Who We Are: Every day, our team at Family Tree In-Home Care works hard to cultivate a culture that is authentic and supports our mission of providing Better Care. Better Health. Every Day.®  We challenge all team members to learn, embrace, and champion the culture to support our clients and our people, and to also create a great place to work. Family Tree thrives as a premier home care company, dedicated to our community and our people.

About Family Tree + Timeline 1
About Family Tree + Timeline 2

Vision

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

Better Care. Better Health. Every Day.  “Better Care” means we aim to provide our clients and their families with an amazing customer experience that is be better than the industry standard, better than they were expecting, better than our competitors, and most importantly, better than the way we were doing it yesterday. “Better Health” means we work to reduce the risk that our clients go in and out of the hospital for avoidable causes, thereby improving their quality of life in the environment of their choice. Finally, “Every Day” is a reminder that we never settle, we never stop evaluating, we never stop learning, and we never stop improving. We must act humble and constantly ask ourselves what can we do tomorrow to be a little better than we were today.

 

Core Values

Passion for Service. Work vigorously to earn and keep the trust of our clients, their families, and our caregivers.

Continuous Improvement. Pursue excellence in everything we do with grit and humility.

Thrive Together. Cultivate an environment of empathy, compassion, and respect.

Personal Accountability. Show initiative, take ownership, and follow through.

Integrity. Be professional, honest and ethical.

Innovation. Embrace change and challenge the status quo.

Passion for Service. Work vigorously to earn and keep the trust of our clients, their families, and our caregivers.

Continuous Improvement. Pursue excellence in everything we do with grit and humility.

Thrive Together. Cultivate an environment of empathy, compassion, and respect.

Personal Accountability. Show initiative, take ownership, and follow through.

Integrity. Be professional, honest, and ethical.

Innovation. Embrace change and challenge the status quo.

Our People

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Professional Caregivers

Professional Caregivers are the lifeblood of our organization. We take care of them so they take great care of you. A Professional Caregiver is compassionate, trustworthy, reliable, and experienced with serving the daily needs of older adults and/or those living with disabilities. We believe that seeking to “hire only the best caregivers” is not enough. At Family Tree, we aim to build our reputation on the way that we vet, train, manage, motivate, support, and cherish our Caregivers. There is a significant shortage of Caregivers in the United States today, and our efforts to elevate the profession for a fruitful future are paramount to our success as a mission-driven company. We are proud of our caregivers for providing our clients with peace of mind. Our expectation is that our Caregivers become deeply connected with and surrogate family members with our clients. We are exceptionally proud of the culture we provide Caregivers and the widespread recognition our Caregivers have earned working with our clients. Multiple Family Tree Caregivers have gone on to win awards, scholarships, and recognition by reputable organizations such as United Way and The Houston Gerontological Society.

Private Nurses

At Family Tree, we employ only the finest, most compassionate and professional Registered Nurses (RNs) and Licensed Practical Nurses (LPNs). Besides being highly screened and background checked, our nurses are required to have relevant nursing experience so they are prepared to provide one-on-one medical care. As with our Professional Caregiving service, we place significant emphasis on excellent customer service, even from our clinical nurse team. Private duty nurses provide not only advanced care, but also customized client service to ensure your loved one is well taken care of.

Life Care Managers

A Life Care Manager is an educated and experienced professional focused on navigating and managing issues related to aging and living with disabilities. At Family Tree, our Life Care Managers come from various backgrounds including nursing, social work, gerontology, and senior care. Our Life Care Managers are all highly educated, well trained, background checked, diplomatic, and highly empathetic problem solvers. Many of our Care Managers are members of and even serve in leadership positions with The Aging Life Care Association® (ALCA), formerly the National Association of Professional Geriatric Care Managers. ALCA is dedicated to enhancing the success of the profession through education, professional development and the highest ethical standards. The ALCA vision is a world where adults and their families live well as they face the challenges of aging.

Other Home Care Professionals

Our product is our people. The majority of Family Tree employees provide direct one-on-one care to our clients as Professional Caregivers, Private Nurses, and Care Managers. However, we believe in reserving a significantly large percentage of our team to focus solely on supporting those in the field.

The average length of stay in an acute care hospital has almost been cut in half since the early 1980s. Today, individuals are coming home sooner than ever before and often require more assistance than an average family is equipped to handle. In response to this trend, Family Tree has chosen to invest in a team-based approach to care for every client, regardless of their situation, and offer these services as no additional cost to the family. By doing this, we can more effectively elevate customer service needs and respond to changes in condition that would otherwise lead to unsafe occurrences resulting in hospitalizations

In addition to a dedicated Caregiver, Private Nurse, and/or Care Manager, the support team at Family Tree includes Care Advisors to manage customer service, Care Coordinators to manage the logistics of staffing Caregivers, Account Managers to recruit, onboard, orient, train, and manage Caregivers, Area Managers to liaison with families and community resources, and countless other roles necessary to serve our clients and caregivers.

Our Leadership


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"Our passion is serving others, and our mission is personal."

-- 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

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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 Holly Hall Retirement Community, 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.

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Daniel Gottschalk

President

Prior to joining 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 Texas Medical Center (TMC) Innovation Institute, the Houston Symphony (Community Partnership Committee), the Houston Law Review Alumni Association, and the Ross M. Lence Foundation, which was founded in honor of the professor Daniel personally served as a caregiver for during his time as an undergrad student at the University of Houston. Daniel is also active on the Houston Symphony Young Associates Council and serves on the advisory board of 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.

About Family Tree + Timeline 7

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 Holly Hall Retirement Community, 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 8

Daniel Gottschalk

President

Prior to joining 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 Texas Medical Center (TMC) Innovation Institute, the Houston Symphony (Community Partnership Committee), the Houston Law Review Alumni Association, and the Ross M. Lence Foundation, which was founded in honor of the professor Daniel personally served as a caregiver for during his time as an undergrad student at the University of Houston. Daniel is also active on the Houston Symphony Young Associates Council and serves on the advisory board of 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

Family Tree History


  • Family Tree is born
    Family Tree is born 9

    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.

  • Growing up
    Growing up 10

    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.

  • Let’s innovate!
    Let’s innovate! 11

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

  • Earning trust
    Earning trust 12

    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.

  • Complex care for a complex world
    Complex care for a complex world 13

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

  • Inspiring our community
    Inspiring our community 14

    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.
    Reinvesting in a bigger mission. 15

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

  • We’re lovin’ this vibe!
    We're lovin' this vibe! 16

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

  • Remember the Alamo
    Remember the Alamo 17

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

Philanthropy & 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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