Homecare Advocacy Network

What Homecare Advocacy Network does

Homecare Advocacy Network (HCAN) is a U.S.-based, privately held home care services company founded in 2020 and headquartered at 233 Washington St, Suite 200, Papillion, Nebraska. The company operates a multi-line business: (1) direct home care services delivered through a network of independently owned and operated franchise offices, (2) a franchise program that sells ownership opportunities to entrepreneurs under the HCAN brand, and (3) HCAN Consulting, an advisory practice serving other home care operators. Service delivery is organized around ten care categories — personal care, medication reminders, meals and nutrition, transportation, companionship, memory care, coordination of care, hospice support, transitional care, and supplemental staffing — targeting seniors who wish to age in place and the adult children and family members who arrange care on their behalf.

The underlying business model is franchise-based. HCAN monetizes through initial franchise fees, ongoing royalties and service fees on home care delivered by franchisees, and separate consulting engagements, with customer pricing handled on a quote basis rather than published rates. The company's go-to-market combines direct-to-consumer digital channels (a corporate website with a 'Find Care' locator, educational blog content, and active Facebook, Instagram, and LinkedIn presences) with a parallel franchise-recruitment channel at franchise.hcan.com. HCAN has raised approximately $789,000 in disclosed funding across two rounds (a 2020 seed and a 2022 Invest Nebraska round) and operates with a corporate headcount in the 11-50 range, under founder, president and CEO Mark Goetz.

No proprietary technology platform, AI/ML capability, patents, certifications, regulatory actions, enterprise customers, or M&A activity are disclosed in the source data. HCAN is positioned as a sub-scale franchisor in the highly fragmented U.S. senior home care market, with brand, training methodology, and a three-line service architecture (direct care, franchising, consulting) as its principal differentiators, and with the corporate parent's revenue base dependent on the build-out of its franchise system.

Name

Homecare Advocacy Network

Legal name

HomeCare Advocacy Network

Website

https://hcanthrive.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Homecare Advocacy Network is a U.S. home care franchisor that sells franchise ownership, delivers in-home senior care through independently owned offices, and offers consulting to home care operators, serving seniors aging in place and their family caregivers.

Ownership category

akta.pro rank

Product category

Senior Home Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Home Health Care Services (6216)

SIC

Services-Home Health Care Services (8082), Services-Health Services (8000)

akta.pro primary industry

Home Care Franchise Network Staffing & Placement (HSABAMAJ)

akta.pro secondary industries

Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB), Dementia Personal Care (ADLs) Support (HSABAEAB), Alzheimer’s Specialized Care (Mid/Late-Stage) (HSABAEAC), Home Health Clinical Care Coordination & Case Management (HSABACAO)

Keywords

• Senior home care
• Home care franchise
• In-home care services
• Senior care consulting
• Home care staffing

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Home Care Services Revenue: Revenue is generated through franchise fees and direct service fees for home care services provided to seniors and families. Services include personal care, medication reminders, meals and nutrition, transportation, companionship, memory care, coordination of care, hospice support, transitional care, and supplemental staffing.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

HomeCare Advocacy Network delivers in-home senior care services through a network of independently owned and operated franchise offices, offering personal care, medication reminders, meals, transportation, companionship, memory care, hospice support, transitional care, and supplemental staffing. The company also licenses its brand and operating model to entrepreneurs via franchise ownership opportunities and provides consulting services to home care businesses.

Product overview

HomeCare Advocacy Network is a home care services company operating as both a direct care provider and a franchisor. The core offering includes Care Solutions for families seeking home care, supported by franchise opportunities for entrepreneurs and consulting services for existing home care businesses. The company provides 10 service categories: Personal Care, Medication Reminders, Meals and Nutrition, Transportation, Companionship, Memory Care, Coordination of Care, Hospice Support, Transitional Care, and Supplemental Staffing.

Differentiator

Problem solved

Functional benefit

Brands

• HCAN Consulting: Consulting services offered by the network
• HCAN Franchise

Products and services

• Care Solutions In-home care services for seniors and their families, including personalized care matching, customized care plans, and coordination across personal care, medication reminders, meals and nutrition, transportation, companionship, memory care, coordination of care, hospice support, transitional care, and supplemental staffing. Intended for seniors aging in place and the family members arranging their care.
• HomeCare Franchise Franchise ownership opportunity for entrepreneurs to open branded home care agencies, providing a business model, brand, and operational support. Targeted at individuals and small business owners looking to invest in the home care industry.
• HomeCare Consulting Services Consulting services for home care businesses, including operational guidance and industry expertise. Targeted at existing home care operators seeking professional support.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Home Instead: The largest senior home care franchise network in the world, operating in 12+ countries with thousands of independently owned offices offering personal care, companionship, and dementia services. HCAN competes directly for the same franchisee recruits and the same senior/family customer base.
• Comfort Keepers: A global home care franchise network offering personal care, companionship, and specialized dementia and transitional care services. Closely comparable franchise model, service portfolio, and target customer segments as HCAN.
• Visiting Angels: A national non-medical home care franchise with a broad service menu (personal care, Alzheimer's/dementia care, respite, companion care). Directly comparable franchise model and senior/family customer base to HCAN.
• ComForCare: A home care franchise network offering personal care, dementia care, and transitional/post-hospital services. Operates with a similar franchise structure, 'Find Care' consumer experience, and overlapping service categories as HCAN.
• BrightStar Care: A home care franchise that offers both medical and non-medical services including memory care, skilled nursing, and transitional care. Overlaps with HCAN on the personal care, memory care, and supplemental staffing categories and competes for the same franchisee and family customer segments.
• Right at Home: A senior home care franchise with services spanning companionship, personal care, dementia care, and transitional/post-hospital support. Highly comparable franchise model, service breadth, and target customer to HCAN.
• Senior Helpers: National home care franchise providing personal care, companion care, and specialized Alzheimer's/dementia and Parkinson's care. Direct overlap with HCAN's franchise model and core service categories.
• Griswold Home Care: A non-medical home care franchise offering personal care, homemaking, and companionship services for seniors. Comparable franchise structure, service portfolio, and customer base to HCAN.
• FirstLight Home Care: A home care franchise providing personal care, companion care, dementia care, and respite services. Overlaps substantially with HCAN's service mix and franchise-based go-to-market approach.
• Synergy HomeCare: A non-medical home care franchise network with services including personal care, memory care, and companionship. Competes directly with HCAN for franchisee recruitment and the same senior care customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HomeCareAdvocacyNetwork
• LinkedInlinkedin.com/company/homecare-advocacy-network
• Instagraminstagram.com/hcanthrive
• Xx.com/hcanthrive

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Homecare Advocacy Network