Broad Street Brings Premium Concierge Nursing Model to Indiana

CHICAGO, IL – March 18, 2026 – As Indiana grapples with the needs of a growing senior population, a new option for high-end, in-home care is entering the market. Chicago-based Broad Street Advocates & Private Nursing announced today its expansion into Indiana, introducing a model it calls “advocacy-led concierge nursing” to a state where demand for personalized care is on the rise.

The firm will initially launch its services in the Northwest Indiana region, with stated plans for a subsequent expansion into the Indianapolis metropolitan area. This move signals a significant development in the state's home care landscape, offering an alternative that moves beyond traditional models by placing licensed nurses at the center of a client's care plan.

A New Model for an Aging Indiana

Indiana, like much of the nation, is facing a profound demographic shift. A growing percentage of its population is aging, and with that comes an increasing preference for “aging in place”—living independently at home rather than in a residential facility. This trend has placed immense pressure on existing home care services, which often rely on caregivers to assist with daily living activities but may lack the clinical oversight to manage complex health needs proactively.

Broad Street aims to fill this perceived gap. Its model is built on the principle that placing a licensed Registered Nurse (RN) directly in the home provides a more capable, attentive, and proactive presence. Unlike traditional home care where a nurse may supervise caregivers from a distance, Broad Street's approach embeds clinical judgment and comprehensive care coordination into the daily routine. This means families can expect not just assistance with daily tasks, but also expert management of medications, ongoing health assessments, and immediate professional response to changing conditions.

"Families often assume their only options are traditional home care or a facility," said Sam Cross, Founder of Broad Street, in the company's announcement. "Our model takes a different approach—placing nurses in the home to provide a more capable, attentive, and proactive presence from the start."

Beyond Caregiving: Advocacy and Continuity

What distinguishes the company's offering is its emphasis on “advocacy-led” care. This philosophy extends the nurse's role beyond clinical duties to become a client's dedicated champion within the broader healthcare system. According to the company, its nurses coordinate with physicians, manage appointments, interpret complex medical information for the family, and ensure that the client's health and wellness goals are being consistently pursued. This integrated approach is particularly relevant in Indiana, where the state's Nurse Practice Act explicitly includes “advocating the provision of health care services” as a core function of registered nursing.

Broad Street's track record in its home market of Chicago provides a blueprint for its potential in Indiana. Since its founding in 2014, the company has built a reputation for what its founder calls a strategy of “fewer clients, deeper engagement.” With a focus on providing intensive, high-touch services—sometimes up to 90 hours per week per client, far exceeding the industry average—the firm has carved out a niche in the premium private-pay market. The company holds an A+ rating from the Better Business Bureau of Chicago & Northern Illinois and boasts client testimonials that praise its seamless coordination and proactive planning, particularly during challenging health transitions.

"In addition to day-to-day support, our experienced Healthcare Advocates help guide health and wellness over time, supporting better long-term outcomes and overall quality of life," Cross added.

Navigating the Hoosier Healthcare Landscape

The expansion into Indiana is a strategic move that reflects both opportunity and challenge. The market is ripe with potential. While Indiana has numerous home health agencies, including established names like Tendercare Home Health Services and Aveanna Healthcare, many focus on either traditional skilled nursing covered by insurance or non-medical personal care. The integrated, private-pay “concierge” model that Broad Street champions is less common, creating a distinct lane for the company among families with the means to seek a higher standard of care.

However, the most significant headwind facing this expansion is Indiana’s severe nursing shortage. Recent reports indicate the state has only a fraction of the nurses it needs, a deficit projected to worsen in the coming years. Hospitals and healthcare systems are offering substantial sign-on bonuses and incentives to attract talent, creating an intensely competitive hiring environment. For a new entrant like Broad Street, recruiting the experienced, high-caliber nurses required for its relationship-centered model will be a formidable task.

Building a Network to Attract Talent

Broad Street appears to be aware of this challenge. As part of its expansion, the firm announced it is actively seeking experienced nurses interested in a model that “emphasizes continuity, discretion, and long-term client relationships.” This approach may appeal to nurses who are burned out by the high-stress, high-volume environment of hospitals or who are seeking more autonomy and a deeper connection with patients than what traditional agency work provides. The promise of a lower nurse-to-patient ratio and a focus on holistic wellness could be a powerful recruiting tool in a strained labor market.

In addition to recruiting, the company is also focused on building a professional network across Indiana. This includes forging relationships with concierge physicians, specialists, and other trusted advisors who serve a similar clientele. By creating a seamless referral and support system, Broad Street aims to integrate itself into the local premium healthcare ecosystem.

As the company begins its operations in Northwest Indiana, its progress will be closely watched. The expansion represents a test of whether a high-touch, advocacy-led nursing model can thrive in a new market, offering a potential glimpse into the future of personalized in-home care while simultaneously navigating the stark realities of the current healthcare workforce crisis.