Good Hearts Senior Care Inc.

What Good Hearts Senior Care Inc. does

Good Hearts Senior Care Inc. is a privately held, founder-owned provider of non-medical and adjunct medical in-home senior care services headquartered in Hamilton, Ontario. Founded by Irina Larina, who built the business on personal caregiving experience with her own elderly parents, the company serves seniors and their families in the Greater Hamilton, Burlington, and St. Catharines corridor, with 24/7 phone availability. Its service portfolio comprises five lines: Personal Care Services (ADL assistance by Personal Support Workers), Complex Care Services (wound care, medication administration, catheter care, palliative care by Registered Nurses/RPNs), Home Support Services (housekeeping, meal preparation, companionship, transportation, with optional Live-In caregiver placements), Yard Services (lawn, snow, light handyman), and the differentiated "Caring With Strength" caregiver wellness program delivered in partnership with Mingle & Marvel. The company also provides care supplementation within Long Term Care facilities, assisted living facilities, hospitals, and Adult Day Care programs, and accepts coverage through Veterans Affairs for eligible clients.

There is no proprietary technology platform underlying the business; operations are delivered by W-2 caregivers (not independent contractors) who are bonded, carry third-party liability insurance, are covered by the Workers' Compensation Board, hold current First Aid/CPR certification, and undergo vulnerable-sector criminal record checks, reference checks, and ongoing eldercare training. The "Caring With Strength" program is the company's most distinctive non-traditional offering, designed to combat caregiver burnout through a 4-hour science-backed workshop and made available complimentary to qualifying weekly home care clients.

The business model is a regional, direct-to-consumer services operation with usage-based pricing (hourly or per-service fees) that vary by service type, timing, and location. Revenue is generated from private-pay seniors and families, supplemented by Veterans Affairs reimbursement for eligible clients and facility-based engagements. Go-to-market is founder-led and reputation-driven — phone, email, website/contact form, WhatsApp, and word-of-mouth community referrals — with a free in-home assessment serving as the conversion touchpoint. No paid advertising channels, no app, no API, no funding rounds, and no institutional investors are disclosed; the company operates as a bootstrapped, founder-controlled local services business.

Name

Good Hearts Senior Care Inc.

Legal name

Good Hearts Senior Care Inc.

Website

https://goodheartsseniorcare.ca

Company type

Private

Operating status

Operating

Short description

Good Hearts Senior Care Inc. is a private Ontario-based provider of in-home senior care — including personal care, complex nursing, home support, yard services, and caregiver wellness — serving seniors and families across the Greater Hamilton, Burlington, and St. Catharines regions.

Ownership category

akta.pro rank

Product category

Home Healthcare and Senior Care Services

NAICS

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

SIC

Services-Home Health Care Services (8082), Services-Social Services (8300)

akta.pro primary industry

Companion Care & Social Support (non-clinical) (HLADAGAB)

akta.pro secondary industries

Caregiver Support & Education Programs (Center-Based) (HSABANAN), Companionship & Social Engagement Visits (HSABAAAA), Recurring Housekeeping for Seniors/In-Home Support (HSAEAAAL)

Keywords

• In-home senior care
• Personal support services
• Home health aide
• Elderly home care
• Caregiver wellness programs

Headquarters

HQ city

Hamilton

HQ country

Canada

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. In-Home Senior Care Services: Revenue generated through hourly or per-service fees for in-home elderly care. Rates are variable based on the type of service required, timing of service delivery, and geographic location. Services include personal care, complex care, home support, and yard services. The company also offers live-in caregiver placements for short or long-term assignments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Good Hearts Senior Care Inc. provides non-medical in-home senior care services to elderly residents across Greater Hamilton, Burlington, and St. Catharines in Ontario. Its offerings include personal care support (dressing, bathing, grooming, mobility, toileting, medication reminders, dementia and respite care), complex care delivered by regulated nurses, home support (housekeeping, meal preparation, companionship, transportation), yard maintenance services, and live-in caregiver placements. The Caring With Strength caregiver wellness program, delivered in partnership with Mingle & Marvel, is offered as a complementary service to qualifying home care clients.

Product overview

Good Hearts Senior Care is an in-home health service provider offering elderly care services in Ontario. The company operates as a single, unified service offering rather than a platform-based architecture. Its portfolio consists of five interconnected service lines: Personal Care Services (assistance with daily living activities provided by Personal Support Workers), Complex Care Services (regulated healthcare provided by Registered Nurses), Home Support Services (household assistance and companionship with optional Live-In caregiver placements), Yard Services (exterior property maintenance), and Caring With Strength (a caregiver wellness program delivered in partnership with Mingle and Marvel). Services are available in clients' homes as well as Long Term Care facilities, assisted living facilities, hospitals, and Adult Day Care programs across Greater Hamilton, Burlington, and St. Catharines.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Care Services Assistance with private activities of daily living for seniors, including dressing, bathing, grooming, mobility, toileting, continence care, medication reminders, Alzheimer and dementia support, respite care, and overnight care, delivered by trained and certified Personal Support Workers.
• Complex Care Services Healthcare services performed by regulated health professionals such as Registered Nurses or Registered Practical Nurses, including medication administration, vital signs monitoring, wound care, catheter care, foot care, ostomy care, and palliative care.
• Home Support Services Assistance with day-to-day household activities such as light housekeeping, laundry, meal preparation and planning, companionship, community outings, light yard work, grocery shopping, errands, accompaniment to medical appointments, pet care, incidental transportation, home safety, mail sorting, fridge cleaning, and coordination of home repair or maintenance services, with optional Live-In caregiver placements for short or long-term assignments.
• Yard Services Exterior property maintenance services for seniors, including lawn mowing, snow shoveling, leaf removal, power washing of decks and fences, and light handyman services.
• Caring With Strength A science-backed wellness program designed to help caregivers and personal support workers restore their energy and maintain well-being, delivered as a 4-hour workshop in partnership with Mingle and Marvel and covering habit-building, spiritual, physical, intellectual, relational well-being, and emotional resilience and stress prevention. Complimentary access is provided to clients receiving qualifying weekly home care hours, with accessible pricing for other clients, family caregivers, and community members.

Named customers3 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

Partnerships

Two partnerships are on record, tiered core and minor.

• Mingle & MarvelcoreStrategic or Co-development PartnerPartnership with Mingle & Marvel to deliver 'Caring With Strength', a science-backed wellness program designed for caregivers and personal support workers. The 4-hour workshop blends education, reflection, and micro-practices for habit-building, spiritual well-being, physical well-being, intellectual tools, relational well-being, and emotional resilience. Complimentary access provided to clients receiving qualifying weekly home care hours; accessible pricing for other clients, family caregivers, and community members.
• Safety Climate Consulting and TrainingminorOthersSafety Climate Consulting and Training provides First Aid/CPR certification courses for employees. Contact: phone (905) 512-3087, email [email protected]. The company helps employees obtain or renew First Aid certificates as part of their caregiver qualification requirements.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Revera Inc. Major Canadian owner/operator of retirement communities and provider of home health services. Adjacent competitor with overlap in personal care delivery and senior-living facility partnerships.
• SE Health (Saint Elizabeth Health Care): Large Canadian not-for-profit home and community health provider offering nursing, personal support, and rehabilitation across Ontario. Overlaps Good Hearts' clinical (RN/RPN) and personal care services at a much larger scale.
• Victorian Order of Nurses (VON) Canada: Not-for-profit charitable home and community care provider with deep Ontario presence. Offers personal support, nursing, and caregiver respite — directly comparable services, often at lower cost via government contracts.
• CBI Health Group: Large Canadian provider of home health, rehab, and community care services. Overlaps with Good Hearts' clinical and personal care services as part of a broader multi-service portfolio.

Direct peers

• ParaMed Home Health Care: National Canadian home care provider with strong Ontario presence, delivering personal support, nursing, and therapy services. Comparable service portfolio and customer segments to Good Hearts Senior Care.
• We Care Home Health Services: National Canadian home care agency providing personal support, nursing, and homemaking services to seniors. Operates in similar Ontario geographies with comparable private-pay and government-funded client mix.
• Comfort Keepers (Canada): Franchised in-home care provider specializing in personal care, companionship, and interactive caregiving for seniors across Canada. Closely aligned service model and customer base.
• Bayshore Home Health: One of Canada's largest home health care providers offering personal care, nursing, and home support services across Ontario. Directly overlaps Good Hearts' service mix and Veterans Affairs/private-pay client base.
• Home Instead Senior Care (Canada): Largest franchised in-home senior care network globally with significant Canadian footprint. Directly comparable non-medical companion, personal care, and respite services delivered to seniors in their homes.
• Retire-At-Home Services: Canadian-owned in-home senior care provider offering personal care, home support, and nursing across multiple Ontario regions. Closely comparable boutique service model and target customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Good Hearts Senior Care Inc.