The Senior's Choice

What The Senior's Choice does

The Senior's Choice (TSC), founded in 1999 by Steve Everhart, operates the nation's largest membership network of independently-owned, private duty non-medical homecare providers. Rather than selling franchises, TSC sells a low-friction monthly membership that bundles a 20-year proprietary operating systems library, caregiver certification programs (Certified Companion Aide and Certified Hospice Companion Aide), a benchmarking workbook, a Fast Start 12-step launch plan, and ongoing coaching — explicitly positioned as an alternative to traditional senior care franchises such as Home Instead or Comfort Keepers. The model has supported the establishment of nearly 700 member agencies across North America and selectively internationally (Korea, New Zealand, Australia, Switzerland, Trinidad and Tobago). Members retain full operational independence: no royalties, no long-term contracts (30-day cancellation), no territory restrictions, and no restrictive covenants.

The underlying 'technology' is primarily a content and process library rather than a SaaS platform. Core assets include the TSC Operating Systems Manual, proprietary training curricula (CCA, CHCA, Home Study Program, Fall Prevention Program), the TSC Benchmarking Workbook Tool, the Fast Start Plan, Champions' Club peer programming for $1M+ agencies, and the TSC Advisory Board Mentorship Program. TSC supplements this with curated third-party vendor relationships (WellSky, eRSP, BrokerLink, Pre-Intent, Ava, Indeed) that provide discounted scheduling, insurance, recruiting, and rewards tooling to members. The company itself has no public API, no disclosed integrations, and no AI/ML capabilities.

Revenue is generated through recurring monthly membership subscriptions across three tiers: Startup Membership (for new agency founders), Existing Agency Membership (initial fee waived for eligible incumbents), and Champions' Club (for agencies reaching $1M+ revenue). Two wholly-owned adjacent operating subsidiaries — StaffChoice (healthcare staffing for nurses and case managers, est. 2010) and Hallmark Homecare (direct referral agency for cost-sensitive seniors, est. 2013) — extend the platform into adjacent verticals. The company is privately held, profitable in implied operation given no funding rounds or PE backing, with headcount in the 11–50 range and offices in Incline Village (HQ), Irvine, Petaluma, and Charlotte.

Name

The Senior's Choice

Legal name

The Senior's Choice

Website

https://theseniorschoice.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

The Senior's Choice is a subscription-based membership network founded in 1999 that supports nearly 700 independently-owned, non-medical senior homecare agencies across North America with proprietary operating systems, caregiver certification programs, benchmarking tools, and coaching — positioned as a royalty-free alternative to traditional home care franchises.

Ownership category

akta.pro rank

Product category

Senior Home Care Membership Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Home Care Franchise Network Staffing & Placement (HSABAMAJ)

akta.pro secondary industry

Dementia Personal Care (ADLs) Support (HSABAEAB)

Keywords

• Home care membership
• Senior home care
• Caregiver training programs
• Private duty homecare
• Franchise alternative

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: The company generates revenue through membership fees. Members pay a nominal monthly fee instead of royalty fees charged by traditional franchises. The membership is designed to be cost-effective compared to franchise options, with no long-term contracts required.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Senior's Choice sells a monthly membership subscription that gives independent home care agency owners access to 20+ years of proprietary operating systems, business coaching, caregiver training programs, marketing tools, financial benchmarking, and a peer network — positioned as a low-cost alternative to traditional home care franchises with no royalties and no long-term contracts.

Product overview

The Senior's Choice is a membership network platform providing an alternative to traditional home care franchises. The core offering is the membership network with no royalties, no long-term contracts, and no territory limitations. The platform is complemented by proprietary training programs including the Certified Companion Aide (CCA) Program and Certified Hospice Companion Aide (CHCA) Program for caregiver certification, along with the Fall Prevention Program for community education. Supporting modules include the TSC Operating Systems Manual, Home Study Program, Fast Start Plan, TSC Benchmarking Workbook Tool, Champions' Club for high-performers, and TSC Advisory Board Mentorship Program. The company also operates sub-brands including Hallmark Homecare (direct referral agency) and StaffChoice (healthcare staffing division).

Differentiator

Problem solved

Functional benefit

Brands

• Hallmark Homecare: A Direct Referral Agency established as an affiliate to serve the care needs of individuals who cannot afford an Agency and prefer to hire caregivers directly
• StaffChoice

Products and services

• The Senior's Choice Membership Network The nation's largest membership network of senior home care providers, offering independent entrepreneurs a franchise-alternative model with no royalties, no long-term contracts, and no territory limitations. Members receive proven operating systems, marketing materials, sales training, financial benchmarking data, and proprietary caregiver training tools.
• Certified Companion Aide (CCA) Program Proprietary caregiver training program for companion caregivers covering best industry standards and practices in physical, nutritional, social, emotional, and spiritual care. Available exclusively to TSC member agencies.
• Certified Hospice Companion Aide (CHCA) Program Specialized training program designed by a hospice nurse to educate caregivers on death and dying, end-of-life care, and the emotional challenges of caring for the terminally ill. Available to TSC member agencies.
• Fall Prevention Program Community education program through which member agencies speak to local groups about fall prevention, with presentation materials, brochures, and videos provided to position members as community experts.
• TSC Operating Systems Manual Comprehensive proprietary manual containing business systems, forms, and processes for home care agencies, continually updated with new tools for business growth.
• Fast Start Plan: 12 Steps to a Successful Launch Innovative 12-step program that accelerates the setup and launch phase of new member home care businesses, guiding new agency owners from inception through launch.
• Home Study Program Proprietary online home-based training program for caregiver education across TSC member agencies.
• TSC Benchmarking Workbook Tool Financial benchmarking data and tool for tracking and measuring key drivers of success in member home care agencies.
• Champions' Club Exclusive membership tier for members achieving $1M+ revenue, providing advanced support, help with advanced challenges, and peer idea sharing for breakthrough success.
• TSC Advisory Board Mentorship Program Mentorship program providing a proprietary benchmarking dashboard and tools for established member home care agencies to maximize effectiveness and track key performance drivers.
• Hallmark Homecare Direct Referral Agency established as an affiliate of TSC to serve individuals who cannot afford an agency and prefer to hire caregivers directly.
• StaffChoice Healthcare staffing division of TSC specializing in the placement of nurses and case managers, run by a team of world-class recruiters.
• TSC Illness and Injury Prevention Program Workplace safety program including the TSC Caregiver Safety Handbook, designed to protect caregivers and reduce on-the-job injury at member agencies.

Quantifiable outcome

• Nearly 700 home care agencies established since 1999
• +4 more outcomes

Named customers11 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

Feature9 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Home Care PulsecoreStrategic or Co-development PartnerHome Care Pulse is a third-party private duty home care survey company that conducts benchmark surveys. Their research validates that TSC member agencies consistently rank among top performers nationally in client satisfaction. Aaron J. Marcum, Founder of Home Care Pulse, publicly endorsed TSC members scoring at or above 'Best of Home Care' in all 13 categories.
• Home Care Marketing ProsminorImplementation/ SI/ Consulting PartnerMarketing services provider that built The Senior's Choice website, indicated in site credits as creator of home care marketing websites.
• Goldman Sachs 10,000 Small BusinessesminorStrategic or Co-development PartnerThree TSC members were accepted into and successfully completed the Goldman-Sachs 10,000 Small Businesses Business and Management Education Program in 2016.
• Hallmark HomecareminorStrategic or Co-development PartnerDirect Referral Agency established in 2013 as an affiliate of The Senior's Choice to serve individuals who cannot afford an agency and prefer to hire caregivers directly.
• StaffChoiceminorStrategic or Co-development PartnerHealthcare staffing division established in 2010, run by a team of world-class recruiters specializing in the placement of nurses and case managers.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Comfort Keepers: Large international home care franchise providing personal care and companionship services to seniors. Same core use case (in-home non-medical senior care) as TSC member agencies, but delivered through traditional franchising.
• Visiting Angels: One of the largest privately held senior home care franchise networks in North America. Comparable service offering and target demographic, but much larger scale and brand recognition.
• Right at Home: International home care franchise providing companionship, personal care, and specialty services to seniors and adults with disabilities. Directly competes for the same customer segment TSC's members serve, but with a franchisor model.
• Griswold Home Care: Non-medical home care franchise with 40+ year history serving seniors and disabled adults. Directly comparable services to TSC members, with a traditional franchise structure.
• BrightStar Care: National home care franchise offering both medical and non-medical services with significantly larger footprint and capital base than TSC. Comparable target customer (seniors needing in-home care) but competes as a franchisor rather than membership network.
• Home Instead: World's largest home care franchise network with thousands of offices globally serving seniors with personal care and companionship. The dominant incumbent competitor to TSC's member agencies in the non-medical senior care space.
• Homewatch CareGivers: Established home care franchise serving seniors and persons with disabilities across hundreds of locations. Comparable service mix and customer base to TSC member agencies, with a traditional franchise model.
• Synergy HomeCare: National home care franchise providing non-medical personal care to seniors and others. Comparable offering and customer base to TSC member agencies, competing through traditional franchise channels.

Emerging players

• Home Care Pulse: Third-party private duty home care benchmarking and survey company whose founder (Aaron Marcum) is a former TSC member. Closely intertwined with TSC through the Best of Home Care award program and is a natural adjacent/complementary player in the same member base.

Direct peers

• The Dentist's Choice: Founded by Steve Everhart (also TSC's founder), The Dentist's Choice is a membership network for dental-practice entrepreneurs offering the same franchise-alternative model with no royalties and proprietary operating systems. Directly comparable business model and structure to TSC, just in a different vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheSeniorsChoice
• LinkedInlinkedin.com/company/the-seniors-choice
• Xx.com/theseniorchoice

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 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 The Senior's Choice