2nd Family: Redefining Senior Home Care with Compassion and Innovation

2nd Family is a senior in-home care franchise founded in 2012 by cousins Chad Tracey and Joshua Markland in Eldersburg, Maryland. The company was born from their personal experience seeking quality care for their aging grandmother, leading them to create a service that prioritizes compassionate, professional care for seniors.

Headquartered in Eldersburg, MD, 2nd Family began franchising in 2018 and has since expanded its reach across the United States.

The franchise offers a comprehensive range of non-medical home care services, including personal care, dementia and Alzheimer’s support, companion care, respite care, and senior transportation.

A key differentiator is their "Grandma Guarantee®," ensuring that caregivers are selected with the same care and consideration as if they were entrusted with the founders' own grandmother.

Training

2nd Family provides a comprehensive training program for its franchisees. Here are the main training programs and related requirements provided by the Franchisor:

1. Initial Training Program: The initial training is held in Eldersburg, Maryland. There is no charge for training up to two people; however, the franchisee is responsible for all travel and incidental expenses, including airfare, transportation, hotel, and meals. If additional personnel need to be trained, there is a fee of $1,500 per person.
2. Additional and Remedial Training: If additional training is required—either requested by the franchisee or mandated by the franchisor due to underperformance—there is a training fee. This is calculated at the current trainer per diem rate (currently $300/day), plus travel and other related expenses. This training may be conducted in the franchisee’s territory if needed.
3. Mandatory Ongoing Training: The franchisor may require the franchisee to attend mandatory additional training programs or a national convention for up to three days per year. These are designed to keep the franchisee updated with system improvements and best practices. A reasonable fee may be imposed for participation, and all related travel and accommodation costs are borne by the franchisee.

Territory Protection

The franchise 2nd Family provides its franchisees with territory protection through a designated geographic area referred to as the “Protected Area.” Within this area, the franchisor agrees not to operate, or license others to operate, another 2nd Family outlet.

This helps franchisees establish and grow their business with some assurance of market exclusivity. However, the franchisor retains the right to conduct marketing campaigns, including advertising and promotional efforts, across any area, including within a franchisee’s Protected Area.

This means that although another physical outlet won’t be allowed, the brand may still engage clients within the territory through broader campaigns. The franchisee remains responsible for leveraging local advertising to support their business despite this shared promotional activity.