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Why Is Our Culture of Care Important?

We focus on client care before profit in our franchise.

When Jean Griswold founded the first non-medical home care franchise business in 1982, seniors only accounted for 11% of the population.

Today, the Institute on Aging reports that more than 40 million people are senior citizens, and, by 2030, those aged 65 and older will be 20% of the population. It isn’t surprising that the industry Jean founded out of a need in her church in Philadelphia more than 35 years ago has blossomed into an $89 billion industry.

The boom created a flood of companies and franchise systems that seek to capitalize on the growing need for senior home care. Spend some time reading customer reviews of random home care companies and you’ll see some common threads. Often, companies start up to take advantage of the huge opportunity and focus on making money, leaving customer care as a secondary goal.

This is what really sets Griswold apart. Our business model emphasizes compassion for our clients over profits for ourselves. Jean Griswold felt that the service should be affordable for customers, and caregivers should be well compensated. She built the entire company around those important cultural values.

The culture of care is original to our founding, and it guides us to this day: Jean Griswold believed that nobody should have to go to a nursing home or die alone at home when even a small amount of companionship and in-home care could extend lives and improve the quality of life for aging seniors and other adults with disabilities, illnesses, or injuries.

“Griswold is unique in the bustling and crowded home care franchising space,” says Mike Magid, COO at Griswold. “Unlike most brands that were started on a spreadsheet to take advantage of the sheer number of aging baby boomers, our founder, Jean Griswold, started with a heartfelt desire to help people. She is our lodestar and is a model we can point our franchisees to aspire to. This is a calling. Can it be lucrative? Yes. But it’s a calling first and foremost, and you need to remember that if you’re going to be successful.”

How is Griswold getting non-medical home care right?

Customer satisfaction ratings indicate Griswold is a best-in-class provider of care, our franchisees post some of the highest unit revenues in the industry, and our franchises have the longest tenure of ownership in a space with over 70 franchise brands. The sheer number of operators in this space is a testament to how much demand there is for non-medical in-home care.

“The truth is that 85% of our franchisees chose us after they had a disappointing experience with other brands they hired to take care of their loved ones,” Mike says. “They got into the business because they didn’t want another family to have to experience what they went through. They wanted to do the job right, because what is more important than taking care of a person who cannot take care of themselves? That person is someone who has loved their family and worked hard and now faces the realities of the aging process, which can be devastating and difficult. Griswold franchisees chose us because they wanted to make a difference, and they do—day in and day out. They make a difference.”

Griswold is also the preferred company for caregivers, who selflessly give themselves to care for others in their time of greatest need. This is largely due to two factors: caregivers get paid what they are worth, and we value caregivers’ work and respect their commitments to their own families. Franchisees rigorously screen caregivers long before they are given the opportunity to interact with a client.

“It is important to keep in mind that Griswold is actually in the caregiver business,” says Matt Murphy, CEO of Griswold. “We have corporate locations where we employ 600+ caregivers and take care of hundreds of seniors and other adults with disabilities, illnesses, or injuries. We’re in this business alongside our franchisees, and we have developed a screening protocol that is the best in the industry. Fundamentally, we screen for this: would we allow this person into our home and trust them with our mother or father? If the answer is no, then we pass. There are plenty of other brands that think differently, but we have high standards.”

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