"Care the TRUE Way."
Because Your Loved Ones Deserve Care The TRUE Way.
Founder & Leadership Story
Latina Freeman is the visionary founder and leader behind True Home Care, a company built on compassion, resilience, and a deep commitment to serving others. Her journey into leadership was shaped by years of hands-on caregiving experience, where she witnessed firsthand the physical, emotional, and spiritual needs of individuals who desire to age with dignity in their own homes. These experiences inspired her to create a care model that goes beyond basic assistance and focuses on meaningful relationships, respect, and personalized support.
Before founding True Home Care, Latina spent years working directly with clients and families, gaining valuable insight into the gaps that often exist in traditional caregiving services. She recognized that many families were searching not only for reliable care but also for caregivers who genuinely value trust, compassion, and understanding. This realization became the foundation for True Home Care and its core values: Trust, Respect, Understanding, and Excellence.
As a woman founder and leader, Latina has navigated the challenges of entrepreneurship with determination and faith. Balancing the responsibilities of caregiving, leadership, and business development required grit, long hours, and the courage to grow through uncertainty. Her leadership style is rooted in empathy, service, and leading by example—qualities that have helped shape a culture of accountability and compassion within her organization.
Latina’s leadership story is one of perseverance and purpose. She continues to guide True Home Care with a clear vision: to build a trusted agency that supports families, empowers caregivers, and allows clients to live safely and comfortably at home. As the company grows, her commitment remains the same serving others with integrity while creating meaningful impact in the community.
Growth, Grit & Momentum for True Home Care
True Home Care was built on faith, resilience, and a deep commitment to serving families who need compassionate support for their loved ones. What began as a vision to provide trustworthy, personalized home care has grown into a mission-driven agency focused on helping seniors remain safe, comfortable, and respected in their own homes.
In its early stages, True Home Care focused on building a strong foundation developing clear values creating personalized care plans, and establishing relationships with families in the community. One defining challenge has been balancing direct caregiving with the administrative work required to grow the business. Despite long hours and limited resources, this season has strengthened the company’s
grit and determination.
Key milestones include launching services, serving the first clients, developing a dedicated caregiver team, and clarifying the company’s core values: Trust, Respect, Understanding, and Excellence. Each step has built momentum and reinforced the vision for high-quality, relationship-centered care.
The wins so far are proof that the need for compassionate home care is real and growing. Next for True Home Care is expanding its caregiver team, welcoming more clients, strengthening community partnerships, and continuing to build a reputation as a trusted home care provider for families seeking dependable, heartfelt support.
