Insights Library

We don't lead with a pitch. We lead with the data.

Most agencies show up in your inbox asking for a call. We show up with research — pulled from real search behavior, real Google reviews, real AI search results, and a national survey run with USC's Leonard Davis School of Gerontology. You get to see what we found before you ever talk to us.

That's on purpose. A strategy firm that can't back up its recommendations with real data is just guessing with better branding. Everything below is free to read, no email required — because the research should earn your trust on its own, not get held hostage behind a form.

How Families Find Home Care in 2026

891 keywords analyzed. 1.1M+ monthly searches. 53 weeks of data.

Most agencies market to the moment a family starts Googling "home care near me." The search data says that's already too late. This report breaks down when families actually start looking, what they search before they're ready to call, and where most agencies are invisible during that window. Read the report →

What Families Actually Say About Home Care

13,247 Google reviews classified. 600 agencies. 30 largest US metros.

We read the reviews so you don't have to. Families praise caregiver quality more than anything else — and complain about communication more than anything else. This report breaks down what's actually driving 5-star and 1-star reviews, and how that split shifts from market to market. Read the report →

The AI Search Audit

Quarterly. National + the 30 largest US metros.

We ran 12 real family search queries through ChatGPT, Claude, and Google AI to see who gets recommended — and who doesn't. First edition: March 2026, updated quarterly as the AI landscape shifts. Read the report →

What Families Actually Say About Senior Living

14,734 Google reviews classified. 537 communities. 25 US metros.

Staff quality drives more praise than anything else in senior living — but care quality and health management drives more complaints than anything else, and the gap between the two is wider here than almost anywhere in aging services. This report breaks down what families actually praise, what actually worries them, and why most communities aren't responding to the reviews that matter most. Read the report →

Coming soon: State of Home Care 2026

589 family-side respondents, in partnership with USC's Leonard Davis School of Gerontology.

We surveyed families who've actually been through the process of finding home care — what they trusted, what scared them off, what made them pick one agency over another. This is the deepest look yet at how families really make the decision, backed by a university research partnership.