Our Story

From a caregiver’s calling to record-breaking growth and nationwide expansion, discover the humble beginnings that shaped our approach to personalized in-home care.

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The heart behind HomeWell

HomeWell's story began in 1996 when Joshua Hoffman, a devoted home care professional in Seattle, Washington, saw the profound impact that compassionate, personalized care had on the lives of his clients. Inspired to make a broader difference, he launched his own home care business, "Hoffman's Home Helpers," with a clear purpose: to help seniors age with dignity, independence and safety—right in the comfort of their own homes. 

With a strong belief in the value of personalized service, Hoffman developed the Life Enrichment Activities Program (LEAP), a cornerstone of HomeWell's care model that emphasized meaningful engagement and holistic well-being. His dedication to thoughtful, high-quality care laid the foundation for what would become one of the nation's leading non-medical home care franchises. 

Today, HomeWell Care Services remains true to those founding principles—empowering franchise owners across the country to bring trusted care and true compassion to their communities while building businesses that make a lasting impact. 

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Our journey through the years

1996-2003

A caregiver's calling becomes a franchise 

  • Joshua Hoffman launches "Hoffman's Home Helpers" in Seattle 

  • The Life Enrichment Hobbies Adventure & Activities Program (rebranded in 2015 to Life Enrichment Activities Program) is created as a key service differentiator

  • Hoffman's Helpers is rebranded as HomeWell Senior Care in 2002 

  • HomeWell begins franchising in 2003 

2004–2018

System expansion with steady growth

  • Our franchise network starts to steadily expand its footprint across North America

  • Support systems continue to develop and improve, laying a solid foundation for HomeWell’s long-term growth

  • HomeWell furthers its reputation as a trusted provider of non-medical home care services across numerous states

2018–2019

A strategic shift and rebrand

  • Bruce Haase, former CEO of WoodSpring Hotels and Extended Stay America, acquires majority ownership and initiates a brand assessment to better understand consumer needs

  • Rebranded as HomeWell Care Services in 2019, reflecting a broader care population and introducing a new brand identity, promise, and positioning

  • HomeWell’s rebrand, including the development of a revamped consumer website and Marketing Hub, a proprietary brand resource platform for franchise agencies, earns industry acclaim with an Aspect Award from Home Health Care News in 2021

2020–2023

Innovation and acceleration

  • Launched Signature Programs GoHomeWell™ Post-Medical Care and SureStep™ Fall Prevention and significantly enhanced our LEAP™ Life Enrichment program

  • Achieved 138% system growth, expanding into 30+ states with 80+ franchise owners and 160+ territories

  • Strengthened brand leadership—welcoming hospitality executive Doug Geoga to the Board of Directors

  • Earned the prestigious Silver Stevie® Award for our new consumer website

2025-present day

Key milestones and new ownership

  • In 2024, we surpassed 100 operating franchises—a key milestone in HomeWell’s growth journey

  • Unveiled a new and improved Marketing Hub years in the making and relaunched GoHomeWell™ with tools to track readmission rates and improve care outcomes

  • Formed the Franchise Advisory Council (FAC) with elected agency representatives 

  • Private equity firm Main Post Partners acquires majority ownership of HomeWell Franchising, marking a strategic recapitalization to support long-term growth.

Looking ahead: Building a legacy of care

With demand for home care rising—approximately 11,200 baby boomers turning 65 every day—HomeWell is well-positioned to meet the needs of today's families and tomorrow's aging population. Backed by our nationally recognized brand, comprehensive training programs, and strong corporate support, our franchisees are empowered to make a difference every day.  

We believe franchising is more than a business model—it's a way to build something meaningful with the support of a proven system. As we continue to expand across the U.S., our mission remains the same: to bring compassionate, personalized care into the homes of those who need it most—and to support the entrepreneurs who make that mission possible. 

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