Jan. 23, 2026
Main Post Buys HomeWell With Eye Toward Major Growth of Senior Care Franchise
Throughout its 12-year history, Main Post Partners has actively sought both majority and minority investments in high-growth, founder-led consumer brands across various sectors.
The San Francisco-based private equity firm, which manages more than $3.5 billion in assets and made strategic growth investments in Smoothie King and Precision Garage Door Services last year, is now a major player in the growing senior home care sector with the acquisition of HomeWell Care Services and its 150-plus locations.
“We’ve had our eye on the consumer health care space over the last decade, and after careful consideration of all our best options, we determined that HomeWell was the best fit for us both,” said Aaron Garcia, a managing partner at Main Post.
Garcia described his firm’s acquisition of HomeWell as a “collaborative buyout” with the executive leadership team taking a minority ownership stake in the brand and the power to participate in the recapitalization of the company, he said.
Under CEO Crystal Franz’s watch, HomeWell has grown into one of the largest in-home senior care franchise brands. The company increased system revenue by 189 percent in the last five years and has also more than doubled its footprint during her five-year tenure as top executive by expanding into 10 new states. The company added 37 units or territories in 2025 and plans for another 35 to 40 openings this year.
The company’s average unit volume continues to rise. Single-territory franchises open for more than a year averaged $1.3 million in 2024, while multi-territory franchises did $3.2 million. The company made its debut on the Franchise Times Top 400 ranking of the largest franchises at No. 278 last fall with $138.6 million in sales in 2024.
“Crystal comes with a lot of great industry and franchise experience, and she and her executive team have done a great job with the brand. That and the fact that the senior care space is rapidly growing with an aging population choosing to age in their homes was another big reason why we were excited to pursue this sale,” Garcia said.
Garcia said Main Post will focus on elevating HomeWell’s technology capabilities and sharpening the company’s marketing strategies to better connect and support franchisees and their businesses.
Garcia pointed out that his firm and HomeWell’s executive leadership are aligned in establishing long-term goals for the company. They want to more than double the annual revenue and reach $500 million in the coming years by significantly increasing domestic territories.
Garcia estimated that HomeWell’s personal, non-medical services cover about one-third of the country with 140 franchisees with plenty of white space remaining to grow. He said one of the strategies for ramping up development is to strengthen the company’s call center capabilities with artificial intelligence so it can convert job leads faster.
“HomeWell was already performing well, but this partnership allows us to build the infrastructure needed to move faster and smarter,” Franz said in an email.
“With Main Post’s support, we can invest more deeply in data, systems and real-time insights that help us better support franchise owners, caregivers and families. That kind of foundation accelerates decision-making, strengthens consistency and positions us to scale with intention rather than simply grow for growth’s sake,” she wrote.
Founded in 2015 by former Weston Presidio partners Jeff Mills and Sean Honey, Main Post has kept to its playbook of moving money into consumer-centric industries like personal care, food and services and building on their success with investments in fast-growing companies. The firm made strategic growth investments in Jimmy John’s and the Flynn Restaurant Group, which changed its name to the Flynn Group after owner and CEO Greg Flynn’s company diversified its franchise portfolio of quick-service restaurant brands by adding Planet Fitness to the mix in 2023.
Main Post also provided financial backing to Artemis Wax, the largest European Wax Center franchisee, in 2024, and Re/Max as part of a leveraged transaction in 2010.
HomeWell Care is most likely Main Post’s largest franchise investment to date when considering the company’s monetary value, although terms of the acquisition were not made public. It will also likely not be the last franchise investment made by the private equity firm, said Garcia.
“There’s a founder-owned fitness concept that’s a franchisor whose scaled the company quite well that we’ve been in a dialog with now for over a decade,” he said. “I don’t want to count my chickens until they actually come home, but if all goes well, that could be a future partnership for us.”