Education
By Jensen Jones
We put our member benchmark next to the national home care benchmark. The comparison says a lot about the kind of operators in this community.
We recently compared our member benchmark to the 2025 Activated Insights Benchmarking Report.
Let’s compare.
The average home care agency in the country generates about $2.3 million in annual revenue.
Inside this community, the numbers look different.
The median agency in our Strategic Growth group is about the same size as the national median. From there, the progression is clear. Our Top 10% members operate at a median of $4.9 million in annual revenue. Our Top 7% members operate at a median of $7.3 million. Our Top 5% members operate at a median of $11.9 million, with an average of more than $16 million.
That isn’t one exceptional agency.
It’s the progression of the community.
At first glance, it’s easy to assume those agencies simply have better margins.
They don’t.
Across the national benchmark, agencies generally keep about 40 cents of every dollar after direct care expenses regardless of size. Our members fall in that same range.
The difference is what happens after gross profit.
As agencies grow, overhead becomes dramatically more efficient. Office support, recruiting, leadership, and sales consume a smaller percentage of revenue while the gross margin stays relatively consistent.
Look at where it goes. In the national benchmark, smaller agencies spend about 10 percent of revenue on sales and marketing and nearly 6 percent on recruiting and retaining caregivers. As agencies grow, both expenses are cut by more than half. Total operating expense falls from roughly 35 percent of revenue to about 18 percent.
The work is still there. It just consumes a smaller percentage of the business.
If you run a $2 million agency, that’s the number to watch.
Not your gross margin.
Your overhead.
That’s why our benchmark looks different.
The numbers aren’t an accident. They’re the byproduct of hundreds of conversations between owners who openly share what works, what doesn’t, and what they’ve learned building businesses at every stage of growth.
The benchmark is the mirror.
The mastermind groups are where the work gets done.
Every month, owners compare numbers, challenge each other’s thinking, share what’s working, and learn from operators who are a few steps farther down the road. The result isn’t just bigger agencies.
It’s better run businesses.
This October, for the first time, our entire community will be together in Denver. Nearly 150 home care owners, most of whom already know each other, spending three days sharing what is actually working inside their businesses.
When you look at the benchmark, you’re looking at the people who will be in that room.
So here’s the real question.
When you look at those numbers, do you see your own agency, or do you see the gap?
That gap is the opportunity.
If you’ve been wondering whether HOMECAREceo is the right fit for your agency, I’d be happy to learn more about your business, hear where you’re trying to go, and see whether one of our mastermind groups is the right fit.
It starts with a conversation.
Community
4 Seasons Home Care: Never Saying No
Most agencies grow when the right opportunity shows up.
Harrison and Luke grow because they refuse to turn anyone away.
Harrison Funk and Luke Simonetti lead 4 Seasons Home Care in Marietta and the greater Atlanta area. They started in the HOMECAREceo Strategic Growth Group, and in about two years they climbed into the top five percent. That kind of movement is rare, and it does not happen by accident.
What drew me to Harrison and Luke was something Harrison said in one of our conversations. He told me that anybody in the state of Georgia who picks up the phone and needs services, he never wants to have to tell them no.
That is the engine behind everything they do.
Their growth is aggressive, but it is not growth for its own sake. It is a simple commitment carried out with great intent: care for as many Georgians as they possibly can. The team has now delivered more than a million hours of care, and they answer the phone around the clock. Every new client, every new caregiver, every new market is another family they get to say yes to.
For operators, Harrison and Luke are a reminder that the most powerful growth strategy is often the simplest one. Decide who you refuse to turn away, then build a business capable of keeping that promise.
Learn more at 4seasonscare.com.
Service
Home Care Association of America: The Industry’s Voice
Every agency benefits from the rules of the road. Few think about who is shaping them. The Home Care Association of America does.
The Home Care Association of America, HCAOA, is the industry’s leading trade organization, representing home care agencies and their suppliers across the country.
What stands out is the dual role they play. On one side, HCAOA gives member agencies practical resources to strengthen operations, protect margins, and improve training and quality. On the other, the association advocates at the policy level, working to ensure caregivers have safe working environments and that the industry can keep innovating care in its communities.
Most owners are heads down running their agencies. HCAOA is doing the work that protects the whole field, the advocacy, the standards, and the connections between innovators and suppliers that individual agencies cannot build alone.
For operators, HCAOA is a reminder that you are part of an industry, not just a business. The conditions you operate under are shaped by organizations willing to represent the field, and membership is how you add your voice to them.
Learn more at hcaoa.org.
Thinking About Adding Care Management in 2027?
Many home care agencies are already being asked to do more than traditional home care: family guidance, discharge support, complex client communication, and help navigating next-step decisions.
The question is whether care management should become a defined service line inside the agency, and what needs to be decided before launching it.
Casey Rausin, RN, CCM is hosting a free webinar this month, Are You Ready to Launch Care Management in 2027?, for agency owners who are considering care management as part of their 2027 strategy. The session will help owners think through whether care management is a good fit, what commonly goes wrong when agencies add it too quickly, and what should be clarified before hiring, marketing, or accepting clients.
For agencies ready to go deeper, Care Management by Design launches the first week of September. This small implementation program helps home care owners use Q4 to build the model before January.
Applications are due Friday, August 28.
Register for the webinar or apply for Care Management by Design.
Link: https://us02web.zoom.us/meeting/register/xstNm1k5TDShMtdPHxn4OA
Jensen Jones – CEO
Casey Rausin – CEO