As more Americans choose to remain in their homes as they age, “aging in place” has moved from a personal preference to one of the fastest-growing trends shaping the home services industry. For TruBlue Home Service Ally, that shift is the foundation of the brand’s growth, momentum and long-term opportunity.
“We had our best year ever in 2025 and are off to a strong start in 2026,” said Sean Fitzgerald, President of TruBlue. “We’ve seen tremendous growth in not only new franchise owners but also in systemwide growth and revenue. Last year, we more than doubled our new franchise agreements signed, and saw a nearly 30% increase in systemwide revenue.”
That growth, Fitzgerald says, is being driven by a convergence of demographic realities and unmet needs. As the population ages, more homeowners want to stay put and increasingly need practical, non-medical support to do so safely.
For years, industry experts talked about the coming “wave” of aging in place. Fitzgerald says that wave is no longer theoretical.
“It’s no longer theoretical, the wave is here,” he said. “We’re seeing it in real time, and it’s what’s driving our growth. That demand is only going to continue, and we’re well positioned to meet it.”
One reason TruBlue is so well-positioned is its focus on the home itself. While much of the senior industry centers on medical care or daily living assistance, TruBlue addresses the physical environment, which is the single biggest barrier to aging safely at home.
“As aging in place continues to grow in demand, there are not a lot of options in place for people who need simple and minor senior modifications like adding grab bars and handheld showers,” Fitzgerald said. “That’s right up our alley.”
Fitzgerald points to a clear gap in the marketplace. Durable medical equipment providers tend to focus on large installations, while smaller, safety-driven projects are often overlooked.
“They don’t want to mess with small projects because it isn’t worth it for them, and seniors are finding it hard to find trustworthy people to come in,” he said. “There is this void in the marketplace for services.”
TruBlue fills that void by focusing on minor modifications, repairs and preventative maintenance, services that are increasingly age-driven rather than need-driven.
“Historically, health insurance companies would cover things that were prescribed by a doctor,” Fitzgerald said. “Now more of these services are age-driven instead of need-driven. People are becoming eligible for minor senior modifications, and that is our sweet spot.”
As a result, demand continues to rise. “There are a lot of people aging in place who don’t have need-based services,” Fitzgerald said. “Our demand is only going to increase because we are happy to do these minor senior modifications.”
Unlike one-off repair businesses, TruBlue is built around long-term relationships and recurring service. “Our goal is to build our customer base, it’s not transactional,” Fitzgerald said.
That philosophy is reinforced through TruBlue’s subscription-based Home Maintenance Plans, which help homeowners stay ahead of small issues before they become safety risks or costly repairs. It’s a model that creates peace of mind for customers and stability for franchise owners.
As TruBlue expands its footprint, new opportunities are opening up at a national level.
“Because we’ve grown so rapidly and we have much more coverage than we did even a year ago, we are beginning to develop more strategic partners and programs,” Fitzgerald said. “We’re building relationships with large organizations and expanding that to help people age in place.”
Many of these services are also becoming subsidized, further accelerating demand. The biggest constraint, Fitzgerald noted, isn’t demand. It’s coverage.
Fitzgerald’s leadership in the aging-in-place conversation extends beyond TruBlue’s day-to-day operations. He was recently a contributor to “Aging in Place Conversations — The Caregiver’s Edition,” a collection of stories, strategies and insights focused on helping people age safely in their communities published by NAIPC (National Aging in Place Council).
That perspective reflects TruBlue’s broader mission, which is to support independence, dignity and safety at home, while giving franchise owners a meaningful way to serve their communities.
“Our owners have been doing a great job connecting to the community,” Fitzgerald said. “And as this demand continues to grow, we’re exactly where we need to be.”
For more information on franchising with TruBlue, visit: https://1851franchise.com/trubluehomeserviceally/info.
TruBlue Home Service Ally
SPONSORED
As aging in place reshapes the home services landscape, TruBlue Home Service Ally stands at the center of one of the most purpose-driven opportunities in the industry.
As more Americans choose to remain in their homes as they age, “aging in place” has moved from a personal preference to one of the fastest-growing trends shaping the home services industry. For TruBlue Home Service Ally, that shift is the foundation of the brand’s growth, momentum and long-term opportunity.
“We had our best year ever in 2025 and are off to a strong start in 2026,” said Sean Fitzgerald, President of TruBlue. “We’ve seen tremendous growth in not only new franchise owners but also in systemwide growth and revenue. Last year, we more than doubled our new franchise agreements signed, and saw a nearly 30% increase in systemwide revenue.”
That growth, Fitzgerald says, is being driven by a convergence of demographic realities and unmet needs. As the population ages, more homeowners want to stay put and increasingly need practical, non-medical support to do so safely.
For years, industry experts talked about the coming “wave” of aging in place. Fitzgerald says that wave is no longer theoretical.
“It’s no longer theoretical, the wave is here,” he said. “We’re seeing it in real time, and it’s what’s driving our growth. That demand is only going to continue, and we’re well positioned to meet it.”
One reason TruBlue is so well-positioned is its focus on the home itself. While much of the senior industry centers on medical care or daily living assistance, TruBlue addresses the physical environment, which is the single biggest barrier to aging safely at home.
“As aging in place continues to grow in demand, there are not a lot of options in place for people who need simple and minor senior modifications like adding grab bars and handheld showers,” Fitzgerald said. “That’s right up our alley.”
Fitzgerald points to a clear gap in the marketplace. Durable medical equipment providers tend to focus on large installations, while smaller, safety-driven projects are often overlooked.
“They don’t want to mess with small projects because it isn’t worth it for them, and seniors are finding it hard to find trustworthy people to come in,” he said. “There is this void in the marketplace for services.”
TruBlue fills that void by focusing on minor modifications, repairs and preventative maintenance, services that are increasingly age-driven rather than need-driven.
“Historically, health insurance companies would cover things that were prescribed by a doctor,” Fitzgerald said. “Now more of these services are age-driven instead of need-driven. People are becoming eligible for minor senior modifications, and that is our sweet spot.”
As a result, demand continues to rise. “There are a lot of people aging in place who don’t have need-based services,” Fitzgerald said. “Our demand is only going to increase because we are happy to do these minor senior modifications.”
Unlike one-off repair businesses, TruBlue is built around long-term relationships and recurring service. “Our goal is to build our customer base, it’s not transactional,” Fitzgerald said.
That philosophy is reinforced through TruBlue’s subscription-based Home Maintenance Plans, which help homeowners stay ahead of small issues before they become safety risks or costly repairs. It’s a model that creates peace of mind for customers and stability for franchise owners.
As TruBlue expands its footprint, new opportunities are opening up at a national level.
“Because we’ve grown so rapidly and we have much more coverage than we did even a year ago, we are beginning to develop more strategic partners and programs,” Fitzgerald said. “We’re building relationships with large organizations and expanding that to help people age in place.”
Many of these services are also becoming subsidized, further accelerating demand. The biggest constraint, Fitzgerald noted, isn’t demand. It’s coverage.
Fitzgerald’s leadership in the aging-in-place conversation extends beyond TruBlue’s day-to-day operations. He was recently a contributor to “Aging in Place Conversations — The Caregiver’s Edition,” a collection of stories, strategies and insights focused on helping people age safely in their communities published by NAIPC (National Aging in Place Council).
That perspective reflects TruBlue’s broader mission, which is to support independence, dignity and safety at home, while giving franchise owners a meaningful way to serve their communities.
“Our owners have been doing a great job connecting to the community,” Fitzgerald said. “And as this demand continues to grow, we’re exactly where we need to be.”
For more information on franchising with TruBlue, visit: https://1851franchise.com/trubluehomeserviceally/info.
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