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Compass Conversations: Visiting Angels of Lynchburg

'Compass Conversations' is our newest feature where we shine a light on the vibrant businesses that are the true heart of our community.

Each month, we'll take you on a journey through the unique stories, passions, and dreams that drive our local entrepreneurs. These are the stories behind the logos and social media posts, the spirited souls enriching our daily lives with their craft and dedication.


This month, we invite you to join the conversation with Michael Norfield from Visiting Angels of Lynchburg. Michael is a wonderful resource in the business community; he's supportive, kind, and always encourages "co-opetition" between businesses.

Visiting Angels customizes personal care based on an individual's needs and preferences. They offer Veterans Care, Social Care, Alzheimer's Services, Certified Palliative Care, and several other services. Take a moment to check them out and contact them if you have a loved one who needs personalized in-home care.

personal care assistant helping a man with a walker
personal care assistant helping a man with a walker

What inspired you to start your business?

Our family used to believe that you stayed home as you aged with help from family or neighbors until you couldn’t manage to stay in your home. Then you would move to a nursing home or assisted living facility. We now know that there are so many more options available to be able to have outside help come in and assist with daily activities.

My grandmother could have used the help Visiting Angels provides, but we didn’t know it was an option. When I meet with a potential client, it’s important for them to know that our inspiration to open our office was because we have been in their current situation.

How does your business contribute to the local community?

Beyond just providing care to our community, we support several non-profits through time and funds. We donate two fully decorated Christmas trees to the Pearson Cancer Center each year for their “Trees of Hope Auction”. Our focus word for 2024 is “Community”. We are focusing our efforts in supporting our community of local businesses and non-profits through a wide variety of ways.

Mike also has a focus on supporting local businesses and attends many ribbon cuttings and events as a member of the Board of Directors for the Central Virginia Business Coalition. Mike also co-hosts a weekly podcast “Talk Local to Me” with The CVABC.

Can you share a memorable experience or success story related to your business?

Visiting Angels relocated in November of 2023. This was a huge undertaking that started in August of 2021. Finding the right space and managing all aspects of the move while still supporting all of our clients and employees was a challenge that the office team handled with grace and style.

Our biggest success has been our ability to work together not just when things are relatively easy. We tackle challenges as a united front and our ability to work as a team has become even more solidified.

What challenges have you faced in building your business, and how have you overcome them?

Our biggest challenge is educating people about the services we provide. Members of our community think we are hospice or home health, but we are classified as a Personal Care agency. We provide assistance with dressing, bathing, meal preparation, light housekeeping, and even companionship.

What makes your business unique?

Our team of caregivers and office staff. We have built a culture where they feel valued and supported. We are a caregiver-focused company because caring for our clients starts with caring for our Caregivers. If we make them feel empowered and able to communicate small problems with the rest of the team, they will work to solve those small problems before they become larger problems. We can solve small problems all day long so that our clients remain happier and healthier at home.

What advice would you give to other small business owners who are just starting out?

Networking above Marketing. Marketing is important, but having a business community you can lean on for advice is key! We often start a business because we have a passion for a product or a service, but when it comes to actually running a business it is vital to have a community to turn to for honest and open advice.

“Co-opetition” is my favorite word. “Don’t gatekeep success” is my mindset. Support your competition and work with them to serve your community better together. Our largest competitor and I talk weekly, at a minimum, to see if we can help staff a client or provide care in some of the outlying areas.

How do you see your business evolving in the future?

I see the demand for services like ours to continue to grow. It is harder and harder on the “Sandwich generation” of adults who are caring for an aging parent and their own children at the same time. As grown kids move to other cities to raise their own families, having someone to rely on for the day-to-day care needed will become a larger challenge.

Do you have a special message that you would like to share with the community through this article?

The time to talk about home care is now. Talk to an agency that provides care in the home and find out what the process for starting care would look like. Talk to the team at the company to see if you feel like you could work with them.

Go by their office and find out their onboarding process. It is important to do this before care is a critical need, so you already know the steps and process you need to take before you are in the middle of a stressful time.

Talking to professionals who have experience in home care that will help guide you and answer all of your questions will help you get the peace of mind that you

deserve when looking in to homecare.


Photo of the owner and her husband who live in Madison Heights VA

Hi, I'm Michelle

I'm the owner of County Compass, and an Amherst County resident. 

I love our community and want to help new homeowners find all the local gems that may not get enough exposure on social media.

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