Executive Home Care

## Executive Summary

Executive Home Care offers a relatively affordable entry point into the booming senior care industry, with total investment ranging from $102,000 to $145,000. The franchise provides non-medical in-home care services with protected territories and strong technology infrastructure. While the brand has shown steady growth since franchising began in 2013, it lacks the scale and recognition of larger competitors like Home Instead or BrightStar Care. A solid option for owner-operators seeking a healthcare-adjacent business with manageable startup costs.

## The Business

Executive Home Care provides non-medical, in-home care for seniors and individuals with disabilities. Services include companionship, personal care, homemaking, live-in care, and specialized support for Alzheimer and dementia patients. The franchise also offers supplemental staffing services for healthcare facilities, providing an additional revenue stream beyond direct consumer care.

The business model targets the rapidly expanding senior care market, driven by an aging population and preference for aging-in-place. Franchisees operate from home-based or small office settings, managing caregivers who deliver services to clients. The low overhead model keeps operating costs manageable while generating recurring revenue from ongoing care relationships.

## The Numbers

**Initial Investment:** $102,000 - $145,000

**Franchise Fee:** $49,900 (reduced to $39,900 for second territory, $34,500 for third)

**Royalty:** 6% of net billings, with minimums ranging from $500/month (Year 1) to $2,000/month (Year 4+)

**Marketing:** Greater of $750/month or 1% of net billings

**Financial Requirements:** $100,000 liquid capital, $300,000 net worth

The franchise offers three business models: single unit owner, multi-unit owner, and semi-absentee/investor model, providing flexibility for different ownership profiles.

## System Health

Executive Home Care began franchising in 2013 after operating since 2004. The system has grown steadily but remains relatively small compared to industry giants. The franchise did not rank on Entrepreneur 2025 Franchise 500 list, suggesting it operates below the scale threshold of top-tier competitors.

Positive indicators include the 2024 IFA Franchisee of the Year award to franchisee Senen Cabalfin and dual franchise wins for Best of Home Care Employer of Choice Award in 2024. These recognitions suggest quality operations and franchisee satisfaction within the existing network.

## Franchisee Experience

The franchise emphasizes large, protected territories developed collaboratively using demographic tools. Each territory includes contiguous zip codes with healthy household incomes and populations of at least 300,000 people. This approach provides meaningful market protection uncommon in the home care space.

The technology platform stands out as a differentiator. A cloud-based system handles scheduling, billing, payroll, and client communication, reducing administrative burden and improving operational efficiency. Training and support structures appear adequate, though specific franchisee satisfaction data is limited in public sources.

## Risk Assessment

Litigation history includes the 2015 case Executive Home Care Franchising LLC v. Marshall Health Corp., involving trademark and Lanham Act claims that were ultimately sent to arbitration. The case suggests the franchisor enforces brand standards and franchise agreement terms, which can be viewed positively or negatively depending on perspective.

Key risks include: - **Scale limitations:** Smaller system means less brand recognition and potentially weaker negotiating power with vendors - **Labor market challenges:** Caregiver recruitment and retention is an industry-wide challenge that directly impacts service delivery - **Regulatory complexity:** Home care operates under state-specific licensing requirements that vary significantly by jurisdiction - **Competition:** Large, well-funded competitors like Home Instead ($2.39M average sales) dominate the category

## Competitive Position

Executive Home Care occupies the lower-investment tier of the home care franchise market. For comparison: - Home Instead Senior Care: $112K-$156K investment, $2.39M average sales - Synergy HomeCare: $73K-$150K investment, $1.22M average sales - BrightStar Care: Higher investment, more comprehensive service offering including skilled nursing

The franchise competes on affordability and territory protection rather than brand power or comprehensive service offerings. Suitable for markets where larger brands have less penetration.

## Validation Questions

1. What is your current average revenue per client, and how has it changed over the past two years? 2. What is your caregiver turnover rate, and how does that compare to industry averages? 3. How effective is the cloud-based technology platform in reducing administrative time? 4. What percentage of your business comes from facility staffing versus direct consumer care? 5. How long did it take to reach profitability, and what were your actual startup costs versus the FDD estimates? 6. How responsive is corporate support when issues arise? 7. What is your territory size, and do you feel it provides adequate growth opportunity?

## Data Gaps

- Specific Item 19 financial performance data (average revenues, profit margins) is not publicly available - Total current unit count and growth trajectory not clearly documented - Franchisee satisfaction scores or survey results not accessible - Comparison of actual versus projected startup costs from existing franchisees