Today we’d like to introduce you to Eduardo Penalosa.
Hi Eduardo, thanks for joining us today. We’d love for you to start by introducing yourself.
I had the job I had pursued my whole career, Head of Growth for Grupo Modelo, when I decided to resign and make a life-changing decision: starting my own business in the in-home care industry, one of the fastest-growing sectors in America, projected to surpass $225 billion by 2028. My mission is clear: grow aggressively, expand into new territories, and open multiple branches to improve lives at scale while improving the life for those we serve.
Before this move, I spent 15 years driving digital growth, culminating in my role as Head of Growth Marketing & eCommerce at Grupo Modelo (AB InBev), Walmart, and Bayer. I led cross-functional teams in brand building, customer acquisition, and media innovation, work recognized by Google, Effie, IAB, and Waze. I hold a Master’s in Digital Marketing and believe that with high ambitions, ownership, experimentation, and planning.
The real turning point came with the birth of my children. I asked myself: what would I do for my family if I woke up tomorrow 100 times braver, not 10, not 20? That question led to the boldest plan I could imagine, leaving the corporate world and putting my life savings into Right at Home San Antonio Southeast. I sold my house to budget for this dream goal, and I burned the boats.
I think life is too short not to chase your wildest dreams, even if that means uncertainty, pain, sweat, and tears. I always put mindset over comfort, mindset over emotions, and even over low probabilities, because if someone else did it, why wouldn’t I.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It has not been a smooth road, and I knew going in it wouldn’t be.
The first hurdle came before I even opened the doors: getting approved for an investor visa, which meant investing upfront with no guarantee of approval. From there it was learning an entire industry from scratch, no prior experience running a home care business, just conviction and a willingness to figure it out.
We took the business from zero to a million dollars in revenue in 16 months, but that number hides the reality behind it: watching my life savings go down week over week, and needing a strong enough mindset to stick to the plan and hit our milestones even when the math looked scary. It meant hearing “no” multiple times a day from prospects and partners, for months, before the “yes” started coming.
On top of that, I was doing all of this in a different culture, language, and country, with two babies and no extended family nearby. Building an amazing team and navigating those early challenges together made the difference. It wasn’t easy, but it was worth it.
Building a great team has been one of the most fulfilling parts of this journey. No one accomplishes anything meaningful alone.
I’ve always thought running a company is a lot like putting together a band or an orchestra. Your drummer has to be the best at keeping time. Your bass player needs tight communication with the drummer. Your guitarist has to stay in tune. Every player has to be the best at their instrument, and they all have to be able to play the same songs together — and that only happens through rehearsal and communication. Then there’s the audience: our clients. We play for them. We have to listen closely and sense whether they’re enjoying the music.
Finding each member of this team has been critical to our success.
James Tyler, our Senior Director of Care, was our very first employee. He’s pushed through uncertainty and adversity with grit and a positive, contagious attitude since day one.
Daniela Gomez, our HR Senior Manager, is our drummer — keeping the time, making sure every employee is fully vetted, experienced, and represents our brand the right way. She’s grown incredibly fast with us, showing ownership, intelligence, and a sense of urgency exactly when it matters most.
Beverly Morales is our newest team member, supporting HR and scheduling with real skill and ability.
Maria Munoz, our Outreach Specialist, is a success story. She started as a caregiver with us and simply outworked everyone to build a career, and now she’s out in the community representing who we are. It’s remarkable how far the right attitude and sense of purpose can take someone.
Today we have around 80 active caregivers getting paid every week, writing care notes every day, and serving our clients 24 hours a day.
I couldn’t be prouder of this team.
As you know, we’re big fans of Right at Home San Antonio Southeast and Corpus Christi. For our readers who might not be as familiar what can you tell them about the brand?
Right at Home San Antonio East & South is part of a global home care network with 30 years of expertise, and our focus is simple: helping people maintain their independence, dignity, and joy in the place they know best, their own home. We provide personal care, companionship, and specialized support for seniors and adults who need help with daily living, tailored to each client’s needs rather than a one-size-fits-all plan.
I run this business with the same discipline, data, and ambition I’d apply to scaling any brand. That combination of operational rigor and genuine care is rare in this industry, and it’s what I’m most proud of: proving that a home care business can be run with the same excellence standards as a Fortune 500 brand, without losing the human touch.
Our mission comes down to three things: dream big and set the highest ambitions, execute with discipline because that’s how we’ll be remembered, and let genuine care for the people we serve be the fuel that pushes us to dream even bigger. I want people to know that when they choose us, they’re not just getting a caregiver, they’re getting a team obsessed with quality, accountability, and treating every client like family.
We’re not stopping at one location. The plan is aggressive growth: new territories, multiple branches, and improving lives at scale across the region.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
The first is Extreme Ownership by Jocko Willink and Leif Babin. There’s a line in it I come back to constantly: “There are no bad teams, only bad leaders.” When something goes wrong, whether it’s a missed shift, a client complaint, or a slow month, I don’t look for who to blame, I look at what I could have done better as a leader. That mindset is what let us build the team we have today, and it’s non-negotiable for how we operate.
The second is Start With Why by Simon Sinek. My why is simple: dream big and don’t stop until you get there. Every decision I make, from taking the leap into entrepreneurship to setting our growth targets, comes back to that. When the “why” is strong enough, the “how” figures itself out.
Pricing:
- Set an assessment!
- from 4 hours a week to 24 a day
- VA and Long Term Care accepted
Contact Info:
- Website: https://www.rightathome.net/southeast-san-antonio
- Instagram: https://www.instagram.com/rightathomesanantonio_se
- Facebook: https://www.facebook.com/RAHSoutheastSanAntonio
- LinkedIn: https://www.linkedin.com/company/right-at-home-sa-eastsouth/
- Youtube: https://www.youtube.com/@RightatHomeSanAntonioS
- Other: https://getcareintexas.com
