Florida Family Expands to Seven Territories While Helping Seniors Live Independently
As CEO of several ComForCare franchises in Florida, Scott Greenberg sees the mission of his family’s in-home care business in fairly simple terms: Remember that everyone is important, treat them the way you would like to be treated and do the right thing.
He and the four family members who run the business live out the mission by helping to empower seniors and people with disabilities to live at home with the best quality of life possible.
Beyond their focus on their ComForCare clients, all the family members are committed to helping the wider community by speaking to area groups about issues related to aging and by running dozens of workshops and support groups on living with diseases such as Parkinson’s, Alzheimer’s and dementia.
A Team Effort
Keeping the business running smoothly relies on the diverse expertise of the family members. Scott focuses on overall strategy, while his wife, Irene, serves as the office manager. Daughter Melissa Morante is responsible for marketing and is the Parkinson’s educator. Daughter Allison Negri oversees finances and operations and also takes on marketing duties, while her husband, Tino, focuses on marketing and is the Alzheimer’s and dementia educator.
“We are uniquely blessed in that we all really like each other, and most importantly, respect one another,” Melissa says. “We all have different strengths, so there is enough overlap to make things seamless when necessary, but we don’t step on each other’s toes.”
The family joined ComForCare in 2010 when Scott bought 50% of the existing Palm Beach County territory. Two years later, Allison and Tino bought the other 50%, which had been held by the original owner. Then in 2016, when Scott was considering retiring, Melissa purchased Scott’s interest, although he eventually decided to stay with the business. Over the years the business has expanded as the family has purchased surrounding territories.
“The day-to-day operations of seven territories across seven counties present challenges and opportunities, so every day in the office is a little different,” says Melissa.
Steady Growth
ComForCare was founded in 1996 with a goal of improving the in-home care experience by offering customized, flexible care. Since then, the company has expanded into 37 states and four provinces in Canada, and now is part of Best Life Brands, a portfolio of companies focused on health and well-being. ComForCare’s business model is recession-resilient, with low overhead and high demand, as senior care is one of the few industries that is not driven by economic trends.
The company provides services such as help with bathing and meals, transportation, light housekeeping, respite care for caregivers and 24/7 care if needed. ComForCare also offers innovative programs, including DementiaWise, which the company created to enhance the lives of people with dementia and their caregivers. Other special programs focus on Parkinson’s disease, helping seniors avoid falls, and using music therapy.
Franchise partners can expect comprehensive training from ComForCare along with assistance with licensure requirements, help with developing an initial client base, and ongoing support. “ComForCare has been a terrific partner with us every time we need them,” Melissa says.
One challenge that family members have faced is learning to keep their work life and family life separate and avoiding shop talk when they are all together, Melissa says. But there have also been great rewards from working together.
“We are uniquely close as a family, and that’s a terrific blessing. The grandchildren get to see their grandparents, aunts and uncle on a regular basis,” she says. “The trust factor can’t be overstated. We never question anyone’s motivations for what they do.”
Growing Demand for Senior Care
With the baby boomer generation aging, demand for in-home senior care services is expected to keep growing. According to the U.S. Census Bureau, all baby boomers will be at least 65 years old by 2030, when roughly one in five Americans is projected to be retirement age.
More older adults also want to remain in their own homes rather than move into assisted living facilities. A 2024 AARP survey found that 75% of adults age 50 and older want to stay in their current homes as they age.
The growing need for care is also creating jobs. The U.S. Bureau of Labor Statistics projects employment of home health and personal care aides will grow 17% from 2024 to 2034, much faster than the average for all occupations.
For senior care franchises like ComForCare, these trends point to continued opportunities to serve aging Americans and support families looking for reliable, personalized care.
Learn more about the ComForCare franchise opportunity.
