Visiting Angels

What Visiting Angels does

Visiting Angels is a privately held, US-based franchisor (legal entity: Living Assistance Services, Inc., incorporated in Pennsylvania, headquartered in Bryn Mawr, PA) that has operated since 1998 as "America's Choice in Home Care." The company licenses the rights to deliver non-medical in-home senior care services through a network of 600+ independently owned and operated franchise offices across the United States, with international master-franchise presence in the United Kingdom, Korea, Mexico, and Canada. End customers are families with seniors who need assistance to age in place; the company serves primary segments including seniors aging at home and the family members coordinating their care, with secondary segments in veterans and seniors in assisted-living or nursing facilities.

The service portfolio is organized into core services (Companion Care, Personal Care, 24-Hour Care, Live-In Care, Respite Care) and specialized care programs (Alzheimer's, Dementia, Parkinson's, End-of-Life, Palliative, Veterans, and Transitional Care). Supporting branded programs include Safe & Steady (fall prevention), Ready-Set-Go Home (hospital discharge), and the GUIDE Model Program (a dementia-care model aligned with CMS's Guiding an Improved Dementia Experience payment framework). Care is delivered by screened, locally employed caregivers matched to clients on condition, needs, preferences, and personality; there is no proprietary technology platform underpinning the service. Quality signals include a 4.8 Google Review rating and multiple Franchise Business Review and Entrepreneur franchise rankings.

The business model is a classic franchise royalty engine: the franchisor earns initial franchise fees (corresponding to a ~$120K all-in initial investment at the franchisee level) plus ongoing royalties starting at 3.5% of franchisee revenue, stepping down with volume but locked in for life. Franchisees report average annual revenue of approximately $2.0M (median gross revenue ~$2.3M), 35–40% gross margins, and 15–18% net margins. Go-to-market is dual-pronged: direct-to-consumer at the local office level (free in-home consultation, no long-term contracts, pay-as-you-go pricing) plus channel-based franchise recruitment through a 6-step onboarding funnel (Initial Conversation through New Franchisee Training). The national call center and digital marketing operation distribute thousands of leads monthly to local franchisees, while franchisee revenue itself is funded by families, long-term care insurance, veterans benefits, Medicare Advantage, and Medicaid depending on eligibility.

Name

Visiting Angels

Legal name

Living Assistance Services, Inc.

Website

https://visitingangels.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

10,001+ employees

Ownership category

akta.pro rank

Product category

Senior 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), Services-Social Services (8300)

akta.pro industry

PRIMARYHSABAAAA

Companionship & Social Engagement Visits

Home & Personal Services/Elder Care & In-Home Care Services/Non-Medical Companion Care

SECONDARYHSABAEAA

Dementia Companion & Engagement Care

Home & Personal Services/Elder Care & In-Home Care Services/Dementia & Alzheimer’s In-Home Care

SECONDARYHSABAGAF

Dementia & Alzheimer’s Respite Care

Home & Personal Services/Elder Care & In-Home Care Services/Respite Care Services

SECONDARYHSABAFAO

Volunteer & Companion Support Services (Hospice Volunteer Programs)

Home & Personal Services/Elder Care & In-Home Care Services/Hospice & Palliative In-Home Care

SECONDARYHLADAHAE

Hospice Care in Assisted Living / Residential Care Facilities

Healthcare & Life Sciences/Elder Care & Long-Term Care/Hospice & Palliative Care (Home/Facility-Based)

Keywords

• Senior home care
• In-home elderly care
• Non-medical caregiving
• Respite care services
• Dementia and Alzheimer's care

Headquarters

HQ city

Bryn Mawr

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees: Initial franchise fee for new franchisees. The company also generates ongoing royalty income from franchisees.
2. Home Care Services Revenue: Revenue from providing non-medical in-home care services to seniors. Services are paid for by families, long-term care insurance, veterans benefits, Medicare Advantage, or Medicaid depending on eligibility.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Visiting Angels provides non-medical in-home senior care services through a network of 600+ independently owned and operated franchise offices across the United States. Services include companion care, personal care, 24-hour and live-in care, respite care, and specialized programs for Alzheimer's, dementia, Parkinson's, palliative, end-of-life, veterans, and post-hospital transition needs. Care is delivered in clients' homes by screened, matched caregivers under customized care plans.

Product overview

Visiting Angels provides non-medical in-home senior care services through a network of 600+ independently owned and operated franchise locations across the United States. The company operates as a single integrated service offering rather than a platform-plus-modules architecture. The core portfolio centers on two primary service tiers: (1) Core Services including Companion Care, Personal Care, 24-Hour Care, Live-In Care, and Respite Care; and (2) Specialized Care Programs for Alzheimer's, Dementia, Parkinson's, End-of-Life, Palliative Care, Veterans Care, and Transitional Care. Supporting programs include the Fall Prevention (Safe & Steady) Program, GUIDE Model Program, and Ready-Set-Go Home hospital discharge program. All services are delivered by screened, trained caregivers who provide personalized at-home assistance tailored to individual senior needs.

Differentiator

Problem solved

Functional benefit

Brands

• America's Choice in Home Care: Brand positioning and tagline for Visiting Angels franchise network
• Ready-Set-Go Home
• GUIDE Model Program
• Safe & Steady Fall Prevention

Products and services

• Companion Care Non-medical assistance with meal preparation, light housekeeping, errands, and socialization/companionship for seniors who need support with daily activities.
• Personal Care Hands-on assistance with bathing, dressing, grooming, and toileting to support seniors with daily personal hygiene needs.
• 24-Hour Care Round-the-clock care coverage providing continuous support and monitoring for seniors who need constant assistance.
• Live-In Care A dedicated caregiver resides in the senior's home to provide ongoing care and support throughout the day and night.
• Respite Care Temporary relief services for family caregivers, providing short-term professional care while family caregivers take a break.
• Alzheimer's Care Specialized non-medical care program designed to support seniors living with Alzheimer's disease, focusing on safety, routine, and emotional support.
• Dementia Care Comprehensive support for seniors with dementia, including memory support, safety monitoring, and personalized care routines.
• Parkinson's Care Specialized care services tailored for seniors living with Parkinson's disease, addressing mobility challenges and symptom management.
• End-of-Life Care Compassionate support for seniors in the final stages of life, providing comfort and dignity during end-of-life transitions.
• Palliative Care Comfort-focused care aimed at relieving symptoms and improving quality of life for seniors with serious illnesses.
• Transition to Home Care Support services helping seniors safely return home after a surgery or hospital stay, ensuring a smooth recovery transition.
• Veterans In-Home Care In-home care services for veterans, with potential eligibility for VA benefits such as Aid and Attendance to help cover costs.
• Safe & Steady Fall Prevention Program A comprehensive fall prevention assessment and education program that teaches seniors and families how to reduce fall risks and create a safer home environment.
• GUIDE Model Program A care program designed to support seniors and families navigating the caregiving journey with structured guidance and resources.
• Ready-Set-Go Home Specialized hospital discharge program designed to help seniors make a successful transition from hospital back to home, reducing readmission risk.

Quantifiable outcome

• 4.8 Google Review Rating

Named customers1 record

Segments4 records

Ideal customer profiles2 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.

• International Franchisees (UK, Korea, Mexico, Canada)coreChannel Partner/ Reseller/ DistributorInternational franchise operations in UK (Visiting Angels UK), Korea, Mexico, and Canada (Senior Home Care By Angels) expanding the brand globally through master franchise or regional franchise arrangements.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Comfort Keepers: Direct franchise competitor offering in-home companion and personal care services to seniors. Operates a similar franchise distribution model with comparable service categories and markets to the same private-pay family customer segment.
• Right at Home: International in-home care franchise offering companion care, personal care, and specialized senior care services. Directly comparable franchise model, service portfolio, and target demographic to Visiting Angels.
• Home Instead: Largest direct competitor — a global franchise network providing non-medical in-home senior care services including companion care, personal care, Alzheimer's and dementia care. Operates a similar franchise model with comparable service portfolio and target customer base.
• BrightStar Care: Franchise-based home care provider offering both medical and non-medical services. Comparable to Visiting Angels in its franchise distribution model and senior care focus, with overlap in companion care, personal care, and dementia care service lines.
• Synergy HomeCare: Franchise-based non-medical home care provider serving seniors with personal care, companion care, and specialty care services. Competes for the same franchisee and family customer base as Visiting Angels.
• Senior Helpers: Senior care franchise network offering in-home care services including Alzheimer's and dementia care, personal care, and companion care. Competes directly with Visiting Angels for both franchisees and end customers in the same private-pay home care market.
• Homewatch CareGivers: Franchise network providing in-home personal care, companion care, and specialized care services for seniors and persons with disabilities. Closely comparable franchise structure and service offerings to Visiting Angels.

Broad incumbents

• Help at Home: One of the largest US personal care services providers, operating company-owned (non-franchise) offices focused primarily on Medicaid-funded personal care. Comparable service category but different ownership and payer model.
• Interim HealthCare: Established franchise and company-owned home health and personal care provider offering both skilled nursing and non-medical services. Broader service portfolio than Visiting Angels, including home health and hospice.

Emerging players

• Honor Technology: Tech-enabled home care platform that acquired Home Instead in 2024, combining franchise scale with proprietary software, caregiver matching, and operational technology. Represents the emerging digital and technology-enabled model that could disrupt traditional franchise-only home care operators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/VisitingAngels1
• LinkedInlinkedin.com/company/visitingangels

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 Visiting Angels