Jeff Salter

Caring Senior Service founder and CEO Jeff Salter began his career in senior care in 1991, working for a home healthcare agency in Odessa, Texas. It was there that he saw firsthand how difficult it was for seniors and their families to handle the challenges of aging in place. Four months later, at 20 years old, Salter started his own senior care service to provide seniors with the nonmedical care they need to stay healthy and happy at home.

He expanded the business to include other locations in Texas, including Midland, McAllen, Corpus Christi, San Antonio, and Austin. By 2003, Caring Senior Service began offering franchises throughout the country and today has more than 50 locations operating in 18 states.

Salter recognized early in his career that creating systems allowed for his operations to be predictable, which made it easier to franchise the company. Today, all Caring Senior Service franchise locations benefit from a systematic approach that includes proprietary technology, a GreatCare® method for delivering superior care and back-office support to it franchise owners.

Salter has been heavily involved with the National Association for Home Care and Hospice (NAHC), serving on several advisory councils for the organization. He’s been involved with the Private Duty Home Care advisory council for the past six years and is a past chair of the council’s Data Collection Subcommittee. He also serves on the NAHC Advocacy Council, helping to drive the legislative agenda and advocate for issues related to nonmedical home care. Fueling his passion for the use of technology in senior care, Salter has also been active on the Home Care Technology Advisory Council (HCTAC), which works to boost initiatives that support the use of e-enabled technologies within the industry.

Salter’s participation with NAHC doesn’t end there. He’s been a featured speaker at national conferences for NAHC, Texas Association for Home Care and Hospice (TAHCH), and the Home Care Association of America (HCAOA). In 2022, he presented “Innovation for Tomorrow’s Homecare” at both NAHC and TAHCH, then did the session “Preparing Your Team” in 2023. In 2024, Jeff was invited to be a keynote speaker at the inaugural Annual Conference of the National Aging in Place Council (NAIPC) on the topic “AI is for Everyone.” Additionally, he is an active participant in the International Franchise Association (IFA).

In April 2021, Salter celebrated the 30-year anniversary of Caring Senior Service by launching a movement called Close the Gap in Senior Care to bring awareness to the overlooked aspects of senior care. In order to kick-start this movement and spur a national conversation, the senior care advocate rode his electric bicycle more than 9,400 miles to visit each franchise location—a four-month cross-country journey that raised nearly $100,000 for the Close the Gap cause.

Salter lives in San Antonio, Texas, with his wife, Catriona. The couple has two adult sons. Salter has also enjoyed a lifelong passion for rugby and still plays for the San Antonio Rugby Football Club. He was inducted into the SARFC Hall of Fame in 2016. Occasionally he heads out to do some snowboarding, and even less occasionally, he gets to play a round of golf.

For more information, please visit Caring Senior Service.