Most software companies in the home care space sell a product and disappear. Mbili Findlay decided to do the opposite: sell the outcome, and stick around to deliver it.
Findlay, who founded Atendi with a background in business analytics and experience across insurance, hospitality, and technology, saw a pattern that frustrated agency owners everywhere. They were paying for lead-generation tools (and staff!) that provided names and phone numbers, but no actual relationships. Liaisons came and went. Referral pipelines dried up. Agencies with solid reputations still struggled to maintain steady admissions.
So Mbili and his team built something different. Atendi operates as a full-time, in-house business development team for home care and hospice agencies. Instead of handing clients a login and a user manual, Atendi deploys relationship managers, outreach representatives, and partnership specialists who function as an extension of the agency itself.
Built From the Field, Not a Boardroom
Findlay’s approach wasn’t born from market research alone. With personal experience in home care, Findlay understood the disconnect between what software promised and what agency owners actually needed. Before launching Atendi, Findlay led market entry efforts in multiple cities, testing and refining acquisition methods through direct field execution. That hands-on work earned a reputation among agency owners as someone who understood their business from the inside.
The result is a service model tailored to agencies generating between $500,000 and $4 million in annual revenue. These are owners who recognize the value of referral relationships but lack the internal infrastructure to manage them at scale. They’ve cycled through generic CRMs. They’ve watched good sales reps leave. And they’ve seen firsthand that buying software doesn’t solve a relationship problem.
A Platform for Agencies That Want to Go It Alone
For agencies that don’t need a full outsourced team, there is AtendiCare, a standalone CRM built specifically for the workflows of home care and hospice referral development. Unlike generic sales software adapted for healthcare, AtendiCare is designed around the realities of the industry: tracking discharge planners across hospital systems, managing relationships with senior living communities, logging visits to physician practices, and giving owners real-time visibility into their pipeline.
It’s available as a low-cost subscription for agencies that have the internal staff but need better tools to support them. The software doesn’t try to be everything to everyone. It does one thing well: support the people responsible for keeping referrals flowing.
Expansion Into High-Demand Markets
Over the next year, Findlay is leading Atendi into an aggressive expansion across cities where senior care demand is outpacing referral infrastructure. Texas, Arizona, California, New York, Pennsylvania, and Florida are all target markets where agencies are already using the managed business development services and seeing results.
The goal is straightforward: scale Atendi to support agency clients in every major metro area where seniors are underserved, while continuing to grow the team that makes the managed-service model work. It’s a vision rooted not in software alone, but in the belief that home care referral relationships require real people, real consistency, and real accountability.
