000/month. |
| Email Services | $4.20/email account/month, or $8.40/month for unlimited storage |
ROI Potential: According to the 2026 FDD, the 47 single-territory businesses and 31 multi-territory businesses operating for the entirety of 2025 reported the following annual gross revenue per business:
| Type of Business | Average | Median | High | Low |
| Single Territory (47) | $1,065,640 | $649,031 | $11,470,529 | $2,442 |
| Multi-Territory (31) | $3,555,867 | $2,064,009 | $25,578,840 | $897,717 |
HomeWell provides franchisees with structured assistance through its LaunchWell onboarding program. New owners work with an onboarding coach to prepare for opening, including developing their business operations, understanding care delivery requirements and establishing their local presence.
Pre-opening support includes guidance on office setup, caregiver recruitment, operational systems, marketing and business development. Franchisees also receive resources to help them understand licensing and compliance requirements, which vary by state.
HomeWell encourages new owners to spend one to three days at an operating agency to observe daily operations before opening.
HomeWell's LaunchWell program combines self-paced online instruction, interactive workshops, practical assignments and individual coaching. Training covers care management, recruitment, client acquisition, business operations and leadership.
The brand also operates Learning Lab, a digital learning platform that provides role-specific training for agency employees, including care managers, schedulers, recruiters, sales representatives and intake personnel.
Learning Lab includes videos, quizzes, downloadable resources and continuing education opportunities. HomeWell also provides virtual workshops, webinars and professional development resources after opening.
Each franchisee is paired with a Franchise Business Coach who serves as a primary contact for ongoing operational guidance.
Coaches conduct regular calls, visit agencies and help owners review business performance, employee retention, recruitment practices and client acquisition strategies.
HomeWell also provides marketing assistance, including customizable campaigns, advertising materials and digital marketing resources. Franchisees can participate in annual conferences, networking events and educational webinars.
HomeWell requires franchisees to use designated business management software, including WellSky Personal Care, to record client information, employee details, scheduling, billing, payments and other operational activity.
Additional resources include Microsoft Exchange email services, an online home care compliance platform and Learning Lab.
HomeWell also offers a digital marketing dashboard that helps franchisees manage online listings, reviews and social media activity. These systems are intended to help owners organize administrative work and monitor business performance.
HomeWell does not publicly specify franchisee requirements with regard to liquid assets or net worth.
The brand seeks franchisees with strong leadership, communication and business management skills, as well as an interest in serving their communities. Previous health care experience is not required, and the company provides training for owners from a variety of professional backgrounds.
HomeWell franchisees must have an approved managing owner who works full time overseeing daily operations and completes the required initial training. Owners must operate from a separate commercial office, meet applicable licensing and insurance requirements, and oversee caregiver recruitment and client services. They may hire managers and administrative staff to assist with operations.
HomeWell does not provide direct or indirect financing for franchisees.
“What drew me to HomeWell was the alignment of values—the franchise’s commitment to home care excellence, operational discipline, and compassionate care mirrored the principles I lived by in the military. I was also impressed by HomeWell’s proven systems, comprehensive training, and team mentality. As someone who has spent my career in service to others, I wanted to continue that mission by helping seniors and individuals with disabilities maintain their independence and dignity at home. HomeWell provided the perfect platform to combine my leadership experience, industry knowledge, and passion for serving my community.”
- Nick Bellenbaum, Franchisee — West Alpharetta, Georgia (Read his story here)
Currently valued at more than $400 billion, the in-home care services market is primed for growth and expected to reach a nearly $750 billion valuation in just the next five years. America’s elderly population is growing fast, driving growth with an increase in chronic diseases as another catalyst. Overall, the in-home care services sector presents promising opportunities for growth and investment, driven by increasing demand and the critical importance of in-home care services for seniors in particular but Americans of all ages in general.
HomeWell competes through its personalized care approach, specialized Signature Programs and partnerships with health care and community organizations. Its franchise system also emphasizes business coaching and technology resources to help owners manage the staffing and administrative demands of home care.
Primary competitors include Home Instead, Right at Home*, Visiting Angels, Senior Helpers and ComForCare. Independent home care agencies and locally operated senior services businesses also compete for clients and caregivers.
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