Why These Comfort Keepers Franchisees Are Adding TruBlue to Their Portfolios

In the evolving landscapes of senior services and home services, the strategic addition of TruBlue Home Service Ally franchises is becoming a game changer for existing senior service franchisees. TruBlue’s unique model, focusing on home maintenance and senior safety modifications, complements the personal care services offered by brands like Comfort Keepers, for example, creating a comprehensive solution for aging adults. That is why the two brands announced a strategic alliance in 2022, with TruBlue becoming a Comfort Keepers preferred partner. Today, this synergy not only enhances service delivery, but also expands market opportunities for franchisees.

“TruBlue was really created to complement the senior services industry,” said TruBlue President Sean Fitzgerald. “The main challenge seniors have with aging in place is maintaining the home environment. So by being able to provide those home assessments and modification solutions, it ensures senior service operators, whether they are in-home health, medical care, transportation or anything else, can add another value to their business.”

A One-Stop Shop for Seniors

Vince Maffeo, a seasoned Comfort Keepers franchisee, exemplifies this strategic shift. With a decade and a half of experience and 10 Comfort Keepers locations under his belt, Maffeo has witnessed firsthand the growing demand for integrated care and home services. The recent alliance between TruBlue and Comfort Keepers spurred him to open a TruBlue franchise in Modesto, transforming his operation into a one-stop shop for seniors.

“The more I learned about what TruBlue did, the more I realized I wanted to become a franchisee myself,” Maffeo said. “I recognized the value of the Comfort Keepers part of the business in keeping clients safe in their homes, and then adding on that TruBlue part — making it a safe environment for clients and caregivers, so they didn’t have to worry. The idea is that once we handle the Comfort Keepers side, we can do an in-home assessment and simultaneously send that lead to the TruBlue side for a safety assessment.”

After six months, Maffeo purchased two additional TruBlue territories to better service his Comfort Keepers portfolio. 

"The experience has been positive and we have received great responses from our referral sources, such as skilled nursing facilities, hospitals and assisted living facilities that refer clients to us,” said Maffeo. “They see the benefit in discharging patients to a safe environment that includes both a caregiver and home safety measures. Essentially, owning a TruBlue franchise has allowed me to create greater value for my Comfort Keepers franchise because referral sources know we are a one-stop-shop for patients.”

Enhancing Services with Synergy

In San Diego, Rob and Sheri Harvey have similarly expanded their service portfolio by integrating TruBlue’s offerings with their nine Comfort Keepers locations. This decision came from a heartfelt experience of helping a senior client independently access her garden via a ramp they built — long before they were even aware of TruBlue’s similar service model. 

“When we discovered TruBlue, it reminded us of this story and we knew it would be our calling,” Sheri said. “With Comfort Keepers, safety has always been our biggest hurdle and our biggest accomplishment. Workers comp was one of the hardest things to overcome and keeping caregivers safe has always been at the front of our minds. When the TruBlue opportunity came to light, we realized we could include safety into everything we were doing, but at a much deeper level. We could actually make the repairs, handling it for our patients more rapidly. We recognized the need.”

Now, since starting with TruBlue earlier this year, the duo are eager to expand further across the San Diego area. 

“We’re able to better serve our existing clients as our teams integrate,” Rob said. “We've also been able to bring our expertise over to TruBlue and they have been very welcoming and collaborative. This partnership really just makes sense.” 

Building on Existing Foundations

For Jennifer and Tim Bauernfiends, the decision to add a TruBlue franchise to their portfolio was driven by a blend of professional insight and personal initiative. As existing Comfort Keepers franchisees in Minnesota, they recognized the natural overlap between the services needed by their clients and the solutions offered by TruBlue, particularly in making homes safer for seniors.

"I’ve been a Comfort Keepers franchisee for seven years and own four locations, but I am continuously seeking ways to enhance our service offerings for our clients, whether in safety and security, tech products, etc.,” Jennifer said. “The aging demographics are shifting dramatically, and it was clear that the needs of seniors in terms of products and services were changing too. After hearing about TruBlue from a fellow Comfort Keepers franchisee, it seemed like the perfect blend of our skills.”

Since starting their TruBlue business in 2023, the Bauerfeinds have been able to successfully build upon their existing foundation of clients.

"Our Comfort Keepers care coordinators and nurses, when visiting homes, often identify obstacles that prevent seniors from aging in place — like a difficult-to-navigate shower, missing grab bars or the absence of handrails at exits,” Jennifer said. “These issues are then referred to TruBlue, and we present practical and affordable solutions to the client and their family. There’s great synergy between the two services, and we’re finding more ways to integrate as we grow."

Strategic Growth and Future Plans

Overall, for franchisees like Maffeo, the Harveys and the Bauernfiends, the TruBlue model offers scalability in a market where the demand for comprehensive senior services is rapidly increasing. With low start-up costs, a model that doesn’t require medical accreditation or training and recurring revenue streams, the TruBlue concept is proving to be an opportunity too valuable to pass up for home service operators and senior care providers. 

“Our target audiences and referral sources remain consistent, including doctors, discharge nurses and hospitals,” Fitzgerald said. “Our operations are compatible with other senior care operators, whether they are in-home health, medical care, transportation or anything else, allowing us to integrate seamlessly with existing health care teams. This synergy enables us to leverage their sales and marketing efforts, making the addition of TruBlue to their services a natural fit. We anticipate this trend will continue, especially as the industry shifts towards more aging-in-place support into 2024 and beyond.”

TruBlue is actively seeking new franchise owners in markets across the country and has identified Orlando, Miami, Jacksonville and Naples in Florida as well as Dallas and Austin in Texas as key development markets.

For more information on TruBlue franchise opportunities, visit: https://1851franchise.com/trubluehomeserviceally.