In this inspiring episode of Emerging Franchise Brands, host Frank Fiume speaks with Carolyn and Charles Thurston, the founders of Wisdom Senior Care. What began as a vision in Carolyn’s 11th-grade guidance counselor’s office—sparked by her global experiences and compassion for elders—has evolved into a franchise system dedicated to senior in-home care and caregiver empowerment.
Carolyn and Charles share the emotional and practical journey of launching the brand, starting from a single employee and zero business training. The early years were filled with challenges—burnout, unreliable partners, and long days doing everything from payroll to client care. But what kept them going was their faith, their partnership, and an unshakable commitment to honoring seniors.
A pivotal turning point came when Carolyn, on the brink of giving up, was handed a copy of The E-Myth. The book helped her reframe her approach, focus on systems, and eventually discover franchising as a way to grow sustainably. Today, Wisdom Senior Care is a thriving franchise model with locations across several states and a clear mission: to support seniors with dignity and help caregivers create real career paths.
The Thurston’s model prioritizes compassion, professional office presence, and hands-on community involvement. Their ideal franchisees are people-first leaders with strong values and organizational skills. With a total investment starting at $130K and territories based on senior population density, the opportunity is both mission-driven and scalable.
Looking ahead, Wisdom Senior Care is preparing for growth across the Eastern U.S., with a special focus on technology integration and multi-unit ownership. For those who care deeply about people and want to build a business that changes lives, Wisdom Senior Care offers a meaningful path forward.
September 8, 2025
