What is HELF in Aged Care?
The Higher Everyday Living Fee (HELF) is an optional daily fee that gives residents access to a better everyday experience, enhancing their daily life—better food, more engaging activities, and a higher standard of living.
Here’s the reality:
Most families don’t opt out because of the money.
They opt out because no one has helped them see the value.
Team members in Aged Care are juggling so much at once.
They’re assisting emotional families—“Mum was fine last month, now she’s been in hospital”.
The daughter is distraught; Mum doesn’t want to go into a home.
At the same time as being empathetic over that circumstance, the team member is explaining a complex system that no one is actively aiming for, doing so kindly, with patience and compassion.
This role is diverse, holding a hand of a upset family member, doing a tour, helping Sarah and her mum, Gladis, navigate a system they (reluctantly) are now part of.
That includes educating them on the services and set up from your organisation – how it all works and then layering on the pressure of feeling like they now have to “sell” HELF as well.
It’s no surprise that team members can feel the pressure and default to ‘you can opt out’.
The problem with this is:
1. Gladis is in overwhelm and if someone says ‘opt out’ you’re going to follow that even though the package would have benefited her in so many ways
2. The organisation for years has needed that revenue to sustain the higher standard – better food, wine, activities, Allied health… as well as attracting quality of staff and maintain running costs of facilities.
So, defaulting to opting out means everyone loses.
What we are saying is ‘be aware’ of your mindset, attitude and intent (default) as you are likely putting potential resident Gladis off HELF, which could improve her lifestyle.
(For clarity, what we are not saying is ‘persuade Gladis to opt into something she doesn’t need’).
5 Ways to Increase HELF Opt-In
1. Ensure your team are sold on the package
As a leader look out for hesitancy in your team.
If they can’t see the value, neither will anyone else.
Opt-out often happens because the team:
- Softens the conversation
- Rushes the explanation
- Or avoids it altogether
That’s not being respectful—that’s being unclear.
Every team member needs to understand what that that ‘bundle’ or ‘package’ looks like, how it is of value.
Only when the value is crystal clear can you work on the many different ways to naturally explain that value to a resident.
2. Stop Hiding Behind “It’s Optional”
When you lead with “this is optional,” what people hear is:
“This probably isn’t essential.”
Instead:
a) Understand Gladis, what her likes and dislikes are
Ascertain ‘will this package be suitable’
b) Be certain over the package and its value and then clearly articulate that
“This is how our residents who have the package experience life here.”
Optional doesn’t mean invisible.
3. If You Lead with Price, You Lose
The moment HELF is introduced as a cost, the brain goes into protection mode.
Flip it:
Lifestyle first → price second
Because once someone wants it, they’ll find a way to justify it.
4. Don’t Explain It. Show It.
Explaining HELF is different to showing how it looks
Show them:
- The meals
- The outings
- The moments that matter
Ensure that you are focused on is what Gladis cares about. No point banging on about services she won’t use. Most people are visual – so when they can picture it, they will understand it and therefore want to opt in.
5. The Decision Should Be Easy
Big decision = delay or decline.
Break it down:
“For $X a day, this is what your mum gains…”
When the value is clear and the decision feels manageable.
Opting in becomes the natural next step.
Bottom Line
HELF isn’t being rejected.
It’s being under-positioned.
When your team stops “mentioning a fee”
and starts advocating for a better life
…you won’t need to push opt-in.
It will – and should – happen naturally.
Learn more about how we are helping Aged Care teams grow revenue >>>
Read some of our other blogs:
Support at Home Success >>>
Incoming Enquiries (Aged Care) >>>
Support at Home: Stop Selling ‘Go-To’ Services >>>
Best Sales Training Company (According to Google) >>>
How Body Language Determines Your Success >>>
