Living Assistance Services

What Living Assistance Services does

Living Assistance Services is a Toronto-based, privately held home care services provider founded in 2000 that delivers personalized in-home senior care across Southern Ontario. The company serves older adults needing support to remain independent at home, the adult children and family members who coordinate that care, and supplementary segments including Canadian veterans, retirement home residents, long-term care residents, and hospital patients. Services are organized into primary clinical offerings (dementia, palliative, personal, RN-supervised nursing, live-in, wound care, physiotherapy, massage therapy, advocacy) and additional daily-living support services (companionship, errands, medication reminders, meal preparation, light housekeeping, chronic disease care, home safety assessments, convalescence and respite, and Veterans Affairs coordination), all delivered by employed caregivers under Registered Nurse supervision and initiated through a free in-home RN assessment.

The business is operated as a franchise network under the Integracare Home Care family, with each office independently owned and operated but adhering to Integracare's quality management system (ISO 9001:2015 certified) and clinical standards. There is no proprietary technology platform; service delivery depends on standard care coordination, nursing protocols, and caregiver management. Go-to-market is multi-channel and trust-driven: direct-to-consumer via website, phone, and free RN assessments, supplemented by healthcare provider referrals (hospitals, discharge planners, family doctors) and formal coordination with Ontario's Home and Community Care Support Services (formerly LHINs), with content marketing and community events (e.g., Walk for Alzheimer's) supporting top-of-funnel awareness.

The company generates revenue primarily through private-pay, hourly-based professional home care services priced on a quote basis determined after assessment, with flexible scheduling from hourly through live-in/24-hour care. Additional revenue is sourced from Veterans Affairs Canada coordination and supplementary care delivered in retirement homes, long-term care facilities, and hospitals. The leadership team blends a PE/IB-trained CEO (Lee Grunberg, in role since August 2016) with deeply tenured clinical operators, including a VP of Care Operations who has been with the parent since 1996.

Name

Living Assistance Services

Legal name

Living Assistance Services

Website

https://laservices.ca

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Living Assistance Services is a Toronto-based home care provider, founded in 2000 and operating as a franchise under Integracare Home Care, delivering RN-supervised in-home senior care across Southern Ontario. It serves older adults, their families, and supplementary segments including Canadian veterans, retirement home residents, and hospital patients.

Ownership category

akta.pro rank

Product category

Senior Home Care Services

NAICS

Home Health Care Services (6216), Home Health Care Services (62161), Home Health Care Services (621610), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Live-In & 24/7 In-Home Care (HLADAGAI)

akta.pro secondary industries

In-Home Dementia Care Services (Specialized Personal Care) (HLADACAI), Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB), Dementia Personal Care (ADLs) Support (HSABAEAB), Assisted Living with Enhanced Care / High-Acuity (Aging-in-Place) (HLADABAC), Dementia & Alzheimer’s Respite Care (HSABAGAF)

Keywords

• Senior home care
• In-home personal care
• Dementia care services
• Palliative home care
• Live-in caregiver services

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Home Care Services: Living Assistance Services generates revenue through professional home care services billed primarily on an hourly basis. Services include personal support, nursing care, dementia care, palliative care, live-in care, and specialized therapies. Pricing is quote-based and determined after free RN assessment, with flexibility for hourly, daily, or live-in care arrangements.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Living Assistance Services provides professional, RN-supervised in-home senior care across Southern Ontario. Service delivery spans primary clinical and higher-acuity offerings (dementia, palliative, nursing, wound, physiotherapy, massage, live-in) and additional daily-living support (companionship, errands, medication reminders, meal preparation, housekeeping, chronic disease care, respite, veteran care, LHIN referrals, and in-facility care in retirement, long-term care, and hospital settings). Care begins with a free RN-led assessment and is coordinated through matched caregivers under clinical oversight.

Product overview

Living Assistance Services is a home care services provider offering a coordinated portfolio of in-home care services for seniors across Ontario. The company's service model is organized into Primary Home Care Services (clinical and higher-acuity care delivered with RN oversight including Dementia Care, Palliative Care, Personal Support Services, Registered Practical Nursing Care, Live-In Care, Wound Care, Physiotherapy, Massage Therapy, and Advocacy) and Additional Support Services (supportive services for daily living including Free Senior Healthcare Assessment, Joyful Companionship, Errands/Shopping/Appointments, Medication Reminder, Nutritional Counseling & Meal Preparation, Light Housekeeping, Laundry, Chronic Disease Care, Home Safety Assessment, Convalescence & Respite, Veterans Care, and LHIN Referrals). The company also provides care in different settings including Retirement Homes, Long-Term Care Facilities, and Hospitals. Services are coordinated under RN-supervised care plans and tailored to individual needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Dementia Care Specialized in-home support for individuals living with Alzheimer's disease and other forms of dementia, focused on safety, routine, cognitive support, and quality of life at home. Intended for seniors with cognitive impairment and their families in Southern Ontario.
• Palliative Care Compassionate in-home palliative care for individuals with serious or life-limiting illness, prioritizing comfort, dignity, symptom management, and family support. Intended for clients and families needing end-of-life care at home.
• Personal Support Services Daily living assistance that helps seniors remain safe, comfortable, and independent at home, including personal care, mobility support, meal preparation, and routine assistance. Intended for older adults needing non-clinical daily support.
• Registered Practical Nursing Care RN-supervised and nursing-led care for clients with medical, clinical, or complex health needs, including monitoring, coordination, and professional oversight. Intended for clients with higher-acuity or post-acute clinical requirements.
• Live-In Care Full-time, live-in caregiver support for individuals who require continuous assistance at home, offering consistency, stability, and peace of mind for families. Intended for seniors needing 24-hour supervision at home.
• Wound Care Professional wound care services delivered at home and coordinated with nursing oversight to support healing, monitoring, and continuity with healthcare providers. Intended for clients with post-surgical or chronic wounds needing clinical management.
• Physiotherapy Services In-home physiotherapy services designed to support mobility, strength, rehabilitation, and recovery following injury, illness, or surgery. Intended for seniors recovering from hospital stays or managing mobility limitations.
• Massage Therapy Therapeutic massage services provided in the home to support pain management, circulation, relaxation, and overall wellbeing. Intended for seniors seeking in-home therapeutic relief.
• Advocacy Care advocacy services that support individuals and families in navigating healthcare systems, coordinating services, and ensuring care needs are properly addressed and respected. Intended for clients needing help navigating complex care decisions.
• Free Senior Healthcare Assessment An initial, no-obligation, free nurse's (RN) health/care assessment to understand care needs and recommend appropriate services. Intended for prospective clients and families beginning the care planning process.
• Joyful Companionship Companionship services providing emotional and social support, helping seniors stay connected, active, and engaged, especially those living alone. Intended for seniors at risk of social isolation.
• Errands, Shopping & Appointments Assistance with errands, grocery shopping, pharmacy visits, transportation to appointments, and escort services for seniors. Intended for older adults needing help with everyday logistics and appointments.
• Medication Reminder Timely prompts and supervision to help clients take their medication independently and safely according to doctor's instructions. Intended for seniors managing complex medication regimens at home.
• Nutritional Counseling & Meal Preparation Personalized meal planning, meal preparation for small households, and nutritional counseling based on dietary restrictions and medical needs. Intended for seniors with dietary needs or limited ability to prepare meals.
• Light Housekeeping Assistance with general tidying, laundry, dishwashing, vacuuming, dusting, and bathroom upkeep to maintain a clean, safe home environment. Intended for seniors needing help maintaining a safe living space.
• Laundry Services Washing, drying, folding, and organizing clothing, towels, and linens, with support for seniors with mobility or balance challenges. Intended for older adults who need laundry assistance at home.
• Chronic Disease Care Specialized in-home and community-based care for seniors living with Parkinson's, Alzheimer's, dementia, cancer, diabetes, heart disease, and other chronic conditions. Intended for clients with complex long-term health conditions.
• Home Individual Safety Assessment A free home and individual safety assessment conducted by an RN or trained care professional to identify safety risks and accessibility challenges. Intended for seniors and families concerned about home safety and fall risk.
• Convalescence & Respite Short-term or flexible in-home support for recovery after illness or surgery, as well as respite care to provide relief for family caregivers. Intended for families needing temporary recovery or respite support.
• Veterans Care Personalized in-home assistance, companionship, and wellness support for former members of the Canadian Armed Forces, including coordination with Veterans Affairs Canada. Intended for Canadian veterans and their families.
• LHIN Referrals Direct referrals, consultation, and case management working with Ontario's Home and Community Care Support Services (formerly LHINs). Intended for clients navigating public home care funding pathways in Ontario.
• Retirement Home Care In-room and on-site care for retirement community residents, providing one-on-one attention, companionship, and personal care beyond what a residence may offer. Intended for retirement residence operators and residents needing supplemental private care.
• Long-Term Care Home Support One-to-one caregiving support for seniors living in long-term care homes, supplementing the care provided by the facility. Intended for long-term care facilities and their residents needing individualized attention.
• Hospital Care Dedicated in-hospital support for seniors, providing one-on-one companionship, mobility assistance, and advocacy during hospital stays and discharge planning. Intended for hospital patients and discharge planners arranging supplemental private caregiving.

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Integracare Home CarecoreOthersLiving Assistance Services is proudly part of the Integracare Home Care family. Through this relationship, Living Assistance Services benefits from enhanced clinical oversight, updated care standards, and organizational resources that strengthen their caregiving model. Integracare provides ISO 9001 2015 certification and Excellence Canada recognition to the network.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ParaMed Home Health Care: National home health provider (acquired by Extendicare) offering nursing, personal support, and therapy services across Ontario. Competes with LAS for both private-pay families and publicly referred home care cases.
• Bayshore Home Health: One of Canada's largest home health providers offering personal care, nursing, infusion therapy, and therapy services nationwide. Operates in the same Ontario markets as LAS with broader national footprint and deeper institutional contracts.
• SE Health (Saint Elizabeth Health Care): Major Canadian not-for-profit home and community health provider offering nursing, personal support, and rehabilitation services. Comparable in clinical scope and Ontario presence, with a much broader national footprint and government-contracted service delivery.
• CBI Health Group: Large Canadian health services provider with a home health division offering nursing, physiotherapy, and personal support across Ontario. Overlaps with LAS on clinical home care and rehabilitation services.
• VON (Victorian Order of Nurses): National charitable home care provider with deep presence in Ontario, delivering nursing, personal support, and community programs. Directly competes for the same senior home care demand and partner referrals in overlapping Ontario geographies.

Direct peers

• Comfort Keepers: International senior home care franchise with Canadian locations offering personal care, companionship, and specialized dementia support. Comparable franchise model, service portfolio, and private-pay family customer base.
• Nurse Next Door: Canadian-founded home care franchise with a similar franchise-driven growth model, offering senior home care including dementia, palliative, and live-in services. Direct franchise-format competitor targeting the same private-pay Ontario families.
• Home Instead Senior Care: Global home care franchise with multiple Ontario locations providing companionship, personal care, and dementia support for seniors. Closely comparable franchise-based service model and target customer segment.
• Retire-At-Home Services: Canadian home care company specializing in personalized senior home care with services including personal care, nursing, dementia care, and live-in support. Direct private-pay competitor operating in overlapping Ontario markets.
• Integracare Home Care: Parent company of Living Assistance Services and direct operating peer, providing RN-supervised private home care across Toronto with overlapping service lines (dementia, palliative, live-in, nursing). Same leadership, same clinical standards, same caregiver pool — the closest possible comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CaringMatters
• Facebookfacebook.com/LivingAssistanceServices
• LinkedInlinkedin.com/company/living-assistance-services

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Living Assistance Services