When Brooklyn Heights resident Jean Soong flew to Taiwan in 2021 to care for her elderly father, she expected the emotional toll. What she did not expect was the logistical struggle.
Even with her background in construction, finding reliable, qualified help for basic home safety fixes proved exhausting. Installing grab bars, adjusting doorways, securing loose steps, work that was too small for major contractors but far too important to leave undone.
“That experience really opened my eyes,” Soong said. “It is incredibly hard for families to find reliable and qualified help, especially for seniors. I wanted to build something that would make their lives much easier.”
This summer, Soong launched TruBlue of Northwest Brooklyn, a handyman and home maintenance franchise specializing in senior home safety. The business fills a gap for projects that are too small for most contractors, yet too specialized and urgent to leave to unvetted handymen. Services range from replacing smoke detector batteries to installing wheelchair ramps and modifying bathrooms to reduce fall risk.
“Sometimes it is not about a remodel,” she said. “It is about making sure someone’s mother can get down the stairs without fear. Those are the jobs that matter most.”
Her path into home services began in the insurance industry, where she worked with property repair contractors for nearly two decades. In 2019, she and a partner opened a home inspection business in New York City. As they built relationships with real estate agents and homeowners, Soong saw a consistent demand for small, but critical, handyman jobs.
Brooklyn presents unique challenges to small renovation projects. Many seniors live in co-ops, condominiums or apartment buildings that require licensed and insured contractors for even minor work. For smaller operators, maintaining both insurance and a license can be costly. The result is a service gap Soong believes her business is well-positioned to fill.
TruBlue assigns each client a house care manager who coordinates seasonal maintenance, emergency repairs and preventative safety upgrades. Many franchise owners, including Soong, hold certifications that allow them to provide expert guidance for senior home modifications.
New York City’s population of adults over 65 is projected to grow by nearly 40% in the next two decades. Fall-related injuries are already a leading cause of hospitalization among seniors, according to the Centers for Disease Control and Prevention.
Soong’s approach blends business strategy with genuine care. “Every grab bar, every fixed step is peace of mind for someone — and that is worth everything.”
Her advice to other entrepreneurs is to act on the need, even when life is complicated. “There will never be a perfect time,” she said. “I started this while caring for a baby and grieving my father’s passing. I surrounded myself with people who believed in the mission, and I moved forward.”
