Supporting Families, One Loved One at a Time: Inside Greywave Senior Care Consulting
After more than three decades working as a social worker with older adults and their families, Marie-Claire Chartrand recognized a critical gap in senior care services, one that left countless families overwhelmed, confused, and without clear guidance. In response, she founded Greywave Senior Care Consulting, a company committed to easing the burden of eldercare planning through compassionate, expert support.
“I was meeting families who were overwhelmed and unsure where to start. They didn’t know what to do or where to find reliable information. I wanted to help,” says Marie-Claire.
Driven by that desire to help, she made the bold decision to leave the public sector and build something new. Greywave now supports families across the region, offering personalized eldercare planning that combines medical expertise with a deep understanding of family dynamics. The team, made up of seasoned health professionals, guides clients through some of life’s most emotionally and logistically complex moments.
“We walk alongside families during some of the most challenging times,” Marie-Claire explains. “Our clients know they’re not alone, we’re here with practical advice, professional insight, and continued support as things change.”
The leap from public service to entrepreneurship wasn’t an easy one, and Marie-Claire is honest about the reality of starting a business from the ground up.
“It’s A LOT of work,” Marie-Claire says. “You go from working 9 to 5 to living your business 24/7, it becomes a lifestyle that affects your whole family, so it needs to be a family decision. I’m so grateful to have their support.”
She also stresses that behind every successful entrepreneur is a network of support.
Marie-Claire expresses, “you can’t do it alone and you don’t need to. There is real support out there, like the CWB. The women’s entrepreneur community has been incredibly welcoming. Don’t be afraid to ask for help.”
Marie-Claire joined the Centre for Women in Business (CWB) in 2014, just as she was transitioning from a long-standing public service career into unfamiliar entrepreneurial territory.
“I had been a public servant for 28 years when I launched Greywave and I had zero business experience,” Marie-Claire recalls.
She enrolled in the Blueprint for Success program and began working closely with CWBs Manager of Programs and Special Projects Nora Perry. “Nora has been my advisor and biggest cheerleader ever since. She does for me what I do for families, helps define the problem, shows what supports are available, and builds a plan forward.”
Since then, Marie-Claire has taken advantage of a wide range of CWB programs and funding opportunities, gaining not just knowledge, but the confidence to grow a sustainable business rooted in care and community.
That sense of community has been one of the most meaningful parts of her entrepreneurial journey.
“There are other women who started their businesses around the same time I did, and we still keep in touch,” Marie-Claire says. “We check in on everything ‘How’s social media going? Did you hear about that grant? You need to take a vacation I just took my first in four years!’ That sense of connection is invaluable.”
As she looks toward the year ahead, Marie-Claire has a clear and heartfelt goal: to build awareness around eldercare planning.
“We want more families to know that help exists. Eldercare planning is an essential part of
caring for aging loved ones, but most people don’t even know our services exist. We want to
change that. We want to support more families, reduce their stress and provide peace of mind.”
For Marie-Claire, the reward lies in the impact her work has on real people navigating real struggles.
“I feel so lucky to do work that truly helps people. There’s nothing better than hearing someone say, ‘Thank you so much—that was so helpful. I feel so much better.’ I get to hear that every day.
Learn more about Greywave here!