Griswold Home Care Looks to Expand to Wisconsin Markets

The COVID-19 pandemic increased the demand for Griswold Home Care’s in-home services, allowing clients to seek non-medical support in a more safe, familiar space. While the need is still high everywhere, the brand has begun targeting Wisconsin for expansion; its strong markets and notable senior population provide a welcoming environment for the 170-plus unit non-medical home care franchise.

“Wisconsin is an area that we don’t have any franchisees in currently,” explained Brian Hill, Griswold’s Franchise Development Manager. “It’s a state that we really want to get into and start building out. They’ve got some strong markets there like Milwaukee, Madison and Green Bay. It’s a blank slate for us, and we could have a big impact there.”

According to the Wisconsin Department of Health Services, nearly one quarter of the state’s population is over the age of sixty, and there are over 900,000 households with at least one person aged 60 or older. Both of these statistics are slightly higher than those of the country as a whole.

A 2022 Administration for Community Living report found that, in 2019, there were 54.1 million people aged 65 and up in the country, and that number is projected to surpass 80 million by 2040.

As the senior population and other groups in need of in-home support continue to grow, Hill explained that the brand is looking to establish at least five units within the state.

“We’re looking to open between one and two units per year until we fill the market out,” he said.

Griswold Home Care recently celebrated its 40th birthday, celebrating by launching its National Caregiver Scholarship Program to better support caregivers in their careers. As the brand continues to grow, building its people up and carrying on founder Jean Griswold’s mission of care, it is also looking to expand in Kentucky, Charlotte and Minnesota.