Executive Interview Series: Tracy Ongena on Reinventing Home Healthcare

Interview conducted by Kenny Rosenblatt, CEO & Co-Founder, Arkadium

Today we’re delighted to speak with Tracy Ongena, Founder and Chairman of Alvita Care, a leading provider of home healthcare and geriatric care management services. Tracy has built her career on reimagining how older adults receive support—combining medical oversight, compassionate care, and family-centered services.

Her company, Alvita Care, serves as a trusted partner to families navigating the complexities of aging, blending professional expertise with a deep commitment to dignity and independence. With the healthcare landscape shifting rapidly—through demographic change, evolving regulations, and advances in technology—Tracy has become a recognized thought leader in the eldercare space.

To explore her journey and vision for the future, Kenny Rosenblatt, CEO of Arkadium, sat down with Tracy for this installment of our Executive Interview Series.

Tracy Ongena: Thanks, Kenny. I founded Alvita Care after experiencing firsthand with my Grandma how fragmented and impersonal eldercare could be. Families often felt overwhelmed trying to coordinate medical needs, daily living support, and emotional care for their loved ones. I wanted to build a company that treated the whole person—not just the diagnosis—and empowered families to feel supported rather than burdened. Over the years, that mission has guided everything we do.

Tracy: Two things: personalization and professionalism. Too often, home care gets reduced to a transactional service—sending someone to the home without deeper coordination. We take the opposite approach. Every client is matched with a dedicated care manager who oversees the entire care plan, collaborates with doctors, and acts as an advocate for the family. We also hold ourselves to the highest standards of compliance, training, and oversight. That blend of compassion and rigor makes families feel safe.

Tracy: I think technology is going to change the game—but only if it’s applied thoughtfully. For instance, AI can help us identify subtle health changes before they escalate into crises, or automate documentation so caregivers spend more time with clients and less time with forms. But tech should never replace the human touch. In eldercare, the magic happens when families feel truly seen and heard. The opportunity is to use innovation to free up humans to be more present.

Tracy: That’s been one of my biggest lessons as a founder. In healthcare, culture equals trust—if your caregivers don’t feel supported, that will show up in the client experience. I invest heavily in training, mentorship, and clear values. I also try to model what I expect: transparency, accountability, and empathy. Scaling is always tricky, but if your culture is strong, it becomes the foundation for growth rather than something that gets diluted.

Tracy: I want to see aging reframed as a stage of life filled with purpose, connection, and dignity—not decline. At Alvita, we’re expanding services that support the whole ecosystem around older adults—wellness programs, caregiver support, even collaborations with tech companies exploring longevity. Ultimately, I believe the leaders who succeed will be the ones who balance clinical excellence with human compassion. That’s the future I’m working toward.

Tracy: Thank you, Kenny—it’s been a pleasure.