
Home Care Insights: Deep Dive
Deep Dive
Recruit, Engage, Retain
This section brings together the essential elements of caregiver management—Recruitment, Engagement, and Retention—into one comprehensive analysis. By leveraging data from CareConnect’s ShiftMatch.AI, this page provides a detailed examination of key metrics and trends shaping the industry.
Deep Dive
Data last updated January 2, 2025

Caregiver growth among large agencies (those with more than 1,000 caregivers) has surged over the past six months. Medium-sized agencies (with 200–1,000 caregivers) have also experienced steady growth, while small agencies (fewer than 200 active caregivers) have struggled to keep pace. On average, the number of caregivers at small agencies in December 2024 has decreased by 4.2% compared to June 2024.
Data last updated January 2 2025

We’ve observed an interesting shift in retention rates across agencies of different sizes. In July of 2024, small agencies had a retention rate comparable to medium-sized agencies, both achieving a 90-day caregiver retention rate high of 83%. However, the retention rate for small agencies dropped significantly in August and September. While the rate began to recover in November, it remains below the July 2024 peak of 83%.
Data last updated January 2, 2025

A similar trend is evident in client retention rates. For small agencies, the 90-day client retention rate fell steadily from 88% in July 2024 to 81% in December 2024, reflecting increasing challenges in maintaining clients. This may be due to caregiver shortages or inconsistent service reliability. Medium-sized agencies saw more fluctuation, starting at 79% in July, peaking at 82% in September, then declining sharply to 72% in December.
This volatility may suggest operational challenges that undermine client satisfaction. Large agencies demonstrated relative stability, with client retention rates ranging between 78% and 80% over the last five months, ending slightly higher at 81% in December. This points towards their ability to maintain consistent service delivery through scale and resource management.
Data last updated January 2, 2025

When looking at the percentage of active caregivers working less than 5 hours over the last six months, it’s clear that small agencies have a much harder time keeping their active caregivers engaged. This difficulty likely contributes to the drop we are seeing in caregiver supply and retention at small agencies, which in turn is negatively impacting client retention. Without enough engaged caregivers, agencies may struggle to provide consistent and reliable services, causing clients to look elsewhere for care.
These trends underscore the critical role of caregiver engagement in driving both caregiver and client retention. Agencies, especially small and medium-sized ones, may need to focus on stabilizing their workforce and enhancing operational consistency to improve overall performance and maintain client trust.
Archived Insights
Caregiver Workforce Trends
by Agency Size
Archived Insights
Caregiver Workforce Trends
by Age