Seniors Helping Seniors® is expanding its footprint in Florida with the opening of two new franchise locations in East Tampa and Lakeland. The ventures are led by Tina Lauder and David Amato, a husband-and-wife team who bring decades of corporate experience to a mission centered on compassion, dignity, and care for older adults. Their entry into the senior care industry marks a personal and professional transformation, blending business expertise with a heartfelt purpose.
For Lauder, the decision to join Seniors Helping Seniors® grew from a deeply personal experience. After caring for her ailing mother, she witnessed firsthand the challenges families face when seeking dependable in-home support. “When my mom passed, I knew I wanted to help other families avoid the same struggles we faced,” she said. What began as a difficult chapter in her life became the catalyst for a new calling—one that she now pursues alongside Amato, whose background in sales and operations complements her three decades in human resources.
Together, the couple represents a growing generation of franchisees who view business ownership as a vehicle for meaningful impact. Their two new locations aim to serve seniors who wish to age in place, maintaining independence while receiving reliable, empathetic assistance. With the U.S. population aging rapidly, the need for such services is surging. Studies show that nearly 70 percent of retirees will require long-term care at some point in their lives, highlighting the importance of accessible and trusted home care.
Seniors Helping Seniors® distinguishes itself in the crowded in-home care market through its innovative peer-to-peer model, which employs active older adults as caregivers. This approach not only provides employment opportunities for seniors but also builds authentic relationships between caregivers and clients who share life experiences and perspectives. The result is care that feels less clinical and more personal—an increasingly valued quality in elder care.
Namrata Yocom-Jan, President of Seniors Helping Seniors®, said the new franchise partners embody the spirit of the brand. “We have become a leader in this industry by prioritizing compassion, trust, and connection,” she said. “Tina and David bring that same energy and commitment to the communities they will serve.” Their expansion in East Tampa and Lakeland reflects the brand’s continued mission to pair entrepreneurship with empathy, ensuring that seniors across Florida can age with dignity in the comfort of their own homes.
