What Senior Helpers does

Senior Helpers, founded in 2001 and headquartered in Lutherville Timonium, Maryland, is the largest franchisor of non-medical in-home senior care services in the United States, operating under the legal entity SH Franchising, LLC. The company runs hundreds of franchised and company-owned locations across the United States, supplemented by international franchise systems in Canada and Australia (seniorhelpers.ca and seniorhelpers.com.au), and employs more than 10,000 people. It was acquired by private equity firm Waud Capital Partners in March 2024, with a senior secured credit facility led by Comvest Credit Partners as Administrative Agent. Note: two corporate press releases describe the company as "owned by Advocate Health," but multiple third-party sources consistently identify Waud Capital Partners as the acquirer/owner, and that attribution is recorded here based on preponderance of evidence.

The company's service portfolio covers a broad range of non-medical in-home care use cases: companion care, personal care, respite, surgery assistance, end-of-life support, chronic disease care, return-home transitional care, Alzheimer's & dementia care, Parkinson's care, and VA benefit assistance. Service delivery is supported by three proprietary operational assets: the LIFE Profile assessment tool (a person-centered needs assessment used to inform care plans), the Senior Gems dementia care program (developed in collaboration with dementia care expert Teepa Snow and used to stage and guide Alzheimer's and dementia caregiving), and the Center of Excellence in-person caregiver training infrastructure (e.g., Huntsville, AL and Scottsdale, AZ). In 2026, Senior Helpers became the first private duty in-home care provider in the United States to receive CHAP Age-Friendly Care at Home certification, with that designation rapidly replicated across multiple franchise locations. A new program offering, flexHOME, has also been introduced at the West Valley (Arizona) location.

Senior Helpers' business model is franchise-led at the system level and direct-to-consumer at the local level. The corporate franchisor earns franchise fees and ongoing royalties from owner-operators, while company-owned offices directly bill families for service delivery. Pricing is not publicly disclosed; customers are directed to a "Schedule a LIFE Profile Assessment" call-to-action, a free in-home assessment, or the (800) 760-6389 number, with service pricing varying by location, care intensity, hours, and condition. Demand is generated through a content-led, locally amplified marketing mix (location-specific microsites, SEO-optimized blog, location search, the "Is Home Care Right for Me?" lead-capture quiz, eNewsletter signup, the LIFE Conversations podcast, social media, and earned media), reinforced by a healthcare-professional referral network that includes Corporate Partner status with the Aging Life Care Association (ALCA) and supporter status with the Military Spouse Employment Partnership (MSEP). The company was named the #1 franchise in the senior care category in Entrepreneur magazine's Franchise 500 for the second consecutive year (2025 and 2026), climbing 40 spots to No. 112 overall in 2026, and is recognized as a Certified Great Place to Work and a Certified Age-Friendly Employer.

Name

Senior Helpers

Legal name

SH Franchising, LLC

Website

https://seniorhelpers.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Senior Helpers is a US-based franchisor of in-home non-medical senior care services, operating hundreds of locations across the United States, Canada, and Australia. Backed by Waud Capital Partners, it serves elderly clients with specialized programs for Alzheimer's, dementia, Parkinson's, chronic disease, and post-hospital transitions.

Ownership category

akta.pro rank

Product category

In-Home Senior Care

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Home Health Care Services (62161), Nursing and Residential Care Facilities (623)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050), Services-Social Services (8300)

akta.pro primary industry

In-Home Dementia Care Services (Specialized Personal Care) (HLADACAI)

akta.pro secondary industries

Dementia/Alzheimer’s Care Management & Behavioral Support (HLADALAF), Senior Move Management (HSAFAFAD), Dementia Companion & Engagement Care (HSABAEAA), Dementia Personal Care (ADLs) Support (HSABAEAB), Dementia & Alzheimer’s Respite Care (HSABAGAF)

Keywords

• In-home senior care
• Dementia care services
• Personal care services
• Respite care services
• Parkinson's home care

Headquarters

HQ city

Lutherville Timonium

HQ country

United States

HQ region

North America

Offices21 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise network services (franchise fees + royalties): Senior Helpers operates primarily through a franchise model, granting territory rights to owner-operators and earning franchise fees and ongoing royalties. Acquisition by Waud Capital Partners (March 2024) and a senior secured credit facility led by Comvest Credit Partners supported expansion of this franchise base.
2. Company-owned location service revenue: Beyond franchised locations, Senior Helpers operates company-owned offices that directly bill families for non-medical in-home senior care services (companion care, personal care, Alzheimer's & dementia care, Parkinson's care, chronic disease care, respite care, surgery assistance, end-of-life support, VA benefit assistance).
3. Private-pay hourly care services: Service revenue is generated from families purchasing non-medical in-home care on a recurring/usage basis. Specific price points are not publicly disclosed and quotes are provided via free in-home assessment.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Senior Helpers is a franchisor and provider of in-home non-medical senior care services delivered through hundreds of franchised and company-owned locations across the United States, with international presence in Canada and Australia. The company offers specialized care services including Alzheimer's and dementia care, Parkinson's care, companion and personal care, chronic disease care, post-hospitalization transitional care, VA benefit assistance, respite care, surgery assistance, and end-of-life support care, supported by proprietary programs such as the LIFE Profile assessment and the Senior Gems dementia care methodology.

Product overview

Senior Helpers offers a single, unified in-home senior care platform delivered through a franchise network, with a core service portfolio of specialized care programs (Alzheimer's & Dementia Care, Parkinson's Care, Companion Care, Personal Care, Return Home Transitional Care, Chronic Disease Care, VA Benefit Assistance, Respite Care, Surgery Assistance, End-of-Life Support Care) layered with proprietary programs including the LIFE Profile assessment tool, the Senior Gems dementia care program, the Center of Excellence training program, the new flexHOME offering, and a premium Concierge Care add-on available at select locations. The architecture is platform-plus-modules: the core in-home care service is the unifying platform, with the proprietary LIFE Profile, Senior Gems, and Center of Excellence modules powering assessment, dementia staging, and caregiver training across the franchise system.

Differentiator

Problem solved

Functional benefit

Products and services

• Alzheimer's & Dementia Care

Quantifiable outcome

• 256% revenue growth at Senior Helpers Sacramento Placer
• +3 more outcomes

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Advocate HealthflagshipStrategic or Co-development Partner · 1 March 2024Senior Helpers is described in 2026 franchise opening press releases as "owned by Advocate Health," indicating Advocate Health is the parent company of the franchise system. Provides the corporate backing for Senior Helpers' operations and growth.
• Teepa SnowcoreStrategic or Co-development PartnerRenowned dementia care expert who collaborated with Senior Helpers to develop the proprietary Senior Gems® dementia care program. Featured in two episodes of the LIFE Conversations podcast (Episodes 21 and 22) and in webinars such as "How Does Our GEMS State Affect Those We Serve?"
• Aging Life Care Association (ALCA)minorStrategic or Co-development PartnerSenior Helpers is listed as a Corporate Partner of the Aging Life Care Association, displayed on the homepage as an ALCA logo badge. ALCA represents aging life care professionals who often refer clients to in-home care providers like Senior Helpers.
• Military Spouse Employment Partnership (MSEP)minorStrategic or Co-development PartnerSenior Helpers is a proud supporter of the Military Spouse Employment Partnership (MSEP) program, displayed as a badge on the corporate homepage. The partnership supports employment opportunities for military spouses and aligns with Senior Helpers' focus on serving veterans.
• TidehouseminorGTM or Marketing PartnerTidehouse is a marketing agency specializing in franchise growth; the article references it expanding support for franchise brands including multi-brand partnership and customer acquisition work, which aligns with Senior Helpers' franchise-led growth model.
• CareScout Preferred Provider NetworkminorChannel Partner/ Reseller/ DistributorReferenced via a Phoenix-Tempe location blog post "Why Working with a CareScout Preferred Provider Can Make Long Term Care Decisions Easier," indicating Senior Helpers is part of the CareScout preferred provider network for long-term care services.
• Calhoun Community CollegeminorStrategic or Co-development PartnerSenior Helpers of Huntsville partnered with Calhoun Community College on a program to help address the nursing shortage, referenced in a 2023 blog post on the Huntsville, AL location site.

Scale indicators7 records

Recent moves16 records

Expansion highlights6 records

Direct peers

• Homewatch CareGivers: Franchised in-home care provider with companion, personal, and specialized care services for seniors and others. Operates a comparable franchise model and is similarly small-scale relative to Home Instead but competes with Senior Helpers at the local market level.
• Right at Home: Franchised in-home senior care provider offering companion, personal, and specialized care across the U.S. and internationally. Similar franchise-led growth model and service portfolio, competing directly with Senior Helpers for private-pay families.
• BrightStar Care: Franchised provider of both medical and non-medical in-home care, including skilled nursing and dementia care. Competes with Senior Helpers in higher-acuity segments (post-surgical, chronic disease) and in the same CHAP/Joint Commission regulatory environment.
• Comfort Keepers: Franchised in-home senior care provider offering companion, personal, and dementia care through a network of independently owned locations. Sells the same kind of recurring private-pay services as Senior Helpers and competes head-to-head in many U.S. markets; owned by Sodexo, a global food and facilities services group.
• FirstLight Home Care: Franchised non-medical in-home senior care provider with companion, personal, and dementia services. Comparable franchise sales motion and veteran-friendly franchisee profile (military backgrounds), directly overlapping with Senior Helpers' target franchisee demographics.
• Synergy HomeCare: Franchised in-home senior care provider offering personal, companion, and specialized care services. Operates a similar franchise-led model with comparable service mix and pricing structure, making it a direct substitute for Senior Helpers in many markets.
• Visiting Angels: National franchised in-home senior care brand with a comparable service mix (companion care, personal care, Alzheimer's/dementia care, respite) and similar franchise sales motion. Closest direct competitor to Senior Helpers across the U.S. footprint.
• Amada Senior Care: Franchised in-home senior care and senior living advisory provider. Overlaps with Senior Helpers in non-medical in-home care while extending into care coordination and placement services, competing for the same private-pay family customer.
• Home Instead: Largest franchised in-home senior care network in the U.S., offering companion, personal, and specialized dementia care. Operates a comparable franchise-led model targeting the same private-pay families and veteran populations as Senior Helpers; acquired by Honor Technology in 2021, setting a high comparable valuation mark for the category.

Broad incumbents

• Interim HealthCare: Larger, established franchised provider of both home health (skilled) and personal care services across the U.S. Competes with Senior Helpers in non-medical care while offering a broader clinical portfolio, including Medicare-reimbursed home health that Senior Helpers does not.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SrHelpersNatl
• YouTubeyoutube.com/user/SeniorHelpersNat
• Facebookfacebook.com/seniorhelpersnatl
• LinkedInlinkedin.com/company/senior-helpers
• Instagraminstagram.com/srhelpersnatl
• TikToktiktok.com/@srhelpersnatl

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

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 Senior Helpers