Started by a daughter, for sons and daughters.
Hollyhock began in 2014 with three caregivers and one phone. We're still local, still small enough to know every family, and still run by the person who started it.
About Hollyhock
Our story
Why Joanna started Hollyhock
In 2013, Joanna Lindqvist was living in Minneapolis when her father, back home in Madison, started needing help. She hired an agency over the phone. In two months, eleven different caregivers came to his house. None of them knew he liked his coffee at 6, or that he'd stop eating if the radio was off.
She drove down most weekends, worried the rest of the week, and never got a straight answer about what anything cost.
A year later she started Hollyhock to do the opposite: a small team for each family, a short note after every visit, prices on the website, and a phone that a person answers.
"I wanted the agency I wished I'd found for my dad: the same faces every week, and someone who'd call me before I had to call them."
What we hold to
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The same faces
A small team for each family, so your parent isn't meeting a stranger every week.
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Your parent decides
It's their home and their day. Caregivers ask before they help and follow their way of doing things.
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Straight answers about money
Hourly rates and minimums on the website, a weekly invoice, and no long contract.
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We say when it's more than we can do
When your parent needs nursing or a secured setting, we tell you plainly and help you plan.
The office team
These are the people who answer your calls, visit for assessments and train our caregivers. You'll meet at least two of them.
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Joanna Lindqvist
Founder and director
Started Hollyhock after arranging care for her father from two states away.
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Marcus Bell
Care manager
Does most of our in-home assessments and the first-two-weeks check-ins.
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Hannah Ortiz
Care manager
Looks after our dementia teams and the families on Madison's east side.
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Priya Raman
Scheduling lead
The calm voice who answers most calls and finds the backup caregiver.
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Dee Vang
Caregiver trainer
Runs orientation, safe-moving practice and the dementia course.
Twelve years, one office
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2014
Joanna starts Hollyhock with three caregivers and one phone.
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2016
Overnight care added, with awake caregivers only.
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2018
Our own dementia course for every caregiver on a memory care team.
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2021
Visit notes go out by email after every visit.
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2026
64 caregivers across Madison and Dane County.
Three things we're not
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Not a franchise
One office in Madison, owned and run by the person who started it.
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Not a registry
Registries match you with a freelancer and you become the employer. Our caregivers are our employees: we pay, insure and supervise them.
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Not a medical provider
We help with daily life, personal care and company. Nursing and therapy come from home health agencies.
Office418 Larkin Way, Suite 200, Madison, WI 53704
Phone(608) 555-0164
Licensed, bonded, insuredDetails for this demo are fictional.
Meet us at your parent's kitchen table.
The first visit is a free in-home assessment with one of our care managers. Bring every question. You'll leave with a written plan and a weekly cost.