CEO Crystal Franz Leads the Nonmedical Home Care Franchise Through Rapid Growth
With the global home healthcare care market projected to surpass $800 billion by 2032, demand for quality nonmedical services continues to surge — and HomeWell Care Services is well-positioned to meet it. Founded in 1996, this nonmedical home care franchise has experienced impressive growth and national expansion. In the following interview, CEO Crystal Franz shares insight into the brand’s origins, franchise model, and commitment to empowering both franchisees and the communities they serve.
1. Share the story behind HomeWell Care Services.
HomeWell Care Services began in 1996 when Joshua Hoffman, a caregiver in Seattle, founded the organization to enhance the quality of in-home care for seniors. By 2003, the company started franchising and expanding across the U.S. A pivotal rebrand in 2019 modernized the company’s identity to better reflect its mission of compassionate care and set the stage for continued growth. Since then, we’ve expanded quickly, growing from 68 active territories across 20 states in 2019 to 209 active territories across 35 states by the end of 2024 — a 207% increase that reflects our commitment to delivering compassionate care nationwide.
2. What makes HomeWell a unique and attractive franchise opportunity?
HomeWell combines a proven franchise model with a deeply supportive environment to help franchisees succeed at every stage of business ownership — from launch to scaling their agencies. Owners benefit from one-on-one coaching from experienced franchise business consultants, access to extensive marketing and sales resources, Signature Programs™ like GoHomeWell™, SureStep™ and LEAP™️, as well as our award-winning consumer website and proprietary learning experience platform, Learning Lab. With innovative offerings and even a flexible Zero Initial Franchise Fee option, entrepreneurs can thrive in a booming home care market while experiencing the fulfillment that comes from being a lifeline to local families.
3. What qualities do you look for in potential franchise owners?
We seek entrepreneurial individuals who are driven, compassionate and committed to making a difference in their communities. Ideal candidates value leadership, have a heart for serving others, and are eager to support both their clients and caregivers. Ultimately, the home care business is about people — caring for clients and their families while effectively leading and supporting caregivers. We’re looking for leaders who can connect with others and foster a culture of empathy and excellence.
4. How does HomeWell prioritize diversity and inclusion?
Diversity and inclusion are embedded in HomeWell’s culture, from recruiting franchise owners with diverse backgrounds to cultivating a collaborative network. Our initiatives ensure that every voice is valued, contributing to a vibrant and supportive community for franchisees and their staff.
5. Share recent initiatives that promote inclusivity among franchisees and staff.
HomeWell’s Franchisee Advisory Council provides a platform for owners to share insights and collaborate, further establishing a sense of community and shared purpose. Additionally, HomeWell demonstrates a strong commitment to serving underserved communities, including veterans. Nearly 30 of our agencies are credentialed as Community Care Network providers through the U.S. Department of Veterans Affairs — many of them veteran-owned — allowing us to assist veteran clients and their families in navigating benefits. To support veteran franchise owners, we offer a 20% discount on the franchise fee, along with the tools and resources needed to succeed. These initiatives reflect our dedication to inclusivity within our franchise network and the communities we serve.
6. How does HomeWell help franchise owners make a meaningful impact in their communities?
HomeWell empowers franchise owners to make a lasting difference by offering meaningful jobs for care professionals and delivering essential services that help seniors maintain their independence and quality of life at home. Our support allows families to focus on being present with their loved ones during some of life’s most challenging seasons, creating connection and providing peace of mind. Together, we create stronger communities built on compassion and care.
7. What are your goals for HomeWell’s growth in the next few years?
HomeWell is committed to innovation, strategic growth and empowering franchise owners to succeed as we work toward our long-term goal of becoming the nation’s top nonmedical home care provider. With plans to surpass 150 franchises by 2026, we’re enhancing training, technology and resources to drive success and expand into new markets. Our focus on collaboration and adaptability ensures we continue setting new standards in the home care industry.
For more information about the HomeWell Care Services franchise, visit the company’s website.
