Right at Home Franchise Owner Jennifer Selden to Discuss Her Decade-Long Journey

Right at Home, the 750-plus-unit in-home care franchise, has paved the way for countless entrepreneurs to find their passions and make meaningful impacts on their communities. Jennifer Selden, owner of Right at Home of Wilmington, North Carolina, is one such owner. After nearly two decades spent as a stay-at-home mom, Selden’s daughters became less reliant on her, and she began considering what might be next for her.

Through personal experiences trying to coordinate care across the country, she learned about the in-home care industry, and she saw just how valuable services like Right at Home’s were. So, in 2015, she began the due diligence process and opened her territory in the summer of 2016.

“I had some idea of the impact I could have on families, but I would not have done it without being a part of a franchise,” Selden said. “It has been a wild ride, but I’ve always had Right at Home behind me.”

Upcoming webinar

Selden will join 1851 Franchise Publisher Nick Powills to discuss her journey with Right at Home, reflect on her growth, and share insights for prospective franchisees during an upcoming webinar on Friday, August 8, 2025, at 4 p.m. ET.

As she approaches a decade of ownership, Selden says she has been able to truly serve families in her community and be there for people during some of their most difficult times. And while “you don’t only open a business to feel good,” she is grateful that her business success has been accompanied by a tangible impact.

For example, early in her career, Selden received a call from a woman whose husband was in hospice. She was looking to take him to a beachfront hotel — one where they traditionally celebrated milestones — to enjoy the ocean one last time. Selden coordinated care and equipment, partnering with a local provider to get a lift and a hospital bed to the hotel.

“I had two caregivers on duty for 24-hour care. We got him into the room and the hospital bed, right in front of the balcony, and we could see his body relax when he saw the beach. He closed his eyes, smiled, and held my hand,” Selden said. “I thought, ‘Okay, this is what we do.’ He died about 36 hours later, at the beach with his wife and his caregiver. I was brand new in my career and felt like I barely knew what I was doing, but his wife called me each year on his death anniversary for a few years after that. Moments like that are few and far between, but they’re so valuable.”

Market demand

While Right at Home franchisees have opportunities to create these kinds of experiences for clients, they are also positioned in a market where there is high demand for other types of care, including companionship and daily support needs like bathing, dressing, and eating.

“From a demographic and cultural standpoint, we have the Silver Tsunami and aging population, and the systems we have in place are not capable of handling it in its current form,” Selden said. “Home care like this will become the only choice, and in a lot of ways, it’s the best. The opportunity to care for people at home is going to continue to grow, and in-home care agencies are not a fad. Home care is not going anywhere. The payer source or what we’re licensed to do may change, but people will continue to need this care, and someone has to provide it.”

As demand continues to grow in North Carolina, Right at Home is looking to partner with driven entrepreneurs to bring 13 more offices to the state, targeting development in Greensboro, Fayetteville, Jacksonville, Rocky Mount, Winston Salem, Gastonia, Rock Hill, Goldsboro, and more.

Join Selden and Powills for the upcoming webinar to hear more about Selden’s journey, her advice for prospective owners, and insights on the opportunities for growth within the Right at Home system.

Selden will share insights from her nearly 10-year tenure with the brand, discuss her journey after discovering in-home care through family needs, and offer guidance for prospective franchisees.