By Lori Eberly
Picture yourself sitting at a kitchen table with a notebook full of ideas and a steaming cup of coffee.
You have the passion, and you have a plan. But when you try registering the name for the home care business you’ve lovingly chosen — “Sunshine Home Care” — your state’s online system shoots back: Already taken.
That’s when it hits you: Starting an agency isn’t just about caring for seniors. It is about laying a rock-solid business foundation.
Before you can hire your first caregiver, print your first brochure, or accept your first client, you need three things every agency owner must “name and claim”: a business name, an EIN (Employer Identification Number), and an NPI (National Provider Identifier).
And while those steps may sound straightforward, many first-time owners learn hard lessons when they skip, rush, or fumble through them. Here’s how to do it right.
Step 1: Choosing the Right Name
Your name is your brand’s handshake — it’s what clients, referral partners and future employees encounter first.
In our example, you’d most likely scramble for alternatives after realizing “Sunshine” was taken. Next, you may stumble across dozens of local agencies with near-identical names, such as “Golden Hands,” “Gentle Hands” and “Comforting Hands.”
It may be wise in such a case to come up with an original name that conveys safety, trust and support. For instance, “Harbor Home Care” might be an option.
What works:
- Memorable: Short, easy to spell and easy to repeat.
- Descriptive: Hint at your service without being generic.
- Unique: Who wants to sound like everyone else?
Tip: Before you fall in love with a name, search your state’s registry, check if the domain is available, and make sure it won’t sound dated in five years.
Step 2: Claiming Your EIN
Think of your Employer Identification Number (EIN) as your agency’s Social Security number. Without it, you can’t open a bank account, hire staff, file taxes, or even apply for insurance.
The good news: it’s free and easy through the IRS website. The bad news: some entrepreneurs don’t realize that shady third-party websites will try to charge for it.
Tip: Go straight to the source (irs.gov), and apply after you’ve chosen your business structure (LLC, corporation, etc.).
Step 3: Getting Your NPI
Even if you won’t bill Medicare, a National Provider Identifier (NPI) is a must-have. It’s a unique 10-digit number that signals legitimacy to payor networks, referral partners and credentialing systems.
Agencies apply for a Type 2 NPI (for organizations, not individuals). You’ll need your business name, EIN and a taxonomy code — most agencies use 251E00000X (Home Health Agency).
Bonus: Do It in the Right Order
These steps build on each other. Skip ahead, and you’ll likely backtrack. Here’s the smoothest sequence:
1. Register your business name.
2. Form your business entity (LLC, Corporation, etc.).
3. Apply for your EIN.
4. Apply for your NPI.
5. Begin your state license application.
Think of it like stacking blocks — do it out of order, and the whole tower wobbles.
Laying the Groundwork for a Legacy
The lesson is clear: Your agency’s foundation matters as much as your passion.
And that’s the truth for every new home care entrepreneur. Choosing a name and securing your identifiers are not glamorous, but these are the first steps you must take to build something bigger than yourself.
So go ahead: name it and claim it. You’re not just launching an agency. You’re building a legacy of care that families will remember long after the paperwork is done.
Lori Eberly is a college professor and program director of health sciences at Appalachian State University. She is also the founder of Senior Care Strategy, a consulting and coaching firm dedicated to helping home care agency owners and senior living leaders grow their businesses with purpose, efficiency and heart. With nearly two decades of experience as a multi-unit home care franchise owner, she blends academic insight with real-world expertise to shape the future of health care leadership and senior care.
