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About Tim and Gina

Tim and Gina Murray are the co-founders and owners of CINCH CCM, Inc. They married just after their graduation from Villanova and Tim’s commissioning into the Navy in 1981. Tim served aboard the nuclear submarine USS Groton and then worked for IBM. Gina, a registered nurse, worked part time while raising their four children. They moved to North Carolina in 1992 when Tim joined a startup technology company. 

When both of their fathers fell ill, Tim and Gina had trouble finding suitable care for them, and felt called to start their own home care agency. Together, they founded Aware Senior Care in 2014 and were proud members of The Senior’s Choice membership network. 

Their agency grew quickly, and in November of 2016, Aware was chosen to provide community care in an independent senior living community. Tim and Gina soon realized that because community care runs very differently than traditional home care, it required a different technology solution – and no such solution was currently available.

Aware Senior Care was recognized with numerous awards over the years, including Home Care Pulse’s Leader in Excellence award for three consecutive years (2018-2020), the Cary Chamber of Commerce’s Small Business of the Year award (2017 and 2019) and the Triangle Business Journal Family Business of the Year honors in 2019. The agency, a multi-million-dollar business, had 12 full-time office staff and 165 caregivers when Tim and Gina sold it in December 2020.


What is Community Care?

Community care is a rapidly growing segment of home care services. It’s designed for seniors who don’t need medical care or highly expensive assisted living; they just need a little support. This service is found in independent senior communities like apartments and small cluster homes where home care services are provided in very short visits. Caregivers will visit several clients in a row, some more than once during their shift. 

Community care is different from traditional home care, where one caregiver provides service to one client at a time in their home for periods ranging from an hour to 24/7 live-in care. 

Both community care and traditional home care include non-medical services like assistance with bathing, dressing, toileting, mobility, medication reminders and household tasks. Some agencies also include pet care and assistance with errands and transportation.

Clients receiving community care receive brief visits (typically 15-30) minutes. Some clients get several visits each day, while others have just a few each week. These short visits can be for anything from a medication reminder to help taking a shower safely, and they enable clients to continue to live independently.  

Though the tasks the caregivers perform in community care are the same as traditional home care, caregiver assignments were very different (see illustration below). 

Traditional Home Care

One Caregiver One Client Example of Visits:
  • 2 Hr.
  • 4 Hr.
  • 8 Hr.
  • 12 Hr.
  • 24/7

Community Care

Many Caregivers Many Clients Example of Visits:
  • 7 Min.
  • 15 Min.
  • 30 Min.
  • 45 Min.
  • 60 Min.

Our Why

Tim and Gina have always had passion for serving others, especially seniors. After nearly seven years of running their home care agency 24/7/365, it was time for a change. Still, they retained their desire to serve. 

They had seen the tremendous value that community care provided to residents in independent senior communities. Those brief visits gave crucial services which helped seniors to continue to live in their apartments at a low cost. 

Unfortunately, Tim and Gina had also seen countless agencies struggle to provide community care services due to a lack of technology and knowledge. Supporting agencies through a low-cost, easy-to-use software system became Tim and Gina’s next way to serve.

Why Did We Develop CINCH?

Tim and Gina quickly determined that their existing home care software wasn’t fit for community care services. There was no way to know how many caregivers were needed throughout the day, how to arrange the client visits, or even if the cost of visits covered the expenses. It was inefficient, time-consuming and frustrating for everyone.

After an exhaustive and fruitless search for a technology solution for community care services, they decided to create one. With input from caregivers and office staff, Gina created the initial wish list for the software. Tim refined the list and transformed it into working software with the help of a developer. Since the top priority was to develop a product that is intuitive and easy, they named it CINCH.

CINCH made its debut in March 2020 in the same independent senior community where Aware first offered community care. As with all software, CINCH needed to be tested to see if it could be the solution everyone hoped it could be. 

Aware caregivers were the first to beta test CINCH with their 30 community care clients. The response from the caregivers and office staff was overwhelmingly positive. Caregivers found it very easy to use, and office staff marveled at the reduction in their workload. 

With the successful launch of CINCH, Tim and Gina sought to expand their community care services. In June 2020, their agency was asked to provide community care to a community three times the size of their current one, which required its home care agency to have caregivers present 24/7. Tim and Gina accepted, confident that they finally had the technology to manage it. 

During the following 18 months, feedback from the caregivers and office staff using CINCH were crucial to improving it. CINCH 2.0, which launched in early 2022, brings added features and real-time synchronization. CINCH CCM makes community care easy!  

Our CINCH Story

As their home care agency started to provide Community Care, Tim and Gina quickly determined that their current home care software system could not manage this different method to provide home care services. There was no way to know how many caregivers were needed, how to arrange the client visits or even if the cost of the visits covered the expenses. Office staff did their best to manage even though they had to resort to using spreadsheets for schedules and paper for Care Plans. It was inefficient, time consuming and frustrating for everyone.

After an exhaustive unsuccessful search for a technology solution for Community Care services, they decided to create one. With input from caregivers and office staff, Gina created the initial ‘wish list’ for the software in the Spring of 2018. Tim’s years in the technology industry served them well as he refined the ‘wish list’ into a Requirements Document and hired a developer. The ensuing months held many challenges including choosing a name for their new system. Since the top priority was to develop a product that is intuitive and easy - CINCH was a natural choice.

CINCH made its debut in March 2020 in same the independent senior community where they began Community Care for the first time. As with all software, CINCH needed to be tested to see if it could be the solution everyone hoped it could be. Aware caregivers were the first to beta test CINCH with their 30 Community Care clients. The response from the caregivers and office staff was overwhelmingly positive. Caregivers found it very easy to use and the office staff marveled at the reduction in their workload. With the successful launch of CINCH, Tim and Gina sought to expand their Community Care services. In June 2020, their agency was asked to provide Community Care to a community 3x the size of their current one. This community held a license which required its home care agency to have caregivers present 24/7. Tim and Gina were honored by the request and accepted because they had the technology to manage it.

During the next 18 months, enhancements were made based on the feedback from the caregivers and office staff using CINCH. CINCH 2.0 launching in early 2022 brings added features and real time synchronization. CINCH CCM makes community care easy!


What is CINCH CCM?

CINCH Community Care Management (CINCH CCM) is the world’s first cloud-based mobile technology providing caregiver assignments and real-time tools to help agencies easily and efficiently manage community care services. It was designed by home care owners working in community care to address the unmet technology gaps of existing home care software.

CINCH CCM is designed to either integrate with your agency’s current software or to stand alone. It is a low-cost technology solution that provides the required documentation to maintain compliance with state regulations and for Medicaid, Medicare, VA and long-term care insurance reimbursement. 


What Makes CINCH CCM Unique?

  • Real-Time Visual Team Scheduling. At the heart of CINCH CCM is the proprietary scheduling technology which creates caregiver assignments. These Assignments include the location of the client’s apartment, the duration of the visit and the specific tasks to be performed during the visit. Schedulers can get a big picture of all scheduled client visits in a daily or weekly view.
  • Drag-and-Drop Scheduling. One of the key features of CINCH CCM is the ability to easily make changes to caregiver assignments by dragging and dropping client visits to different caregiver assignments. These changes can be made for one visit or on an ongoing basis.
  • Caregiver Assignments. Caregivers use a tablet or phone to see and document their assigned client visits for each shift. All caregivers can view and complete any client visit. This is useful if a caregiver is running late or unable to work their shift, the client visits can be easily reassigned to other team members working that shift.
  • Real-time Visit Completion Synchronization. When a caregiver clicks the client visit on their schedule at the start of the visit, the visit will turn light green to indicate he/she is with the client. Upon completion of the visit, it will turn dark green.
  • Real-Time Caregiver Utilization Reporting. Compare caregiver scheduled hours to the actual time spent in client visits and monitor real-time gross profit.
  • Custom Client Visit Plan. Embedded in the caregiver assignment is a task sheet for each client visit. Caregivers will indicate whether or not each task was completed, and if a task was not completed, the caregiver must enter the reason. Upon completion of the visit, the task sheet is stored in the client’s record, and can be used to verify the services rendered.
  • Communication. Community Notes feature provides an easy and efficient way to get information between office staff and caregivers.

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