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In his first year as CEO of ComForCare, Steve Greenbaum has focused on learning the ins-and-outs of home care while helping shape the company’s innovative approach to growth. ComForCare is part of an expanding platform of related franchise brands owned by private equity firm The Riverside Company, with the goal of providing wrap-around services for older adults. As part of this strategy, ComForCare is also striking partnerships across the care continuum, including with Kindred at Home. In addition, ComForCare is investing heavily in technology, upgrading systems for its more than 200 independently owned locations in the U.S. and Canada.

In this interview, ComForCare CEO Steve Greenbaum discusses:

  • Why he believes differentiating ComForCare from the competition is mission critical, and how the company is striving to accomplish this goal
  • Details of how and why ComForCare and The Riverside Company are establishing a multi-brand platform, including through the recent acquisition of Care Patrol
  • His views on the Medicare Advantage opportunity and his vision for the future of home care

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