What does each system take for its brand fund?
Brand fund runs from 1.0% to 5.0%; the typical system reports 1.5%.
22 of 23 systems disclose this.
Where each of the 22 systems that disclose it sits
Each dot is a system. The rule is the middle value.
Assisting Hands Home Care asks 5.0% of sales for the brand fund — more than any other system here
Sorted highest to lowest. Hatched rows are filings that say nothing.
5 systems between the highest and lowest are not drawn here. The full field is in the data table below.
›View data & method
22 of 23 systems disclose this. Figures are read from each system’s own 2026 franchise disclosure document. How this data is built
A percentage of sales owners pay into a shared marketing fund the franchisor spends on behalf of the system.
›How to read it
Brand fund — A percentage of sales owners pay into a shared marketing fund the franchisor spends on behalf of the system.
Higher means more of each sale goes to shared marketing. Lower means owners keep more, and may market more on their own.
It is not money spent in the owner's own market, and it is separate from the royalty.
Every system on this measure
Sort any column. A blank means the filing does not disclose it, never zero.
| System | Brand fund | ||
|---|---|---|---|
| A Place At Home | 2.0% | 50 | Emerging |
| Amada Senior Care | 1.0% | 261 | Scaling |
| Assisting Hands Home Care | 5.0% | 232 | Scaling |
| BrightStar Care | 2.5% | 396 | Scaling |
| CareBuilders at Home | 1.0% | 28 | Early |
| ComForCare | 1.0% | 271 | Scaling |
| Comfort Keepers | 2.0% | 619 | Scaling |
| Executive Home Care | 2.0% | 79 | Emerging |
| FirstLight Home Care | 1.0% | 238 | Scaling |
| Griswold | 1.0% | 198 | Scaling |
| Hallmark Homecare | 1.0% | 59 | Emerging |
| Home Instead | 2.0% | 626 | Mature |
| Home Matters Caregiving | 1.0% | 31 | Emerging |
| HomeCare Advocacy Network | Not disclosed in the 2026 FDD | 7 | Early |
| Homewatch CareGivers | 2.0% | 260 | Scaling |
| HomeWell Care Services | 1.0% | 201 | Scaling |
| Nurse Next Door | 1.0% | 71 | Emerging |
| One You Love Homecare | 1.0% | 24 | Early |
| Right at Home | 2.0% | 566 | Scaling |
| Senior Helpers | 2.0% | 394 | Scaling |
| Seniors Helping Seniors | 1.0% | 224 | Scaling |
| SYNERGY HomeCare | 2.0% | 626 | Scaling |
| Visiting Angels | 2.5% | 541 | Mature |
HomecareHQ analysis of 23 home care franchise systems’ 2026 disclosure documents. Listed alphabetically until you sort it.
1 of 23 filings does not disclose this
Not disclosed by HomeCare Advocacy Network. A blank in the table means the filing is silent. It is never a zero.
What to ask next
How to read this data
- These are each system's own disclosures, not our opinion of them. Every number on this page comes out of a filing the system published itself. Where we calculate something — an effective royalty, a fee load, a growth rate — we show the inputs and the formula alongside it.
- A blank means the filing did not say, never zero. Systems disclose different things, so most measures are filed by some of the field and not all of it. Where a figure rests on part of the field, we say how much of it.
- Nothing here is a ranking. Most of these measures have no better direction: a lower royalty is not automatically a better system, and a bigger territory is not automatically a better deal. We show where a system sits and leave the judgement to you.
Ask HQ answers with the same benchmarks — your growth, your fees, your margins.