Marin County, CA

Home care market report from Census, BLS and California Medicaid data.

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Executive summary

A steady senior market with a thin home care workforce

Marin County has 65,291 people aged 65 and over, up 9.8% since 2020, and 5.4% of them need help bathing or dressing. 3,098 people worked in non-medical home care here in 2025.

65,291

People 65 and over, July 2025

Growing slower than the country

Up 9.8% since 2020, against 15.5% for the US. The 75 to 84 group grew 29.5%.

5.4%

Seniors, 2020–2024

Need help bathing or dressing

About 3,242 people. 9.3% in California, 7.1% in the US.

3,098

Home care jobs, 2025

47.4 per 1,000 seniors

Against 125.5 across California and 42.0 in the US. Includes caregivers families hire through Medicaid.

+17.2%

Home care jobs, 2019 to 2025

A growing workforce

From 2,643 to 3,098. 52 home care businesses with paid staff in 2023.

$17.28

Median aide wage, May 2025

What caregivers earn here

Above the California median of $16.50. Nursing assistants earn $26.96.

Who needs care

Seniors who need help at home

29.0%

Living alone, Seniors, 2020–2024

California 21.9% · US 26.6%

5.4%

Need help bathing or dressing, Seniors, 2020–2024

California 9.3% · US 7.1%

10.6%

Need help with errands, Seniors, 2020–2024

California 16.1% · US 13.2%

8.8%

Covered by Medicaid, Seniors, 2020–2024

California 20.9% · US 14.1%

7.8%

Below the poverty line, Age 75 and over, 2020–2024

California 12.8% · US 11.9%

$107,563

Median income, households headed by someone 65+, Seniors, 2020–2024

California $71,089 · US $58,390

Census American Community Survey, 2020–2024 five-year estimates (tables B09020, B18106, B18107, C27007, B17020, B19049). Poverty is shown for 75 and over, the age band the table splits out. In small counties these are estimates from few responses.

Logicly’s reading

5.4% of seniors here need help bathing or dressing, against 9.3% in California: about 3,242 people. 6,373 cannot run errands or get to appointments alone. 29.0% of seniors live alone.

Population ahead

Seniors by year

People 65 and over, 2020 to 2025

65,291 people 65 and over, 2025 +1.9% vs prior year

+29.5%

Age 75 to 84, 2020 to 2025

18,690 to 24,199

+19.2%

Age 85 and over, 2020 to 2025

7,081 to 8,443

−2.9%

Whole county, 2020 to 2025

261,337 to 253,694

44th

of 58 California counties on senior growth

California county median +13.7%

Census population estimates, vintage 2025, July of each year. No federal source forecasts county populations; these are trends, not a forecast.

Logicly’s reading

Seniors grew 9.8% while the county as a whole shrank 2.9%. The 75 to 84 group, 24,199 people, reaches 85 over the next decade, the age when daily help is most common.

The market

Home care jobs and businesses

Home care jobs, 2019 to 2025

3,098 home care jobs, 2025 +10.1% vs prior year

47.4

Home care jobs per 1,000 seniors, 2025

California 125.5 · US 42.0 · 34th of 39 California counties

$591

Average weekly pay in home care, 2025

$423 in 2019

Home care businesses with paid staff, 2023

3,039 employees · $38,080 payroll each

Home health businesses, 2023

823 employees, competing for the same aides

Home care businesses by number of employees, 2023

Under 10 staff 25 · 50%
10 to 49 staff 20 · 40%
50 to 249 staff 5 · 10%
250 staff and over 0 · 0%

BLS Quarterly Census of Employment and Wages, private ownership, industry 624120 (non-medical home care, homemaker and companion services, adult day). Census County Business Patterns 2023 for businesses. The BLS job count is higher than the Census employee count because it also counts household employers, such as families who hire a caregiver through a Medicaid self-directed program. BLS withholds counts where a county has too few employers to publish without identifying them.

Logicly’s reading

Home care jobs went from 2,643 in 2019 to 3,098 in 2025, up 17.2%. Per senior, Marin County has less than the California rate. More jobs per senior can mean a well-served market or heavy Medicaid and self-directed care; on its own it does not mean there is no room.

Can you hire here

Caregiver pay against other jobs

Median hourly wage, San Francisco-Oakland-Fremont, CA, May 2025

Nursing assistants $26.96
Stockers and order fillers $21.70
Janitors and cleaners $21.24
Fast food and counter workers $21.09
Retail salespersons $21.08
Cashiers $19.84
Home health and personal care aides $17.28

$17.28

Median aide wage, San Francisco-Oakland-Fremont, CA

California $16.50 · US $17.21

$17.28

Aide wage at the 25th percentile, a typical starting rate

California $16.50 · US $15.35

119,120

Home health and personal care aides, San Francisco-Oakland-Fremont, CA

May 2025

$17.28–18.65

Middle half of aide wages

25th to 75th percentile

BLS Occupational Employment and Wage Statistics, May 2025, all industries. Aides are occupation 31-1120; BLS no longer splits home health from personal care aides.

Logicly’s reading

Caregivers here can earn more as nursing assistants, fast food and counter workers and cashiers. Those jobs, more than other agencies, are who you compete with for staff.

What Medicaid pays here

California Medicaid rates

$38.46

Homemaker, per hour

Average hourly Medicaid rate, California, as published

Homemaker Agency or individual 860 Homemaker / Homemaker / Housekeeping (860) $38.46

Homemaker Agency or individual 860 Homemaker / Homemaker / Housekeeping (860) $37.31

Homemaker Agency or individual 860 Homemaker / Homemaker / Housekeeping (860) $35.65

Homemaker Agency or individual 860 Homemaker / Homemaker / Housekeeping (860) $34.36

Homemaker Agency or individual 860 Homemaker / Homemaker / Housekeeping (860) $34.27

Homemaker Agency or individual 860 Homemaker / Homemaker / Housekeeping (860) $33.29

Average Hourly Payment Rates for specified HCBS services, by Regional Center (opens in a new tab) . Averages the state reported under the federal rule (42 CFR 447.203). Fee-for-service rates; managed care plans negotiate their own. 546 other rows in the state's documents (habilitation, respite, daily, per-visit and group rates, and figures we could not confirm) are not shown. Checked October 27, 2026. Our California home care rates page lists the state's fee schedule per unit and private-pay prices.

Logicly’s reading

California has not published an agency personal care rate we could check. Its published figures show up to $38.46 an hour for homemaker.

Medicaid rates by state

43 states and DC with a rate we could check

Since July 2026 every state must publish what its Medicaid program pays per hour on average for personal care, homemaker and home health aide services. Each state posts it in its own format. Where a state hasn't, we show its fee schedule rate and say so. Where a state pays different rates by program or region, the table shows the lowest to the highest.

Agency personal care, highest published average per hour

Rhode Island $45.27
Oregon $43.29
Washington $42.92
Florida $41.92
Maine $37.44
Arizona $36.00
New Mexico $33.68
Pennsylvania $31.87
Kentucky $30.40
North Dakota $30.37
Colorado $30.36
Texas $29.24
North Carolina $27.46
West Virginia $27.00
Maryland $25.58
Virginia $23.44
Alabama $22.07
Illinois $18.75

All states, per hour

Vermont Fee schedule $51.91 Not published Not published Not published

Rhode Island Average paid $44.10–45.27 $20.94 $40.58–67.95 Not published

South Dakota Fee schedule $44.08 $44.08 $44.08 $44.08

Oregon Average paid $39.40–43.29 $20.00–24.00 Not published Not published

Washington Average paid $42.92 $37.56 Not published Not published

Florida Average paid $20.93–41.92 $31.51–31.77 Not published Not published

Maine Average paid $37.44 Not published $28.04 $41.60

Alaska Fee schedule $37.20 $37.20 Not published Not published

Montana Fee schedule $36.76–36.92 $30.28–31.64 $31.36 Not published

Arizona Average paid $27.20–36.00 $27.20 Not published Not published

Wyoming Fee schedule $35.64 $15.20 $25.96 $41.44

Indiana Fee schedule $34.36 $34.36 $30.72–31.72 Not published

New Mexico Average paid $33.68 Not published Not published $45.23

Missouri Fee schedule $18.52–32.68 $20.92 $32.56 Not published

Pennsylvania Average paid $29.98–31.87 Not published $24.55 $58.41–63.25

Ohio Fee schedule $28.96–30.92 $13.76 $23.96 Not published

District of Columbia Fee schedule $30.76–30.80 Not published Not published $30.76

Kentucky Average paid $30.40 Not published $35.24 Not published

North Dakota Average paid $28.59–30.37 $23.32 $27.64–28.54 $46.24–49.92

Colorado Average paid $27.51–30.36 $27.51–29.15 $25.56–36.75 $49.79

Utah Fee schedule $18.48–30.00 Not published $24.88–32.08 Not published

Texas Average paid $29.24 Not published Not published $18.44

Oklahoma Fee schedule $26.32–28.24 Not published Not published Not published

Minnesota Fee schedule $24.88–28.04 Not published $31.60 Not published

North Carolina Average paid $23.84–27.46 $23.85 Not published $37.55

West Virginia Average paid $27.00 Not published Not published Not published

Iowa Fee schedule $26.76 Not published $26.20 Not published

New Jersey Fee schedule $26.68 Not published Not published Not published

Tennessee Fee schedule $26.36 Not published Not published Not published

Maryland Average paid $25.58 Not published Not published Not published

Connecticut Fee schedule $25.52 Not published $22.04 Not published

Georgia Fee schedule $22.08–25.52 $25.52 Not published Not published

Wisconsin Fee schedule $25.04 Not published Not published Not published

Nevada Fee schedule $25.00 Not published $25.00 Not published

South Carolina Fee schedule $16.28–25.00 $16.20 Not published Not published

Idaho Fee schedule $24.44 Not published $21.04 Not published

Virginia Average paid $19.91–23.44 $15.34–19.80 Not published Not published

Alabama Average paid $17.72–22.07 Not published $17.36 $27.00

Arkansas Fee schedule $20.48 Not published Not published Not published

Louisiana Fee schedule $19.08 Not published Not published Not published

Illinois Average paid $18.75 Not published $29.63–31.40 $21.75–32.10

Nebraska Fee schedule $15.00 Not published Not published Not published

California Average paid Not published Not published $33.29–38.46 Not published

Delaware Fee schedule Not published Not published Not published $41.92

Hawaii Not published yet Not published Not published Not published Not published

Kansas Not published yet Not published Not published Not published Not published

Massachusetts Not published yet Not published Not published Not published Not published

Michigan Not published yet Not published Not published Not published Not published

Mississippi Not published yet Not published Not published Not published Not published

New Hampshire Not published yet Not published Not published Not published Not published

New York Not published yet Not published Not published Not published Not published

19 states published the average the federal rule asks for and we checked it against the state's own document; for 25 more we show the state's fee schedule rate instead. Not published yet or not checked as of October 27, 2026: Hawaii, Kansas, Massachusetts, Michigan, Mississippi, New Hampshire and New York. Rows a state reports for agencies and individual caregivers alike count as agency rates. Left out: per-diem, adult day and group rates, nursing visits some states file under home health aide, rows with no claims, and figures outside $10 to $80 an hour. Each state name links to its document.

Logicly’s reading

Published average agency personal care rates run from $18.75 to $45.27 an hour.

Neighbouring counties

The markets next door

Contra Costa 223,339 +15.2% 8.1% 91.0 $17.28

San Francisco 155,701 +9.6% 10.8% 225.2 $17.28

Sonoma 117,598 +14.6% 6.1% 78.5 $17.72

Solano 87,943 +16.7% 9.1% 77.3 $16.50

Marin 65,291 +9.8% 5.4% 47.4 $17.28

Each county links to its own report. BLS withholds job counts where a county has too few employers to publish without identifying them.

Logicly’s reading

Contra Costa, Solano and Sonoma have faster senior growth than Marin. If you serve more than one county, these are the places to look next.

Notes and sources

Government data only: Every figure is published by the Census Bureau, the Bureau of Labor Statistics or a state Medicaid agency. Ratios, growth and shares are worked out from those counts.
Logicly estimate: Only the “What is left of a Medicaid hour” result, from the inputs you set.
Home care: Industry 624120: non-medical home care, homemaker and companion services, and adult day programs. Medicare home health is 621610.
Seniors: People 65 and over. A self-care difficulty is difficulty bathing or dressing; an independent living difficulty is difficulty doing errands alone.
Medicaid rates: Fee-for-service rates from each state's own document, checked twice: the figure, its page or row, and the line it sits on. Averages are what states reported under 42 CFR 447.203(b)(2)(iii); a fee schedule rate is the most or the set amount a state pays per unit, converted to an hour. Some states keep these files on a contractor's site that their own page links to. Managed care rates are not included. Checked October 27, 2026.
Not included: Puerto Rico and the US territories are not in this release.
Sources: Census population estimates, vintage 2025 · American Community Survey 2020–2024 · County Business Patterns 2023 · BLS QCEW 2019–2025 · BLS OEWS May 2025 · Census county adjacency 2024 · state Medicaid payment rate disclosures and fee schedules, 2025–2026.

Logicly builds this report from public government data. When the Census Bureau and BLS publish new figures we build a new edition.

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