Stop Talking About Nursing Homes - Focus on Home Care

According to the Genworth Cost of Care Survey, a private nursing home room now averages over $116,000 per year, but focusing only on that number creates fear, not clarity. Instead, advisors should begin by asking a simple question: “If possible, would you want to receive care in your own home?” For most people, the answer is an immediate yes.

The reality is that home care is usually the first and longest stage of care, and it comes with real costs—often $5,000–$6,000 per month for part-time help. Without a proactive plan, families often try to manage care themselves, placing emotional, physical, and financial strain on spouses and loved ones. This is where long-term care insurance becomes a critical tool—not to force nursing home care, but to fund home care, assisted living, or memory care when needed.

By shifting the focus to home care first, advisors can help clients plan for the kind of care they actually want, preserve lifestyle and independence, and design more affordable, meaningful coverage.

Want to learn how a home-care-first approach can transform long-term care planning? Read the full article to see how focusing on what clients want leads to better outcomes.