Executive Care Announces Nationwide Expansion through New Franchising Initiative

September 13, 2012

HACKENSACK, N.J. — Fate can strike entrepreneurs in the strangest of ways. Just ask Lenny Verkhoglaz and Mila Feldman, a married couple whose unexpected Valentine’s Day experience nearly a decade ago has given way to a successful business venture now expanding nationwide.

Today, the couple announced that it is launching a strategic franchise expansion plan for Executive Care, the renowned Northern New Jersey-based home healthcare business established in 2004 and recognized throughout its home region and South Florida for its quality and compassion.

“Cupid’s arrow really struck us in an unforeseen way that Valentine’s Day,” remembers Feldman. “One of our elderly neighbors was alone in her home after her daughter went on vacation — she needed a helping hand. My husband Lenny and I offered to stay with her and spent Valentine’s in her home helping her out, sleeping on a floor mattress in case she needed help in the middle of the night. That experience transformed us.”

It also touched Mila’s brother, Alex Feldman, who co-owns Executive Care along with the couple. He entered the picture on Valentine’s Day 2003 to take care of his young nieces while Lenny and Mila cared for their homebound elderly neighbor.

After that fateful evening, the three adults collectively felt a strong desire to figure out how to provide the kind of high-quality personal and medical services far too many elderly men and women go without. They started Executive Care one year later as a way to provide a full range of in-home care services to individuals and their families.

Executive Care offers services that help families often overwhelmed with the responsibility of providing care to a loved one — all while ensuring the patient remains in the comfort of his or her own home. In a crowded sector, the company has built a reputation from the ground up in Northern New Jersey and South Florida, and is initiating plans to take its commitment of excellence across the nation.

“We like to think of our company as a bridge that connects families and caregivers to ease the burden of family caregiving, which can often weigh heavily on individuals,” Feldman said. “Instead of feeling the pressure of being the only answer for mom or dad’s care, Executive Care offers adult children respite and an opportunity to better enjoy the time they have with a loved one. That means the world to so many of the families we assist.”

Executive Care is meeting and vetting its inaugural franchisee candidates, and plans to open five to 10 regional franchise offices by the beginning of 2013. New franchisees can embrace Executive Care’s proven private pay model and its collection of in-home services.

Executive Care has identified seven revenue streams to ensure its compassionate care model is also financially soluble and attractive to prospective new owners. These revenue streams are the primary services the company currently offers to its customers:

  • Companionship
  • Homemaking
  • Personal Care
  • Live-In Care
  • Skilled Nursing
  • Specialized Service
  • Supplemental Staffing


To ensure the highest quality, Executive Care requires all prospective caregivers undergo an intensive pre-employment screening process, including a criminal background investigation, verification of references and an employment history check. All caregivers are insured, experienced and undergo skills tests and continuing education training. Registered nurses closely supervise and monitor all staff, conducting periodic evaluation assessments.

“In an industry where trust is never granted and only earned, Executive Care has separated itself from the pack of home care companies through an unwavering commitment to ensuring our customers receive the best possible care from the most qualified caregivers,” Verkhoglaz said. “We cannot and do not settle for anything less, and will ensure our franchisees receive thorough guidance on caregiver recruiting, training and assessing.”

Amid a sluggish economy, Executive Care has been booming over the last few years, consistently growing by 15 to 20 percent annually. The company considers the new franchising opportunity to be an outgrowth of its successful home care business. Additionally, Executive Care’s low start-up cost of $69,100, which includes the franchise fee, makes it an attractive business for entrepreneurs seeking to join one of America’s most attractive sectors.

About Executive Care

Executive Care, based in Hackensack, N.J., delivers a comprehensive selection of home care services tailored to the every need of its customers. From companionship and personal care to 24/7 live-in care and skilled nursing, Executive Care ensures customers receive safe, reliable and certified in-home medical and personal services. At the heart of Executive Care is the relationship forged between caregivers, customers and families. The company has announced plans to grow, offering an attractive franchise opportunity in the fast-growing home care sector. To learn more about Executive Care’s services, visit ExecutiveHomeCare.com. For more information on the Executive Care franchise opportunity, visit executivehomecarefranchise.com or call (855) 393-2372.

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