Care Advantage
Care Advantage is a Richmond, Virginia-based, privately held multi-brand in-home care provider operating six regional brands across Virginia, Maryland, Delaware, North Carolina, South Carolina, and Washington, D.C., delivering non-medical personal, dementia, and respite care to seniors aging in place.
- Company typePrivate
- Founded1986
- HeadquartersRichmond, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Care Advantage does
Care Advantage, Inc. is a privately held, multi-brand in-home care provider headquartered in Richmond, Virginia, operating across five states (Virginia, Maryland, Delaware, North Carolina, South Carolina) and Washington, D.C. Founded in 1988, the company delivers non-medical in-home care services including personal care, companionship, household help, dementia and chronic condition care, around-the-clock care, and respite care, alongside a proprietary Care360 assessment tool used to build personalized care plans under nurse-led clinical oversight. Care Advantage is majority-owned by Searchlight Capital Partners, which acquired its stake from BelHealth Investment Partners in June 2021, and has used that capital to execute a roll-up strategy that has added at least nine acquisitions since 2017, expanding the platform from a single Virginia operator to six regional brands.
The company generates revenue primarily through recurring billable hourly care shifts, with a four-hour minimum shift at its Silver Lining brand and 24/7 phone-supported scheduling across all locations. Payment is sourced from a diversified mix of private pay, Medicaid, long-term care insurance, veterans benefits, and the GUIDE dementia respite program, reducing single-payor exposure. Go-to-market is direct-to-consumer through branded websites, dedicated phone lines, and SEO-optimized location pages, supplemented by healthcare provider referral relationships managed by regional business development staff. Customers are individual seniors seeking to age in place and their family caregivers, a highly fragmented and recurring-need segment where brand trust, caregiver quality, and local density are the primary competitive levers.
Operationally, Care Advantage runs a holding-company model that retains the legacy brand identities of acquired agencies (Capital City Nurses, Coastal, Silver Lining, Youngs, Attentive Angels) while centralizing corporate functions across an executive team spanning operations, clinical, sales, marketing, HR, and integrations. The company's competitive position is grounded in nearly four decades of operating history, multiple consecutive Best In-Home Care awards in Richmond, and a multi-state office footprint that is difficult to replicate quickly given state-by-state licensing and caregiver-pool dynamics. The principal growth lever is continued geographic and in-market consolidation, evidenced by back-to-back acquisitions in South Carolina and Delaware across late 2025 and 2026.
Care Advantage firmographics
Firmographics- Name
- Care Advantage
- Legal name
- Care Advantage, Inc.
- Website
- https://careadvantageinc.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Care Advantage is a Richmond, Virginia-based, privately held multi-brand in-home care provider operating six regional brands across Virginia, Maryland, Delaware, North Carolina, South Carolina, and Washington, D.C., delivering non-medical personal, dementia, and respite care to seniors aging in place.
- Ownership category
- akta.pro rank
Care Advantage industry classification
Industry- Product category
- Home Healthcare Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Home Health Care Services (6216)
- SIC
- Services-Home Health Care Services (8082)
- akta.pro primary industry
- Care Management & Care Coordination (Home & Community-Based) (HLAFAEAL)
- akta.pro secondary industries
- In-Home Dementia Care Services (Specialized Personal Care) (HLADACAI), Memory Care Respite (Short-Term) (HSABAEAD), Caregiver Support & Respite Coordination (Assessment/Scheduling/Voucher Navigation) (HLADAKAJ), Conversation, Cognitive Stimulation & Activity Facilitation (HSABAAAB)
Keywords
Where Care Advantage is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Care Advantage business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- In-Home Care Services: Care Advantage generates recurring revenue through billable hourly care shifts. Services include essential care (personal care, companionship, household help), specialized care (dementia, chronic conditions, around-the-clock care, respite), and care assessment. Revenue is driven by shift volume, care plan complexity, and geographic coverage. Payment sources include private pay, Medicaid, long-term care insurance, and veterans benefits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Minimum 4-hour shift with scheduling built around client needs |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Care Advantage product offering
Product offeringCore offering
Care Advantage provides non-medical in-home care services delivered by licensed, bonded, and insured caregivers across Virginia, Maryland, Delaware, North Carolina, South Carolina, and Washington, D.C. Services are organized into Essential Care (personal care, companionship, household help), Specialized Care (dementia, chronic conditions, around-the-clock, respite), and Care Assessment built on the proprietary Care360 tool. Care plans are personalized following a comprehensive assessment and supported by nurse-led clinical oversight.
Product overview
Care Advantage, Inc. operates a multi-brand home care platform consisting of six regional home care brands (Care Advantage, Capital City Nurses, Coastal, Silver Lining, Youngs, and Attentive Angels) that collectively provide in-home care services across Virginia, Maryland, Delaware, North Carolina, South Carolina, and Washington, D.C. The platform offers a comprehensive suite of care services organized into Essential Care (personal care, companionship, household help), Specialized Care (dementia care, chronic conditions care, around-the-clock care, respite care), and Care Assessment (using the Care360 tool for personalized care planning). The company has grown through acquisitions and serves as a platform company of Searchlight Capital Partners, with nearly 40 years of service.
Differentiator
Problem solved
Functional benefit
Brands
- Care Advantage: Core home care brand serving Virginia and North Carolina markets
- Capital City Nurses
- Coastal
- Silver Lining
- Youngs
- Attentive Angels
Products and services
- Essential Care In-home essential care service for seniors that includes personal care, companionship, and household help to support quality of life and daily activities at home.
- Specialized Care Advanced in-home care services for clients with complex care needs, including dementia care, chronic conditions care, around-the-clock care, and respite care, delivered by specially trained caregivers under nurse-led clinical oversight.
- Care Assessment Comprehensive proactive care assessment using the proprietary Care360 tool that evaluates physical, mental, and emotional needs to build a personalized care plan for each client.
Quantifiable outcome
- Reduced hospital visits for clients with complex needs through specially trained caregivers
- +1 more outcomes
Companies that use Care Advantage
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles3 records
Care Advantage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
Care Advantage partnerships and signals
Strategic signalScale indicators5 records
Recent moves7 records
Expansion highlights6 records
Care Advantage competitors and assessment
Company assessmentDirect peers
- Interim HealthCare: Franchise-based home health, hospice, and personal care provider with national footprint. Comparable in multi-state non-medical and skilled home care services with strong brand recognition and local-market operating model.
- Addus HomeCare: Public provider of personal care and hospice services across multiple states with a heavy Medicaid payer mix. Directly comparable in non-medical in-home personal care, Medicaid revenue exposure, and acquisition-led multi-state expansion.
- Pennant Group: Public home health, hospice, and senior living operator with an active home health and hospice acquisition strategy. Comparable as a decentralized, acquisition-driven home services platform across the U.S.
- Aveanna Healthcare: Public home health and pediatric care provider with private duty services. Comparable in operating a multi-state home care platform with both skilled and non-skilled segments and reliance on Medicaid and managed care payers.
- Bayada Home Health Care: Large private nonprofit home health provider with personal care, adult nursing, and pediatric services across many states. Comparable in multi-state personal care services, caregiver employment model, and brand-driven customer acquisition.
- Griswold Home Care: Non-medical in-home care franchise with national reach and focus on seniors. Comparable as a non-skilled home care provider serving aging-in-place seniors, and the prior employer of Care Advantage's Sr. VP of Marketing Communications.
- Help at Home: PE-backed personal care services provider focused on Medicaid-funded in-home care for seniors and disabled adults. Directly comparable in payer mix (heavy Medicaid), multi-state personal care delivery, and PE-driven roll-up strategy.
Broad incumbents
- BrightSpring Health Services: Public diversified home and community-based health services provider with a sizable personal care and home health segment. Comparable as a multi-state, PE-backed-to-public home care platform with both skilled and non-skilled services and active M&A history.
- Enhabit: Public home health and hospice operator spun out from Encompass Health. Comparable as a multi-state home health services platform, though focused on Medicare skilled services rather than non-medical personal care.
- Compassus: Large home health, hospice, and palliative care provider with national footprint. Comparable as a multi-state home and community-based services operator with clinical oversight and payer mix overlap, though more weighted to Medicare.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Care Advantage social profiles
Digital presenceCare Advantage compliance and trust
Trust signalCompliance3 records
Care Advantage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Care Advantage leadership team
Management profileNumber of profiles
Profiles7 records
Care Advantage subsidiaries and ownership
Company hierarchySubsidiaries6 records
Care Advantage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Care Advantage M&A and investment
M&A and investmentM&A9 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Care Advantage
What does Care Advantage do?
Care Advantage provides non-medical in-home care services delivered by licensed, bonded, and insured caregivers across Virginia, Maryland, Delaware, North Carolina, South Carolina, and Washington, D.C. Services are organized into Essential Care (personal care, companionship, household help), Specialized Care (dementia, chronic conditions, around-the-clock, respite), and Care Assessment built on the proprietary Care360 tool. Care plans are personalized following a comprehensive assessment and supported by nurse-led clinical oversight.
Is Care Advantage a public or private company?
Care Advantage is a private company. It is classified as private equity controlled and is currently operating.
When was Care Advantage founded?
Care Advantage was founded in 1986. It employs 1,001 to 5,000 people.
Where is Care Advantage based?
Care Advantage is headquartered in Richmond, United States, in the North America region.
How does Care Advantage make money?
One revenue line is on record: in-Home Care Services.
Who are Care Advantage's main competitors?
Direct peers on record are Interim HealthCare, Addus HomeCare, Pennant Group, Aveanna Healthcare, Bayada Home Health Care, Griswold Home Care and Help at Home. Broad incumbents are BrightSpring Health Services, Enhabit and Compassus.
Does Care Advantage have an API?
No public API is recorded for Care Advantage.
What industry is Care Advantage in?
Care Advantage's product category is Home Healthcare Services. Its primary akta.pro industry code is HLAFAEAL, Care Management & Care Coordination (Home & Community-Based), with a secondary code of HLADACAI, In-Home Dementia Care Services (Specialized Personal Care). Its NAICS code is 624120 and its SIC code is 8082.