Honor Acquires Home Instead in Home Care Deal with Senior Living Implications

Tech-forward home care company Honor has acquired Home Instead, one of the largest home care providers in the U.S, in a move that would create a company with more than $2.1 billion in home care services revenue and potentially impact the senior living industry.

Omaha, Nebraska-based Home Instead is an in-home care services franchisor with 90,000 caregivers serving clients at 1,200 franchise locations throughout the U.S. and 14 countries.

The two companies have set a goal to “further professionalize the role of the caregiver and use technology as a foundation to strengthen the relationship between caregiver and client,” according to a press release about the transaction.


Home Instead will still operate under its brand name and under the direction of CEO Jeff Huber, but as a subsidiary of Honor. And vice versa, the Honor Care Network will continue on under the Honor brand name, with CEO Seth Sternberg leading the newly combined company.

The companies did not disclose the financial terms of the transaction.

The deal is notable for senior living providers for a variety of reasons. Honor and Home Instead currently serve many senior living residents across the country, and Honor also is supporting the home care efforts of some senior living providers, including Eskaton. Senior living providers are also becoming increasingly interested in launching their own home care service lines, either by themselves or with partners like Honor, as capital pours into the space.


The newly combined company could open more doors for providers to partner with an established home care player to power their own programs — or, it may serve as a large new competitor to keep track of as operators go about launching their own in-house home care services.

But the new deal likely won’t mean any big changes for senior living providers or customers already working with Honor or Home Instead, according to the CEOs of both companies.

“Just as we partner and help senior living facilities deliver amazing home care today, we will continue to do that tomorrow,” Honor Co-Founder and CEO Seth Sternberg told Senior Housing News.

While Honor’s original mission was to be an on-demand home care company, the organization eventually pivoted to partnering with independently owned and operated home care agencies and other senior-focused providers. The company’s technology infrastructure enables it to take over billing, scheduling, staffing and other back-office functions for a negotiated share of its agency partners’ revenue.

Honor’s investors include Andreessen Horowitz, Prosus Ventures, Thrive Capital and 8VC.

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