Under Black’s leadership, the global in-home care franchise continues to elevate the human spirit while expanding a thriving franchise network.
In the traditionally male-dominated world of franchising, Natalie Black, CEO of Comfort Keepers®, is redefining leadership by blending business acumen with a deeply personal mission. Comfort Keepers, a global in-home care franchise, is rooted in the philosophy of Elevating the Human Spirit™ —a unique approach to care focused on helping seniors thrive and find joy and purpose in the everyday moments. Under Black’s guidance, the brand continues to thrive in the rapidly growing $900 billion senior care market.
Black’s foray into franchising wasn’t part of a master plan; it was serendipity. A personal connection led her to Comfort Keepers, where she quickly discovered her passion for the industry. “I fell in love with franchising almost immediately,” she said. Her journey from a chance opportunity to CEO exemplifies her adaptability and commitment to making a difference.
“I had a personal connection to home care, having experienced its impact in my own family,” Black said. “That understanding, combined with the business side I learned along the way, has allowed me to lead Comfort Keepers with both heart and strategy.”
Founded in 1998 by a registered nurse, Comfort Keepers was created to address a gap in senior care: providing not only physical assistance but also emotional support and companionship that allows seniors to live independently at home. This ethos remains at the heart of the brand’s mission today.
“Our philosophy of Interactive Caregiving transforms daily tasks into meaningful moments of joy and connection,” Black said. “It’s about helping seniors live fulfilling lives, not just meeting their basic needs.”
This unique approach has propelled Comfort Keepers to over 600 locations worldwide, including in the U.S., Canada and Australia, among others. The franchise’s average unit volume (AUV) of $1.1 million underscores its business potential, while its mission resonates with both franchisees and clients alike.
Black emphasizes that Comfort Keepers’ success is deeply intertwined with the success of its franchisees. “Our franchisees are the bridge between our brand and the communities we serve,” she said. “We’re committed to giving them the tools, resources and support they need to thrive.”
The franchise offers a comprehensive onboarding process, including virtual and in-person training, and continuous support through regional directors, quarterly town halls and an annual conference. This infrastructure ensures franchisees feel equipped to grow their businesses and serve their communities effectively.
Additionally, the brand’s caregiver recruitment website, ComfortKeepers.jobs, addresses one of the biggest challenges in the senior care industry: attracting and retaining high-quality caregivers.
The senior care market is booming as 10,000 baby boomers turn 65 every day, and over 70% of Americans aged 65 and older will require long-term care at some point. Comfort Keepers is uniquely positioned to meet this demand with its personalized, holistic care model.
“Home care is inherently local,” Black said. “Our franchise model allows us to leverage the strength of a national brand while maintaining the local touch that makes a real difference in our clients’ lives.”
Comfort Keepers’ growth strategy reflects its commitment to expanding its reach and impact. The brand is focused on awarding 36 new franchise territories in fiscal year 2024, with key target markets including Boston, St. Louis, Houston and Seattle.
As Comfort Keepers looks to the future, Black’s vision is clear: continued growth paired with a steadfast commitment to the brand’s mission. “We want to bring new franchisees into the Comfort Keepers family while ensuring our existing franchisees have everything they need to grow,” she said.
For prospective franchisees, Black offered a piece of advice: “This is a business that requires both a head for business and a heart for people. If you’re passionate about making a difference while building a successful business, Comfort Keepers is an incredible opportunity.”
For more information about franchising with Comfort Keepers, visit comfortkeepersfranchise.com.