OUR STORY
Founded with Families in Mind
Your Choice Senior Care was founded in 2010 by Wendy and Joe Soles after personal experiences with caregiving within their own family opened their eyes to the challenges many families face when caring for an aging or vulnerable loved one. They recognized a growing need for reliable, experienced, and compassionate caregivers who could provide families with the support they needed while helping their loved ones remain safe and comfortable at home.
Since its founding, Your Choice Senior Care has remained committed to its mission of providing exceptional, non-medical, in-home care that puts the needs of clients and their families first. The company is dedicated to delivering a premier care experience built on compassion, dependability, dignity, and personalized service.
That commitment continues to drive the company’s growth, but our mission remains the same: helping seniors live safely and comfortably at home while giving families confidence and peace of mind.
A FAMILY OF FRANCHISE OWNERS
A COMMITMENT TO OUR COMMUNITY
At Your Choice Senior Care, we believe great care starts with genuine relationships.
Our franchise model is built around a family-oriented culture where local owners are deeply invested in the communities they serve and committed to providing seniors and their families with compassionate, dependable, and personalized care.
A DIFFERENT STANDARD
A Hands-On, Local Approach
What sets Your Choice Senior Care apart is our commitment to personal, local involvement. We believe clients and their families deserve to know the people responsible for their care and have access to the support they need.
For franchise owners, this approach creates the opportunity to build a business rooted in trust, accountability, and meaningful community relationships. Rather than operating at a distance, owners remain actively engaged in the client experience, helping each location deliver consistent service while building a strong local reputation.
A DISTINCT APPROACH
Where Local Leadership Shapes the Experience
Caregivers meet new clients in their homes, helping establish trust and build meaningful relationships from the very beginning.
Clients and their families have direct access to their local franchise owner when questions or concerns arise.
Local owners are involved in developing individualized care plans based on each client’s unique needs and preferences.
We take the time to match clients with caregivers who are well-suited to their needs and personalities.
Local owners remain engaged in service delivery and client satisfaction to help ensure families receive the highest level of care.
When emergencies arise, or a client’s care needs change.
BUILT FOR REAL-LIFE CHANGES
Support When Families Need It Most
Life can change quickly, and care needs can change with it. Your Choice Senior Care works closely with clients and their families to respond to emergencies, changes in circumstances, and evolving care needs.
Our goal is to provide families with:
- Consistency in care and communication
- Flexibility as needs change
- Personal attention from a local team
- Peace of mind knowing their loved one is in caring hands
LEADERSHIP BEHIND THE BRAND
Meet the Team Guiding Your Choice Senior Care
Strong leadership is what turns a proven vision into lasting momentum.
Behind every strong franchise system is a team with the experience, perspective, and commitment to keep it moving forward. Our leadership team brings together senior care expertise, business operations, franchise development, and hands-on support to help strengthen the brand and the owners who represent it..
CHIEF EXECUTIVE OFFICER
Joe Soles
Joe has spent more than a decade helping families navigate the challenges of senior care with compassion and expertise. In 2010, he and his wife, Wendy, founded Your Choice Senior Care after experiencing the difficulties of caregiving within their own family. What began as a personal journey quickly grew into a mission to provide reliable, trustworthy support for other families facing the same struggles.
Through his work, Joe has gained a deep understanding of the emotional and practical challenges of finding the right care solutions for loved ones. His commitment has always been to create safe, supportive environments where seniors can thrive, and families can find peace of mind.
Today, Your Choice Senior Care proudly serves families throughout Alabama with personalized care tailored to each client’s unique needs. Whether care is needed for just a few hours a week or around the clock, our experienced team of caregivers and nurses is dedicated to delivering the highest quality support with compassion, dignity, and respect.
With both personal experience and professional knowledge, he helps families make confident, informed decisions during what can often feel like an overwhelming time.
CHIEF FINANCIAL OFFICER
George Heinemann
George Heinemann brings a strong combination of business leadership, entrepreneurial experience, and a passion for serving others to the senior care industry. In 2018, George purchased the original Your Choice Senior Care territory from founder and CEO Joe Soles, marking an important step in his journey to help families navigate the often-complex world of senior care and healthcare.
His entrepreneurial spirit drove George’s transition into senior care and, more importantly, his desire to make a meaningful difference in the lives of seniors and their families. He recognized the growing need for reliable, compassionate, home-based care that allows older adults to remain in the familiar surroundings of home, where they often feel most comfortable and secure. Understanding the increasing demand for quality senior care services, George and Joe partnered to expand the Your Choice Senior Care brand through franchising, making the care model Joe established in 2010 available to more families and communities.
Before entering the senior care industry, George spent 18 years building a diverse career in the print and digital advertising industry. Throughout his career, he took on increasing levels of responsibility across manufacturing management, sales, customer service, sales support, collections, and field service operations. He ultimately directed a field service team serving customers across the United States, developing valuable leadership and management experience along the way.
A native of Illinois, George earned a B.S. in Corporate Communications from Northern Illinois University and an MBA from Florida Metropolitan University. Today, he brings his extensive business experience and servant’s heart to Your Choice Senior Care, with a commitment to helping families find thoughtful, dependable solutions for their loved ones during times when they need support the most.
EXECUTIVE ASSISTANT OF FRANCHISE OPERATIONS
Jayde Williamson
Jayde serves as the Executive Assistant at Your Choice Senior Care, where she plays an integral role in supporting the company’s day-to-day operations, marketing initiatives, franchise development, and administrative functions. She works closely with the leadership team to help streamline processes, coordinate projects, and support the continued growth of the Your Choice Senior Care franchise system.
A graduate of Auburn University with a degree in Marketing, Jayde brings a strong background in marketing, operations, project management, and organizational support. Her attention to detail, problem-solving abilities, and passion for creating efficient systems help ensure both the corporate team and franchise partners have the resources they need to succeed.
Jayde is proud to be part of Your Choice Senior Care’s mission of helping families navigate senior care decisions with confidence and compassion. She is dedicated to supporting initiatives that make a meaningful difference for families while contributing to the company’s continued growth and success.