Pete First’s lifelong career in franchising reached a new level of purpose when he joined BrightStar Care® in 2018. After years in retail franchising, First yearned for something different: a mission-driven opportunity that made a meaningful impact every day, and he found that in BrightStar Care. By Lizzy Yeserski
Home Care Reimagined
Pete First’s lifelong career in franchising reached a new level of purpose when he joined BrightStar Care® in 2018. After years in retail franchising, First yearned for something different: a mission-driven opportunity that made a meaningful impact every day, and he found that in BrightStar Care.
“It’s such a great brand. When you think about everything that our franchisees do, they’re changing their lives and making the lives better for the client they’re working with and their families,” he said.
What sets BrightStar Care apart in today’s competitive home care market is its clinical expertise and diversified service model.
“Clinical quality really separates us,” First said. Unlike many home care brands that focus on personal care, the company offers five revenue streams, including skilled nursing. “Why that matters is that loved ones are able to stay in their homes that much longer, and that’s where everybody wants to be.”
That ability to scale services empowers franchisees to meet their clients’ needs.
“It gives so much more flexibility to an owner,” First continued, stressing that franchisees have the ability to grow in multiple ways. “One of the things that we have that’s also a differentiator is national accounts. We have a team internally at BrightStar whose sole focus is to find new opportunities for owners.”
Some franchises lean heavily into those national accounts while others focus on skilled care, staffing contracts or traditional companion care.
Technology is another catalyst shaping the brand’s future. From automating clinical chart reviews to exploring AI applications, innovation is focused on increasing efficiency and profitability.
“If we can take a task that took three or four hours and bring that down to minutes using AI, that’s a huge win for everybody,” said First.
BrightStar Care has also reimagined onboarding. Rather than overwhelming new owners with a short burst of training, the company implemented a 27-month program with dedicated coaching support. This structured approach has reduced ramp-up time and boosted operational confidence.
Additionally, growth remains strong for BrightStar Care, with 432 locations open and continued expansion planned nationwide.
“We’re only about halfway from providing territories across the country. Our goal is to cover as much of the U.S. population as we can,” First said, emphasizing that growth means prioritizing recruitment and retention. “We’re always looking for caregivers, always looking for nurses, but the key for us is finding the good ones we want on our team and retaining them.”
Perhaps most powerful is the franchise network itself. With nonoverlapping territories and performance groups that encourage collaboration, owners freely share best practices.
“It’s a really fun network and something you don’t see all the time in franchising,” said First.
With over 20 years of franchising experience, BrightStar Care shines as a trusted industry name. New franchisees aren’t stepping into an emerging concept – they’re joining one with long-standing success.
“We’ve got a really good reputation, not only in the franchise world but in communities that we’re in,” First said. “They’re coming into a brand that’s very well established, and it gives them that much more of an opportunity when they start.”
Lizzy Yeserski