Samantha O'Neil, 34

Samantha O'Neil's Keene-based company provides seniors with the help they need to stay in their own homes. This assistance can include everything from skilled nursing services to light housekeeping and meal preparation. O'Neil, 34, a registered nurse, began Custom Helpers Home Health Care in 2012. She holds a bachelor's degree in health science from Keene State College. "I started out as a caregiver myself and had some private clients," she recalled. "One pushed me to start my own company, and that's how Custom Helpers began. Since then, we've grown organically through word of mouth within the community." She and her 20-person staff also go into nursing homes to help patients by providing one-on-one care beyond what is available in a long-term care facility. They also help family members who need a temporary break from the responsibility of caring for a loved one. Additionally, they provide care for people visiting the area for an extended period. In addition to administering the business, O'Neil continues to visit clients and finds the work rewarding. "I like the one-on-one connection with the patients," she said. "You can't really get that in a hospital or a facility setting. I'm busy, but I have the time to spend with my clients and patients, getting to know them, learning about their families, their stories and just trying to aid them to better health." She also finds it fulfilling to help people whose goal is to stay in their own home as long as possible. They may be sentimentally attached to a place where they raised their family as well as having friends and loved ones nearby. Home services include personal care, transportation, organizing, companionship and medication reminders. Skilled care includes a variety of medical services. Some people realize medical benefits from staying in their home as opposed to going into a long-term care facility, O'Neil said. "If they can get one-on-one care in their home, it could be better than being in a facility where the staff is pulled thin, staffing is low and they only have so much time for each patient they see," she said. O'Neil said her mother, Sherry Snow, helped her get her business off the ground. In a nomination letter for the Trendsetter award, Snow said her daughter has shown "unwavering dedication and visionary leadership" that has turned Custom Helpers "into a pillar of support and care, offering essential services to local residents. "Over the past 12 years, Samantha has not only managed but also fostered the growth of Custom Helpers, showcasing remarkable business acumen and a deep commitment to community welfare." O'Neil has had to navigate challenges including the COVID-19 pandemic and adapt to an evolving healthcare landscape in growing the business. "In the face of a global health crisis, she demonstrated swift and effective decision-making to ensure the safety of both her clients and staff," Snow said. "Her proactive measures to safeguard the well-being of those under her agency's care during the COVID-19 pandemic exemplify her commitment to the highest standards of healthcare leadership." Snow said her daughter's business has also created local job opportunities and a sense of community within the company. "This approach not only strengthens the local workforce but also ensures that the care provided is deeply rooted in an understanding of the community's needs. Moreover, Samantha has actively engaged with the community." She noted that her daughter has three children and sponsors and organizes local events such as backpack drives, ensuring that local students start their school year with the necessary supplies. As the nation's population ages, more people will be faced with deciding whether to use agencies like O'Neil's, or alternatively to enter a long-term care facility. The U.S. Census Bureau projects that in 2050, the U.S. population aged 65 and over will be 83.9 million, nearly double what it was in 2012. Baby boomers, those born between 1946 and 1964, began turning 65 in 2011, and are driving much of the increase in the nation's older population, according to the census. While O'Neil keeps busy with her company, she and her husband, Matthew O'Neil, are also busy with their children, Tenley, 9; Hadley, 5; and Taylor, 3. They also have two golden retrievers, Stella and Lucky. Samantha O'Neil was on the varsity soccer team as a student at Monadnock Regional High School, and Tenley is following in her mother's footsteps through her participation on a travel soccer team. Tenley also plays ice hockey, rides horses and plays basketball. Hadley is into soccer and gymnastics, while Taylor also likes gymnastics and is learning how to skate. And O'Neil keeps up her own physical fitness routine, running and weightlifting. She said her family and their activities provide a good break from work: "The kids, the pets, the sports let me decompress."