When Jack and Jill Johnson decided to quit their six-figure corporate jobs on New Year’s Eve 2016 and venture into the world of franchise consulting, they bet everything on a simple insight: Most franchise buyers weren’t getting advice from people who had owned a franchise. By Jessica Petrucelli
The Franchise Insiders: From Two Owners to a Powerhouse Team Transforming How Investors Choose Franchises
When Jack and Jill Johnson decided to quit their six-figure corporate jobs on New Year’s Eve 2016 and venture into the world of franchise consulting, they bet everything on a simple insight: Most franchise buyers weren’t getting advice from people who had owned a franchise.
They sold their house, launched The Franchise Insiders in May 2017 and spent five months without earning a dollar in commission.
“Oddly, I wasn’t nervous,” Jack recalled. “When you know you’re doing the right thing, the fear fades.”
His intuition turned out to be right. During the last two months of 2017, the couple grossed $200,000. In 2023, the extraordinary duo, then in their sixth year as FranServe Affiliate Franchise Consultants, became the first in FranServe’s history to reach the $2M Franchise Consultants Club.
But Jack said 2025 and 2026 mark a new chapter.
“This time, it’s not just about Jack and Jill,” Jill said. “It’s about the team we’ve built – one of the deepest, most experienced groups in the industry. Franchise buyers deserve guidance from people who’ve lived it – not just sold it.”
In the last year, The Franchise Insiders have added a roster of consultants who have been in the trenches – operators, owners, executives and high performers who bring firsthand experience to every client conversation.
Those consultants include:
- Kathryn Allen: 2024 MVP and top revenue producer. Former marketing leader who helped scale Home Care Assistance alongside Jack from 30 to 250+ locations. Soccer Stars owner. Focus: GTM strategy, multi-location scaling, culture and team building
- Brian Gross, CFP: Former Fidelity VP and franchise-owner-turned-advisor. A financial strategist with deep operations understanding. Focus: Financial modeling, capitalization, long-term risk management
- David San Juan: 13-year Miami Police veteran and a Fortune 100 corporate investigator; current home-services franchise operator. Focus: Operational discipline, semi-involved leadership, scalable standard operating procedures
- Morgan Noller: Award-winning entrepreneur, decorated U.S. Air Force veteran, and top Soccer Stars operator in California. Focus: First-time owners, launch execution, local market growth playbooks
- Jay Orosa: Scaled a home-health franchise to exceptional performance; deep expertise in staffing, systems and strategic expansion. Focus: Home health, health care services, expansion strategy, exit planning
- Carolina Orosa: Built and led a 300-person team in the home-health industry; known for operational rigor and people leadership. Focus: Staffing, operations, validation strategy, territory planning
Jack said the Franchise Insiders’ growth reflects a broader trend: Buyers want advisors who’ve lived the franchise life – the payroll stress, the territory fights, the scaling challenges, the hiring wins, the exits.
“Anyone can read an FDD,” Jack said. “Not everyone can tell you what actually breaks after you hire your first manager, or how to scale from two territories to 10 without blowing up your margins. That’s what our team brings.”
With their expanding bench of operators-turned-consultants, The Franchise Insiders is redefining what franchise guidance should look like. And as 2026 begins, Jack and Jill are focused on one mission: giving franchise buyers clarity, confidence and the truth – delivered by people who’ve done it before.
“Whatever level you hit last year, raise it. Set the goal early. Build the plan. And work with people who’ve already walked the path you’re trying to take,” said Jill.
Jessica Petrucelli