Unlocking Success: HomeWell's People-First Playbook for Franchise Growth

HomeWell Care Services continues to solidify its standing as a top franchise—posting a 30.8% jump in systemwide sales, adding 30 new territories, and earning a spot on the Franchise Times Top 400. But talk to the leadership behind the brand, and they’ll tell you the real story isn’t found in the numbers. They credit a culture powered by caregivers who consistently go the extra mile, owners who live the mission in their communities, and a corporate team committed to investing ahead of the curve.

For Crystal Franz, CEO of HomeWell Franchising, the brand's rapid growth is more than just numbers; it’s validation that caring deeply for your neighbors can be a blueprint for a thriving business. In the conversation below, Franz opens up about the HomeWell playbook—how the company supports franchisees, anticipates industry shifts, and ensures every client interaction is rooted in genuine trust.

HomeWell Care Services has a lot to celebrate. With projections nearing $180 million and 150 units in 2025, what’s fueling this momentum?

Franz: There’s no question that the numbers are exciting and encouraging, but they only tell part of the story. The rest is written by our owners and their staff, who are out there every day making life better for families in their communities. It’s the caregiver who stays an extra hour because a client with dementia is confused and needs reassurance, or the owner who rearranges their afternoon to drive a team member to a shift when their car breaks down. That’s the heart of HomeWell, and that’s what fuels our momentum. We’re a people-business first, and that mindset carries through every level of our organization, including how we think about growth and the investments we make in our system.

How do you sustain growth while staying true to HomeWell’s mission?

Franz: We’re very intentional about how we grow—not just how fast. We’re committed to investing ahead of our growth, which is why we’ve built the infrastructure our franchisees need to thrive, from our Learning Lab LXP to one of the strongest Franchise Business Consultant ratios in the industry at approximately 30:1. We’ve also built a marketing platform designed to scale with our owners, offering turnkey collateral, customizable campaigns, vetted vendor partnerships, and a best-in-class digital dashboard to manage listings, reviews, and social media from one place.

With a presence across 37 states, we stay closely connected to the field through regular touchpoints and owner feedback channels. And we’re fortunate to have a corporate team that listens, responds, and adapts right alongside them. When you combine the right people, the right support, and a culture built on shared purpose, sustainable growth naturally follows. That’s exactly what we’re experiencing today. At our corporate office, we believe in serving our owners with the same dedication they show their clients, and we’re committed to giving them every advantage to build strong, impactful businesses.

You’ve emphasized that culture is the backbone of HomeWell. How do you foster a sense of purpose and connection among franchise owners across the country?

Franz: Culture is something we—our franchisees, their teams, and everyone who keeps the lights on both locally and at corporate—build together. It’s cultivated through the relationships we foster and the way we listen to each other.

We reinforce that culture through a mix of virtual and in-person gatherings throughout the year. Our regional meetings are a perfect example. I travel to each one, and they are invaluable. They give owners the space to learn from one another and allow us to hear their experiences, challenges, and ideas directly. That kind of open dialogue and transparency strengthens the system and our culture just as much as any corporate-level initiative we launch.

Collaboration is one of our core values at HomeWell. It's something we emphasize from day one with high-touch onboarding, peer-to-peer support, and communication with other owners. All of these processes and steps ensure every owner feels connected and supported—whether they're new to our franchise network or have been part of it for years. In addition, the Franchise Advisory Council, comprised of elected franchise owners, has improved how we collaborate. Their input helps us respond to our owners' needs.

At the core of all of this is bringing the right people into the system. We intentionally recruit owners who are community-minded, service-driven, and aligned with our mission. Selecting the right owners protects the brand we’ve built and keeps it intact as we grow.

What kind of partnership can HomeWell franchise owners expect once they join the system?

We empower our owners through a true, proven model—one that combines industry-leading care programs, strong operational systems, and hands-on support from day one. Our focus is always on outcomes, not just services. Programs like LEAP, SureStep™, and GoHomeWell™ address social isolation, fall risk, and post-medical recovery in a meaningful way. Our Personal Care Manager model elevates the entire care experience and creates consistency families can trust.

We’ve also built tools designed for modern home care success. Our Marketing Hub makes brand execution easy, while partnerships like PocketRN give our franchisees differentiators that increase credibility and improve client outcomes.

Owners are supported by dedicated FBCs, LaunchWell onboarding, and ongoing coaching that reduce complexity and strengthen profitability. And the results speak for themselves—we’ve been recognized consistently as a National Endorsed Provider by Activated Insights, with 47 of our agencies winning Best of Home Care awards this year alone.

You’ve led through times of both challenge and opportunity — what leadership lessons have been most essential for you in guiding a franchise system like HomeWell?

Leading a franchise system requires a balance of clarity, humility, and resilience. Over the years, one of the most important lessons I’ve learned is that strong leadership starts with listening. Our franchise owners are on the front lines. They see firsthand what families need, where opportunities exist, and where challenges arise. Staying closely connected to those insights through honest conversation, transparency, and trust is essential in making decisions that truly benefit the system.

Another lesson has been the power of focus. In franchising, it can be tempting to chase every new idea or market shift, but sustainable growth requires discipline. I’ve learned the value of anchoring decisions in our mission, our data, and the long-term health of the brand. When you stay grounded in purpose, it becomes much easier to prioritize what matters, avoid distractions, and build momentum in a way that strengthens the entire network.

I’ve also learned that leadership is not about having all the answers – it's about empowering the right people. HomeWell’s corporate team is made up of deeply talented, mission-driven professionals, and allowing them to lead with their expertise helps the whole network thrive.

What excites you most about HomeWell's future — and why is now a great time for someone to join the brand?

We’re entering a new era of home care where personalization, measurable outcomes, and technology come together—and HomeWell is uniquely positioned to help lead that movement.

Every day, 10,000 Americans turn 65, dementia diagnoses are rising, and families overwhelmingly prefer home-based support. Combine that market demand with our infrastructure—Signature Programs, partnerships with PocketRN and virtual care monitoring providers, and tools like the Learning Lab and Marketing Hub—and it's clear we're opening doors to possibilities that didn't exist even a few years ago.

For those looking to make the leap to business ownership, this is an incredible opportunity. We have territories available throughout the country, a growing national reputation, and record-breaking signing months that reflect real market confidence. With flexible financial paths to ownership, including our Zero Initial Franchise Fee, and a powerful peer network, it’s an ideal environment for leaders who want to make a meaningful impact and get the expert guidance they need from a team dedicated to helping them reach their goals.

I’d say that if you want to build a business that genuinely improves people’s lives, there's never been a better time to join HomeWell.

Learn more about franchise opportunities when you head tohomewellfranchising.com.

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HomeWell Care Services
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