Personal care agencies hold a unique opportunity to add value to providers and payers managing healthcare lives over time. Medicare Advantage programs, Accountable Care Organizations, and Managed Medicaid programs are finally beginning to recognize the cost savings achieved when their membership’s health-related social and functional needs are met. Now is the time for personal care providers to reposition their services and embrace innovation to better connect clients to the support they need. By blending practical services with smart use of technology, personal care agencies can improve outcomes and lower the cost of care, taking a more strategic position within the broader payer/provider network. This value proposition will be described, allowing attendees to expand their view of the power of private duty in today's market.