Franchisor Stories
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 is a senior home care franchise. Owners operate local agencies that provide non-medical help in the home so clients can remain where they live with support for daily life. The model gives entrepreneurs a chance to enter the home care industry with the backing of an established brand, proven systems and strong training and support from the franchisor.
HomeWell Care Services was founded in Texas in the late 1990s as a way to meet the growing need for reliable in-home care for seniors and adults who wanted to remain independent. The brand grew into a national franchise system under HomeWell Franchising Inc., which is headquartered in Burkburnett, Texas. Today, its executive team includes Homewell CEO Bruce Haase, HomeWell Franchising CEO Crystal Franz and HomeWell Franchising Chief Financial Officer Casey McCleskey, who have helped expand the system to more than 70 franchisees operating across 100+ territories in the United States.
Mission: To equip local owners to deliver compassionate, reliable in-home care through training, education, technology and ongoing support.
Vision: To expand access to safe, comfortable in-home care so more people can remain in the place they call home.
HomeWell is a nationally recognized name in home care that focuses on quality and compassion. The brand helps clients stay at home longer with non-medical assistance and companionship. Families get peace of mind from a trusted network with a growing U.S. footprint. Community education initiatives position local agencies as a helpful resource.
Owners get a proven operating model, dedicated business coaching across the full life cycle, marketing resources, networking with other owners, and access to training through a learning management system. An opening team supports pre-launch planning and referral development. The brand operates in a growing category with strong demand. A structured support system continues after launch.
HomeWell is currently offering franchise opportunities in territories across the U.S., with new areas becoming available all the time.
Initial Costs: The estimated initial investment required to begin operation of a HomeWell Care Services franchise ranges from $54,401 to $233,912. The 2025 Franchise Disclosure Document (FDD) breaks these costs down as follows:
| Type of Expenditure | Min | Max |
| Initial Franchise Fee | $0 | $49,500 |
| Training Fee | $5,000 | $5,000 |
| Travel and 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 Service | $3,000 | $6,000 |
| Professional Fees | $0 | $5,000 |
| Miscellaneous Pre-Opening & Opening Costs | $500 | $11,000 |
| Licenses & Permits | $100 | $5,500 |
| Insurance | $1,500 | $5,500 |
| Conference Registration Fee Installment | $0 | $600 |
| Additional Funds (3 Months) | $10,000 | $33,000 |
Initial Franchise Fee: The initial franchise fee for a HomeWell Care Services franchise is $49,500 for a single territory. New franchisees can choose between two options: pay the fee upfront with a lower royalty of 5% for the first six months, or pay no initial fee and instead pay a 10% royalty until reaching $1.5 million in gross revenue, after which royalties drop to 5%.
Franchisees purchasing multiple territories at the same time receive a 20% discount on each additional territory.
Discounts or waivers may also be offered for conversion franchises and qualified U.S. military veterans through the VetFran program, which provides a 20% fee reduction.
Ongoing Fees: According to the 2025 FDD, HomeWell Care Services franchisees are responsible for the following ongoing payments and fees:
| Type of Fee | Amount |
| Royalty | 5% of gross revenues/month |
| Brand Development Fund | Starting at 2% of gross revenues/month, with a monthly minimum that rises from $250 at seven months to $1,000 after 19 months. For revenues above $1,000,000 in a calendar year, the fee drops to 1%, and the schedule resets each new year. |
ROI Potential: According to the 2025 FDD, the 64 HomeWell businesses open for more than one year reported the following gross revenues for FY 2024:
| Single Territory Businesses | Average | Median | High | Low |
| Open 10+ Years (4) | $2,110,719 | $1,632,913 | $4,177,108 | $999,942 |
| Open 6-9 Years (1) | $3,273,709 | $3,273,709 | $3,273,709 | $3,273,709 |
| Open 1-5 Years (29) | $1,127,959 | $777,277 | $8,644,318 | $94,472 |
| Total (34) | $1,312,104 | $860,612 | $8,644,318 | $94,472 |
| Multi-Territory Businesses | Average | Median | High | Low |
| Open 10+ Years (6) | $7,029,467 | $4,434,877 | $22,456,343 | $2,738,564 |
| Open 6-9 Years (7) | $2,357,746 | $2,083,728 | $5,006,230 | $1,319,518 |
| Open 1-5 Years (17) | $2,133,868 | $1,709,595 | $5,542,197 | $313,542 |
| Total (30) | $3,200,790 | $2,202,966 | $22,456,343 | $313,542 |
3. What Franchisee Support Does HomeWell Care Services Provide?
Sales onboarding classes cover industry topics, B2B sales education and brand programs. A learning management system offers 100+ modules for owners and staff. The opening team guides qualification of referral sources and the launch plan.
Franchise services provide regular support calls, on-site visits, monthly webinars, newsletters and an annual conference. Marketing support helps with local promotion and caregiver recruiting. Networking opportunities connect owners with peers and industry voices.
HomeWell provides an internet-based management system to run the agency, manage caregivers, schedule care and oversee operations. The LMS supports ongoing education. Community education initiatives are offered quarterly.
Prior health care or business ownership experience is not required. The brand reports that many owners come from other fields.
This is an active management business with daily oversight of staffing, scheduling, client service and referral development.
“I have never owned a business and know my weaknesses. I wanted the support of a proven business formula. Why reinvent the wheel when it’s been done?”
— Tracie Dominguez, HomeWell Franchisee in Colorado Springs, Colorado
“HomeWell, simply put, seems to do it the right way. From the focus of assessments, to the tools in place, the leadership in the Corporate Office and the existing franchise owners — this is an organization set up for success. I want to help build on that success!”
— Kevin Walters, HomeWell Franchisee in Gateway, Florida
The U.S. home care industry isn’t just growing; it’s becoming a cornerstone of modern health care delivery. In 2025, it is projected to generate over $107 billion in revenue, driven by a rapidly aging population, nationwide caregiver shortages and a cultural shift toward receiving medical and personal care in the home. With 17.5 percent of the U.S. population now age 65 or older, the demand for home-based support services is intensifying. Nearly nine out of ten seniors say they want to age in place rather than move into institutional settings.
HomeWell Care Services competes with other national and regional senior care brands that provide similar non-medical in-home support. Competitors include Home Instead, Visiting Angels, Right at Home* and Comfort Keepers. HomeWell differentiates itself through its comprehensive onboarding, business coaching and the flexibility of its ownership model, which welcomes franchisees from many different professional backgrounds.
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