Innovation. Family Tree’s parent company, Genova Health, has partnered with the TMC Innovation Institute to revolutionize the way health is managed in the home for older adults.

About Family Tree + Timeline 1
“It’s time we equip frontline workers with the support they need to drive drastically better health outcomes.”

-- Alex Bonetti

Owners Alex Bonetti and Daniel Gottschalk are each driven by deeply personal experiences in managing healthcare. They’re passionate about helping others and improving the home care industry.

Motivated by his grandmother’s struggles with Alzheimer’s disease, Alex founded Family Tree In-Home Care to raise the standard of excellence in home care. Since our humble beginnings in Alex’s apartment, Family Tree has grown into the most trusted provider of home care services in communities across multiple cities.

Daniel’s grandmother relied on nurses and caregivers during her battle with dementia, and while in college, he personally served as a caregiver for a beloved professor. When Daniel set out to reimagine the way health is managed in the home, it didn’t take long for him to recognize Alex’s success with Family Tree.

A partnership was born, and the pair co-founded Genova Health, Family Tree’s parent company,  to help keep older adults safer, happier, and healthier in the place they choose to age – their home. To learn more about Genova Health, click here.

Our Owners

About Family Tree + Timeline 2

Alex Bonetti

Founder & Chief Executive Officer

Alex founded Family Tree In-Home Care and has worked in every aspect of the business, from caregiving to management.

Alex serves on various industry boards including the Alzheimer’s Association (Houston & Southeast Texas Chapter), Houston Gerontological Society (Vice President) and HYPAA (Houston Young Professionals Against Alzheimer’s Disease). Additionally, he is a board member of the Texas Wranglers Alumni Association, the prior Chairman of the Private Duty Committee of the Texas Association for Home Care and Hospice, and an associate member of the UTHealth Consortium on Aging. Alex is active in outreach and volunteer efforts in the community, including his work with the Ms. Wheelchair Texas Foundation.

In addition to his role with Family Tree, Alex is also the Co-Founder & CEO of our parent company, Genova Health.

About Family Tree + Timeline 3

Daniel Gottschalk


Prior to joining the ownership of Family Tree, Daniel practiced corporate law in the Houston office of Baker Botts L.L.P. where he held multiple leadership roles, including his involvement on the firm's Pro Bono Committee.

Daniel was named to the Houston Business Journal’s “40 Under 40” list of business leaders in 2017. He serves on the board of directors for several Houston-area organizations, including the Houston Symphony (Community Partnership Committee), the Houston Law Review Alumni Association (Vice President) and the Ross M. Lence Foundation. He is also active on the Houston Symphony Young Associates Council. Daniel serves on the advisory board of the Texas Medical Center (TMC) Innovation Institute, Rivet Capital Partners, and JAS Inc.

In addition to his role with Family Tree, Daniel is also the Co-Founder & President of our parent company, Genova Health.

Board of Advisors

Vaunette P. Fay, PhD, RNC, FNP, GNP

Former Head of Gerontology -
UT Health System (SN)
Director, CE - UT Health System (SN)

Andrew Achenbaum, PhD

Former Chair – National Council on Aging
Former Deputy Director - U. Michigan Institute of Gerontology

Robert G. Pond

Founder - Energy Alloys LLC
Former President and CEO - Grant Corporation

Marsha H. Hyslop, RN, CSA, MBA

President – Liaisons for Healthcare
Chief Nursing Officer - 2nd MD
CEO - The Pain Care Center, Inc.

David Brody

Vice President and former Administrative Director - Northwell Health

Derek Dawes, MD

Internal Medicine - LBJ General Hospital
Internal Medicine - Medical Clinic of Houston

Philanthropy and Corporate Social Responsibility

Better Citizenship. Better Community. At Family Tree, our philanthropy and corporate social responsibility framework helps to advanced our purpose of helping people on their path to a better responsibility framework helps to advance our purpose of helping people on their path to a better quality of life. We are committed to improving the lives of our clients, our caregivers, and our community. This commitment and Family Tree’s values — client experience, continuous improvement, empathy, integrity, and innovation — provide the foundation on which our corporate social responsibility program is built. We believe it is our responsibility to support every community we serve at the local level. Below are a few notable charities we give to.

About Family Tree + Timeline 4
About Family Tree + Timeline 5
About Family Tree + Timeline 6
About Family Tree + Timeline 7
About Family Tree + Timeline 8
About Family Tree + Timeline 9
About Family Tree + Timeline 10
About Family Tree + Timeline 11
About Family Tree + Timeline 12
About Family Tree + Timeline 13
About Family Tree + Timeline 14
About Family Tree + Timeline 15

Family Tree History

Family Tree is born

Family Tree In-Home Care is launched by Alex Bonetti in his apartment in Houston, Texas. The idea is to professionalize caregiving services for older adults so that they can maintain their independent at home.

One at a time

Family Tree serves its first client and hires its first caregiver. We earn trust one client and one caregiver at a time, building upon each success and learning from each failure.

They really like us!

Family Tree hires its 100th caregiver and serves its 100th client.

Growing up

Family Tree graduates from Alex’s apartment and moves into its first office. But we don’t stay long, moving multiple times in multiple years to accommodate our growing team.

Family Tree Hires Our 100th Caregiver
Family Tree Serves Our 100th Client
Let’s innovate!

Family Tree invests in new technology and enterprise relationship management software to improve caregiver accountability, enhance client experience, and streamline billing and payroll for clients and caregivers.

Received Best of Home Care Award from Senior Advisor
I’d like to thank the academy…

Family Tree earns its first national award for Best of Home Care, presented by to the top 2% of home care companies nationally. Family Tree goes on to receive this award (and many other industry awards) every year since 2015.

Investing in our future

Reflecting major changes in the U.S. healthcare landscape, Family Tree begins measuring hospital readmission data and engaging in partnerships to research new and innovative strategies to keep older adults safer and more independent at home.

Let’s take it up a notch

Alex meets Daniel Gottschalk and the pair spend the entire year planning their vision for the future of the industry. Alex and Daniel cap off the year by becoming equal partners in the business and forming Genova Health as the parent company to Family Tree.

Complex care for a complex world

Family Tree gets licensed to provide private nursing care for clients with more complex needs.

Closing the back door

Family Tree creates its first two partnerships with senior living communities to provide concierge care to community residents.

Movin’ and shakin’

It’s a busy year! The company is recognized by the Texas Medical Center Innovation Institute for its model of care, and partners with Uber to launch a senior-focused ride sharing program for the Greater Houston Area.

Wrapping our arms around our community

Family Tree opens its second office in The Woodlands, Texas and its third office in Clear Lake, Texas, creating a platform to serve caregivers and clients in the entre Greater Houston Area.

Who doesn’t love Colorado?

Family Tree expands to connect families and caregivers in Austin, Texas and Denver, Colorado, its first out-of-state office.

The trifecta is complete

Family Tree adds its third private pay service line, geriatric care management. These consulting services allow the company to provide higher level consulting and advocacy services for families in Texas (Houston, Austin, San Antonio, and Dallas) and Colorado (Denver).

Teamwork makes the dream work

The company grows to employ over 800 caregivers in the field, supported by over 60 people in the office.

Remember the Alamo

Family Tree expands to serve the San Antonio, Texas community, quickly establishing itself as the premier agency for clients and the employer of choice for caregivers in the Alamo City.