Opportunities in healthcare and personal care franchises in Spain: a booming sector
Madrid, May 21, 2025
In a context of demographic aging, increasing longevity and changes in lifestyles, the assistance services and personal care sector is positioning itself as one of the most promising within the franchise model in Spain. This vertical, which includes services for the elderly, dependents, children and personal wellness solutions, responds to essential needs of society, offering stability and expansion opportunities. This article, developed by the market research team of Franchise Innovation Summit, analyzes market size, emerging trends, challenges, opportunities, the characteristics of these franchises and highlights expanding brands, providing a guide for entrepreneurs and investors interested in this booming sector for 2025.
Market size
The assistance services and personal care sector in Spain is experiencing sustained growth, driven by demographic and social factors. According to the Franchising in Spain Report 2024, the franchise system in Spain has 8,123 franchised companies, 136 new brands and global revenue that grew 9.6% to 33,203 million euros in 2024. Within this ecosystem, the assistance services and personal care segment stands out for its resilience and constant demand.
In specific terms, the market for elderly and dependent care moves a significant volume. In Spain, 1.4 million dependent people live, a figure that will triple in the next 30 years, according to Wayalia, a leading brand in the sector. This segment generates estimated revenue of 2,000 million euros annually in home services and day centers, with annual growth of 7-10%, according to data from DBK. Additionally, the personal care sector, which includes nutrition and dietetics, billed 1,980 million euros in 2021, with a notable post-pandemic recovery.
The assistance services franchise sector has more than 150 active brands and approximately 1,500 operational units, generating close to 15,000 direct jobs, according to estimates from the Spanish Franchise Association (AEF). These figures reflect the strength of a market driven by the aging population —20% of Spaniards are over 65, according to the INE— and the growing preference for personalized and home-based solutions.
Emerging trends
The assistance services and personal care sector is evolving rapidly, aligning with consumer needs and expectations. The main trends for 2025 include:
Digitalization and technology: The integration of digital platforms for appointment management, telecare and remote monitoring is key. Brands like Cuidamos Mundi offer digital platforms for efficient administration, while artificial intelligence and big data are used to personalize services.
Focus on longevity and integral wellbeing: Consumers seek services that combine physical, mental and emotional health. Franchises like Naturhouse bet on personalized nutrition programs, while others incorporate coaching and psychology.
Sustainability and ethics: Clients value brands with responsible practices, such as the use of eco-friendly products in personal care services (for example, herbal stores like CataNatura) or models that promote local employment.
Home and proximity services: The preference for receiving care at home drives models like Wayalia or Interdomicilio, which offer flexibility and convenience.
Service diversification: Franchises are expanding their offering to include childcare, hospital assistance, training and home maintenance, as in the case of Interdomicilio.
Sector challenges
Despite its potential, the sector faces challenges that franchisees must address strategically:
Dependence on human talent: Service quality depends on qualified professionals, which implies challenges in hiring, training and staff retention. High caregiver turnover is a significant risk.
Strict regulation: The sector is subject to rigorous regulations, especially in services for dependents, which requires compliance with licenses and quality standards.
Competition with public services: Public social services and local associations compete with franchises, especially in rural areas.
Customer loyalty: Trust is crucial in this sector. Franchises must invest in long-term relationships and personalized experiences to retain customers.
Operating costs: Although many franchises don’t require physical premises, expenses in training, marketing and technology can be high.
Sector opportunities
The assistance services and personal care sector offers multiple opportunities for entrepreneurs and investors:
Growing demand: The aging population and increased life expectancy guarantee sustained demand. In Spain, the population over 65 will grow to 25% by 2030, according to the INE.
Low initial investment: Many franchises, such as Cuidamos Mundi (initial investment of 17,230 euros), Edades (from 15,000 euros) or SerHogarsystem (from 10,000 euros), are accessible for self-employment.
Flexible models: The possibility of operating without physical premises reduces costs and allows scalability, as in the case of Devuelving, which combines digital services with personal care.
Institutional support: Financing programs, subsidies for sustainable models and tax exemptions facilitate entry into the sector, according to the Spain Franchise Report 2025.
International expansion: Brands like Naturhouse, with presence in 32 countries, demonstrate global growth potential.
Characteristics of Assistance Services and Personal Care Franchises
These franchises are distinguished by the following characteristics:
Low investment and scalability: Many do not require physical premises, with initial investments from 10,000-20,000 euros, ideal for self-employment or micro-franchises.
Simple operations: The models are designed for entrepreneurs without prior experience, with continuous training and support from headquarters, as in Interdomicilio.
High recurring demand: Services, such as elderly care or nutrition, are constant needs, ensuring stable income.
Focus on proximity: Franchises operate in local environments, close to hospitals, residences or residential areas, maximizing accessibility.
Strong human component: Empathy, service quality and trust are fundamental, which requires careful staff selection.
Franchising brands expanding in Spain
Below are some of the most notable brands in the assistance services and personal care sector that are expanding their network in Spain, with examples of their business model and characteristics:
Description: Leader in home care for the elderly, founded in 2016, with more than 15 establishments. Offers flexible home assistance, telecare and companionship services.
Investment: From 30,000 euros (entry fee: 15,000 euros).
Characteristics: Self-employment model with continuous training and digital support. Focuses on quality of life for the elderly.
Expansion: Plans to open 10 new units in 2025, especially in Catalonia and Madrid.
Description: Leading brand with more than 10 years of experience and 50 active agencies. Offers four business lines: domestic service, elderly assistance, childcare and home maintenance.
Investment: From 20,000 euros (entry fee: 12,000 euros).
Characteristics: Low investment model with high profitability (30% annual growth). Ideal for entrepreneurs seeking diversification.
Expansion: Focused on consolidating its presence in Andalusia and Levante, with 5-7 openings planned for 2025.
Description: Specialized in home services for the elderly, with accreditations from the Junta de Castilla y León.
Investment: 17,230 euros (entry fee: 11,800 euros).
Characteristics: Low-cost franchise with 5% royalties and a digital platform for efficient management. Ideal for urban areas near hospitals.
Expansion: Seeks to grow in northern and central Spain, with a target of 8 new franchises in 2025.
Description: Leader in nutrition and dietetics, with more than 2,300 establishments in 32 countries. Offers personalized weight loss and wellness plans.
Investment: From 25,000 euros (entry fee: 10,000 euros).
Characteristics: Proven model with high customer loyalty and marketing support. Focused on health sector professionals.
Expansion: Plans to open 20 new centers in Spain in 2025, focusing on medium-sized cities.
Description: Elderly care franchise with more than 50 offices in Spain, specialized in home help and telecare.
Investment: From 15,000 euros (entry fee: 9,000 euros).
Characteristics: Accessible model with simple operations and comprehensive training. Ideal for local entrepreneurs.
Expansion: Target of 10 new openings in 2025, especially in southern and northwestern Spain.
Description: Franchise specialized in domestic and assistance services for the elderly, dependents and families. Offers comprehensive home solutions, including cleaning, personal care and other complementary services.
Investment: Initial investment starts from 10,000 €, including the entry fee. A physical premises is not essential, although an office of approximately 25 m² is recommended.
Characteristics: Flexible model, ideal for entrepreneurs seeking self-employment. Provides initial training and continuous support from headquarters. Operations adapt to populations from 15,000 inhabitants.
Expansion: Currently has more than 35 branches in Spain and international presence in countries such as Portugal and Mexico. Continues its expansion with new openings planned in urban and residential areas.
Description: First day-center franchise network in Spain, focused on the physical and mental health of the elderly.
Investment: From 80,000 euros (entry fee: 20,000 euros).
Characteristics: Premium model with personalized services and agreements with public entities. Requires premises of 100-200 m².
Expansion: Plans to expand with 5 new centers in 2025, focusing on large cities.
Description: Home assistance services franchise, founded in 2020, focused on the elderly, dependents and disabled people.
Investment: From 18,000 euros (entry fee: 10,000 euros).
Characteristics: Low investment model with emphasis on autonomy and quality of life. Local marketing support.
Expansion: Seeks to grow in the Mediterranean and inland areas, with 6-8 openings planned for 2025.
Strategies for Success
To take advantage of opportunities in this sector, franchisees should:
Prioritize Staff Training: Invest in continuous training programs to ensure high-quality service, as Wayalia and Vitalia do.
Adopt Technology: Implement digital platforms for management and monitoring, following the example of Cuidamos Mundi.
Foster Proximity: Establish in strategic areas near hospitals, residences or residential areas to maximize customer acquisition.
Build Trust: Develop long-term relationships with clients through empathetic and personalized service.
Take Advantage of Public Aid: Explore subsidies and financing programs, especially for sustainable models, such as those promoted by the EU.
Conclusion
The assistance services and personal care franchise sector in Spain is in a moment of expansion and transformation, driven by demographic aging, digitalization and the demand for personalized solutions. With growing revenue, low-investment models and a booming market, this vertical offers opportunities both for entrepreneurs seeking self-employment and for investors with strategic vision. Brands like Wayalia, Interdomicilio, Cuidamos Mundi, Naturhouse, Edades, Vitalia and TSYS lead the expansion, demonstrating the potential of a sector that combines profitability with social impact. However, success will depend on the ability to overcome challenges such as talent management, regulation and competition, betting on innovation and service quality. For 2025, this sector will continue to be a pillar of the franchise system, offering a “golden opportunity” for those who know how to adapt to the needs of a changing society.