How to Price Your Private Pay Home Care Services

Pricing is a strategy decision, not a spreadsheet decision.

Cost-plus floor Caregiver wage + payroll burden (typically 22–28%) + overhead allocation + target margin. Never price below this number.

Market check Survey 5 competitors in your zip code. Position in the top third — the cheapest agency rarely wins because families equate price with quality.

Visit minimums 4-hour minimums protect margin and reduce turnover (caregivers hate one-hour visits).

Premium tiers Live-in, dementia-trained, and 24/7 should each have their own rate, not a discount off hourly.

Re-price annually. Most agencies under-price by 8–12%.