Home Instead
| Company type | Franchise network |
|---|---|
| Industry | Senior care, Home care services |
| Founded | 1994 |
| Founder | Paul Hogan, Lori Hogan |
| Headquarters | Omaha , United States |
Area served | United States, Canada, Germany, Japan, Singapore, United Kingdom |
Key people | Seth Sternberg (CEO) |
| Products | Non-medical in-home care and assistance for elderly individuals |
| Parent | Honor Technology (since August 2021) |
Home Instead operates as a franchise network dedicated to delivering non-medical in-home care and assistance tailored for elderly individuals. Established in 1994 with its main office located in Omaha, it stands as the world’s largest senior care franchise, boasting 1,200 independently owned locations across six nations. In August 2021, the company was acquired by Honor Technology, headquartered in San Francisco. It is widely acknowledged as a premier provider within the international home care services sector.
The company was founded by Paul and Lori Hogan and has received numerous honors from prominent organizations such as Entrepreneur Magazine, Franchise Times, and the International Franchise Association. In 2025, the Hogans were inducted into the Nebraska Business Hall of Fame in recognition of their significant contributions to business and community development. Currently, Seth Sternberg holds the position of Chief Executive Officer, overseeing more than 80 million hours of care delivered worldwide.
United States
In the United States, Home Instead franchises offer a variety of non-medical assistance services including companionship, personal care, and specialized support for individuals with Alzheimer’s disease and dementia. The U.S. division consistently achieves top rankings for franchisee satisfaction, securing places in Entrepreneur’s 2025 Franchise 500 Hall of Fame (for franchises operating over 25 years), The Telegraph’s 2024 Best of the Best Awards for Senior Services and In-Home Health Care, as well as Franchise Times’ 2023 Zor Award for Top Brand to Purchase. In 2024, Newsweek designated Home Instead as the leading provider in Home Care Services for Seniors and Disabled individuals, while Forbes ranked it #45 on its Best Healthcare Employers for Women list.
Although the company maintains rigorous standards of care, it contends with recruitment difficulties attributed to competitive wages throughout the industry. Despite these challenges, Home Instead continues to broaden its service offerings and strengthen its status as a global frontrunner in elder care.
Canada
Home Instead has been honored with the Canadian Franchise Association’s Franchisees’ Choice Designation for thirteen consecutive years as of 2023. This award highlights excellence in franchise relations, leadership, communication efforts, and training programs. Additionally, since 2013, the company has actively contributed to community welfare by coordinating annual Christmas gift deliveries to socially isolated seniors in Toronto.
Germany
By November 2018, Home Instead (operating under Seniorenbetreuung) had expanded its presence to include 111 franchise locations throughout Germany.
Japan
The company manages two franchise offices within Japan.
Singapore
Home Instead operates a single franchise location in Singapore.
United Kingdom
Under the leadership of CEO Martin Jones, the UK branch has expanded significantly since its inception in Chester in 2005. It now encompasses 255 franchised offices employing over 13,000 staff members. By 2019, this division had earned 40 'outstanding' ratings from the Care Quality Commission (CQC), representing 20% of its English network compared to an industry average of just 2%. The organization received the Princess Royal Training Award twice—in 2016 and again in 2019—and was listed among the Elite Franchise Top 100 in 2020.
See also
Further reading
- Stages of Senior Care: A Comprehensive Guide to Informed Decision-Making (paperback), Paul and Lori Hogan, McGraw-Hill, 2009, ISBN 0-07-162109-1, ISBN 978-0-07-162109-0