Purpose-Driven Franchising: Why Goldfinch Rejects Half Its Applicants - Amrit Dhaliwal

Amrit Dhaliwal bought into the franchise dream—turnkey business, proven system, guaranteed support. She got none of that. Her first franchise left her struggling with "entrepreneurial poverty": owning a business but barely surviving.

So she built Goldfinch differently. Her home care franchise rejects half its applicants, provides real coaching, and goes fully digital in a paper-obsessed industry. The mission? Help franchisees actually thrive, not just survive.

Goldfinch's "Time to Thrive" philosophy extends to clients, too. Through Thrive Clubs offering yoga and art classes, they're redefining aging as opportunity, not decline.

Dhaliwal's advice for entrepreneurs: Make purpose your filter for every decision. Growth without alignment isn't success—it's just noise.