For families navigating care for an aging parent, the decision comes down to one haunting question: “Would I trust this person with my mom or dad?”
At Choice Homecare, that question isn’t just personal, it’s policy. “Will I allow this person to care for my parents?” is the final gut check before inviting any caregiver to join Team Choice. If there is any hesitation, the decision is “No.”
“Of course, we diligently follow best practices in hiring,” says Kathy Chu, who co-founded Choice Homecare in 2011 with her husband Eddie Chu. “But then we ask that final question. Because if we wouldn’t trust someone with our parents, why would we send them to yours?”
Compassion. Competency. Compatibility. No compromise.
Before they founded the company, Kathy and Eddie had to care for their aging and frail parents. That lived experience shaped a simple but powerful vision: Care that’s competent, compassionate, and deeply human.
More than a decade later, that philosophy has helped hundreds of families to entrust their loved ones’ care to Choice Homecare, especially when care gets complex.
“Choice Homecare team, adapts easily, warmly and compassionately to my father’s rapidly changing physical, mental and emotional needs. They are like part of our family,” wrote Kimberly Baynes, while leaving a 5- star Google review.
That kind of feedback isn’t the exception – it’s typical.
A culture that cares for caregivers
Behind every five-star review is a workplace built on respect.
“We give our best to our caregivers, so they give their best to their clients,” says Adolfo Fonseca, Business Support Manager. “This philosophy shapes every aspect of the company, from onboarding to mentorship to wellness support.”
PSWs (personal support workers) aren’t treated like shift-fillers. They enjoy flexible workloads, ongoing training, and opportunities to grow. Many return after earning nursing and other credentials or taking family leaves. Some become supervisors or office leaders.
“It’s common for clients to call their caregivers ‘family’,” Kelly Sherrard, Scheduling Coordinator “But what’s rare and special is that caregivers say the same about the office team.”
In an industry known for burnout and turnover, Choice’s people-first culture stands out and it shows in their continuity of care.
Public and private care with the same gold standard
In 2021, Choice Homecare expanded to serve the public-pay sector by launching Choice Healthcare Inc. (CHI). Their first major accomplishment was becoming the Ontario Health Covid-19 Rapid Response Team in the Champlain region in partnership with The Ottawa Hospital (TOH). As retirement and long-term care homes struggled with a shortage of skilled workers during the Pandemic, CHI’s PSWs bridged the gaps. Choice earned accolades from TOH, the facilities, and the residents’ families for their reliability, competency, and compassion.
This recognition for excellence paved the way for CHI to secure a contract with Ontario Health atHome (formerly Champlain LHIN) to deliver personal support services. The Choice Team now serves those dependent on publicly funded care with the same 5-star care previously available only to their private clients.
Innovation grounded in humanity
From Day 1, Choice Homecare’s growth has been powered by more than the heart – it’s been shaped by smart business practices and constant innovation. The company has developed a set of guiding principles that emphasizes integrity, respect, and purpose in all interactions with clients and colleagues.
Operational excellence comprises three pillars: Competent people using efficient processes empowered by smart technology. Choice Homecare leverages a robust technology platform with enhancements that support and continuously improve its services. And its business partners and associates have honoured them with innovation and team collaboration awards.
But even the best systems mean little without the human touch. Clients value Choice Homecare’s four-way matrix to ensure compatibility: Skills, experience, culture, and temperament.
“We don’t just assign whoever is available,” says Aldirene Gloutney , scheduling coordinator. “Compatibility matters and it builds trust.”
Clients feel safe and respected when there is trust between them and the caregivers.
After a client passes away, the team doesn’t simply close the file. They send flowers and attend funerals to grieve together with the families – not because it’s required, but because it’s the right thing to do.
Redefining reliable, compassionate homecare
While their growth speaks volumes, the team at Choice Homecare stays grounded in their mission: To provide reliable, compassionate care that families can count on.
“Families aren’t just looking for a warm body to fill a shift,” says Eddie Chu. “They want someone reliable. Competent. Kind.”
That’s what Choice Homecare delivers.
At the end of the day, one question every person seeking care for a loved one asks: Would I trust this person with my parents?
For hundreds of families in Ottawa, the answer is a heartfelt “Yes!”
