New Wave Home Care

What New Wave Home Care does

New Wave Home Care, Inc. is a privately-held, locally-owned non-medical in-home senior care agency founded in 2009 by Sam Gopinathan, a former Fortune 500 executive who held a 22-year tenure at Ford Motor Company. Headquartered in Pasadena, California, the company delivers personalized in-home caregiving services to seniors across more than 30 Southern California communities spanning the San Gabriel Valley, San Fernando Valley, West Los Angeles, South Bay, and Inland Empire. The service portfolio comprises nine core offerings: Personal Care, Specialized Care for chronic conditions, Alzheimer's and Dementia Care, Transitional (Hospital-to-Home) Care, Respite Care, Hospice Support, Injury and Fall Prevention, Medication Reminders, and Transportation services. The company does not operate a proprietary technology platform; service differentiation rests on human caregiver quality, including a 20-step hiring process, W-2 employment status, bonded and insured caregivers, and nurse-supervised care assignments.

The business model is subscription/recurring in nature, with revenue generated through hourly rates for in-home caregiving services billed monthly. Pricing is quote-based with free consultations and in-home assessments; service agreements replace long-term contracts and can be cancelled with 24-hour notice. The go-to-market approach is direct-to-consumer and inside sales, anchored by 24/7 phone availability (888-385-9898) and supported by a multi-channel marketing mix including content marketing (blog, podcast, book), local SEO across 30+ location-specific landing pages, professional referral networks, and community engagement with senior service organizations. Customer segments include seniors aged 65+ seeking to age in place, family caregivers needing respite, seniors with chronic conditions, post-hospital/post-rehab patients, and hospice/end-of-life care families.

The company maintains BBB A+ accreditation and active memberships in CAHSAH, HCAOA, PFAC, FPA, and ProVisors. Management comprises the founder/CEO, a Director of Operations (formerly of Sunrise Senior Living), a Registered Nurse, three Business Development Managers, two HR Recruiting specialists, four Staffing Coordinators, a Client Care Coordinator, and an Accountant. The company is wholly founder-owned with no external institutional, private equity, or venture capital backing, no disclosed funding rounds, no M&A activity, and no parent company relationship.

Name

New Wave Home Care

Legal name

New Wave Home Care, Inc.

Website

https://newwavehomecare.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

New Wave Home Care is a Pasadena-based, locally-owned non-medical in-home senior care agency delivering personalized caregiving services to seniors and families across 30+ Southern California communities through a portfolio of nine core service offerings.

Ownership category

akta.pro rank

Product category

Home Care Services

NAICS

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

SIC

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

akta.pro primary industry

Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB)

akta.pro secondary industries

Post-Diagnosis Transition & Hospital-to-Home Dementia Support (HSABAEAL), Dementia/Alzheimer’s In-Home Care (Non-Medical) (HLADAGAG)

Keywords

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

Headquarters

HQ city

Pasadena

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, Others

Revenue model

1. Non-Medical In-Home Care Services: Revenue is generated through hourly rates for in-home caregiving services. Services range from occasional help to round-the-clock care. The company offers personalized care plans that can be scaled based on client needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

New Wave Home Care is a non-medical, in-home senior care agency that delivers personalized caregiving services to older adults across 30+ Southern California communities. Its core offering is hourly in-home care provided by W-2 caregivers and overseen by registered nurses, spanning personal care, dementia/Alzheimer's care, chronic condition support, hospital-to-home transitional care, respite care, hospice support, fall prevention, medication reminders, and senior transportation.

Product overview

New Wave Home Care is a non-medical, in-home senior care service provider offering a comprehensive portfolio of care services delivered through personalized care plans. The company provides nine core service offerings: Personal Care Services (assistance with bathing, grooming, dressing, and daily activities), Specialized Care for Chronic Conditions (for diabetes, heart disease, Parkinson's), Alzheimer's and Dementia Care, Transitional Care (Hospital to Home), Respite Care, Hospice Support, Injury and Fall Prevention, Medication Reminders, and Transportation services. Additionally, the company offers educational content through its 'Connecting is Caring' podcast and book. All services are provided by trained caregivers and registered nurses through a locally-owned agency model serving Southern California and the greater Los Angeles area.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Care Services Non-medical in-home senior care services helping clients with activities of daily living including bathing, grooming, dressing, meal preparation, light housekeeping, and companionship.
• Specialized Care for Chronic Conditions In-home caregiver services with specialized training for seniors suffering from chronic conditions such as heart disease, diabetes, Parkinson's disease, and arthritis, including monitoring conditions, dietary needs, and medication schedules.
• Alzheimer's and Dementia Care Specialized in-home care services for individuals with Alzheimer's disease and other forms of dementia, featuring expert caregivers who provide mind-stimulating activities, social interaction, and personal hygiene assistance.
• Transitional Care (Hospital to Home) Transitional in-home care services with registered nurses and certified nurses' aides to help clients safely transition from hospital to home, preventing hospital re-admissions through medication management, appointment scheduling, and home safety.
• Respite Care In-home respite care services available 24/7, 365 days a year to provide family caregivers with breaks they need while ensuring their loved ones receive safe, quality care at home.
• Hospice Support 24-hour in-home hospice support services designed to complement hospice provider services, including bathing, personal hygiene, skin care, turning bed-confined patients, meal preparation, companionship, and family support.
• Injury and Fall Prevention In-home fall prevention services featuring free home safety assessments including medical history review, gait and balance assessment, fall hazard removal recommendations, and home safety device suggestions.
• Medication Reminders At-home senior medication management services including medication reminders, medication pick-ups, and accompanying clients to medical and dental appointments to help avoid hospital re-admissions.
• Transportation Reliable, safe, and flexible transportation services for seniors including rides to doctor appointments, grocery shopping, social engagements, beauty salons, banks, and community centers with caregiver accompaniment.

Quantifiable outcome

• 0% no-show rate claimed
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor.

• CAHSAH (California Association for Health Services at Home)minorOthersProfessional membership organization for home health services. New Wave Home Care is a proud member.
• HCAOA (Home Care Association of America)minorOthersIndustry association for home care providers. New Wave Home Care maintains membership.
• PFAC (Professional Fiduciary Association of California)minorOthersProfessional association for fiduciary professionals. New Wave Home Care maintains membership.
• FPA (Financial Planning Association)minorOthersProfessional association for financial planners. New Wave Home Care maintains membership.
• MAPS CharitiesminorOthersLocal non-profit organization. New Wave Home Care is actively involved with MAPS Charities, which grants seniors one-time assistance for basic needs. Sam Gopinathan is a board member.
• Convalescent Aid SocietyminorOthersNonprofit providing medical equipment and supplies to those in need. New Wave Home Care displays partnership logo.
• Pasadena VillageminorOthersCommunity organization serving seniors. New Wave Home Care displays partnership logo.
• USC Verdugo Hills Hospital Foundation Women's CouncilminorOthersHealthcare foundation. Becky Happach serves as Past President of the Women's Council. New Wave Home Care displays partnership logo.
• ProVisorsminorOthersProfessional referral network (Affinity Group). New Wave Home Care actively participates in ProVisors Pasadena 4 meetings.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Right at Home: International franchise system providing in-home personal care, companionship, and specialized senior care. Direct overlap with New Wave's nine-service model, particularly in personal care, dementia, and respite offerings.
• Visiting Angels: National franchise system specializing in non-medical in-home senior care, providing personal care, companionship, respite, and dementia support. Direct competitor to New Wave across SoCal with similar service catalog but franchise-backed marketing and brand.
• Home Instead Senior Care: Largest non-medical home care franchise network in the U.S., offering personal care, dementia care, and companionship to seniors at home. Competes head-to-head with New Wave on service offerings, with significantly greater brand recognition and marketing scale.
• Senior Helpers: National franchise specializing in in-home senior care with a strong focus on Alzheimer's and dementia care (Senior Gems program). Closely comparable to New Wave's dementia specialization and personal care offerings.
• Comfort Keepers: National non-medical home care franchise providing personal care, companionship, respite, and specialized dementia/Alzheimer's support. Directly comparable service mix and target customer (seniors aging at home) to New Wave.
• BrightStar Care: Franchise providing both medical and non-medical home care services, including skilled nursing, personal care, and dementia support. Comparable to New Wave's blended service approach, with healthcare-grade RN oversight built in.
• 24 Hour Home Care: SoCal-headquartered non-medical home care agency providing personal care, dementia care, and 24-hour live-in support across Southern California. Most regionally relevant direct competitor, sharing New Wave's emphasis on live-in and dementia services.
• Homewatch CareGivers: Franchise specializing in non-medical in-home care for seniors and individuals with disabilities, including dementia, respite, and transitional care. Closely matches New Wave's service breadth and private-duty model.

Broad incumbents

• Amedisys: Public home health and hospice operator offering skilled home health, hospice, and personal care services across the U.S. While predominantly clinical, its personal care segment overlaps with New Wave's non-medical offerings and represents the kind of scaled incumbent that could enter SoCal.

Emerging players

• Honor Technology: Tech-enabled home care platform acquired by Help at Home, combining caregiver matching software with operational support for agencies. Competes with traditional agencies like New Wave by offering lower-overhead, tech-augmented care delivery and a national growth playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@newwavehomecare
• Xx.com/newwavehomecare
• Facebookfacebook.com/newwavehomecarepasadena
• LinkedInlinkedin.com/company/new-wave-home-care-inc

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 New Wave Home Care