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

President

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.

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Family Tree History


2011
Family Tree is born

Family Tree In-Home Care is launched by Alex Bonetti in his apartment in Houston, Texas with the goal to professionalize caregiving services for older adults.

2013
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.

2014
Let’s innovate!

Family Tree hires its 100th caregiver and invests in new technology to improve caregiver accountability and enhance the client experience.

2015
Earning trust

Family Tree earns its first national award for Best of Home Care, presented by SeniorAdvisor.com to the top 2% of home care companies. This is the first of many national and local awards we earn every year since.

2016
Complex care for a complex world

Family Tree completes licensing to provide private nursing care and creates its first two partnerships with senior living communities to provide concierge care.

2017
Inspiring our community

The company is recognized by the Texas Medical Center Innovation Institute for its model of care to reduce hospital readmissions and keep older adults safer and more independent at home.

Reinvesting in a bigger mission.

Alex partners with Daniel Gottschalk, and the company opens new offices in The Woodlands, Texas and Clear Lake, Texas

2018
We’re lovin’ this vibe!

Family Tree adds a life care management division and expands to Austin, Texas and Denver, Colorado.

2019
Remember the Alamo

Family Tree hires its 2,000th caregiver and expands to serve San Antonio, Texas.


Our Culture


Welcome to the Family

“Quite simply, our passion is serving others, and our mission is personal. I grew up surrounded by caregivers, and Family Tree was born out of my family’s experiences caring for my mother and grandmother. I know first-hand how important it is for your loved one to remain comfortable and independent in their own home. We have purposefully filled our company with people who have personally played the role of the caregiver, so we know how challenging home care can be.

At Family Tree, our vision is to positively influence the way our community ages at home. This is obviously much easier said than done. In order to have a significant positive influence on the home care and aging industry, we believe we have to build a sustainable business that inspires everyone in our community to be better, including our people, our clients, our referral partners, and our industry colleagues. The goal for our legacy is to endure as the market leader in every community we serve so that we have the opportunity to influence the future of our industry.

In order to get there, we have a lot of work ahead, and that’s where our mission comes into play. At Family Tree, our mission is Better Care. Better Health. Every Day. This means we aim to advance our industry by working continuously to enhance the experience and improve the lives of both our clients and our people. This means improving little by little, day in and day out, in everything we do. Client experience, caregiver experience, nursing outcomes, recruiting and retaining talent, training our people — you name it. We strive to be better than you expected us to be, better than our industry has seen before, and most importantly, better than we were yesterday. Every day is an opportunity to improve, and we humbly accept that challenge.

That’s Family Tree.”

Alex Bonetti, Founder& CEO

Vision

Vision Statement:

Our vision is to positively influence the way our community ages at home.

Vision Explanation:

In order to have a significant positive influence on the home care and aging industry, we believe we have to build a sustainable business that inspires everyone in our community to be better, including our people, our clients, our referral partners, and our industry colleagues. Therefore, our vision is to endure as the market leader in every community we serve so that we have the opportunity to influence the future of our industry.

Mission

Mission Statement:

Better Care. Better Health. Every Day.

Mission Explanation:

TBD

 

Core Values

    1. Passion for Service. Work vigorously to earn and keep the trust of our clients, their families, and our caregivers.
    2. Continuous Improvement. Pursue excellence in everything we do with grit and humility.
    3. Thrive Together. Cultivate an environment of empathy, compassion, and respect.
    4. Personal Accountability. Show initiative, take ownership, and follow through.
    5. Integrity. Be professional, honest and ethical.
    6. Innovation. Embrace change and challenge the status quo.