Grow Your Private Pay Business — Before the Market Decides for You
Medicaid hours are shrinking. Rates are being cut. Waivers are frozen. If your agency depends on government payers, you're already feeling it — and it's not a one-year problem. It's the next decade.
Meanwhile, the largest, wealthiest generation of 80-year-olds in American history is choosing to age at home.
I help home care agencies make the shift: from Medicaid dependence to private pay stability, with the team and culture it takes to deliver.
We Already Do Private Pay." Do You ?
Almost every agency owner tells me they serve private pay clients. Then I ask a few questions:
- Who exactly is your ideal private pay client — and what problems are *they* thinking about?
- What makes your agency different from the one across town... and from the retirement community across the county?
- Which referral sources send you private pay clients — and are they different from the ones sending you Medicaid clients?
- How does a private pay family find you *before* the hospital discharge?
If those answers don't come easily, you don't have a private pay strategy — you have private pay clients who happened to find you. There's a big difference, and in this market, it's the difference between growing and shrinking.
What We Build Together
1. Your Private Pay Strategy
We define your ideal private pay client, what they truly want, what sets you apart, and how you win them — including against the retirement communities that are your real competition for this client.
2. The Right Referral Network
Private pay referrals don't come from the same places Medicaid referrals do. I teach your team to build relationships with trust officers, attorneys, fiduciaries, financial advisors, providers, and community partners — and turn those relationships into consistent private pay business. It's the exact system I used for 17 years — and the exact one the senior living communities are using to fill their buildings right now.
3. A Pipeline That Starts Before the Crisis
Most agencies only get a client when someone comes home from the hospital. We build ways for private pay families to know, trust, and choose you long before that day — including innovative community and membership approaches that give your agency a niche no one else in your market can copy.
4. A Team That Can Deliver
Private pay clients expect senior-living-caliber service, and that takes a stable, mission-driven team. Through leadership training and culture building — including The Hero's Charge Leadership System™, my leadership training program — we reduce caregiver turnover and build teams caregivers don't want to leave.
5. Operations That Hold Under Growth
Growth breaks weak systems. We stabilize scheduling, capacity, communication, and leadership at every level — Executive Directors, schedulers, care managers, and office staff — so the business underneath your growth is solid.
Build a Business That's Worth More — Now and Later
Most owners don't think about exit planning until they're ready to sell. By then it's too late to build the things that drive value: a diversified payer mix, stable teams, strong leadership, and systems that run without you.
I've built and sold two home care agencies. Everything we do together — especially reducing your dependence on a shrinking payer source — makes your agency more valuable, whether you sell in three years or never.
How We Work Together
Every agency is different, but most engagements fall into one of these categories:
Growth & Stabilization Partnership (Hands-On)
For agencies ready to make the private pay shift and needing structure, direction, and implementation support. Includes operational assessment and action plan, private pay strategy and referral development, leadership coaching, scheduling and retention systems, and weekly oversight and accountability.
Advisory & Strategic Support (Lower Intensity)
For agencies that are stable but need guidance, structure, and expert insight.
Strategy sessions and problem-solving
Leadership guidance and decision support
Ongoing accountability and direction
This option provides support without the intensity of full implementation.
Transition & Leadership Coverage (Backup Support)
For agencies navigating leadership changes, gaps, or high-pressure seasons.
Temporary leadership support during transitions
Backup coverage for owners or key roles
Guidance and stabilization during periods of uncertainty
Continuity planning to keep operations running smoothly
This option provides experienced leadership support when you need it most—so nothing falls through the cracks.
Investment
Engagements are customized based on your agency’s needs and level of support.
Most clients invest between $2,500 – $10,000 per month, depending on scope and intensity.
Who This Is For
Home care and personal service agencies that want to grow private pay revenue and reduce Medicaid dependence
Owners and leaders who sense the market shifting and want to get ahead of it
Teams struggling with caregiver retention, scheduling, or leadership gaps
Organizations preparing for growth, expansion, or an eventual sale
Who This Is Not For
Agencies looking for quick fixes without implementation
Teams not open to change or accountability
Organizations focused only on the lowest-cost solutions
Why This Works
I don't consult from the outside. For 17 years I ran an agency that served only private pay and long-term care insurance clients — no Medicaid — competing head-to-head with the best retirement communities in a university town, and winning. I've been the caregiver, the home health nurse, the Executive Director, the sales director, and the owner who built and sold the business.
This isn't theory. It's the processes & playbook I actually ran, applied to your agency.
Ready to Move Forward?
Start with the free assessment to see exactly where your agency stands — or schedule a confidential discovery call and let's talk about your situation.