Click now to watch the full interview.

The home care industry continues to evolve, shaped by legislation, workforce challenges, and the growing demand for quality care at home. Recently, I sat down with Jason Lee, CEO of the Home Care Association of America (HCAOA), to discuss the organization’s impact, current policy priorities, and the importance of agency voices in shaping the future of home care. a quote from HCAOA's Jason Lee on the impact of members of the home care industry

The Role of HCAOA in the Industry

With more than 4,500 members, HCAOA is the leading convening body for home care. As Jason explains, the organization’s mission is threefold: education, advocacy, and community building. From webinars on scheduling and operations to their highly anticipated national conference, HCAOA works to provide practical resources while amplifying the collective voice of the industry.

“Ultimately, our vision is to create a strong, unified community,” Jason said. “We’re stronger together, and we’ve shown that time and time again through our advocacy wins.”

Spotlight on the National Conference

One of the most visible examples of HCAOA’s work is its annual conference, open to both members and non-members. Nicky highlighted her own experience attending, noting the valuable sessions, networking, and inspiration the event provides.

This year’s conference will feature keynote speaker Jason Dorsey, along with sessions on AI, technology, operations, marketing, legal compliance, and more. The event also honors caregivers through the Caregiver of the Year Awards and features a robust exhibitor space filled with solutions to support agency operations.

Navigating Industry Changes

Reflecting on his two years as CEO, Jason pointed to two major shifts: the growing role of technology and the heightened visibility of home care on a national stage.

  • Technology & AI: Agencies are adopting tools to streamline documentation, scheduling, and client monitoring. Training systems are also becoming more robust, helping with both recruitment and retention.
  • Public Recognition: For the first time, home care has become a visible issue in national elections, with both parties acknowledging its importance and proposing solutions. “It’s encouraging to see policymakers recognize the value of home care in such a public way,” Jason noted.

Pressing Challenges for Agencies

When asked about the most urgent challenges agencies face nationwide, Jason pointed to three:

  1. Caregiver Recruitment and Retention – Building a workforce to meet the growing demand remains the industry’s top concern.
  2. Scheduling Systems – Agencies need tools and processes to manage shifts efficiently and effectively.
  3. Rising Costs & Pay Structures – Families are struggling to afford care while agencies manage rising expenses.

To address these challenges, HCAOA is working on workforce solutions such as streamlining the EB-3 visa process and advocating for a home care-specific visa. Education and training resources are also being expanded to give agencies tools they can implement immediately.

Advocacy and Policy Priorities

HCAOA’s advocacy work remains at the heart of its mission. Jason outlined several key policy priorities for 2025:

  • Tax Policy: Exploring credits and expanded use of HSAs/FSAs to make care more affordable for families.
  • Companionship Exemption: Working with the Department of Labor to roll back restrictions that limit flexibility for agencies.
  • 8020 Provision: Advocating against the Medicaid 8020 rule, which would mandate a wage-to-administrative cost ratio that could hinder training and operations.
  • Immigration & Workforce: Streamlining EB-3 visa processes and advancing a proposed home care visa to expand the caregiver workforce.

Jason emphasized the importance of advocacy days and direct engagement with legislators, noting that agency owners and caregivers alike have powerful voices in shaping outcomes. “When our members lend their voices, it moves the needle,” he said. “We’ve seen policy shift because of your input.”

Looking Ahead at the Future of Home Care

For Jason, the passion and compassion of caregivers remain his greatest source of inspiration. “They are the backbone of our industry,” he shared. “Our role is to give them the support and recognition they deserve while building a system that allows home care to thrive for years to come.”

As HCAOA continues its work in advocacy, education, and collaboration, agency leaders and caregivers are encouraged to stay engaged. Whether it’s attending the national conference, joining Advocacy Days, or submitting comments on key policies, every voice matters.

The home care industry is at a pivotal moment. With strong advocacy, innovative solutions, and unified voices, we can create a future where agencies, caregivers, and families all thrive.

Click below to watch the full vlog now:

link to vlog with HCAOA's Jason Lee

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Nicky Reynolds

Nicky's background in marketing and public relations spans over 2 decades. She began in the travel and tourism industry, where she was lucky enough to explore the world. She then went to work for an NBC affiliate and a digital marketing agency. Her experience with marketing and PR for a variety of industries eventually led her to Rosemark, where she has propelled the company's marketing efforts through SEO, SEM, and social media.
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