Hallmark Homecare

What Hallmark Homecare does

Hallmark Homecare is a private franchised direct referral agency that connects families seeking in-home senior care with vetted independent caregivers. Founded in 2017 and organized as Hallmark Homecare, LLC in Nevada, the company operates 40+ franchise territories across the United States and is positioned as the only homecare referral agency offering franchise opportunities. Its core product is caregiver search, recruitment, vetting, and matching — performed by human Care Associates via phone interviews and intake forms rather than by an algorithmic platform — with the resulting caregiver-to-family relationship structured as a direct hire rather than an agency-employed placement. End customers are individual families, independent professional caregivers (CNA/HHA credentialed, 2+ years experience), and franchise entrepreneurs acquiring territory rights.

The company does not operate a proprietary technology platform; instead it routes clients to a third-party "industry-leading all-in-one" software suite that provides electronic visit verification, payment processing, and tax reporting for the direct-hire caregiver arrangement. Marketing to families relies on SEO-optimized location pages, an active blog of 40+ articles, and toll-free phone intake (888-519-2500). Franchise acquisition runs through a separate dedicated site (hhcopportunity.com), content marketing, and a broker network that includes Franchise FastLane (primary), Franchise Sidekick, IFPG, FranServe, Franchoice, and The Perfect Franchise.

Revenue is generated from three streams: (1) one-time placement/registry fees — with an hourly billing alternative — paid by families for caregiver matching services; (2) recurring subscription registry fees for families on ongoing service; and (3) franchise fees and royalties paid by independent franchisees for territory rights. The company is privately held with no disclosed institutional investors or parent company; the only named executive is Chief Growth Officer Mike McLain, while franchise-level general managers (e.g., Nancy Stolfo-Corti, Raleigh-Durham-Chapel Hill, appointed November 2025) lead local operations.

Name

Hallmark Homecare

Legal name

Hallmark Homecare, LLC

Website

https://hallmarkhomecare.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Hallmark Homecare is a private franchised direct referral agency connecting U.S. families seeking senior in-home care with vetted independent caregivers via a direct-hire model, generating revenue from placement fees, recurring subscriptions, and franchise royalties across 40+ territories.

Ownership category

akta.pro rank

Product category

Senior Homecare Referral Services

NAICS

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

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Dementia/Alzheimer’s In-Home Care (Non-Medical) (HLADAGAG)

akta.pro secondary industry

Dementia Personal Care (ADLs) Support (HSABAEAB)

Keywords

• Senior homecare referral
• In-home caregiver matching
• Direct-hire caregiver placement
• Homecare franchise opportunities
• Independent caregiver recruitment

Headquarters

HQ city

Northbrook

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. One-time Placement/Registry Fee: Clients pay a one-time fee for Hallmark's search, recruitment, vetting, and placement services to connect with independent caregivers. An hourly alternative is also available for clients who prefer that billing structure.
2. Recurring Registry Fees: Clients who sign up for services with recurring fees are charged at specified intervals until cancelled. These recurring services continue indefinitely until the user expressly cancels.
3. Franchise Fees: Revenue from franchisees who pay to acquire rights to open and operate Hallmark Homecare offices in designated territories. The company describes the model as low investment with fast ramp-up, scalable, and providing recurring revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hallmark Homecare is a direct referral agency that recruits, vets, and matches families seeking senior in-home care with experienced, credentialed independent caregivers. Caregivers are hired directly by the family rather than through a traditional agency, and Hallmark facilitates the relationship with search, recruitment, background checks, and ongoing liaison support. The company also franchises local offices across the U.S. and connects clients to a third-party software platform for electronic visit verification, payment processing, and tax reporting.

Product overview

Hallmark Homecare operates as a Direct Referral Agency offering a consumer-direct model for in-home senior care. The core product is the Caregiver Referral & Matching Services platform, which connects families with pre-screened independent caregivers through a direct-hire model—positioned as the 'e-harmony of homecare.' An add-on Caregiver Management Software Connection provides electronic visit verification, payment processing, and tax reporting. The company also offers franchise opportunities across the US through a separate program, with multiple local offices in states including Florida, Texas, Georgia, North Carolina, Ohio, Minnesota, Arizona, and others. Client-facing tools include a Request Caregivers intake form and a Caregiver Application Portal for professional caregivers seeking placement.

Differentiator

Problem solved

Functional benefit

Products and services

• Caregiver Referral & Matching Services Direct referral agency service for U.S. families that searches, recruits, vets (background checks, employment/reference verification, credential checks), and places credentialed independent caregivers for in-home senior care; clients hire caregivers directly and gain access to a connected third-party software platform for electronic visit verification, payment processing, and tax reporting. Sold via a one-time placement/registry fee or an hourly alternative, with an optional recurring monthly tier.
• Hallmark Homecare Franchise Opportunities Program Franchise opportunity selling rights to open and operate a local Hallmark Homecare homecare referral agency in a designated U.S. territory; franchisees receive brand, systems, training, and franchise development support, and operate independently as local business owners.

Quantifiable outcome

• Families likely spend less than alternatives (traditional agencies)
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Franchise FastLanecoreChannel Partner/ Reseller/ Distributor · 11 June 2026Primary franchise development partner responsible for recruiting franchise candidates across multiple markets. Contact: Teresa Wade (Director of Franchise Development) and Mike Samson at Franchise FastLane, Omaha, NE. Handles lead generation, territory checks, and franchise candidate qualification.
• IFPGminorChannel Partner/ Reseller/ Distributor · 4 June 2026International Franchise Professionals Group - franchise broker network that refers prospective franchisees to Hallmark Homecare. Responsible for placements like Greg Janezic in Vista, CA.
• The Perfect FranchiseminorChannel Partner/ Reseller/ Distributor · 29 May 2026Franchise broker firm that placed Eric Kamiel as a franchise partner in the Twin Cities, MN market.
• Franchise SidekickminorChannel Partner/ Reseller/ Distributor · 14 May 2026Franchise broker firm that recruits franchise candidates for Hallmark Homecare. Works with candidates like Leona Wear (Fort Worth, TX) and Norbert Elliott (Indianapolis, IN).
• FranServeminorChannel Partner/ Reseller/ Distributor · 23 April 2026Franchise consulting firm that recruits franchisees for Hallmark Homecare. Placed Rich and Carrie franchise partners in Pasco County, FL.
• FranchoiceminorChannel Partner/ Reseller/ Distributor · 9 April 2026Franchise advisor network that matches prospective franchisees with Hallmark Homecare opportunities. Placed Josen and Rose Llave franchise partners in Clermont, FL.
• Third-Party Software PlatformsupportingTechnology or IntegrationThe company connects clients with an 'industry leading all-in-one software platform' for electronic visit verification, payment processing solutions, and tax reporting services for direct-hire caregiver arrangements.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• A Place for Mom: Largest senior care referral and placement advisory service in the U.S., connecting families with senior living, in-home care, and memory care providers. Closest direct competitor in the family-facing referral/placement model that Hallmark operates in, though A Place for Mom is much larger and focuses more on facility placement.
• CarePatrol: Franchise-based senior care placement service helping families find assisted living, memory care, and in-home care. Direct peer given its franchise model, senior care focus, and placement/advisory approach that overlaps with Hallmark's referral services.
• Assisted Living Locators: Senior placement franchise that helps families find assisted living, in-home care, and other senior care options. Operates on a similar franchise-based referral/placement model, making it a direct peer in the senior care advisory franchise category.
• Caring.com: Senior care referral and review platform connecting families with in-home care, assisted living, and other senior services. Closely comparable in the family-facing referral space, with overlapping customer segments and content-led acquisition.

Emerging players

• Seniorly: Online senior care marketplace and referral platform connecting families with assisted living, memory care, and home care. Comparable referral model, though primarily a digital platform rather than a franchise system.

Broad incumbents

• Home Instead: Largest home care franchise system globally (1,000+ territories), but operates as a traditional employer-agency rather than a referral agency. Competes for the same in-home senior care customer base and caregiver pool using a more regulated, higher-cost model.
• Comfort Keepers: National home care franchise (500+ locations) providing in-home senior care through a traditional agency model with employed caregivers. Targets the same customers and caregivers as Hallmark but with a different cost and employment structure.
• Visiting Angels: Large home care franchise (600+ U.S. locations) offering non-medical in-home senior care through a traditional agency model. Directly comparable in franchise structure and senior care focus, but operates as an employer rather than referral agency.
• Senior Helpers: National in-home senior care franchise (300+ U.S. locations) providing personal care, Alzheimer's/dementia care, and companion services. Operates under a traditional agency franchise model, competing for the same family customer segment as Hallmark.
• Care.com: Largest online marketplace for finding caregivers (including senior care, childcare, and pet care). Overlaps with Hallmark's matching model and caregiver pool, though at much greater scale and across broader care categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/senior_care_biz
• Facebookfacebook.com/hallmarkhomecare
• LinkedInlinkedin.com/company/hallmark-homecare

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Hallmark Homecare