Executive Home Care aims to raise the standard for in-home care

Caring for an aging loved one can be tough, and local entrepreneurs Erik and Kate Morrison recognize the growing need for hands-on support for the aging population. In December 2025, the couple opened Missouri’s first Executive Home Care branch, providing in-home, personal-care services for those who need assistance. 

“We’re proud to bring the company to Missouri and are so lucky to build our business in what feels like our backyard–St. Louis County,” Kate says. “We chose to put down roots in this community because it’s home to our families, friends, and colleagues.”

The Morrisons join a national network of 51 Executive Home Care franchises. The company promotes three core values: commitment to client safety and comfort, caregiver compassion, and high-quality care. “We never stop seeking great caregivers, because every new team member allows us to care for more people, which is our purpose,” Erik says. “Our caregivers are required to have at least three years of experience in a professional caregiving setting or be a graduate of a CNA (certified nursing assistant) program.”

While the Morrisons ensure employees pass background checks, do not appear on watchlists or elder abuse registries, and have a good driving record and valid license, matching caregivers’ motivation to company values is also critical in hiring, Erik notes. “We hire caregivers who know their ‘why,’ communicate with compassion, respect safety and dignity, understand the realities of care, and want to grow–because relationships, not just tasks, are at the heart of what we do.” 

Supporting their team is part of the Morrisons’ commitment to ensuring quality. They partner with Care Choice Care Management, a local provider of training and support services for individuals seeking help with navigating care services as well as for the elderly and disability care service industry. 

EHC caregivers complete a half-day in-person training and ongoing education through Care Academy, the company’s online training platform. Training modules include specialized care training in hospice support, post-surgical recovery, neurodegenerative disease care, and other areas. Beyond the technical training provided by EHC, the Morrisons intentionally hire caregivers with experience in various care scenarios and create small, in-person training cohorts through Care Choice in order to build community and culture while deepening knowledge of memory care issues and tactics. 

Services are based on an hourly rate considering the level of care needed. “With a background as a financial advisor, I understand how important it is for clients to fully access and maximize the benefits they’ve worked hard to earn over time. That’s why we work closely with families to uncover available benefits and help them use them as effectively as possible,” says Kate in regard to assistance accessing long-term care insurance benefits.

“Many of the needs our caregivers address are rooted in social isolation and reduced daily engagement, which often accompany aging, cognitive change, illness, or recovery,” she says. “Our caregivers provide structured companionship, routine reinforcement, and emotional support alongside personal care, mobility assistance, and safety monitoring to help stabilize daily functioning and overall well-being. This approach supports both the client’s quality of life and the family’s need for reassurance and continuity of care.”