When Alex Adler began exploring franchise opportunities, he didn’t expect home care to rise so clearly to the top of his list. However, after months of refining his criteria with a franchise broker, one company kept resurfacing: Assisting Hands® Home Care. By Jessica Petrucelli
When Alex Adler began exploring franchise opportunities, he didn’t expect home care to rise so clearly to the top of his list. However, after months of refining his criteria with a franchise broker, one company kept resurfacing: Assisting Hands® Home Care.
According to Adler, what drew him in wasn’t just the industry’s growing need; it was the franchise’s balance of autonomy and support.
“I’ve never been good at working for others,” said Adler. “I wanted a collaborative environment with meaningful support without unnecessary restrictions.”
He identified those qualities in Assisting Hands and traveled to Nampa, Idaho, to meet the national team and speak with franchise owners across the country. Those conversations helped seal the deal.
“My decision was completely validated,” said Adler. “People often ask if I’d make the same choice again. Knowing what I know now, the answer is unequivocally ‘yes.’”
Adler, who formerly worked in financial services, had worked with seniors through long‑term care insurance but had no prior experience in home care. Like most new business owners, he faced his share of challenges.
“There are always challenges, they just change as the company evolves,” he explained. “I couldn’t appreciate the team’s successes as much if not for the challenges. One of the great benefits of a franchise system is access to other franchisees, and I’ve developed some tremendous friendships with others who have helped me get to this point.”
Today, Adler’s team covers two territories in Anne Arundel County, Maryland. For him, the brand’s reputation is one of the best parts of the job.
“I’m proud not just of what I do but who I represent,” said Adler. “The quality starts at the top and can be felt throughout the organization.”
Looking ahead, Adler sees significant opportunity for growth. His motivation is simple: to bring exceptional care to as many families as possible – and he’s quick to credit his team for making that mission achievable.
“I’m just a guy who bought into a franchise,” he said. “My biggest job is to find talented people who perform the tasks of a home care agency exceptionally well and provide them with the necessary support, structure and development to allow them to succeed.”
Jessica Petrucelli