Bob Roth of Maricopa County on Life, Lessons & Legacy

Bob Roth shared their story and experiences with us recently and you can find our conversation below.

Bob , so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What do you think is misunderstood about your business? 
One of the biggest misunderstandings about our business is that most people are confused or simply don’t know the difference between home care and home health.

– Home health is medical: skilled nursing, physical/occupational/speech therapy, wound care, and other clinical services, usually prescribed by a doctor and covered by Medicare or insurance.

– Home care is non‑medical: help with personal care, bathing, dressing, meal preparation, medication reminders, transportation, and companionship. It’s private‑pay, not covered by Medicare, and focuses on independence and quality of life rather than medical treatment.

Another challenge is awareness. The home care industry is only about 30-35 years old – still in its infancy – and far too many families don’t even realize it’s an option until they are in crisis if they even discover home care as an option. If they only knew earlier, they could avoid unnecessary hospitalizations, delay moves to assisted living, and have greater peace of mind.

And perhaps most importantly: it’s all about trust. Inviting a caregiver into your home means opening your life at a deeply personal and often vulnerable time. That trust has to be earned every single day. At Cypress HomeCare Solutions, we’ve spent 31 years building a reputation rooted in compassion, reliability, and integrity. Families in our community know that when they choose us, they’re choosing a proven partner who will care for their loved ones as if they were our own.

Can you briefly introduce yourself and share what makes you or your brand unique?
Meet Bob Roth – Caregiving is My Calling

My name is Bob Roth, and I’m the Managing Partner and co-founder of Cypress HomeCare Solutions in Phoenix, Arizona. I often say that caregiving isn’t just what I do – it’s who I am. My journey in this field began in a very personal way. In January 1985 my family and I found ourselves as caregivers for our mother who had a life-altering heart attack that changed her life, and ours forever. Through that experience, we discovered how compassionate, reliable home care can profoundly impact a family’s life. Inspired by this, we founded Cypress HomeCare Solutions in 1994 “to bring our clients the same level of compassionate care that we gave to our mom.”

Thirty-one years later, that founding mission still guides everything I do.

From my family’s’ experience to a mission-driven career. Caring for my own mother at home was a life-changing experience that propelled me into the home care profession. It showed me firsthand the challenges families face and the difference that quality in-home support can make. I turned that personal insight into a professional mission: to help other families navigate aging and caregiving with dignity and peace of mind. In 1994, my brothers and I started Cypress HomeCare Solutions to help families with their loved ones. I joined the family business in December 2003 as managing partner.

We began as a family-owned agency with a simple principle – treat every client like we would our own loved ones. To this day, I remain deeply involved in the day-to-day operations and culture of Cypress, ensuring that our team delivers care with the same warmth and empathy that sparked our beginnings. What do I do? In my role as Managing Partner, I wear many hats. I oversee our organization’s strategic direction, innovate new care programs, and, most importantly, cultivate a team of compassionate caregivers alongside the dedicated office support team that makes our work possible. Every decision I make comes back to one core question: “Is this what I would want for my own family?” This mindset has helped Cypress HomeCare earn the trust of our community over the years. We truly view our work as a calling, not just a business, a calling to serve seniors and families with excellence and heart.

Leaning on my consumer goods background, I helped to build a unique brand in home care. Cypress HomeCare Solutions has since grown into an industry-leading home care agency, and I believe our uniqueness stems from our family values and innovative spirit. We started as a family business driven by love, and we’ve kept that family feel even as we’ve expanded. When clients invite us into their homes, they become part of our extended Cypress family. We carefully select and train our caregivers to uphold our high standards of compassion and professionalism – the very same level of care we’d insist on for our own parents or grandparents.

This personal touch is something I’m very proud of. It’s not uncommon to hear clients say that our caregivers have become like family to them, and that is exactly what we strive for. What also makes our organization special is our commitment to innovation and quality. While we cherish old-fashioned kindness, we’re also forward-thinking in improving care. For example, we’ve embraced technology solutions to enhance caregiver oversight and client well-being. We were early adopters of tools like electronic visit verification and even AI-assisted care. In fact, we spearheaded the use of remote monitoring and AI-powered care coordination to improve safety and efficiency for both our caregivers and clients

We also launched specialized training programs and partnerships to address the caregiver shortage and elevate service quality. By blending compassionate personal service with cutting-edge innovation, Cypress stands out as a truly holistic home care provider. Our mantra is “high-tech meets high-touch,” leveraging the latest resources to support a very human, heart-centered endeavor. Another unique aspect of what I do is community education and outreach. I’ve always believed that our responsibility goes beyond serving clients – it’s about leading and educating within the wider community. To that end, I host a weekly radio show and podcast called “Health Futures: Taking Stock in You.” Every Friday, I bring on expert guests and discuss new ideas to help older adults live healthier, happier lives. After 13 years on the air, the show has become a platform to share knowledge on aging and caregiving. Since 2009 I have been writing a monthly column called “Aging Today” for a local publication the Jewish News of Greater Phoenix. Through these channels, I aim to empower families with information and inspire conversations about aging with purpose and vitality. This thought leadership is part of our brand’s DNA, we’re not just providing a service, we’re championing a cause.

Over the years, I’ve been humbled by the recognition Cypress HomeCare and I have received. These honors aren’t just accolades to me – they are validations of our team’s dedication to ethical, high-quality care and our positive impact on the community. I’d like to share a few that are particularly meaningful:

-Better Business Bureau’s Torch Award for Ethics – Winner in 2013 & 2018; Finalist in 2024: This award is one of the most prestigious honors a home care agency can receive, recognizing integrity and trust in business. We’re proud to be a two-time recipient of the BBB Business Ethics Award, and being a finalist again in 2024 reflects our ongoing commitment to doing what’s right for our clients and employees. (We’ll find out in November if Cypress wins this award for a third time!)

-Phoenix Business Journal’s Most Admired Leaders (2025): I was incredibly honored to be named one of the PBJ’s 2025 Most Admired Leaders, selected among 20 honorees out of 140 nominees. This recognition was given for community leadership, professional accomplishments, and personal achievements, it highlights our unwavering commitment to compassionate care, ethical leadership, and innovation in home care. To me, it also underscores the great team at Cypress, because no leader stands alone.

-Home Health Care News “Future Leader” (2019): I was selected as a Future Leader by Home Health Care News in 2019. This national award is about up-and-coming leaders elevating the home care industry, and it was a privilege to be recognized for forward-thinking leadership. It reinforced my belief that the best days for home care are still ahead of us, and we must continue to innovate.

-Phoenix Business Journal Healthcare Heroes (2015, 2022, 2023): These are annual awards honoring healthcare professionals who make a difference. I was a finalist for the Healthcare Heroes Award in 2015, 2022, and 2023, specifically in recognition of the work we do with seniors and caregivers. It’s humbling to be counted among such dedicated healthcare colleagues across our city.

-AZ Business Magazine Champions of Change (2025): Most recently, I was named a finalist for Healthcare Leader of the Year in the 2025 Champions of Change Awards by AZ Big Media. This highlighted some of the innovative initiatives we’ve implemented at Cypress – from AI-powered care solutions to caregiver training programs – to drive positive change in healthcare. It’s exciting to be part of a group of “change-makers” pushing Arizona’s healthcare forward.

-AllThrive 365 (FSL) 50 Over 50 Award (2024): In 2024, I had the honor of being recognized in the inaugural “50 Over 50” list by AllThrive 365 (formerly Foundation for Senior Living). This award celebrated 50 Arizonans over the age of 50 who are making a significant impact in their communities. Being included was very special to me, as FSL’s mission of helping people age independently resonates deeply with our work at Cypress. In fact, I now serve on the Board of Directors as the Vice Chair for AllThrive 365, where I can further help older adults age with confidence and dignity.

Each of these milestones tells a part of our story – a story of compassion, trust, and leadership in caregiving. They motivate me and my team to keep raising the bar in how we serve others.

While awards are wonderful, what truly drives me is the daily opportunity to make a positive difference in people’s lives. I continue to pour my energy into Cypress HomeCare Solutions and into broader community efforts. For example, I’ve had the privilege of serving on Arizona’s Governor’s Advisory Council on Aging, being the first home care agency owner on the council in its 40-year history. In that role, I advocated for seniors and caregivers at the policy level, and I continue in the work that I do today ensuring their voices are heard in decisions that affect elder services statewide. I also collaborate with various organizations to strengthen our community’s support network for aging adults. Cypress partners closely with nonprofits and healthcare providers – from Hospice of the Valley to Duet: Partners In Health & Aging – to ensure families can access a full spectrum of resources. We even helped form the “Safe Home Care Coalition,” uniting local home care agencies to educate the public about quality standards and ethical practices in caregiving. By working together with peers and community partners, we strive to improve the caregiving landscape not just for our clients, but for everyone in our region who needs support. Looking ahead, I’m as passionate as ever about our mission. We are continually exploring new ways to serve – whether it’s expanding our memory care and dementia programs or adopting new technologies that help seniors live safely at home longer. Right now, one project I’m excited about is our “Cypress 2.0” initiative, which involves re-imagining our services with even more focus on proactive care and tech-enabled solutions.

At the end of the day, though, the heart of our brand remains the human touch: a caregiver holding someone’s hand, listening to their stories, and providing comfort and hope. On a personal note, I’m incredibly humbled to have been selected to receive The Rev. Dr. Dosia Carlson Legacy Award this coming November at Duet’s “Giving in the Garden” event. This honor is a tribute to embodying the values most treasured by Duet’s beloved founder, Rev. Dr. Dosia Carlson – values like compassion, service, and community support. It means the world to me because it comes full circle to why I entered this field in the first place. It’s less about any one person (or any one award) and more about carrying forward a legacy of caring. My story, Cypress’s story, has always been about family taking care of family, and in our community, we are all family.

In summary, I’m a home care entrepreneur, a family caregiver at heart, and a passionate advocate for aging with dignity. My brand, Cypress HomeCare Solutions, is special because it was born from love and continues to operate with a family-driven, client-centered ethos. We’re unique in blending that heartfelt care with professionalism, ethics, and innovation, striving to be the trusted source for home care in our community. Whether through our compassionate caregivers, our educational radio show, my writing columns, or our partnerships in the community, we are constantly working to make the world a better place for older adults and their families. That’s a bit about who I am and what I do. Thank you for allowing me to share my story – it’s been my life’s honor to serve and to help others thrive in the comfort of home.

Amazing, so let’s take a moment to go back in time. Who taught you the most about work?
Without question, it was my father, Sheldon aka: Noodles Roth. He was a post‑Depression baby who understood at his core that hard work wasn’t just a virtue, it was a necessity. He believed deeply that if you worked hard, stayed committed, and did the right thing, the rewards would follow.

My dad often quoted Winston Churchill: “You make a living by what you make; you make a life by what you give.” Those words shaped how I view both work and life. He lived them every day, not only in his professional endeavors but also through his extraordinary commitment to service.

From 1971 to 1987, he served as president of the Jewish Convalescent & Nursing Home of Baltimore that he helped build and finance through philanthropy and fundraising. He devoted countless volunteer hours to ensure that seniors in our community had a safe, dignified place to live. Watching his leadership and generosity in action left a lasting impression on me.

His example taught me that work is about more than personal success, it’s about creating something that benefits others. That philosophy is at the heart of how I approach my role today at Cypress HomeCare Solutions. Hard work pays off, yes, but the real fulfillment comes from using that work to make a meaningful difference in people’s lives.

Observing my father’s selflessness, giving of his time, resources, and heart, left a lasting imprint on me. In Hebrew, we call this Tzedakah: not just charity, but a moral obligation to care for others. That spirit of giving rubbed off on me and has shaped my own philanthropy, not only to Jewish causes, but to the broader community, from serving on the Governor’s Advisory Council on Aging to serving on the board of directors for the Banner Alzheimer’s Foundation, AllThrive 365, Home Care Association of America, National Association of Home Care and Hospice, Duet Partners in Health and Aging, and many other causes, too many to name here.

What fear has held you back the most in your life?
For me, it has always been the fear of failure, not in the abstract sense, but very personally. I have my entire family to be accountable to: my siblings, my children, my nieces, and my nephews. I feel a deep responsibility to honor the trust that they have placed in me and to carry forward what we’ve built together. If I fail them, in my mind, I’ve failed myself. That’s a heavy burden at times, and I’d be lying if I said it didn’t keep me up at night.

Running a caregiving agency is not easy, in fact, it’s one of the hardest things I’ve ever done. Caregiving itself is demanding, emotional work; leading a company that supports caregivers and clients requires equal measures of resilience, vision, and heart. There are days when the stakes feel incredibly high, because the work we do directly impacts the lives and well-being of vulnerable people in our community.

That fear of failure has been a double-edged sword. On one hand, it’s added pressure that can be exhausting. On the other hand, it’s pushed me to lead with intention, to be diligent and thoughtful in decision-making, and to give my absolute best every single day.

In fact, I’ve come to see it as a kind of superpower. It forces me to anticipate challenges, prepare meticulously, and never take our success for granted. It drives me to safeguard what we’ve built, to nurture our people, and to keep raising the bar for the quality of care we provide. That fear may keep me up some nights, but it also keeps me sharp, focused, and determined, and in the end, it’s one of the reasons we’ve been able to succeed for over three decades.

Sure, so let’s go deeper into your values and how you think. What’s a belief or project you’re committed to, no matter how long it takes?
I believe there is no nobler profession than caregiving, and there is no greater responsibility than ensuring that people can age with dignity, safety, and connection. Running a caregiving agency is more than a career for me; it’s a lifelong calling. It’s also one of the greatest problem‑solving challenges of our time. How we care for our vulnerable populations is not just a social service issue, it’s a defining measure of who we are as a society.

History shows that all great civilizations can be measured by a common yardstick: How did they care for their most vulnerable? That question weighs heavily on me. The way we answer it today will shape the moral and cultural legacy we leave for future generations and, I believe, it will influence the very stability and character of American democracy itself.

This is why I have devoted my life to building and leading Cypress HomeCare Solutions, and why I will continue to innovate in caregiving for as long as I can draw breath. For over three decades, I have worked to create models of care, like fractional and on‑demand caregiving, that address workforce shortages, expand access, and ensure quality. I have embraced technology that enhances oversight without losing the human touch, and I have fought to elevate caregiving as a respected, sustainable profession.

This belief keeps me up at night, not out of despair, but because the stakes are so high. The demographic wave is here, and we have no choice but to meet it with creativity, compassion, and unwavering commitment. I will keep working, however long it takes, to ensure that when history looks back, it will say that in our time, we chose to honor and care for our most vulnerable. Because in the end, that is the true measure of a great society.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What is the story you hope people tell about you when you’re gone?
I hope people say that I lived my life with intention, that I began with the end in mind, as Stephen Covey teaches in his 7 habits of highly successful people, number 2 – Begin with the End in Mind. I kept that vision as my guide in everything I did. For me, that vision has always been about two things: the family I love and the mission I have devoted my life to.

I want my children, grandchildren, and generations beyond to remember me as a good husband, father, grandfather, son, brother, nephew, uncle, grandson, and friend, someone who showed up for his family, loved them deeply, and lived his values every day. But I also hope they remember that I made a difference in the way we care for our elders. That I didn’t just run a business, I worked to reimagine caregiving, to make it more compassionate, more accessible, and more sustainable for the future.

To me, caregiving is one of the noblest professions and one of the greatest challenges of our time. I believe how we treat our most vulnerable says everything about who we are as a society. I hope my story is one of someone who saw that truth clearly and spent his life building solutions, someone who helped create a model of care that honors dignity, strengthens families, and ensures that aging well at home is not a privilege, but a standard.

If there’s one legacy I hope to leave, it’s this: that I loved well, that I served faithfully, and that I left the world, and the way we care for each other, a little better than I found it.

Contact Info:

• Website: https://www.cypresshomecare.com
• Instagram: https://www.instagram.com/cypress_homecare_solutions/
• Linkedin: https://www.linkedin.com/in/bobrothchs/
• Twitter: https://x.com/CypressHomeCare
• Facebook: https://www.facebook.com/cypresshomecare
• Youtube: https://www.youtube.com/@cypresshomecare

Image Credits
Bob Roth