ContactFinancial advisors are increasingly navigating one of the most complex planning challenges facing older adults: how to fund long-term care without eroding decades of asset growth.
Friendship at Home offers a lifelong, aging-in-place program that expands client options beyond traditional long-term care insurance and senior living communities.
A Different Approach to Long-Term Care Planning
More than 75% of older adults say they want to remain in their homes as they age. Yet traditional planning pathways often force clients toward two primary options:
- Purchase long-term care insurance (with elimination periods, ADL triggers, and capped benefits)
- Plan for relocation into a senior living community which typically includes substantial entrance fees and monthly fees; it may require selling one’s home
Friendship at Home provides a third strategy: a lifelong membership model that combines proactive health navigation, care coordination and long-term care coverage within a predictable and affordable fee structure.
Understanding the Cost Landscape
The cost of care continues to rise:
- Home care averages $30+ per hour in many markets
- Assisted living and skilled nursing costs can exceed $80,000–$120,000 annually
- Long-term care insurance benefits are often capped, and up to 65% of policyholders may never access the benefits, depending on when they enroll and the length of elimination periods in their plan
Without structured planning, clients who privately fund home care or transition to assisted living may spend hundreds of thousands of dollars over time.
How the Model Works
Friendship at Home operates as a concierge-style membership program offering:
- Ongoing guidance from a personal health navigator and support team
- Proactive wellness and lifestyle planning
- Immediate access to home care (with only one ADL required)
- Daily Maximum Benefit (DMB) coverage for care
- Lifelong access to services
- A pathway to senior living, if ever needed
Clients pay a one-time membership fee and an ongoing monthly fee that is significantly less than the fees associated with senior living communities. In return, they receive coordinated care coverage and navigation, while reducing their exposure to unpredictable long-term care expenses.
Why This Matters for Your Clients
Friendship at Home may help clients:
- Preserve more investable assets
- Reduce uncertainty around long-term care exposure
- Avoid senior living community entrance fees
- Extend the value of existing long-term care insurance policies
- Reduce the administrative burden on family members
For financially-minded households seeking predictable planning structures, this model introduces a third pathway between self-funding and traditional institutional solutions.
Connect with a Life Plan Counselor
Reach out to us, and one of our Friendship at Home Life Plan Counselors will follow up to talk with you about membership options, plan levels, and financial illustrations you can review with your clients.
