HomeCare Advocacy Network

Every day, roughly 10,000 Americans turn 65 — and the overwhelming majority of them share one unambiguous preference: they want to stay home. That desire sits at the core of the problem HomeCare Advocacy Network franchise was built to solve. When a senior's health begins to decline or daily tasks become unmanageable, families face an emotionally charged, logistically complex set of decisions about care coordination, caregiver selection, and long-term planning. Traditional institutional care options — nursing homes, assisted living facilities — carry enormous emotional and financial costs, and they run directly counter to what 77% of older adults say they actually want. Mark and Sierra Goetz founded HomeCare Advocacy Network in Omaha, Nebraska, with the explicit mission of creating a better alternative. Mark brought more than two decades of direct experience in senior living and home care to the founding, and Sierra joined as Co-founder and Director of Operations, building an organization designed from day one around advocacy rather than just task execution. The company began franchising in 2021 and has since grown to 12 franchised units operating across 10 states including Florida, Wisconsin, Illinois, Iowa, Nebraska, South Dakota, Texas, Colorado, Kansas, and Missouri. Unlike traditional home care operators that focus narrowly on hourly caregiver dispatch, the Homecare Advocacy Network franchise model positions its owners as trusted care coordinators who guide families through the full complexity of senior care decisions. In a market where fragmented, inconsistent service quality is the dominant consumer complaint, that advocacy-centered differentiation creates a genuine point of distinction. For franchise investors evaluating the senior care space, this brand represents an early-stage opportunity in one of the most structurally durable service categories in the U.S. economy, backed by two secured institutional investments from Invest Nebraska and the Lozier Foundation.

The home care franchise industry is not a trend — it is a demographic inevitability playing out across decades. In 2023, the U.S. home care market was valued at approximately $136.2 billion. Globally, the market is projected to reach $554 billion by 2028, and the home care franchise segment specifically was valued at $629.11 billion in 2025, with a projected compound annual growth rate of 6.2% through 2033. To put that in practical terms, industry revenue has grown an average of 3.4% annually over the past five years, and the market is expected to hit $709.5 billion in 2026 before expanding further to $958.5 billion by 2031. The demand engine behind these numbers is structural and irreversible. In 2020, 56 million Americans were aged 65 or older. By 2050, that figure is projected to reach 85 million — a 52% increase driven entirely by demographic aging. Critically, 70% of people over the age of 65 will require some form of long-term care at some point during their lives, and that need increasingly manifests at home rather than in institutional settings. This convergence of volume and preference — massive aging population combined with a strong stated desire to age in place — creates what industry analysts refer to as the "2035 Problem," a period of peak demand pressure on care infrastructure that franchisors in the home care space are actively positioning to meet. The competitive landscape remains fragmented, with no single brand commanding dominant national market share, which means that regionally strong operators with differentiated models can carve out defensible positions before consolidation accelerates. Several macro forces reinforce the opportunity: advances in remote patient monitoring, increasing AI integration in care coordination, the expansion of value-based care reimbursement models, and a growing recognition among healthcare systems that strategic home care partnerships reduce hospital readmissions and lower systemic costs. For franchise investors, the combination of recession-resistant demand, secular demographic tailwinds, and a fragmented competitive environment makes the home care category one of the more defensible sectors available today.

The Homecare Advocacy Network franchise cost structure is positioned as an accessible entry point relative to the broader healthcare franchise category. The initial franchise fee is $49,700 for a single unit, with a meaningful multi-unit incentive built into the model: acquiring a second unit reduces the franchise fee to $24,850, effectively halving the per-unit entry cost for investors with a multi-unit growth orientation. Total initial investment for a Homecare Advocacy Network franchise ranges from $130,750 to $212,600 for the 2026 period, with owner-operated units running $130,000 to $172,600 and non-owner-operated configurations ranging from $290,750 to $372,600, reflecting the additional staffing and management infrastructure required for absentee ownership. That total investment envelope covers a comprehensive set of startup costs including licensing, setup, marketing, staffing, real estate deposits, leasehold improvements, insurance, furniture and fixtures, computer hardware and software, medical equipment, training expenses, initial opening marketing, permits and licenses, professional fees, signage, and three months of working capital reserves. The ongoing royalty fee is 7.00% of gross revenue, which represents a standard rate for the non-medical home care franchise segment. Franchisees also pay a national brand fund advertising fee of $750 to $2,500 per month, plus a technology fee of $250 per month. Taken together, the recurring fee obligations — royalty plus brand fund plus technology — represent a meaningful but manageable ongoing cost structure when benchmarked against gross revenue. Minimum liquid capital required is $40,000 cash on hand, with a minimum net worth requirement of $250,000, placing the Homecare Advocacy Network franchise investment within reach of qualified candidates who do not necessarily have institutional-level capital. The accessible investment range, combined with the company's relationship with Invest Nebraska and the Lozier Foundation, suggests a corporate infrastructure that is actively resourced for franchisee support rather than relying exclusively on franchisee capital to fund system growth. Prospective investors should evaluate SBA loan eligibility as a financing pathway, as service-based franchise models with low physical build-out requirements frequently qualify for SBA 7(a) programs that reduce the upfront cash requirement.

The daily operational model of a Homecare Advocacy Network franchise is built around non-medical, in-home senior care services — a deliberately defined scope that avoids the regulatory complexity of medical home health while still addressing the most prevalent needs of the aging population. Core service offerings include personal care, companionship, assistance with activities of daily living, meal preparation and nutrition support, memory care, and hospice support coordination. This range allows franchisees to serve clients across the full spectrum of need severity, from light companionship visits to intensive daily care. The staffing model is lean by design — the average Homecare Advocacy Network franchise operates with three employees at the franchise ownership level, though the caregiver workforce scales dynamically with client volume. Semi-absentee ownership is supported by the model, provided the franchisee has a fully trained operating principal or general manager, a full-time scheduler on staff, and a minimum of two full-time employees maintaining day-to-day operations. New franchisees receive 80 hours of initial training divided equally between 40 hours at HCAN's corporate headquarters in Omaha, Nebraska, and 40 hours of on-site support at the franchisee's location. The training curriculum covers personnel management, customer relations, daily operating procedures, marketing, financial reporting, intranet usage, and point-of-sale system operations — a comprehensive foundation for operators entering the industry without prior home care experience. Beyond initial training, franchisees benefit from scheduled weekly coaching calls with a designated support member, 24/7 access to a corporate-assigned coach, caregiver recruitment assistance, cooperative advertising support, HIPAA compliance supplier referrals, marketing demographics analysis, pre-opening checklists, and software templates for operations. Territory protection is formalized through a designated area defined by zip codes and population demographics, typically encompassing 15,000 to 30,000 individuals aged 65 and older — a data-driven sizing methodology designed to ensure each franchisee has a viable, workable client base from day one. HCAN also maintains a national agreement with a real estate placement service to assist franchisees with office site selection and lease advisory.

Item 19 financial performance data is not disclosed in the current Franchise Disclosure Document. This is a meaningful data gap for investors conducting rigorous due diligence, and it is worth stating directly: without Item 19 disclosure, prospective franchisees cannot independently verify average unit revenues, median earnings, or profitability benchmarks from HCAN's own FDD. That said, the absence of Item 19 disclosure is common among younger franchise systems still accumulating the unit-level data necessary for statistically meaningful representation. HCAN began franchising in 2021 and operates 12 units as of 2025, meaning the system's financial performance history is still relatively short and the sample size is still building. What the available evidence does suggest is promising directional momentum. The company secured investments from two institutional sources — Invest Nebraska, a venture capital firm, and the Lozier Foundation, a corporate investor — both of which presumably conducted financial diligence prior to committing capital. For context on industry-level economics, the U.S. home care market generated $136.2 billion in revenue in 2023 across all providers, and the industry's 3.4% average annual revenue growth over the past five years suggests durable top-line expansion. Within the non-medical home care franchise segment specifically, established operators commonly report annual revenues ranging from several hundred thousand dollars to well over $1 million per territory depending on client volume, caregiver utilization rates, and service mix. The Homecare Advocacy Network franchise investment range of $130,750 to $212,600 implies a reasonable payback horizon for franchisees who achieve above-average client acquisition and retention rates — particularly given the relatively low physical overhead of a home-based or small-office service model. Investors should request audited financial data from existing franchisees directly during the validation phase of due diligence, and should ask HCAN specifically about average client count per territory, average weekly care hours billed, and caregiver-to-client ratios as proxies for revenue potential.

The growth trajectory of Homecare Advocacy Network franchise reflects a system in active expansion mode with institutional backing and a defined geographic roadmap. The company launched franchising in 2021 and reached 12 total units by 2025, all franchisee-owned, with zero company-owned units in the system — a structure that concentrates corporate resources on franchisee development rather than internal operations management. HCAN currently operates across 10 states: Florida, Wisconsin, Illinois, Iowa, Nebraska, South Dakota, Texas, Colorado, Kansas, and Missouri. Additional locations are scheduled to open across these states within the next six months, and the company has identified Florida, Texas, California, and New York as priority expansion targets — all states with above-average concentrations of residents aged 65 and older and correspondingly high demand for in-home senior care services. The investments secured from Invest Nebraska and the Lozier Foundation provide capitalization specifically directed at growing the franchise network and expanding quality care delivery, which differentiates HCAN from self-funded early-stage franchisors operating without external capital support. The company's competitive moat is built on several reinforcing elements: a relationship-driven care advocacy model that creates client and family loyalty, data-driven territory mapping that optimizes franchisee market positioning, a 24/7 corporate support infrastructure unusual for a 12-unit system, and a caregiver empowerment culture that directly addresses the industry's most persistent operational challenge — workforce retention. The broader industry trend toward technology integration, including AI-enhanced care personalization and remote patient monitoring, and the accelerating shift toward value-based care reimbursement models both create structural tailwinds that a well-positioned home care franchise can leverage. HCAN's emphasis on healthcare partnership development — building referral relationships with hospitals and physician practices — aligns directly with where the industry's growth capital is flowing. The company's 26 total employees at the corporate level indicate a lean but functional support infrastructure relative to current system size.

The ideal Homecare Advocacy Network franchise candidate is someone who combines business management capability with a genuine orientation toward service and relationship-building — not necessarily a licensed healthcare professional, but someone for whom the advocacy mission resonates authentically. The company's own franchisee testimonials are instructive here: Juli and Ryan Gray, HCAN franchise owners, built their operation with one partner working the business full-time while the other maintained outside employment income, using that income stability to support the franchise's early growth phase — a pragmatic, risk-managed approach that the semi-absentee model structure accommodates. The minimum financial qualifications — $40,000 liquid capital and $250,000 net worth — position this as accessible to entrepreneurially oriented professionals, small business operators, and career-transition candidates rather than exclusively to high-net-worth investors. Multi-unit expansion is actively encouraged and financially incentivized through the reduced $24,850 franchise fee at the second-unit acquisition, making this an attractive model for investors who want to build meaningful regional density over time. Territory availability spans all 10 current operating states plus the high-priority expansion markets of California and New York, giving qualified candidates a broad range of geographic options. The data-driven territory structure — anchored on populations of 15,000 to 30,000 residents aged 65 and older per designated area — provides a defensible, exclusivity-protected client base in each market. International expansion is under consideration by HCAN but no international franchises are currently registered, meaning the current window for domestic territory selection represents the earliest-stage opportunity in the system's development cycle.

For investors conducting serious franchise due diligence in the senior care space, the Homecare Advocacy Network franchise opportunity warrants careful evaluation on several dimensions simultaneously: the structural strength of the home care market, the brand's differentiated advocacy model, the institutional backing from Invest Nebraska and the Lozier Foundation, and the accessible investment range of $130,750 to $212,600 against the backdrop of an industry projected to reach $958.5 billion by 2031. The 7.00% royalty and recurring fee structure is standard for the category, and the 80-hour training program plus 24/7 coaching support infrastructure reflects a corporate commitment to franchisee success that is substantive for a 12-unit system. The absence of Item 19 financial performance disclosure in the current FDD is a relevant due diligence consideration, and prospective franchisees should conduct thorough franchisee validation calls and request detailed unit-level operational data before signing. PeerSense provides exclusive due diligence data including SBA lending history, FPI score, location maps with Google ratings, FDD financial data, and side-by-side comparison tools that allow investors to benchmark Homecare Advocacy Network franchise investment metrics against other senior care franchise concepts across all key financial and operational dimensions. The combination of demographic inevitability driving demand, a care model built for the way seniors actually want to live, and a franchise structure designed for multi-unit growth makes this a brand that serious franchise investors should have in their evaluation set. Explore the complete Homecare Advocacy Network franchise profile on PeerSense to access the full suite of independent franchise intelligence data.