Business Brings Aging Life Care® Support to Families Across Pasco and North Tampa

Leonora-SAGE Aging Support & Care Coordination of Hillsborough County

When families are faced with the complex challenges of caring for an aging loved one, navigating healthcare systems, coordinating services and making critical decisions can quickly become overwhelming. For Marlene Nicholson, those challenges became personal long before they became professional. Inspired by her own family’s experience and strengthened by guidance from the Florida SBDC at USF, Nicholson launched Leonora-SAGE, an aging support and care coordination practice serving East Pasco County, North Tampa and surrounding communities.

As the founder and owner of Leonora-SAGE, Nicholson works as an Aging Life Care Manager®, helping seniors and their families navigate healthcare, community resources and long-term care planning. The business serves communities including Wesley Chapel, Brooksville, Spring Hill and North Tampa.

Nicholson’s path to entrepreneurship was shaped by both professional expertise and personal experience. A licensed clinical social worker with nearly two decades of experience in case management, discharge planning and utilization review, she recognized a growing need for specialized support for older adults and their caregivers.

“I chose to become an Aging Life Care Manager® primarily after I saw some of the struggles that my mom, myself, my sister were experiencing with my father when it comes to managing his care,” Nicholson said. “I realized there are other families that are experiencing the same challenges, and I would like to be able to be a support and resource for them.”

After learning more about the profession, formerly known as geriatric care management, Nicholson decided to pursue a business that aligned with her passion for helping seniors while allowing her to leverage her years of clinical experience.

As she began turning her vision into reality, Nicholson quickly discovered that launching a business required expertise beyond her clinical background. An SBA lender referred her to David Vargas, business consultant at the Florida SBDC at USF, a connection she says proved invaluable.

“I had a first meeting with him and realized this is a wealth of knowledge and resources,” Nicholson said. “I was able to get a lot of the answers and tailor my big vision into something that is manageable. I can start here and grow into where I initially wanted to work.”

Working alongside Vargas, Nicholson developed a business plan, refined her financial projections and gained access to trusted professional resources that helped establish a strong operational foundation.

“Because I was a clinician for almost 20 years, I have no background in business at all,” she said. “He helped me with developing a business plan, looking at a template and figuring out where do I need to put my business. We worked on the marketing aspect, and he provided resources on marketing, business attorney, and an accountant.”

Since officially opening its doors in February 2025, Leonora-SAGE has focused on creating systems and processes that allow Nicholson to respond quickly to clients and provide personalized support. “Because of the strong foundation, I’ve been able to now have clients calling and families reaching out to me,” Nicholson said. “I have a good system, a solid system, and so I’m able to really be available for my clients.”

One of Nicholson’s proudest accomplishments has been increasing awareness of aging life care management services, which many families are unfamiliar with despite their potential benefits.

“I think my biggest success so far has been just the ability to provide a resource that a lot of people are unaware of,” she said. “I just like being able to be a resource for people. Even if they don’t sign up for care management services, a lot of times I can answer some of the questions and point them in the right direction.”

The practice also supports veterans through the McPherson Fund, a grant program that provides eligible veterans with up to six hours of complimentary care management services. Nicholson believes programs like this help strengthen the community by connecting individuals with resources and guidance they may not otherwise receive.

Looking ahead, Nicholson expects her business to continue growing and plans to maintain a close relationship with the Florida SBDC at USF as new opportunities and challenges emerge.

“I do believe that my services are widely needed, and it’s going to require growth,” she said. “Because I’m more or less a clinician, I do need help with that business aspect. There’s always questions that I have and resources that I may need.”

She anticipates seeking additional guidance in areas such as marketing, human resources and operational growth while continuing to expand her impact throughout the region.

Nicholson also encourages fellow entrepreneurs to take advantage of the no-cost consulting and resources available through the Florida SBDC at USF.

“I think a lot of people are unaware of the Florida SBDC at USF,” she said. “If you’re a small business and you’re unsure and you don’t feel confident, the [consultants] there are warm, friendly and knowledgeable. They will let you know that you’re not alone in this journey. Just don’t give up and make sure you reach out.”