. >> reporter: dorothy sable has hired sydney caplan to take her on errands. as america grows older, a growing trend is senior home care, a service not covered by medicare but more americans are able to pay for out of pocket. business is booming. >> this year we'll do about $15 million. we service currently between louisiana and california about 600 clients every day. >> are you hiring? >> we're hiring every day. it's our biggest challenge. >> reporter: jake started alta home care and is hiring more than 20 people a week, though most applicants are rejected. this is hard work. the average pay is $10 an hour. and it's estimated that 4,000 caregivers and certified nursing assistants are being hired every month in this country. >> the senior care industry just for senior home care has grown by more than 40% in the last five years. >> i love being with the seniors, learning from them, being around them. i love their energy. >> reporter: granny nanny sydney caplan charges $60 an hour. she has a degree in therapeutic recreation who saw a need at the high end. >> the