Hallmark Homecare franchise unit economics
Hallmark Homecare franchisees run home-based referral agencies that recruit, screen and place caregivers with elderly and disabled clients, billing clients by the hour for non-medical care and companionship.
Hallmark Homecare franchise at a glance
Item 19 publishes 2025 income statements for nine franchisees that the FDD says were selected from the top-performing half, with gross sales of $342,216 to $2,888,568.
Hallmark Homecare’s nine represented franchisees averaged $1,478,931* of gross sales in 2025, with a median of $1,390,655*, according to Item 19 of Hallmark Homecare’s 2026 FDD, issued 27 March 2026. Fees paid to Hallmark Homecare come to about 10.25%* of sales. A Hallmark Homecare franchise costs $109,500 to $134,500 to open.
- Hallmark Homecare charges an initial franchise fee of $59,500 for one territory of up to 250,000 people, and $204,500 in all for five territories.
- Hallmark Homecare charges a 6% royalty, a 1% marketing fee and a 3.25% HallmarkXL platform fee on gross sales, 10.25%* in all.
- Hallmark Homecare’s nine represented franchisees reported revenues less expenses of 11.87% to 20.92% of gross sales, before owner compensation.
- Hallmark Homecare reported gross profit of $10 to $13 per billable hour at each of the nine represented franchisees.
- Hallmark Homecare had 59 franchised businesses at December 31, 2025, up from 2 at the start of 2023.
These figures come from Hallmark Homecare's 2026 Franchise Disclosure Document, as the brand reported them, and were read by Averan Advisors. The 10.25% fee total, the $1,478,931 average and the $1,390,655 median of the nine are Averan calculations from the FDD’s figures.
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Talk to Averan → Averan Hallmark Homecare Conversion Package →- The nine represented franchisees billed $342,216 to $2,888,568 in 2025. The average of the nine is $1,478,931* and the median is $1,390,655*, the San Antonio, Texas business. The FDD says the nine were selected from the top-performing half of franchisees launched from 2022 to 2025.
- Each of the nine reported gross profit of $10 to $13 per billable hour. Billable rates ran from $28 to $38 an hour and caregiver pay rates from $18 to $25. Caregiver compensation, the FDD’s cost of sales, took 64.45%* of the nine businesses’ combined gross sales.
- Revenues less expenses ran from 11.87% to 20.92% of gross sales. The FDD defines this as cash flow from operations before interest, taxes, depreciation and amortization. It excludes owner compensation, and the FDD says none of the nine paid rent, as all work from a home office. For the nine combined it came to 15.36%* of gross sales.
- The three percentage fees come to 10.25%* of gross sales. That is a 6% royalty, a 1% marketing fee and a 3.25% HallmarkXL platform fee. At the nine businesses’ gross margins of 29.67% to 38.87%, the three fees equal 26.4%* to 34.5%* of gross profit.
- Franchised businesses went from 2 at the start of 2023 to 59 at the end of 2025. 70* opened over the three years. In 2025, 7 ceased operations and 2 were reacquired by the franchisor, 9 of the 36 that started the year. No franchise was terminated or transferred in the three years.
Income statements
How much does a Hallmark Homecare franchise make?
| Business | Launched | Gross sales | Caregiver cost | Gross profit | Operating expenses | Revenues less expenses | Share of sales |
|---|---|---|---|---|---|---|---|
| McKinney, TX | Mar 2023 | $2,888,568 | 61.26% | 38.74% | 25.59% | $379,959 | 13.15% |
| Louisville, KY | May 2024 | $2,474,018 | 66.36% | 33.64% | 19.67% | $345,708 | 13.97% |
| Greensboro, NC | Oct 2023 | $2,020,997 | 64.70% | 35.30% | 17.13% | $367,378 | 18.18% |
| Charlotte, NC | Sep 2023 | $1,818,727 | 66.31% | 33.69% | 21.18% | $227,493 | 12.51% |
| San Antonio, TX | Aug 2023 | $1,390,655 | 64.70% | 35.30% | 16.53% | $261,005 | 18.77% |
| St. George, UT | Sep 2024 | $1,275,936 | 64.40% | 35.60% | 14.69% | $266,879 | 20.92% |
| Dawsonville, GA | Feb 2025 | $566,394 | 61.13% | 38.87% | 24.35% | $82,246 | 14.52% |
| Henderson, NV | Dec 2024 | $532,867 | 64.80% | 35.20% | 23.34% | $63,227 | 11.87% |
| Bayport, MN | Jun 2025 | $342,216 | 70.33% | 29.67% | 14.73% | $51,129 | 14.94% |
| All nine | $13,310,378* | 64.45%* | 35.55%* | 20.19%* | $2,045,024* | 15.36%* |
Source: Hallmark Homecare 2026 FDD, Item 19, Tables 1(a) to 9(a) and notes (pages 36 to 46). Percentages are shares of each business’s gross sales. Cost of sales is labor compensation paid to caregivers. The franchisor adjusted operating expenses, which exclude owner compensation; none of the nine paid rent. Figures are franchisee-reported and unaudited. The All nine row is an Averan sum.
The nine represented Hallmark Homecare franchisees reported 2025 gross sales of $342,216 to $2,888,568. Their average is $1,478,931* and their median is $1,390,655*. Dawsonville, Georgia launched in February 2025 and Bayport, Minnesota in June 2025, so their 2025 figures cover less than a full year.
The FDD says the nine were selected from the top-performing half of franchisees launched from 2022 to 2025. Item 19 publishes no figures for the other half and no average for all franchisees.
Revenues less expenses came to $51,129 to $379,959 at the nine, before any pay to the owner. The FDD defines the figure as cash flow from operations before interest, taxes, depreciation and amortization. An owner who rents an office would also need to budget for rent, which the FDD notes.
Rates and hours
Billable rate, caregiver pay and gross profit per hour, 2025
| Business | Clients a month | Revenue a client a month | Billable hours a week a client | Billable rate an hour | Caregiver pay an hour | Gross profit an hour |
|---|---|---|---|---|---|---|
| McKinney, TX | 58 | $4,150 | 28 | $30 | $18 | $12 |
| Louisville, KY | 35 | $6,001 | 41 | $34 | $23 | $11 |
| Greensboro, NC | 34 | $5,011 | 39 | $29 | $19 | $10 |
| Charlotte, NC | 25 | $6,098 | 44 | $32 | $21 | $11 |
| San Antonio, TX | 16 | $7,625 | 58 | $30 | $20 | $10 |
| St. George, UT | 46 | $3,884 | 30 | $30 | $20 | $10 |
| Dawsonville, GA | 21 | $5,312 | 40 | $31 | $19 | $12 |
| Henderson, NV | 40 | $2,003 | 17 | $28 | $18 | $10 |
| Bayport, MN | 7 | $6,788 | 64 | $38 | $25 | $13 |
Source: Hallmark Homecare 2026 FDD, Item 19, Tables 1(b) to 9(b) (pages 37 to 45). Client counts and per-client figures are monthly averages as printed. Rates are rounded to whole dollars in the FDD.
Gross profit per billable hour was $10 to $13 at all nine businesses. Billable rates ran from $28 an hour at Henderson, Nevada to $38 at Bayport, Minnesota, and caregiver pay rates from $18 to $25.
Client counts ran from 7 to 58 a month. San Antonio served 16 clients a month at 58 billable hours a week each and reported $1,390,655 of gross sales. McKinney, Texas served 58 clients at 28 hours a week each and reported $2,888,568.
At four of the nine, clients multiplied by revenue per client and by twelve exceeds reported gross sales. The product is 1.67* to 2.36* times gross sales at St. George, Henderson, Dawsonville and Bayport, and 1.00* to 1.05* times at the other five. The FDD does not explain the difference.
Launch years
Average gross revenue by launch year
| Launched | Franchisees | Group average gross revenue |
|---|---|---|
| 2022 or before | 2 | $2,233,842 |
| 2023 | 15 | $1,958,006 |
| 2024 | 20 | $907,542 |
Source: Hallmark Homecare 2026 FDD, Item 19, General Notes (page 46). The FDD calls the top-performing 50th percentile of franchisees the “group” and reports these figures as group averages. It does not state the period the averages cover.
Franchisees launched in 2023 averaged $1,958,006 of gross revenue and those launched in 2024 averaged $907,542. The 2023 figure is 2.16* times the 2024 figure. The FDD prints no average for franchisees launched in 2025.
The FDD uses the word “group” for the top-performing half and calls these figures group averages. On that wording they describe the upper half of each launch year. The launch counts of 15 in 2023 and 20 in 2024 also differ from the Item 20 openings of 23 in 2023 and 15 in 2024, and the FDD does not reconcile them.
Operating expenses ran from 14.69% of gross sales at St. George, Utah to 25.59% at McKinney, Texas. Administrative and sales wages ran from 0.00% at St. George and Bayport to 11.46% at McKinney. Software fees ran from 3.56% to 4.62% of gross sales at the nine.
Royalty paid ran from 2.75% to 5.95% of gross sales at the nine. The FDD says some royalty and marketing fees are below the required percentages because of a grace period after launch, and because fees are paid in arrears.
Brand charges
Brand charges
| Charge | Amount in the FDD | A year at the average of the nine (Averan) |
|---|---|---|
| Royalty | Greater of 6% of gross sales or $500 a month for each territory | $88,736* |
| Marketing fee | Greater of 1% of gross sales or $150 a month for each territory | $14,789* |
| HallmarkXL platform fee | 3.25% of gross sales, weekly | $48,065* |
| Required systems | $250 to $375 a month, paid to the provider | $3,000–$4,500* |
| Level 2 training, additional trainees | $1,500 a trainee | Not included |
| Supplemental training and meetings | Currently estimated at less than $1,000 an attendee | Not included |
| Transfer fee | $10,000 | Not included |
| Paid to the brand (royalty, marketing fee, HallmarkXL platform fee) | $151,590 (10.25% of sales)* |
Source: Hallmark Homecare 2026 FDD, Item 6 (pages 13 and 14). Averan applies each charge to $1,478,931*, the average 2025 gross sales of the nine represented franchisees. Royalty and marketing fees begin three months after the franchise agreement is signed.
Hallmark Homecare charges a 6% royalty, a 1% marketing fee and a 3.25% HallmarkXL platform fee on gross sales. The three come to 10.25%* of gross sales. Required systems add $250 to $375 a month, paid to the provider.
The royalty has a minimum of $500 a month for each territory, and the marketing fee a minimum of $150 a month for each territory. In one territory, 6% of gross sales equals $500 a month at $100,000* of gross sales a year.
The HallmarkXL platform handles caregiver and client matching, scheduling, shift verification and payment processing. The FDD says it also handles required tax reporting. The platform is owned by XL Operations, LLC, an affiliate of the franchisor.
Measured against gross profit, the three percentage fees equal 26.4%* to 34.5%*. The nine businesses reported gross margins of 29.67% to 38.87% of gross sales.
Cost to open
Cost to open
| Item | One territory, low | One territory, high | Two to five, low | Two to five, high |
|---|---|---|---|---|
| Franchise fee | $59,500 | $59,500 | $99,500 | $204,500 |
| Additional funds, 3 months | $40,000 | $55,000 | $40,000 | $55,000 |
| Insurance | $3,000 | $3,500 | $3,000 | $3,500 |
| Initial marketing | $2,500 | $6,000 | $2,500 | $6,000 |
| Equipment and supplies | $1,500 | $4,000 | $1,500 | $4,000 |
| Travel and living during training | $1,500 | $2,000 | $1,500 | $2,000 |
| Miscellaneous opening costs | $1,000 | $2,000 | $1,000 | $2,000 |
| Professional fees | $500 | $2,500 | $500 | $2,500 |
| Total (as printed) | $109,500 | $134,500 | $149,500 | $279,500 |
Source: Hallmark Homecare 2026 FDD, Item 7 (pages 16 to 18). The estimate assumes a home office and excludes rent, leasehold improvements, employee wages and any salary for the owner. The franchise fee assumes territories of up to 250,000 people each.
One Hallmark Homecare territory costs $109,500 to $134,500 to open, according to Item 7. The franchise fee is $59,500 of that and three months of additional funds $40,000 to $55,000. The other lines come to $10,000 to $20,000*.
The estimate assumes a home office, so it includes no rent or leasehold improvements. It also excludes employee wages, because the franchisor does not expect a franchisee to have employees in the first few months, and it excludes a salary for the owner.
Two to five territories cost $149,500 to $279,500. The FDD says the multi-territory estimate changes the franchise fee and no other line, because multi-territory franchisees start in one territory. The cumulative fee is $59,500 for one territory, $99,500 for two, $134,500 for three, $169,500 for four and $204,500 for five, plus $0.20 a person above 250,000 in a territory.
Franchisees typically begin operating within 45 days of signing and must be operating within 90 days. Each protected territory is a set of contiguous zip codes with up to 250,000 people, and the franchisor will not place another Hallmark Homecare office in it.
The franchise agreement sets a minimum of gross sales each quarter. From month 12 to month 23 after signing it is $125,000 a quarter for each territory, counted for up to 2 territories. From month 24 it is $250,000 a quarter for each territory, counted for up to 3, which equals $1,000,000* a year for one territory. Missing it in three consecutive quarters is a material default.
Locations
Locations, 2023 to 2025
| Year | Start | Opened | Terminated | Not renewed | Reacquired | Ceased, other | End | Transfers |
|---|---|---|---|---|---|---|---|---|
| 2023 | 2 | 23 | 0 | 0 | 0 | 0 | 25 | 0 |
| 2024 | 25 | 15 | 0 | 0 | 0 | 4 | 36 | 0 |
| 2025 | 36 | 32 | 0 | 0 | 2 | 7 | 59 | 0 |
| 2023–2025 | 2 | 70 | 0 | 0 | 2 | 11 | 59 | 0 |
Source: Hallmark Homecare 2026 FDD, Item 20, Tables 1 to 5 (pages 47 to 50). Three-year totals are Averan sums. The franchisor had one company-owned business at the start of 2023, which closed that year, and none since.
Hallmark Homecare had 59 franchised businesses at December 31, 2025. There were 2 at the start of 2023, 25 at the end of 2023 and 36 at the end of 2024.
70* franchised businesses opened over the three years and 13* left the system. 11* ceased operations for other reasons and 2 were reacquired by the franchisor. No franchise was terminated, not renewed or transferred.
In 2025, 9 of the 36 businesses that started the year left the system, 25.0%*, and 32 opened. At December 31, 2025, 9 franchise agreements had been signed for businesses not yet open, and the franchisor projected 26 new franchised businesses and 1 company-owned business for 2026.
Item 3 discloses one lawsuit. The franchisor sued a former franchisee in Florida in November 2025 over confidentiality and post-termination non-competition provisions. A consent order entered on February 20, 2026 settled the case without an adjudication of liability, and two of the former owners agreed not to compete for two years.
Questions we get asked
Questions owners ask
How much does a Hallmark Homecare franchise make?
Hallmark Homecare’s nine represented franchisees averaged $1,478,931* of gross sales in 2025, with a median of $1,390,655*, according to Item 19 of Hallmark Homecare’s 2026 FDD, issued 27 March 2026. Fees paid to Hallmark Homecare come to about 10.25%* of sales. A Hallmark Homecare franchise costs $109,500 to $134,500 to open.
How much does it cost to open a Hallmark Homecare franchise?
The 2026 FDD estimates $109,500 to $134,500 for one protected territory, including the $59,500 franchise fee and $40,000 to $55,000 of additional funds for the first three months. Two to five territories cost $149,500 to $279,500. The estimate assumes a home office, so it includes no rent.
What fees does a Hallmark Homecare franchisee pay?
A royalty of 6% of gross sales with a $500 monthly minimum for each territory, a marketing fee of 1% with a $150 monthly minimum for each territory, and a HallmarkXL platform fee of 3.25% of gross sales. The three percentage fees come to 10.25%* of gross sales. Required systems add $250 to $375 a month.
What is the average revenue of a Hallmark Homecare franchise?
Item 19 gives no average for all franchisees. The nine represented franchisees, which the FDD says were selected from the top-performing half, averaged $1,478,931* of gross sales in 2025. The FDD also prints group averages of $1,958,006 for the 15 franchisees launched in 2023 and $907,542 for the 20 launched in 2024.
Does the Hallmark Homecare FDD show profit?
Yes, for the nine represented franchisees. Revenues less expenses ran from $51,129 to $379,959, or 11.87% to 20.92% of gross sales, in 2025. The figure is before owner compensation, interest, taxes, depreciation and amortization, and none of the nine paid rent.
How many Hallmark Homecare locations are there?
Item 20 reports 59 franchised businesses and no company-owned business at December 31, 2025. There were 2 franchised businesses at the start of 2023. Nine franchise agreements had been signed for businesses not yet open.
How long does it take to open a Hallmark Homecare franchise?
The FDD says franchised businesses typically begin operating within 45 days of signing the franchise agreement and must be operating within 90 days. The owner must first complete the Level 1 and Level 2 training programs and provide evidence of insurance.
Questions worth putting to Hallmark Homecare
These are questions the filing leaves open. An owner or a buyer can put them to the franchisor directly.
- Is the revenue in Item 19 gross sales or collected revenue, and how many locations sit below the average?
- Which factors does Hallmark Homecare see in its highest-selling locations, such as territory, years open and staffing?
- How long does a new location take to reach the average you publish, and what does the build-up look like month by month?
- At what level of sales do the minimum charges stop applying and the percentage take over?
- How many Hallmark Homecare locations closed, were sold, or changed hands last year, and why?
Run your own numbers.
The Franchise Numbers Check runs the same checks on your own numbers. It scores where you stand and compares you with Item 19 of your brand’s FDD. It works out what one location earns and spends, and builds a 13-week cash forecast. It also checks whether you are ready to open another one. It is free and it runs in your browser.
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Other brands in the Non-medical Home Care guide:
- 1Heart Caregiver Services
- 2nd Family
- A Better Solution In Home Care
- ActiKare
- Assisting Hands Home Care
- CareBuilders At Home
- Caring Senior Service
- ComForCare
- Comfort Keepers
- Executive Home Care
- FirstLight Home Care
- Griswold
- Home Helpers Home Care
- Home Instead
- Homewatch CareGivers
- Nurse Next Door
- Qualicare
- Right at Home
- Senior Helpers
- Seniors Helping Seniors
- SYNERGY HomeCare
- Visiting Angels
Questions owners ask next
The figures above raise these, and each one is answered on its own page.
- At what level of sales does a minimum fee stop costing me more than the percentage?It works out the sales level where a minimum fee stops applying.
- How much cash do I fund before a new location covers its own costs?It builds a 13-week forecast for the months before break-even.
- What does this location earn on the money I put into it?It works out the payback period and cash-on-cash return for one unit.
- How much of Item 19 can I rely on?It explains what an Item 19 financial performance representation tells you and what it leaves out.
Where these figures come from
Every figure here comes from Hallmark Homecare, LLC’s 2026 FDD and is unaudited by us. We are unaffiliated with the brand. Calculations of our own are labeled where they appear. The figures describe past performance at other businesses and are not a projection of yours. This page is an educational summary. It is not an offer to sell a franchise, and it is not financial, legal or tax advice. Hallmark Homecare is a trademark of its owner. How Averan reads a Franchise Disclosure Document.
These figures come from the brand's disclosure. They are not a forecast, an offer to sell a franchise or advice. Source: Hallmark Homecare, LLC, 2026 Franchise Disclosure Document, issued 27 March 2026.