At 41 years old, Latina, originally from Michigan, is transforming lives through her non-medical home care business, True Home Care Agency LLC, in Austin, Texas. Driven by a lifelong passion for helping others, Latina provides essential services to seniors, veterans, and those recovering from surgery. As a single mother and dedicated entrepreneur, Latina’s journey is one of perseverance, commitment, and a deep sense of purpose. With dreams of expanding her agency globally, she is determined to make a lasting impact on communities both near and far.
Enjoy the following unfiltered interview with Latina, a caretaker who truly cares about her patients and anyone else she crosses paths with. If you are interested in starting your own business, or going into the world of caretaking, this is exactly for you!
Q: What inspired you to enter the caretaking field?
A: I’ve been in healthcare since I was 16. Growing up, I was always the one responsible for taking care of things around the house. My grandmother taught me how to care for others and cook. I learned at a young age how to be the solution to someone else’s problem.
Q: What is your business, and what services do you provide?
A: I run True Home Care Agency LLC, a non-medical home care service. We offer companionship and community-based services for seniors, individuals with disabilities, veterans, post-op surgery patients—anyone who needs care at home. Whether it’s helping with day-to-day living activities, or simply getting out of the house, we’re here to help. I also work with Central Health’s Community Program, which serves underprivileged children and people.
Q: What was your career journey like before starting your own business?
A: I’ve worked in a variety of healthcare settings. I’ve held secondary jobs at nursing homes, assisted living facilities, and even managed a group home. I’ve also worked with veterans and children on the autism spectrum. I’ve pretty much done it all! At one point, I went to school for nursing, but due to health issues that required surgery, I had to take a break. That led me to pivot into healthcare administration, which eventually made me start my agency.
Q: What does a typical day look like for you?
A: My day starts early—around 5:45 AM. I say a prayer, meditate, and maybe get some exercise in before grabbing my coffee at Starbucks. I drop my son off at football practice, then head to see my clients. I spend about 6 to 8 hours with them, helping with everything from getting up, showering, grooming, running errands, and even engaging in fun activities. Some days it’s more like 12 hours, depending on how many clients I have.
Q: What do you enjoy most about your work?
A: The best part of my day is when I arrive at my client's home and begin serving. Knowing that I’m appreciated and seeing their smiles brings me so much joy. I love everything I do—it’s my dream.
Q: What are the biggest challenges you’ve faced in running your business?
A: Marketing, networking, and finances can be difficult. Many people quit or get stuck because they can’t fund their businesses. I’ve been fortunate that I’ve never had trouble getting clients—they seek me out more than I seek them. The need for care services is immense. But I still face challenges when it comes to marketing and building a solid foundation.
Q: How has the JUST program helped you in your business journey?
A: I joined the JUST program in March 2023, and it has been a blessing. It's like someone answered my prayer! Many women don’t have access to resources, but programs like JUST provide support. My tribe from JUST is crucial to my journey. We meet every Monday and hold each other accountable. They’re more than just colleagues—they’re family.
Q: What’s your biggest dream for your business?
A: My wildest dream is to franchise my agency and go global. I’d love to provide care in countries where it’s needed the most.
Q: How do you balance being a business owner and a single mom?
A: I’m a single mom to a 15-year-old son, and it’s not always easy, but I manage. I make sure I’m there for him, from dropping him off at practice to having dinner and doing homework together. It’s all about finding balance.
Q: What advice would you give to others starting their journey?
A: You are enough. You have what it takes. Never stop believing in yourself, no matter what’s happening around you. Life will throw obstacles your way, but you have to keep going.
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