This year marks a significant milestone for Senior Alternatives—our 30th anniversary. Reflecting on three incredible decades of serving older adults and their families fills me with immense pride and gratitude. It’s a moment to celebrate how far we’ve come as a business and the lives we’ve touched along the way. Reaching this anniversary has also made me reflect on how it all began.

During my undergraduate years, I began to develop a deep passion for business. Growing up in a home where both of my parents were self-employed and successfully ran their own companies, the idea of starting my own business seemed not only desirable but also entirely achievable. I worked several sales positions, gaining valuable experience, but I couldn’t shake the feeling that something was missing. I knew I needed to find a path that resonated with my heart and values.

While working in commercial real estate, I started volunteering with organizations serving the homeless and delivering meals to seniors. It was through these experiences that I discovered my profound connection to the elderly population. They touched my soul in ways I hadn’t anticipated, perhaps filling a void in my own life, as I never had grandparents of my own. When a friend introduced me to the field of Geriatric Care Management, I was intrigued and decided to volunteer with a private care management company to explore it further. This experience was life-changing—it not only aligned perfectly with my passion for older adults but also fulfilled my childhood dream of owning a business.

Armed with this newfound clarity, I launched Senior Alternatives in 1995, beginning with care management services. Over time, my business grew, and in 2006, we expanded to include home care services. Looking back, I see how every step and experience led me to create a business that feeds both my soul and my entrepreneurial spirit.

Having a home care agency like Senior Alternatives has been a beacon of support and hope for countless families navigating the challenges of caregiving. Caring for a loved one can be an emotional and overwhelming experience, often requiring families to juggle their personal responsibilities with the needs of their aging relatives. By providing professional, compassionate, and tailored care solutions, we have helped alleviate the stress and uncertainty that comes with this enormous responsibility. Over the decades, we have evolved to meet the unique and changing needs of the community, addressing challenges such as memory care, chronic illness management, and transitional care as well as handling very difficult cases with expertise and empathy. It’s this steadfast commitment to helping families that has defined our mission and fueled our success.

When I conduct quality assurance calls with families and clients, I gain invaluable insights into their experiences and satisfaction with our services. These calls allow us to identify areas where we excel, such as the professionalism and compassion of our caregivers or the effectiveness of our communication, while also uncovering opportunities for improvement. Families often share positive stories about the difference our services have made in their lives, from helping a loved one regain independence to providing emotional support during challenging times. At the same time, these conversations provide a platform for addressing any concerns or challenges clients may face, ensuring that we can promptly resolve issues and maintain the highest standard of care. These calls are a vital part of our commitment to continuous improvement and personalized service, enabling me to better understand and meet the needs of every family and individual we serve. Feedback from clients serves as a critical component of our training process, allowing us to identify best practices and areas requiring additional focus. Positive comments and success stories are shared during team meetings to recognize exceptional work and motivate others, fostering a culture of gratitude and appreciation. By creating a feedback-driven environment, we not only celebrate achievements but also strive for continuous growth and improvement, ultimately enhancing the quality of care we provide.

As we celebrate this 30-year milestone, I want to extend my deepest gratitude to everyone who has been part of this incredible journey. To our dedicated team, whose compassion and commitment have been the foundation of our success; to the families who have entrusted us with the care of their loved ones; and to the communities that have supported us along the way—thank you. Senior Alternatives would not be what it is today without each and every one of you. As we look to the future, I am filled with hope and excitement for the many years of meaningful service that lie ahead. Here’s to continuing this mission together and making a difference in the lives of older adults and their families. Thank you for 30 amazing years!

Janet Brush, LCSW, MSG, MSG

Founder & Managing Director