Craig Cares

What Craig Cares does

Craig Cares operates as the Roseville/Sacramento branch of TheKey, LLC, a private non-medical in-home senior care provider. The firm delivers personalized in-home care services to seniors and elderly individuals across Roseville, Elk Grove, and the greater Sacramento metropolitan area, with a service portfolio spanning hourly, 24/7, and live-in care; specialized Alzheimer's and dementia care; end-of-life comfort care; and respite care for family caregivers. Operations are conducted from a single office at 151 North Sunrise Avenue, Suite 811-813, Roseville, California, with 101-250 employees.

The service delivery model is built around the proprietary Balanced Care Method®, a six-pillar whole-person care framework covering cognitive stimulation, nutrition, physical movement, social connection, meaningful activities, and restful sleep. Care is coordinated through a team-led structure featuring dedicated Caregiver Managers and Client Success Managers who personally match caregivers to clients following an in-home assessment. The technology stack is described as a "home care service delivery platform with integrated care management," though no APIs, SDKs, or AI/ML capabilities are disclosed.

The business operates on a direct-to-consumer, subscription-style recurring revenue model with monthly billing. Pricing is quote-based and customized to individual care plans rather than publicly disclosed. The company leverages the broader TheKey national brand (25+ years of home care experience) to position local caregiver teams against the standards and stability of a nationwide organization. No funding rounds, M&A activity, partnerships, or leadership changes are documented in the available data.

Name

Craig Cares

Legal name

TheKey, LLC

Website

https://craigcares.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

Craig Cares (TheKey Roseville) is a non-medical in-home senior care provider serving Roseville, Elk Grove, and greater Sacramento with hourly, 24/7, and live-in care, plus Alzheimer's, dementia, end-of-life, and respite services delivered through its proprietary Balanced Care Method.

Ownership category

akta.pro rank

Product category

Home Care Services

NAICS

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

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Personal Care & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA)

akta.pro secondary industries

Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB), Dementia Personal Care (ADLs) Support (HSABAEAB), Live-In Respite Care (Multi-Day) (HSABAGAC)

Keywords

• In-home senior care
• Non-medical home care
• Alzheimer's dementia care
• Respite care services
• Aging in place

Headquarters

HQ city

Roseville

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

Revenue model

1. Home Care Services: Flexible care options including hourly, 24/7, or live-in support arrangements. Services scale as client needs change, from companionship to comprehensive support.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Craig Cares provides non-medical in-home care services for seniors and elderly adults in the greater Sacramento Metro Area, operating under TheKey brand. The company delivers flexible hourly, 24/7, or live-in personal care at clients' homes, with specialized offerings for Alzheimer's and dementia, end-of-life comfort, and family caregiver respite. Care delivery is guided by the proprietary Balanced Care Method®, a whole-person approach built on six evidence-based pillars.

Product overview

TheKey is a home care services company offering personalized care through a platform-plus-services model. The core offering includes the proprietary Balanced Care Method® methodology, supported by a network of local caregivers backed by national training standards. Service offerings span in-home care (hourly, 24/7, or live-in), Alzheimer's & dementia care, end-of-life care, and respite care. The company operates on a local-national model, combining deeply local caregiver knowledge with the stability of a leading national organization. Care is coordinated through dedicated teams including Caregiver Managers and Client Success Managers.

Differentiator

Problem solved

Functional benefit

Brands

• Balanced Care Method: Proprietary care approach designed to keep mind sharp, body strong, and days full of purpose with six evidence-based pillars: cognitive stimulation, nutritious meals, physical movement, social connection, meaningful activities, and restful sleep

Products and services

• In-Home Care
• Alzheimer's & Dementia Care
• End-of-Life Care
• Respite Care

Quantifiable outcome

• Caregivers specifically matched to individual care needs through hand-picking process

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• Visiting Angels: National private-pay non-medical home care franchise network. Directly comparable to Craig Cares / TheKey across in-home companion, personal care, dementia, respite, and live-in services for seniors in a defined local territory.
• Home Instead: World's largest franchised provider of personal care, companionship, and dementia home care services to older adults. Operates with a franchise model and proprietary training content similar in spirit to TheKey's Balanced Care Method.
• BrightStar Care: Franchise network offering both non-medical in-home care and skilled medical home health. Overlaps with Craig Cares on personal care, dementia, and 24/7 support for seniors in a defined local geography.
• Comfort Keepers: Global franchise network providing in-home companion and personal care services with a proprietary Interactive Caregiving approach. Directly competes with Craig Cares for private-pay senior families in local markets.
• Right at Home: Franchise in-home senior care provider offering companion, personal, specialty dementia, and live-in care. Operates a similar local-national franchise model targeting the same private-pay senior demographic as Craig Cares.
• Senior Helpers: National franchisor delivering in-home Alzheimer's/dementia, personal, and companion care for seniors. Operates local offices that mirror Craig Cares' Sacramento-area service footprint and customer profile.
• Interim HealthCare: Franchise home care and home health provider with personal care and companionship offerings alongside its skilled services. Overlaps with Craig Cares on private-pay non-medical home care for older adults.
• HomeWell Care Services: Franchise home care provider covering personal care, companionship, and specialty care for seniors. Operates a comparable local franchisee model targeting private-pay older adult households.

Emerging players

• Honor Technology: Tech-enabled home care network combining a software platform (Honor CarePro) with agency operations across multiple states. Competitor in the same non-medical home care category as Craig Cares, differentiated by technology focus.

Broad incumbents

• Amedisys: Large public home health and hospice provider with broader clinical scope than Craig Cares. Relevant comparator for referral dynamics, payor mix, and home-based care scale economics in the Sacramento region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/craig_cares

Revenue estimate

Valuation estimate

Number of profiles

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 Craig Cares