How This Comfort Keepers Franchisee Rebuilt a Senior Care Business

After more than 25 years in the financial industry, Amber Cisneros had built a successful career, most recently serving as chief operating officer of a financial institution. But despite her success, she wanted to do work that felt more meaningful. When the opportunity came to purchase a Comfort Keepers® franchise in Fredericksburg, Virginia, she left California, moved across the country with her family and took over an in-home senior care business that needed rebuilding.

“On paper it seemed like I had everything, but I just felt really empty and wanted to do something that had meaning,” Cisneros said. “I've always had an affinity for seniors because I cared for my grandmother. She was my person, and I watched her go through Alzheimer's and dementia. When this opportunity came along, it honestly felt like it was meant for me.”

Two years later, her Comfort Keepers business has more than doubled in size while serving more than 220 clients and employing nearly 200 caregivers.

Cisneros purchased one of Comfort Keepers' former corporate-owned locations as the company transitioned those offices to franchise ownership. While the business had served the community for years, her goal from the beginning was to grow the business and further strengthen its local reputation.

"The last two years have been my mission to build the brand and get really connected with the community,” she said. “It's been very challenging and tough, but it's also been incredibly rewarding.”

She credits the franchisor's leadership team, regional support staff and fellow franchisees with helping her navigate the transition. Through Comfort Keepers' Performance Management Group, she regularly connects with experienced owners who share practical advice on hiring, operations and growth.

“Corporate has been great through the transition, and everybody is always a phone call away if you hit a roadblock,” Cisneros said. “Our best support group is actually the other owners. I have owners in my Performance Management Group who've been doing this for more than 25 years, and they have a wealth of knowledge. They're constantly helping me become a better owner and helping me grow the business."

Cisneros spent decades leading teams throughout her corporate career, but her leadership style today is much different than it was in the boardroom. Rather than overseeing the business from a distance, she stays deeply involved in day-to-day operations alongside her office staff.

“We rallied around each other and built a new version of the team,” Cisneros said. “We've also added to the team as we've grown. I really believe that being in the business every day has helped our growth.”

That approach has helped the business more than double in size over the past two years while strengthening its reputation in the community.

Recruiting and retaining caregivers remains one of the biggest issues across the home care industry, but Cisneros believes the solution starts with genuinely caring for the people providing the care. She personally leads every new employee orientation and sets clear expectations from day one.

"My number one job isn't taking care of the clients,” Cisneros said. “My number one job is taking care of the caregivers so they can support our clients. I make sure they know this business doesn't run without them because I'm only as good as the caregivers who go out there every day. I know every caregiver by name. I know their families. We invest in them and we celebrate them.”

Cisneros makes it a point to celebrate caregivers throughout the year, get to know their families and recognize the important role they play in the business. The culture has helped create loyalty, with more than 50 caregivers who were on the team when she purchased the business still working there today.

Today, Cisneros' team provides personalized in-home care across a multi-county territory, matching caregivers to each client's unique needs while remaining actively involved throughout every care plan. Her commitment to serving others extends beyond the business itself. She serves as chair of the local Alzheimer's Walk, sits on the board for Partners in Aging, participates in Rotary and remains active throughout the Fredericksburg community.

"I want to leave the world better than I found it,” Cisneros said. “The way I can do that is by the way I care for people and the impact this business has on the community. We're involved everywhere because we want to give back. This isn't a money grab for me. We've been successful because we built the business around caring for people. It takes work, effort and passion every single day, but it's honestly the most rewarding thing I've ever done.”