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Iowa has a substantial older-adult population, creating continued demand for services that help individuals remain safe, comfortable, and independent at home. According to the U.S. Census Bureau's 2024 American Community Survey, approximately 825,600 Iowa residents were age 60 or older, representing about 25.5% of the state's population. Approximately 612,600 residents were age 65 or older, or 18.9% of the population.

With approximately one in four Iowans already age 60+, the state's demographic profile represents a significant market for personal assistance, companionship, respite, homemaker services, and other forms of non-medical home care. Iowa's current FFY 2026–2029 State Plan on Aging is specifically designed around increasing independence, health, safety, community integration, and support for older adults and their caregivers.

Chronic health conditions and age-related limitations can increase the need for dependable assistance with everyday activities. Iowa Health and Human Services reports that in 2024, approximately 11.4% of Iowa adults — about 286,000 people — reported having been diagnosed with diabetes. Diabetes prevalence increases considerably with age, with nearly one in four Iowa adults age 75 and older reporting diagnosed diabetes.

Cardiovascular disease is another important concern for Iowa families. Iowa HHS identifies heart disease as the state's leading cause of death, while stroke remains among the state's leading causes. Chronic conditions such as diabetes, heart disease, high blood pressure, mobility limitations, and cognitive changes can make everyday activities more difficult for older adults. Non-medical home care can provide valuable assistance with personal care, meal preparation, mobility, companionship, light housekeeping, and other activities of daily living.

Iowa has an established system of Home and Community-Based Services designed to help older adults and individuals with disabilities receive services in their homes and communities rather than institutional settings. Iowa's Elderly Waiver can include services such as adult day care, chore assistance, home-delivered meals, home health aide services, homemaker services, respite care, senior companion services, transportation, personal emergency response systems, and home modifications for eligible individuals.

The need for these services is significant. Iowa's 2026–2029 State Plan on Aging reports that Area Agencies on Aging have had to implement waiting lists for services including personal care, homemaker services, respite care, transportation, and home-delivered meals as costs have increased and provider availability has declined. This demonstrates the continuing need for reliable organizations and caregivers capable of helping older Iowans remain supported within their communities.

Iowa combines a sizable older-adult population with established metropolitan, suburban, small-town, and rural markets. The U.S. Census Bureau's newest Vintage 2025 Population Estimates place Iowa's population at approximately 3.24 million residents, up approximately 1.5% from the state's 2020 population-estimate base.

Population centers such as Des Moines, Cedar Rapids, Davenport and the Quad Cities, Sioux City, Iowa City, Waterloo-Cedar Falls, Ames, and Dubuque provide opportunities for locally operated home care businesses, while Iowa's many smaller communities and rural counties create additional need for dependable local services.

Iowa's Des Moines–West Des Moines metropolitan area alone was estimated at approximately 758,500 residents in 2025, with additional population centers distributed throughout the state. Combined with more than 825,000 residents age 60+, Iowa offers franchise owners the opportunity to develop relationships with families, senior organizations, healthcare providers, community groups, and referral partners across diverse local markets.

Helping older Iowans remain independent within their homes and communities is a central priority of Iowa's aging-services system. Iowa's 2026–2029 State Plan on Aging establishes "Maximize Independence" as its first major goal, focusing on access to high-quality, person-centered services that promote independence, community integration, and self-sufficiency.

Iowa currently has six Area Agencies on Aging serving all 99 counties, connecting older adults, individuals with disabilities, and caregivers with services, information, and long-term support resources throughout the state.

The need for aging-in-place resources is expected to become even more widespread. Iowa HHS reports that in 2020, 67 of Iowa's 99 counties had populations in which at least 20% of residents were age 65 or older. By 2060, that number is projected to increase to 80 counties.

EmmUcare's non-medical home care model aligns naturally with Iowa's emphasis on independence and community living by providing personalized support that can help clients maintain their routines, dignity, safety, and connection to the communities they call home.

Iowa offers several characteristics that can support entrepreneurs and locally operated franchise businesses:

• Improving Tax Competitiveness: Iowa ranks No. 17 overall in the 2026 State Tax Competitiveness Index, improving from No. 19 the previous year after several years of tax reform.
• Competitive Individual Income Tax Structure: Iowa moved to a flat 3.8% individual income tax in 2025 and ranks No. 11 nationally for individual income tax competitiveness.
• Competitive Sales Tax Ranking: Iowa also ranks No. 11 nationally in the sales-tax category of the 2026 State Tax Competitiveness Index.
• Continued Tax Reform: Iowa completed the phaseout of its inheritance tax in 2025, further changing the state's overall tax environment.
• Business Development Resources: The Iowa Economic Development Authority administers financing, tax-incentive, workforce, and business-development programs for qualifying companies seeking to locate, expand, or modernize operations within the state.
• Active Workforce: Iowa Workforce Development currently reports approximately 1.59 million people employed by Iowa employers, with approximately 14,400 jobs added over the previous year.

Combined with Iowa's affordable communities, statewide workforce, substantial senior population, and increasing demand for services that support aging in place, these characteristics provide a strong foundation for entrepreneurs seeking to develop a locally operated service business.

Becoming an EmmUcare Home Health franchise owner means building your business with an established brand, structured systems, and an experienced support team behind you. Franchisees receive comprehensive initial training, operational guidance, recruiting and onboarding resources, marketing support, technology resources, and ongoing assistance designed to help them launch, operate, and grow their local business.

EmmUcare's Care Centered Around You philosophy provides franchise owners with a recognizable mission focused on compassionate, personalized support and helping individuals maintain independence in the comfort of their homes.

With more than 825,000 Iowa residents age 60 or older, an aging population extending throughout the state's 99 counties, and increasing demand for personal care, homemaker, respite, and other home-based services, an EmmUcare franchise offers entrepreneurs the opportunity to build a meaningful local business while benefiting from the resources, structure, and support of an established home care brand.