Home Instead History & Mission
A Passion for Serving Older Adults & Their Families
About Our Franchise Owner
In January 1997, Steve opened the Green Bay/Sturgeon Bay franchise — the first in the state of Wisconsin — and served as its only employee. In 1998, he purchased the Appleton/Oshkosh franchise, followed by Cedarburg in 2008, Madison in 2013, Sheboygan in 2017, Racine in 2019, Kenosha in 2020 and Stevens Point in 2022. (In 2021, the decision was made to combine the Kenosha office with Racine to concentrate efforts on the eastern portion of the territory; together with this move, the Burlington, Wis., office was opened in an effort to focus on the western half of the market (Walworth County).)
Around 2002, Steve stepped down as CEO and invited our new CEO — God — to assume his rightful place as our top leader. Steve formed the We Care Senior Care Advisory Board in 2013 to focus on big-picture, organizational and strategic opportunities for the company. It also provides critical feedback to the company president — a position Steve held until May 2015, before departing the day-to-day operations to focus on nonprofit programs. He is heavily involved in nonprofit activities, including Wheelchair Whitetails, Challenge the Outdoors, Global Brigades/Eskala and more.
Today, Steve remains the 100% owner of We Care Senior Care, Inc. His group of Home Instead franchises is among the highest performing of the 600+ North American franchise groups; his franchises also combine to employ approximately 850 full- and part-time employees, including administrative staff and CAREGivers — a large turnaround from 1997 when Steve served as the company’s only employee.
About Home Instead, Inc.
Headquartered in Omaha, Neb., Home Instead, Inc. is an international home care agency, with more than 600 North American franchise groups. It allows older adults to remain independent and in their homes — instead of anywhere else. Services assist older adults when they need help with daily living activities, companionship or even 24/7 care.
The Home Instead franchise network is the world’s #1 provider of comprehensive home care services for the elderly and the largest employer of in-home caregivers in the U.S. It was founded in 1994 by Paul and Lori Hogan as a means to provide care for Paul’s 90-year-old grandmother. Remarkably, after she began receiving personalized, in-home care that allowed her to age safely in the place she loved most – the family home – Grandma Manhart thrived for an additional decade!
That’s why, to us, home care is personal. We’re passionate about Enhancing the Lives of Aging Adults and Their Families®.