Building Trust Through Care: How This Franchisee Found Purpose

At BrightStar Care, franchise owners have the opportunity to make a meaningful difference in their communities through a model built on clinical excellence, trusted care, and strong operational support. With over 20 years of proven performance and a mission to provide a higher standard of care, our brand continues to attract leaders who want to create purposeful, people-first businesses in one of today’s fastest-growing industries.

One of those leaders is Zalfa Assaf, a BrightStar Care franchisee who recently opened her location in Rancho Cucamonga, CA. After a long career in the corporate world, Zalfa found her calling through personal experience, caring for her parents during their battles with cancer. That journey shaped her understanding of what compassionate, exceptional home care truly means, and ultimately inspired her to build a business that could deliver that same peace of mind to other families.

From Corporate Leadership to Compassionate Care

“I came to the U.S. over 20 years ago and have worked in the corporate world my entire life,” Zalfa explains. With a background in finance and accounting, she held leadership roles in industries ranging from infrastructure projects to packaging and logistics. “I’ve worked in project-based environments, handling large-scale operations and financial oversight, but after my parents got sick, everything changed.”

When both of Zalfa’s parents were diagnosed with cancer, she experienced firsthand how overwhelming it can be for families balancing work, caregiving, and emotional strain. “My mom was the first in our family to have cancer, she had stage four colon cancer” she said. “I had two little kids at home, and one of us (my husband or me) had to stop working to care for her. We were lucky, she survived and is healthy now, but that experience opened my eyes to how difficult it is to find care you can trust.”

Her father’s illness soon followed. “He was diagnosed with Hodgkin’s lymphoma and was in and out of the hospital,” Zalfa shared. “We were constantly calling 911, teaching ourselves how to take blood pressure and manage his care at home. Through that experience, I realized how critical it is to have skilled, compassionate support. It’s not just about medical care, it’s about trust, comfort, and family.”

Why BrightStar Care

When Zalfa and her husband George began exploring business opportunities, she knew she wanted something purpose-driven. “We looked at different franchises, but BrightStar Care stood out immediately,” she said. “The fact that every location has Registered Nurse oversight was a major factor since it created another level of comfort for families to trust that a medical professional is overlooking the plan of care of their loved family member. The combination of skilled and non-skilled care sets BrightStar Care apart.”

She also appreciated the structure and transparency of the franchise model. “Coming from finance, I value systems, processes, and accountability. BrightStar Care offered all of that, along with a real mission. It wasn’t just a business opportunity; it was a way to make an impact.”

Zalfa and her husband, George, just opened their location in October 2025. George will oversee sales and business development, while Zalfa focuses on team development, caregiver recruitment, and operations. “We’re building a team of caregivers who meet the highest standards and share our belief that care should always come from the heart,” she said.

Exceptional Support from Day One

Transitioning from the corporate world into healthcare has come with challenges, but Zalfa says BrightStar Care’s franchise support has made all the difference. “So far, the support has been outstanding,” she said. “They’re always ready to help and answer questions, especially when we’re learning something completely new. We come from different backgrounds, but the team makes sure we never feel alone in the process.”

She’s also found incredible camaraderie and mentorship among fellow owners. “The owners are amazing. They don’t see each other as competitors. Everyone wants to help each other succeed. The better we do collectively, the stronger our communities become.”

A Mission Rooted in Family and Trust

For Zalfa, her BrightStar Care business is deeply personal. “Taking care of family is a little bit different, and I believe family is important no matter what,” she said. “We want to give people the same level of care and comfort we wanted for our parents. When a client’s child tells us, ‘You made such a difference for my mom or dad,’ that’s the biggest reward we could ask for.”

After her grand opening, Zalfa’s goal is to make every client feel secure and valued. “It’s not easy to open your home to someone new,” she said. “But that’s what drives me, to earn that trust, to give families comfort, and to make a real difference.”

Ready to make a meaningful impact in your community? Contact us today to learn how you can own a business built on trust, compassion, and growth.