HomeWell

Every day, more than 10,000 Americans turn 65 — a demographic wave that is fundamentally reshaping the demand for in-home care services and creating one of the most durable franchise investment opportunities in the modern economy. For adult children managing aging parents' needs from across the country, and for seniors themselves who overwhelmingly prefer aging in place over institutional care settings, the absence of a trustworthy, professional, and locally accountable caregiver network is a daily crisis. HomeWell Care Services was built to solve exactly that problem. The company's origins trace to 1996, when Joshua Hoffman, a working caregiver in Seattle, Washington, founded "Hoffman's Home Helpers" with a direct and personal mission: improve the quality and consistency of in-home care for seniors. Hoffman's firsthand experience on the front lines of caregiving gave the company an operational authenticity that would prove to be a lasting differentiator. The company rebranded as HomeWell Senior Care in 2002 and formally began franchising in 2003, expanding its community-level care model across North America through locally owned and operated agencies. A second major rebrand in 2019 — to HomeWell Care Services — reflected the company's deliberate strategic expansion beyond the senior demographic, extending its non-medical in-home care model to individuals under 65 managing chronic illness, disability, or post-surgical recovery. Today, HomeWell operates 141 locations across 37 states, representing 235 territories nationwide, with its corporate headquarters located at 812 Sheppard Road, Burkburnett, Texas 76354. The company generated $164 million in system-wide revenue in 2025, a figure that places it firmly among the mid-to-upper tier of non-medical home care franchise brands in the United States. This analysis is produced by PeerSense as independent franchise intelligence — not marketing material commissioned by the franchisor — and is designed to give serious investors the factual foundation required for rigorous due diligence.

The U.S. home care industry represents one of the most structurally compelling markets in all of franchising. The total addressable market for non-medical in-home care services in the United States currently exceeds $100 billion annually and is projected to grow at a compound annual rate above 7% through 2030, driven by the convergence of demographic inevitability, consumer preference, and healthcare cost economics. The 65-and-older population in the United States is expected to reach 73 million by 2030, representing roughly 21% of the total population, up from 16% a decade earlier. This aging cohort is wealthier, longer-lived, and more insistent on remaining in their own homes than any prior generation — AARP surveys consistently show that more than 75% of adults over 50 prefer to age in place rather than enter assisted living or nursing facilities. At the same time, the national nursing home and assisted living infrastructure faces chronic capacity constraints and cost pressures, with median annual costs for nursing home care exceeding $100,000 per year — a figure that makes high-quality in-home care economically rational even at premium hourly rates. The non-medical home care segment specifically — which includes companionship, personal care assistance, light housekeeping, transportation, and activities of daily living support — benefits from a lower regulatory burden than skilled nursing or medical home health, making it more accessible for franchise operators while still commanding recurring, high-frequency service relationships. The competitive landscape remains fragmented at the local level despite the presence of several national franchise brands, meaning that a well-capitalized, professionally supported franchisee entering a new territory faces significant opportunity to capture market share from independent operators who lack brand recognition, recruiting infrastructure, or training systems. Macro tailwinds including workforce shortages in institutional care settings, rising post-acute discharge volumes, and expanded insurance and Medicaid waiver coverage for home-based care are compounding the organic demand drivers that already make this one of the most defensible franchise categories available to investors today.

The HomeWell franchise investment entry point spans a range of $54,401 on the low end to $233,912 on the high end of total initial investment, making this a notably accessible entry point relative to many brick-and-mortar franchise categories that regularly require $400,000 to $1 million or more in initial capital. The spread within the HomeWell investment range reflects variables including geography, office setup requirements, initial working capital reserves, and the scope of the initial territory awarded. Unlike food service or fitness franchises that require extensive physical build-outs, HomeWell operates as a service-based business model, which structurally compresses startup capital requirements and eliminates the construction and leasehold improvement risk that plagues many other franchise categories. In January 2026, HomeWell Franchising LLC was acquired by Main Post Partners, with MPP HW Holdings, LLC becoming the new indirect parent company — a significant corporate development that signals institutional confidence in the brand's growth trajectory and typically brings enhanced access to capital, operational infrastructure, and strategic resources that benefit franchisees across the system. The executive team leading the enterprise includes Crystal Franz as CEO of HomeWell Franchising, Casey McCleskey as Chief Financial Officer, and Mike Condon as Vice President of Franchise Development, providing franchisees with an experienced leadership bench accountable for system-wide performance. The service-based nature of the HomeWell model means that SBA loan programs are commonly applicable, as home care franchises with strong brand histories and recurring revenue characteristics are generally viewed favorably by SBA-approved lenders — a meaningful advantage for investors seeking to leverage debt capital rather than deploy full equity. Investors evaluating the HomeWell franchise cost should weigh the total initial investment of $54,401 to $233,912 against a system generating $164 million in annual revenue across 141 locations in 2025, which implies a system average approaching $1.16 million in annual revenue per operating location — a benchmark that, if validated through individual location due diligence, suggests meaningful return potential relative to initial capital deployed.

The HomeWell operating model is structured around a non-medical in-home care service delivery platform, meaning franchisees are not required to have clinical or nursing credentials. Daily operations center on recruiting, training, scheduling, and managing a workforce of caregivers who deliver services directly to clients in their homes, with franchisee owners focused on business development, community relationship-building with referral sources such as hospital discharge planners, physicians, elder law attorneys, and senior living communities, and operational oversight of caregiver deployment. The staffing-intensive nature of home care means labor management is the central operational discipline — caregiver retention, scheduling efficiency, and quality assurance protocols are the primary levers of business performance. HomeWell provides franchisees with a structured training program that equips new owners with the clinical quality frameworks, caregiver recruitment systems, and sales methodologies necessary to launch and scale an agency, along with ongoing field consultant support, technology platforms for scheduling and care management, and marketing programs that build both local brand awareness and referral network relationships. Territory structure is based on defined geographic areas, providing franchisees with protected operational zones that prevent internal brand competition — a critical element of the HomeWell franchise model given that caregiver and client acquisition are both geographically concentrated activities. The company had 235 territories nationwide across 141 locations as of year-end 2025, meaning a meaningful number of owners operate multiple territories, reflecting both the multi-unit economics of the model and HomeWell's intentional strategy of rewarding high-performing franchisees with expansion rights. In the first half of 2025 alone, four existing franchisees completed expansions that resulted in 13 additional territories awarded, illustrating a culture of organic multi-unit growth within the system. The HomeWell model accommodates a semi-absentee structure over time as agencies scale and administrative staff are hired, though most franchisees are owner-operators during the launch and early growth phase.

Item 19 financial performance data is not disclosed in the current Franchise Disclosure Document, which means HomeWell has not formally reported average, median, or quartile-level revenue figures in the structured FDD format that would allow direct comparison to other franchisors who voluntarily disclose this information. This is a meaningful data gap that prospective franchisees must address through independent validation — specifically by speaking directly with existing franchisees, reviewing royalty revenue trends as a proxy for system-wide billing volumes, and analyzing the publicly reported system revenue figures that HomeWell has disclosed through press releases and trade reporting. On that basis, the available data is substantively informative: system-wide revenue reached $164 million in 2025, up from $138 million in 2024, representing approximately 19% year-over-year growth. In 2024, HomeWell reported $138.6 million in total system sales, which itself represented a 30.8% year-over-year increase. Working backward from $164 million in 2025 system revenue across 141 operating locations implies an average annual revenue per location of approximately $1.16 million, though this figure reflects both established multi-year agencies and newer locations still in ramp-up phases. In 2023, corporate revenue grew 25%, system revenue grew 22%, and royalty revenue grew 30% — a royalty growth rate outpacing system revenue growth suggests improving per-unit billing performance and better royalty compliance across the network. Under CEO Crystal Franz's tenure, system revenue increased by 189% and the brand's geographic footprint more than doubled through expansion into 10 new states over five years, a compounded performance record that signals structural execution capability rather than a single-year anomaly. HomeWell's stated target of surpassing $200 million in system-wide revenue in 2026 implies continued per-unit performance expansion, particularly as the 37 new agencies opened in 2025 mature toward their full revenue potential over 18 to 36 months of operating history.

HomeWell's growth trajectory over the past several years reflects a brand executing consistently on a deliberate expansion strategy rather than experiencing erratic boom-and-bust unit growth. From 51 operating agencies in 2022, the system grew to 67 by year-end 2023, a 30% single-year increase, before continuing to scale toward 141 locations by end of 2025. In 2025, HomeWell sold 41 new franchise locations and opened 37 agencies — a high conversion rate from sold to opened that indicates operational readiness support is functioning effectively. In 2023 alone, 32 new franchise owners signed agreements, 35 new territories were added nationally including three by existing owners, and the brand expanded into six new states to reach a presence in 33 states, a 65% increase compared to its 20-state footprint at the end of 2020. The January 2026 acquisition by Main Post Partners represents the most significant corporate development in HomeWell's recent history, introducing institutional private equity resources and infrastructure that typically accelerates franchisee support capacity, technology investment, and brand marketing scale. The 2019 rebrand from HomeWell Senior Care to HomeWell Care Services was itself a strategically significant competitive adaptation, expanding the addressable client base beyond the 65-and-older demographic to include working-age adults with disabilities or chronic conditions — a population that represents an increasingly large portion of home care demand as medical advances extend survival with complex conditions. The company plans to surpass 150 franchises operating by 2026, a target that would represent approximately 6% unit growth from the 141 locations reported at year-end 2025. Bruce Haase, noted as a key ownership figure who acquired majority ownership between 2018 and 2019, helped establish the platform that Crystal Franz subsequently scaled to $164 million in annual system revenue, creating a leadership continuity story that supports investor confidence in corporate direction and franchisee relationship management.

The ideal HomeWell franchisee is not required to have prior healthcare experience, but candidates with backgrounds in business development, sales, human resources, or management consistently demonstrate advantages in the two most critical operational dimensions of the model: building referral networks and recruiting and retaining caregivers. HomeWell's growth data suggests a strong appetite for multi-unit operators — with 141 locations covering 235 territories, the average franchisee in the system operates approximately 1.67 territories, and the four expansion deals completed in just the first half of 2025 added 13 territories, indicating the company actively supports and incentivizes expansion among proven operators. Ideal candidates should expect to be actively engaged in community relationship-building, particularly with healthcare referral sources, during the first 12 to 24 months of operation, as caregiver placement referrals from hospital discharge planners, social workers, and physicians are a primary growth driver for new agencies. With 141 locations operating across 37 states as of year-end 2025 and a stated goal of surpassing 150 franchises by 2026, meaningful white space remains in both underpenetrated states and metro markets within existing states, giving new franchisees real territory availability rather than forcing entry into already-dense markets. The brand's 2023 expansion into six new states and its trajectory from 20 states in 2020 to 37 states in 2025 demonstrates ongoing geographic diversification that creates fresh entry opportunities in underdeveloped regions. HomeWell signed 20 new franchise owners in just the first half of 2025, suggesting active franchise development momentum and a functioning discovery process that prospective investors can access through current franchise development channels.

The HomeWell franchise opportunity presents a compelling investment thesis for investors seeking alignment with one of the most structurally sound demographic megatrends driving the U.S. economy over the next two decades. The combination of an accessible initial investment range of $54,401 to $233,912, a system generating $164 million in annual revenue with 19% year-over-year growth in 2025, an institutional parent company in Main Post Partners providing expanded corporate resources, and a proven CEO in Crystal Franz who has overseen 189% system revenue growth over five years creates a multi-dimensional case for serious due diligence. The absence of Item 19 financial performance disclosure in the current FDD is a limitation that disciplined investors must compensate for through franchisee validation calls and independent market analysis, but the publicly disclosed system revenue trajectory — from $138 million in 2024 to $164 million in 2025 and a stated target above $200 million in 2026 — provides meaningful directional signal about the health of unit-level economics across the network. The home care industry's total addressable market exceeding $100 billion, growing at above 7% annually, with a fragmented competitive landscape and powerful demographic tailwinds, supports the view that well-executed home care franchises can generate durable, recurring revenue streams in properly selected territories. 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 evaluate HomeWell against every competing home care franchise brand with quantitative rigor. Explore the complete HomeWell franchise profile on PeerSense to access the full suite of independent franchise intelligence data.