In-home senior care is one of the fastest growing industries in the United States. I know because I'm constantly looking at senior care industry trends. This week, there was a new name on the in-home senior care landscape: Honor.
Honor (www.joinhonor.com) recently received $20 million in funding to roll out it’s new service—a high tech way to connect seniors with senior caregivers. Honor is launching Contra Costa County, California this month and then plans to spread to the rest of the Bay Area. San Francisco is the fifth largest metro area for senior care employment.
Helping seniors age in place, at home, is at the core of CEO and co-founder Seth Sternberg’s mission. Like many of us, Mr. Sternberg was confronted with the challenge of long-distance care for his aging mother. He would fly into Connecticut, where his mother lives, hire a caregiver, and be clueless about the care his mother was receiving once he left for home. The idea behind Honor is that, not only could a senior (or their family) hire a caregiver Uber-fashion, but the app would help families monitor that care.
The Honor Frame is a device that sits in the senior’s home and allows a senior or their family to request a caregiver for as little as one hour per week, to help with the activities of daily living, including meal preparation, transportation, or simple companionship. Families can download the Honor app onto their smartphones in order to monitor the caregiver’s time, activities, and to provide feedback.
It will be interesting to watch how Honor approaches the challenges inherent to in-home senior care. We agree that technology can facilitate the connection between senior and caregiver, but building a team of caregivers is different than hiring in any other field because seniors who live alone are especially vulnerable to all sorts of elder abuse. The creators of Honor believe they can build a strong team of professional caregivers by offering them an hourly rate well above the industry standard—$15 per hour instead of the current average of $9.50.
In order to understand the challenges Honor is facing, perhaps we should take a look at just what an in-home care agency provides to a caregiver, their senior client and their family that a direct hire doesn’t necessarily offer. At Caregiverlist, we make sure our quality home care agencies:
- posess a business license and required state licensure
- fully vet all employees by performing a thorough criminal background check
- offer and maintain training for caregivers
- are responsible for paying all employee payroll taxes, as required by law. That includes unemployment insurance tax, Social Security tax, Medicare tax and State and Federal withholdings
- provide Worker’s Compensation Insurance
- carry Professional Liability Insurance and Fidelity Bond Insurance (aka “theft” insurance)
- supply active management of the senior caregiver through a direct supervisor and a plan of care
As the population ages, their technology comfort level will increase. Until then, I’d love to take a look at Honor’s interface, knowing that seniors themselves will be using the software to request their caregiver.
We at Caregiverlist wish Honor the most success. We certainly believe in their philosophy, one that Sternberg recently told Forbes. “We do not honor care professionals in today’s world,” he said. “We should. And we should honor our parents.” We couldn’t agree more.