Jennifer Brandon has opened the first Iowa franchise of Caring Transitions, a nationwide business that specializes in move management and transitioning services for seniors.

Founded in 2006 in Cincinnati, Caring Transitions has since grown into a franchise network of more than 120 independently owned businesses. Caring Transitions’ goal is to reduce stress among family members who need to transition an elderly family member from a house into smaller living quarters.

“We help with anything as far as downsizing: the move management, estate sales, liquidation, de-cluttering and floor planning,” said Brandon, who began operating her business in June.

“Our goal is to be the total solution for folks,” she said. “I can’t provide all the services, but I have a nice network of professionals that I can refer people to, such as Realtors, or attorneys if they need estate planning or wills service.”

By 2030, the elderly will account for one-fifth of the U.S. population, with those over 85 making up the fastest-growing demographic. As families continue to become more geographically dispersed, the need for senior transitioning services will increase, according to the National Association of Senior Move Managers, a nonprofit industry group.

Brandon, who moved to Greater Des Moines from Minneapolis 13 years ago to work for Farm Bureau Financial Services, said starting the niche business is a return to her early-career roots. She graduated from the University of Minnesota, Twin Cities with a degree in social services, and in her first job worked for the state of Minnesota’s elderly and disabled division.

Brandon charges a minimum $30 hourly fee for de-cluttering services, and for estate sales typically collects 30 to 35 percent of the total sale proceeds.

“There’s almost an overwhelming need for it, and I think as folks know the service is out there, I think the demand will be even greater,” she said.