Home Instead Senior Care

What Home Instead Senior Care does

Home Instead Senior Care is a franchise-based provider of non-medical in-home senior care, founded in 1994 and headquartered in Nebraska, USA. The company delivers services through independently owned and operated franchise offices serving both US markets (Nebraska, Wisconsin including a Milwaukee North location) and UK markets (Dorchester, West Lancashire and Chorley, and Ruislip and Harrow). The service portfolio spans personal care, companionship and home help, specialized dementia and Alzheimer's care, meals and nutrition, transportation, household duties, veteran care, respite care, hospice care support, 24-hour and live-in care, nurse-directed home care, and chronic condition management. Service delivery relies on trained professional caregivers operating in clients' homes rather than on proprietary technology, with no API, SDK, or AI/ML capabilities disclosed.

Revenue is generated through hourly in-home care service fees typically ranging from $35 to $55 per hour, with live-in and specialized dementia care commanding premium rates; the franchise system produces recurring, utilization-based revenue at both franchisee and corporate levels. The go-to-market combines consumer-facing educational content marketing, local franchise websites optimized for organic search, community partnerships (including Aging Coalitions with organizations like Caretech), and referral networks through healthcare providers and county health and human services departments. Customer segments are diverse and consumer-level: seniors aging in place, family caregivers seeking respite, individuals with dementia or Alzheimer's, veterans eligible for VA benefits, and post-acute transitional care patients.

Name

Home Instead Senior Care

Legal name

Home Instead Senior Care

Website

https://milwaukeehomecare.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Home Instead Senior Care is a US-founded (1994) franchise network providing non-medical in-home senior care, including personal care, companionship, dementia care, and hospice support, to elderly individuals and their families across the United States and United Kingdom.

Ownership category

akta.pro rank

Product category

Senior In-Home Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Home Care Franchise Network Staffing & Placement (HSABAMAJ)

akta.pro secondary industries

Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL), Dementia Personal Care (ADLs) Support (HSABAEAB), Recurring Housekeeping for Seniors/In-Home Support (HSAEAAAL)

Keywords

• In-home senior care
• Personal care services
• Dementia care services
• Respite care services
• Non-medical home care

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. In-Home Care Services: Home Instead generates revenue through hourly in-home care service fees. Rates typically range from $35 to $55 per hour depending on location, service type, and care needs. Services include personal care, companionship, household assistance, transportation, and specialized dementia care. The company also operates through a franchise model with independently owned franchise locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Home Instead Senior Care operates a franchise network providing non-medical in-home care services for elderly individuals. Trained caregivers deliver personalized support including personal care, companionship, meal preparation, transportation, specialized dementia care, respite care, and hospice care support, enabling seniors to age in place while maintaining independence and dignity.

Product overview

Home Instead Senior Care operates a franchise network providing non-medical in-home senior care services across multiple service areas. The company offers personalized care through multiple service modules including Personal Care Services, Companionship & Home Help, Specialized Dementia Care, Meals and Nutrition, Transportation, Household Duties, Veteran Care, Respite Care, Hospice Care Support, 24-Hour Care (with shifted care and live-in care options), Nurse-Directed Home Care, and Chronic Condition Management. Services are designed to help seniors age in place while maintaining independence and dignity in their own homes.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Care Services

Quantifiable outcome

• Over 500,000 hours of in-home care granted to affected families through Hilarity for Charity partnership
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Hilarity for CharitycoreStrategic or Co-development Partner · 6 May 2026Home Instead partnered with Hilarity for Charity (HFC), the nonprofit founded by Seth Rogen and Lauren Miller Rogen, providing a matching gift during the live appeal at the 'Seth Goes Greek' fundraising event. HFC has raised over $28 million for Alzheimer's care, brain health research, and family support programs, granting more than 500,000 hours of in-home care to affected families. Home Instead's matching gift contribution supports the organization's mission to provide care and advance research.
• CaretechcoreStrategic or Co-development Partner · 24 March 2026Home Instead and Caretech jointly launched a new Aging Coalition in North Platte, Nebraska, to unite local organizations and professionals in supporting the area's aging population. The coalition aims to foster collaboration, share resources, and improve access to care for seniors through monthly meetings, educational programming, and community events. Home Instead is spearheading this initiative alongside Caretech.
• Milwaukee County ServicesminorChannel Partner/ Reseller/ DistributorHome Instead is referenced as a local provider working alongside Milwaukee County's Department of Health and Human Services, which provides comprehensive programs, financial assistance, and resources for older adults.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• BrightStar Care: Franchised home care provider that blends non-medical personal care with licensed medical home health services. Comparable to Home Instead on personal care side, with broader capability on the medical-skills side.
• Visiting Angels: One of the largest U.S. franchised senior home care networks with comparable service lines including personal care, dementia care, and respite. Competes directly with Home Instead for franchise owners and family-pay customers.
• Comfort Keepers: Global franchised in-home care provider offering personal care, companionship, and specialized dementia services. Closely comparable to Home Instead in franchise-driven, non-medical, hourly home care model serving seniors aging in place.
• Right at Home: Franchised in-home senior care provider operating in the U.S. and internationally with very similar service catalog and care delivery approach. Highly comparable franchise-based competitor targeting the same aging-in-place customer.
• Senior Helpers: Franchised in-home senior care provider with parallel offerings around personal care, companionship, and dementia support (including their proprietary Senior Gems program). Direct franchise model competitor.

Broad incumbents

• Amedisys: Public, large-scale provider of home health, hospice, and high-acuity care. While focused on skilled home health and not a franchise, it competes for the same Medicare-reimbursed post-acute home care demand that Home Instead supports with non-clinical services.
• Bayada Home Health Care: Large, established U.S. home health provider spanning pediatric and adult home health, hospice, and personal care. Broader service portfolio than Home Instead and operates as a direct employer rather than franchisee model, but competes for the same institutional and family-pay demand.
• Help at Home: Large personal care services provider focused on Medicaid-funded in-home care for seniors and persons with disabilities across multiple U.S. states. Competes with Home Instead on personal care services but anchored in government reimbursement rather than franchise model.

Emerging players

• CareLinx: Digital marketplace connecting families with in-home caregivers for non-medical personal care, companionship, and specialized care. Emerges as a tech-forward alternative to franchise-driven agencies for the same SMB family customer.
• Honor Technology: Tech-enabled home care platform that pairs professional caregivers with software-driven care matching, scheduling, and family visibility. Represents an emerging, technology-led approach to in-home care that could pressure traditional franchise-based providers like Home Instead.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/homeinstead315
• Facebookfacebook.com/HomeInsteadMilwaukee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Home Instead Senior Care