The New ‘Grey Market’ – Assessing Home Care Assistance Franchise Opportunities

The New 'Grey Market' – Assessing Home Care Assistance Franchise Opportunities

In 2020, the booming Grey Market is making home care assistance franchise opportunities more valuable than ever. Read on to find out more about how America’s aging trends are affecting the industry.

Introducing The New “Grey Market”

Traditionally, the term “grey market” is used to refer to an unofficial market or trade in something, especially unissued shares or controlled or scarce goods. But we’re not talking about quasi-legal sales here–we’re talking about perfectly legal, in-demand, and highly profitable business opportunities that abound in the senior care market.

This “new grey market” is all the rage in investment circles, and for good reason. Let’s discuss some of the population trends that have made the “grey market” a gold mine for prospective business owners.

‘Grey Market’ Driving Home Care Assistance Franchise Opportunities

When you start to dig into the research, it’s not hard to see why senior care business owners are so excited about the future of the Grey Market:

  • The US population is aging rapidly. Research by the Housing Finance Policy Center shows that the share of seniors ages 55 and older increased from 21% of the population in 2000 to 29% in 2017 (Choi et al., 2019). And by 2040, seniors will account for about 33% of the population–that’s a full third of all Americans.
  • As the senior population grows, so too does the demand for home care assistance. Approximately 9 out of 10 seniors plan to “age in place,” growing old in the comfort of their home, according to a seminal survey report by the AARP. These widespread aging goals create major home care assistance franchise opportunities, since many seniors will be relying on in-home care to help with the activities of daily living and maintain their independent lifestyles. Few other industries are lucky enough to experience these kinds of unprecedented upswings in service demand.
  • Older senior populations are growing, too. More than 15 years ago, researchers at the journal of Social Work in Health Care reported that the over-80 population was rapidly expanding, due largely to advances in healthcare, nutritional science, and health-conscious living. In 2015, the over-80 population accounted for 3.8% of the total population, but it will grow to approximately 5.3% by 2030 (p. 23). This population is at higher risk of mobility issues, dementia, social isolation, and chronic health conditions, all of which makes them heavily reliant on the services of home care assistance franchises.

Capitalizing On The Grey Market Via Home Care Assistance Franchise Opportunities

The Executive Care model is designed to capitalize on this unprecedented Grey Market service demand via 7 distinct revenue streams:

  1. Companionship care
  2. Homemaking services
  3. Personal care services
  4. Live-in care
  5. Specialized care services
  6. Skilled care
  7. Supplemental staffing

Our business model requires no senior care experience and an initial investment of only $99,650 to $161,900. We offer world class training and on-going support; protected territories that provide exclusive sales rights to 500,000 local residents; marketing and sales assistance, and more!

Explore Home Care Assistance Opportunities Near You

Home care assistance opportunities are available all across America, but time’s running out as the burgeoning Grey Market continues to drive up service demand.

Call 1 (855) 393-2372 or visit the Executive Care Franchise website to view available territories in your area and learn more about the Executive Care opportunity.


Choi, J. H., Goodman, L., Zhu, J., & Walsh, J. (2019). Senior Housing and Mobility. Housing Finance Policy Center. Retrieved from

Spitzer, W. J., Neuman, K., & Holden, G. (2004). The coming of age for assisted living care: New options for senior housing and social work practice. Social Work in Health Care, 38(3), 21-45.

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