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From The Beginning
Fifteen years ago, Peace at Homecare began with two computers, a YouTube tutorial, a hand-drawn logo, and one simple but deeply personal goal: to care for every person the way founder Moira Noble would want her own family to be cared for.
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What started as a small idea rooted in compassion has grown into fifteen years of supporting families, building meaningful relationships, and helping people remain safe, comfortable, and connected in the place they call home. Through all the growth and change, that original promise has remained at the heart of Peace at Homecare.
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It Started Around a Kitchen Table
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In 2011, Moira Noble found herself at a crossroads. She knew she was ready for a change in her career, but she wasn’t entirely sure where that change would lead. So she began with a simple question: What am I good at?
The answer didn’t come immediately. At one point, she seriously considered going into children’s shoes. But as she thought about the roles she had naturally gravitated toward throughout her life, a pattern began to emerge. Moira had always been a caregiver.
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Growing up as one of eight siblings, caring for others was simply part of life. She babysat from a young age and, throughout adulthood, continued to find herself drawn to helping and supporting the people around her. Once she recognized caregiving as one of her greatest strengths, she began researching the homecare industry.
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But her connection to homecare went deeper than business. As a young mother, Moira had needed homecare support herself. Accepting that help wasn’t easy at the time. Years later, however, that experience gave her a unique understanding of what it feels like to welcome a caregiver into your home and entrust someone with the care of yourself or someone you love.
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As she researched the industry, Moira saw a gap. Families needed something more personal—care built around relationships, trust, and the belief that people deserved to be cared for the way she would want her own family cared for.
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Not everyone thought starting a homecare company was a good idea. There were plenty of naysayers. Moira kept going anyway. Interestingly enough, over time some of those who doubted her most were calling her for homecare services and seeking employment.
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Moira taught herself how to build the company’s first website. She created the original Peace at Homecare logo from scratch—which explains why longtime followers may remember that the bird once had a slightly cut-off beak. She wrote the company’s first rack cards with her father, a brilliant appeals attorney and gifted writer, acting as the editor refining her words and sharpening her message. “Looking back now, it’s hard to imagine that what began around a kitchen table would one day serve hundreds and hundreds of families.”
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Then came the question every new business owner eventually faces: Will anyone actually call? Moira mailed letters announcing Peace at Homecare to 150 people she knew throughout Manlius and Fayetteville. Her expectations were modest. In an email to one of her mentors at the time, she wrote: “If these 150 letters even get two callbacks, I will be happy.” Those first 150 letters were only the beginning.
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2011
2026
Growing Through Relationships
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Peace at Homecare’s first clients came through the same thing that would ultimately become central to the company’s growth: relationships.
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While volunteering at Francis House, a Syracuse home that provides a compassionate residence for people with terminal illnesses, Moira met the daughter-in-law of a couple living at Maple Downs, a senior living community in Fayetteville. That connection led to Peace at Homecare’s first clients. As Moira spent more time at Maple Downs and became known within the community, another client followed. Before long, there was enough work that she needed to hire her first caregiver.
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In those early days, however, Moira was still doing nearly everything herself. She was the CEO, the CFO, the Operations Manager, the Human Resource Department and a caregiver! "However, I always leaned on others and tried not to bite off more than I could chew," Moira said.
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That philosophy became an important part of how she built the company. Rather than assuming she needed to know everything herself, Moira sought expertise wherever she needed it—from payroll professionals, the Small Business Administration, attorneys and accountants to human resources consultants, business coaches and other experienced advisors.
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Over the years, those relationships helped Moira navigate each new stage of the business. Coaches including Jen Liddy, Brandon Mastrangelo and, more recently, Tara LoCastro have been among the many people who have provided guidance along the way. One of the most important lessons, Moira said, has been recognizing that successful business owners can’t do everything on their own.
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Little by little, Peace at Homecare grew into the boutique, highly personalized homecare organization Moira had envisioned. For Peace, that means knowing clients and their families personally, carefully matching them with caregivers, staying involved throughout the relationship and being accessible when families need guidance or support.
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It also means recognizing that families' needs don't always fit neatly within the services one organization provides. From the beginning, Moira made relationship-building throughout the Central New York senior-care community a priority. Over 15 years, Peace at Homecare has developed a broad network of care managers, senior-living professionals, healthcare providers, nonprofit organizations and other trusted resources. Those relationships allow the team to help families navigate their options and connect them with additional expertise and services when needed.
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As Peace at Homecare's reputation grew, so did the complexity of the calls Moira received. Families increasingly came to her looking not only for companionship, but also for help navigating more extensive long-term care needs.
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At first, Moira was reluctant to expand into an area that was new to her. Then she received a call from a woman named Cindy, who was looking for care for her father. “Cindy wouldn't take no for an answer, so we made it happen,” Moira said.
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That experience prompted Moira to learn more about long-term care and ultimately led Peace at Homecare to becoming a licensed Homecare Registry. This expanded the ways the organization could support families throughout Central New York.
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Becoming an Advocate
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Over time, Moira also discovered that helping families sometimes meant advocating for them beyond the immediate home care they received from Peace at Homecare. In one memorable case, a client who used a wheelchair and lived alone in an independent living community was experiencing significant hearing loss. Her insurance company had denied coverage for hearing aids, creating a serious safety concern because she could no longer reliably hear the building's fire alarms. Moira helped advocate for the client through the insurance appeal process. The appeal was successful, and the woman received the hearing aids she needed.
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For Moira, experiences like that reinforced something she had come to understand about homecare: sometimes the most important service you can provide is simply helping someone find a way forward.
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The Heart and Soul of Peace at Homecare
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As the company grew, Moira also began seeing another side of Peace at Homecare's impact—the difference it was making in the lives of its caregivers.
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Over the years, she has watched caregivers reach milestones in their own lives, from gaining greater financial stability to moving out of subsidized housing and purchasing homes of their own.
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“They are the heart and soul of what we do,” Moira said. Caregiver appreciation has therefore become an important part of the culture at Peace at Homecare. The company works to recognize caregivers who go above and beyond. They provide resources and support, and, perhaps most importantly, make sure caregivers know someone is there to listen when they need it.
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The stories of families who have been helped and caregivers whose lives have changed remain among the most rewarding parts of the past 15 years. “Owning your own business is hard, but rewarding,” Moira said.
Fifteen Years Later
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Today, Peace at Homecare continues to evolve while remaining intentionally focused on Central New York. Rather than measuring success by how far the company can expand geographically, Moira measures it by the quality of the relationships Peace at Homecare builds and the experience it provides to clients, families and caregivers.
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That means continuing to learn, embracing technology that can improve the care experience, investing in education and staying connected to the changing needs of older adults and their families.
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Fifteen years after those first letters went into the mail, Peace at Homecare remains rooted in the same idea that inspired Moira around her kitchen table: care should feel personal.
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It is a relationship-driven organization built on the belief that every phone call deserves compassion, every caregiver deserves appreciation and every family deserves to feel supported.
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What began with two computers, a hand-drawn logo and the hope that 150 letters might generate two phone calls has grown into 15 years of caring for hundreds of Central New York families—and the original promise remains the same: to care for people the way Moira would want her own family to be cared for.
