Serenity Home Care

What Serenity Home Care does

Serenity Home Care is a family-owned and operated home care agency headquartered at 1766 Bear River Road, Petoskey, Michigan, founded in 2015 by Rachel Wagenschutz (President & Owner) and Daniel Wagenschutz (Vice President & Owner). Rachel brings over 20 years of medical field experience to the business. The agency delivers a combined non-medical and clinical home care portfolio directly to individual clients in their residences across several counties in Northern Michigan, with services including personal care (bathing, grooming, toileting, meal preparation, light housekeeping, transportation, laundry, shopping, pet care), respite care, companionship, medication reminders, specialized dementia/Alzheimer's care, hospice support, and skilled nursing services such as wound care, vital checks, and physician coordination.

The agency's core technology footprint is minimal: services are coordinated through a basic marketing website, phone-based intake (24/7 availability), and in-person nursing assessments, with caregivers matched to clients face-to-face and monitored via surprise home visits and bi-weekly check-in calls. No proprietary software, mobile application, API, or AI/ML capabilities are evidenced. Caregiver selection is performed via face-to-face interviews, background checks, and a two-hour orientation prior to deployment.

The business operates as a direct-to-consumer agency under a recurring revenue model, charging clients for customized 24/7 care plans developed by two on-staff registered nurses. Pricing is not publicly disclosed and is positioned as 'affordable,' with revenue derived from individual and family payers across the regional service area. The company is bootstrapped, with no external funding, no parent company, and no disclosed enterprise customers, depending on local referrals, community partnerships (NAHC, NEMCSA, Northern Lakes CMH, AAACN), and word-of-mouth for client acquisition.

Name

Serenity Home Care

Legal name

Serenity Home Care

Website

https://serenity-home-care.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Serenity Home Care is a family-owned home care agency in Petoskey, Michigan, founded in 2015, delivering non-medical, nursing, hospice, wound care, and dementia care services directly to clients across several Northern Michigan counties.

Ownership category

akta.pro rank

Product category

Home Health Care

NAICS

Home Health Care Services (62161), Services for the Elderly and Persons with Disabilities (624120)

SIC

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

akta.pro primary industry

Home Hospice Agencies (HLAFAEAC)

akta.pro secondary industries

Respite In-Home Care (Short-Term Relief) (HLADAGAH), Dementia & Alzheimer’s Respite Care (HSABAGAF), Home Hospice (Routine Home Care) (HLADAHAA)

Keywords

• Home health care
• Personal care services
• Hospice care
• Dementia care
• Wound care nursing

Headquarters

HQ city

Petoskey

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Home Care Services: Serenity Home Care generates revenue through providing personalized home care services including non-medical home care, respite care, companionship, meal preparation, medication reminders, light housekeeping, transportation, hospice care, nursing services, dementia/Alzheimer's care, and personal hygiene assistance. Services are provided 24/7 and include customizable care plans developed by nursing staff.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Serenity Home Care provides personalized, in-home non-medical and clinical care services to individuals and families across Northern Michigan. Services are delivered 24/7 by screened caregivers and two on-staff registered nurses, ranging from companionship, meal preparation, light housekeeping, transportation, bathing, and personal hygiene to medication set-up/monitoring, wound care, dementia/Alzheimer's care, respite care, and hospice support, all under customized nursing-developed care plans.

Product overview

Serenity Home Care is a family-owned and operated home care agency offering a comprehensive portfolio of non-medical and clinical care services. The company provides customized, affordable care available 24/7 across Northern Michigan, with services delivered in clients' homes by trained and certified caregivers. The core offering consists of personal care services (bathing, grooming, toileting, meal preparation, housekeeping, transportation, laundry, shopping, pet care, companionship, and respite) complemented by clinical nursing services including medication management, wound care, and hospice support. All care plans are developed by the agency's two on-staff nurses and tailored to individual client needs. The agency also provides specialized memory care for dementia and Alzheimer's patients.

Differentiator

Problem solved

Functional benefit

Products and services

• Non-Medical Home Care

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• National Association for Home Care & Hospice (NAHC)minorOthersProfessional association membership providing industry resources, advocacy, and best practices for home care agencies.
• NEMCSAminorOthersNEMCSA partnership provides coordination and support services for the home care agency.
• Northern Lakes CMHminorOthersCommunity mental health partnership providing coordinated care services for clients with mental health needs.
• American Academy of Ambulatory Care Nursing (AAACN)minorOthersProfessional nursing association membership supporting the nursing staff through resources and continuing education opportunities.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Home Instead: Largest senior home care franchise network offering personal care, companionship, and respite — directly overlapping Serenity's core non-medical home care services for elderly clients in their homes.
• BrightStar Care: Franchised home health agency combining personal care and skilled nursing (wound care, medication management) — a direct comparable given Serenity's mix of non-medical and clinical services.
• Visiting Angels: National franchise providing in-home personal care, respite, dementia care, and companionship — directly comparable to Serenity's elder-focused home care offering.
• Comfort Keepers: Franchised in-home care provider offering personal care, companionship, and specialized dementia/Alzheimer's support — a near-direct competitor in the private-pay home care category.
• Bayada Home Health Care: Large non-profit home health provider offering skilled nursing, personal care, hospice, and pediatric services — directly comparable for the clinical/home health portion of Serenity's offering.
• Interim HealthCare: Franchised provider of home health, hospice, and personal care services across the U.S. — comparable across both the clinical (nursing/wound care) and non-medical care lines Serenity offers.

Broad incumbents

• Help at Home: Large personal care services provider focused on Medicaid-funded in-home care — operates at significantly greater scale than Serenity in the same non-medical personal care category.
• Amedisys: Public home health and hospice operator with broad geographic coverage — comparable in the skilled home health and hospice service lines Serenity provides.
• LHC Group: Large home health, hospice, and home-based care provider; comparable for Serenity's nursing, wound care, and hospice offerings at the incumbent/enterprise scale.
• Encompass Health: National post-acute care provider with home health and hospice operations — relevant as a broader-incumbent comparable for the clinical/skilled home health portion of Serenity's portfolio.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Serenity Home Care