6 minute read
How Rachel Amsel is Bringing Compassion Back to Home Care from the Hamptons to Palm Beach
by Lizabeth Zindel Wells
In a world where elder care is too often transactional, Rachel Amsel is restoring humanity to the process. As the founder of Affinity Home Care, Amsel has built a boutique-style agency that treats every client like family. With a presence across Long Island, Manhattan, the Hamptons, and now South Florida, Affinity is known for pairing high-level clinical expertise with personalized matchmaking — ensuring that every caregiver placed is the right emotional, cultural, and logistical fit. For Amsel, it’s about dignity, continuity, and connection. We spoke with her about building a business rooted in compassion, why the Hamptons inspires her, and how she’s helping families navigate some of life’s most delicate transitions.
What inspired you to start Affinity Home Care?
RACHEL AMSEL: It really came from a very personal place. I’m someone who’s always been particular about who comes into my life — who’s in my home, who helps with my child. And when my mother became ill, I saw firsthand how broken the system was. She’s a kidney transplant recipient and had very specific needs, but the care she received was often the opposite of what we asked for. Agencies assigned aides based on zip code — not compatibility. There was no thought behind it. I wanted to build something different.
What makes your approach different from traditional agencies?
AMSEL: At Affinity, we approach home care like matchmaking. We don’t just register clients into a system. We take the time to understand who someone is — their story, their personality, their needs. Before we talk about logistics, we ask: Are they introverted or extroverted? What was their career? Have they had help before, and what did they like or dislike? Sometimes, it’s not even the client who needs the match — it’s the spouse or adult child who’ll be interacting with the caregiver every day.
Can you tell us about your companion and home health aide services?
AMSEL: At Affinity, our companion and home health aide services are rooted in something deeper than just caregiving — we’re built on connection, dignity, and personalization. We believe that care is not one-size-fits-all. Every client we serve comes to us with their own unique story, background, and needs — and we honor that.
What truly sets us apart is our approach. While we of course provide all the essential services — personal care, bathing, meal prep, light housekeeping, assistance to appointments, and safety oversight — we go far beyond the task list. Our focus is on creating meaningful, compatible matches between our caregivers and clients. We carefully consider personality, lifestyle, preferences, and even the dynamics of the family, ensuring that the caregiver not only meets the care needs, but feels like the right presence in the home.
You operate almost like a highly personalized matchmaking service. Can you elaborate on this?
AMSEL: It’s not just about finding someone qualified — it’s about finding the right person to step into a family’s world with warmth, compassion, and consistency. Especially during vulnerable times, we know how important trust, peace of mind, and stability are. That’s why every member of our team is fully vetted, professionally trained, and supported by a hands-on leadership team who stays closely involved throughout the entire care journey. At the heart of everything we do is the belief that great care is about honoring the full life of each individual — bringing calm, companionship, and a sense of normalcy, even during seasons of challenge.
You also offer clinical services with caregivers and nurses who are all highly vetted and licensed by the Department of Health. Can you tell us more about that side of your work?
AMSEL: Yes, we offer everything from companion care to high-end private-duty nursing. On the clinical side, we work with patients who have complex medical needs — wound care, feeding tubes, trachs, vents, IV infusions. Some are post-op. Others are managing chronic conditions while living independently. We also provide nurses for clients who simply prefer that level of care.
Do you personally meet with many of these families?
AMSEL: Always. We offer complimentary consultations — at home, in the hospital, wherever the client is. Sometimes, we gather the family on a Zoom call if they’re spread out across different states. It’s never just about assigning someone quickly. It’s about slowing down, asking questions, and creating a care plan that honors the person’s life and needs.
You’ve spoken about dignity a lot. Why is that so central to your philosophy?
AMSEL: Because the end of life matters. We live these long, complex lives, and when we get older, we deserve to be treated with the same thoughtfulness and respect we gave others. It’s not just about a shower or a meal — it’s about preserving independence, honoring identity. I think about that every day. I tell my team, “Before you answer a client, ask yourself how you’d want to be treated if it were you or someone you love.”
You have a strong connection to the Hamptons. How has that environment shaped your approach?
AMSEL: The Hamptons embodies everything I value — wellness, beauty, connection to nature. My website is designed with that aesthetic for a reason. I love staying at bed and breakfasts. That one-on-one feeling is who I am. I love horseback riding, long walks, just being in that peaceful, grounded environment It mirrors how I want clients to feel: calm, cared for, seen.
What regions does Affinity currently serve?
AMSEL: We’re based across Long Island — Nassau and Suffolk counties, the Hamptons year-round — as well as Manhattan, Queens, and Brooklyn. We’ve recently expanded into South Florida, with offices covering Palm Beach County. Wherever we grow, we bring that boutique, personalized feel.
What’s most rewarding about your work?
AMSEL: People come to us in crisis — overwhelmed, anxious, and uncertain of what comes next. I recently heard from a client who had just lost her husband. She was drowning in responsibilities, yet what she remembered most was the way she felt held — by the people who cared for her, and by the strength of the support surrounding them both. It reminded me why this work matters. In moments of heartbreak and uncertainty, we aim to be the calm in the storm. That’s the privilege and the reward.
What guides you personally in all of this? Any books or ideas that shaped your philosophy?
AMSEL: I’ve always had an old soul. One book that really stayed with me is The Untethered Soul by Michael Singer. It’s about living in alignment with your purpose. For me, that’s what this work is. When you’re doing something that feels right in your soul, the impact is deeper. I think that’s what people feel when they work with us.
affinitychc.com | 844 331 0006
