BUCKBURNETT, Texas—With 2023 now in the books, HomeWell Franchising Inc., a non-medical homecare provider HomeWell Care Services, reflects on another record-breaking year for the company marked by a series of significant milestones for the organization. HomeWell released its 2023 franchise development and financial results.
2023 Franchise Development Highlights:
- 32 new owners signed
- 35 new territories nationwide, including three acquired by expansion from existing owners
- 18 new locations opened
2023 Annual Growth Financial Results:
- Corporate revenue growth increased by 25%
- System revenue growth increased by 22%
- Royalty revenue growth increased by 30%
“It’s clear that 2023 was a pivotal chapter for us,” said Crystal Franz, CEO of HomeWell Franchising. “From 32 owners committing to join HomeWell—the most signees in our organization’s history—to establishing new locations around the country, we accomplished many firsts, all of which were integral to our trajectory as a flourishing brand in the homecare space.”
HomeWell’s Chief Financial Officer, Casey McCleskey, attributes the gradual increase in operating locations as a major contributing factor to the franchise’s sustainable year-over-year revenue increases, which was especially evident last year.
“As predicted, 2023 was the year we truly witnessed the fruits of our labor from the influx of signees in 2022," McCleskey said. "We had more than double the openings compared to 2022, finishing the year with a total of 67 operating agencies—an over 30% increase compared to our 51 in 2022. And we expect these numbers to climb sharply in 2024.”
Since the introduction of the Zero-Initial-Franchise Fee in 2022—HomeWell’s alternative buying option—McCleskey said more qualified entrepreneurs have found HomeWell as the ideal opportunity to provide the flexibility they look for in business ownership with the support they need from a franchise.
HomeWell’s Expanding Footprint
Building on the success of the Zero-Initial-Franchise-Fee, HomeWell introduced its new conversion initiative in 2023. Mike Condon, HomeWell’s vice president of franchise development, explained that the franchise’s brand resources and growing reputation now appeal not only to entrepreneurs starting their first business but also to owners of existing independent homecare agencies.
“We’ve always made it our mission to empower new owners to excel in this industry, and we want to extend that commitment to owners of existing agencies,” said Condon. “By converting their independent homecare businesses to HomeWell franchises, they can experience the confidence and security that come from joining a reputable brand, a collaborative network of owners who also want to see them succeed, and a corporate support team who will rally behind them throughout their entire lifecycle of business ownership.”
HomeWell celebrated two conversions in 2023, with one in Fredericksburg, Virginia, and the second in Milwaukee—its first franchise in Wisconsin to go along with signings in Alabama and Nevada, all three new states for the franchise slated to open in 2024. HomeWell also celebrated its first-ever openings in Illinois, Indiana, Maine, Minnesota, Missouri and Mississippi. With locations launched in six new states last year, HomeWell completed 2023 with franchises in 33 states, a remarkable 65% increase compared to its 20 states by the end of 2020.
“Our geographical footprint is expanding quickly,” said CEO Franz. “Yet, amid such growth, we have kept the focus on what makes us HomeWell. We know that the real success stories happen locally—in the communities our agencies serve and in the homes of loved ones whom their families have entrusted to their care.”
Franz said several locations scaled their businesses and set revenue records. Also, 21 agencies received Home Care Pulse's "Best of Home Care" for 2024, a 75% increase from the 12 agencies awarded the previous year. Based on client and caregiver feedback throughout 2023, Home Care Pulse (HCP) recognized these franchises as best-in-class homecare providers, ten of whom received "Employer of Choice," one agency received "Leader in Training," and three winning its most prestigious "Leader in Experience," awarded only to the top 15% of all providers participating in HCP's Experience Management Program.
“2023 was a year of accolades affirming HomeWell’s growth strategy, but it was also a year we rolled up our sleeves as a franchisor to support our expanding network of owners,” said Franz. “We launched our largest and most significant projects to date, both years in the making, including a revamped consumer website to enhance the online presence of each of our agencies and our proprietary learning system, Learning Lab, to elevate our onboarding and continuing professional education (CPE).”
A New HomeWellCares.com
Launched on Dec. 20, 2023, the franchise's new consumer website boasts a fresh look, enhanced functionality and an improved user experience for online visitors. For owners, the redesigned website offers a platform to showcase the distinctive qualities that define them as care providers in their communities.
“As a franchisor, our goals are always multi-faceted, and homewellcares.com was no exception,” said Mishelle Payne, HomeWell’s senior vice president of marketing. “Throughout the process, we considered the diverse needs of our agencies, their partners in the care continuum and the needs of our online visitors looking for homecare. After meticulous research and development, the end result has surpassed our own expectations. Education is now a cornerstone of the site with curated content to help families navigate their care journey, and we successfully created a platform for our agencies to tell their compelling stories and grow their online presence.”
Looking ahead, Payne said she envisions HomeWell’s consumer website, including its nearly 70 agency sites, playing a pivotal role in the organization’s future.
Dementia Care Support and Learning Lab
HomeWell also built upon its wide range of care offerings with its new Dementia Care Support program. The specialty care service—launched in late September—is tailored to seniors with dementia to help them manage its adverse effects, including memory retention and cognitive function.
“At HomeWell, our highest priority is always safety, a sentiment shared by the franchise’s leadership and ownership across all our agencies and clearly reflected in our new Dementia Care Support,” said RN Kara Holbert, director of HomeWell’s client services and program development. “As a result, this service is quite comprehensive to safeguard and protect the well-being of those we serve as we monitor the progression of their symptoms while promoting healthy daily routines and habits.”
HomeWell’s new Dementia Care Support arrived on the heels of another project led by HomeWell’s Training and Brand Programs department. Learning Lab, HomeWell’s new, proprietary learning management system (LMS), officially launched last April for use across the franchise system.
“Whether new to homecare or an industry veteran, our owners receive the information and insights they need from Learning Lab to build and scale a business that provides exceptional non-medical homecare to families in their community,” said Michelle Cone, senior vice president of HomeWell’s training and brand programs. “Learning Lab is a key driver of our investment in our ownership and their staff and an incredible step forward for our franchise.”
With virtual workshops, networking events and numerous on-the-job tools, Learning Lab is now the central hub for all of HomeWell’s training, which includes onboarding and continuing professional development.
HomeWell’s senior director of learning and a 25-year professional training veteran, Erika Ehlers, was tasked with enhancing the franchise’s training system when she began her journey at HomeWell in January 2022.
“As we continue to build and evolve what is available on Learning Lab, we will broaden the content for role-specific learning paths,” she said. “We want to provide a deeper dive into topics that can help experienced owners and staff ‘sharpen the saw’ for their continuing development.”
