This innovative new model for employment in Japan is changing what it means to be an older female worker. Client Partners is a “women-only handyman” company started by Maki Abe. They are all proud to be able to employ only women and cover a wide range of services such as handyman work, interpretation, tourist guiding, and companionship. The company has about 300-400 employees, with about 80 staff members over the age of 60 years old. More than just a project, it dynamically platforms older women to be socially and economically active while catering to an even broader mix of clients.
Ruri Kanazawa, the chief executive of Client Partners, makes clear that the company is not a conventional handyman service. She shares that Client Partners offers real hands-on work. Finally, they address the emotional aspects of clients’ needs going beyond physical assistance.
Unique Business Model
Client Partners works on a unique empowerment model specifically aimed to empower women. The company’s founding mission was to create opportunities for female handymen in the space. As Ruri Kanazawa explains, the industry is saturated with male handymen, saying,
“There were so many male handymen, and we knew that the market was saturated.”
By targeting only female employees, Client Partners has uniquely positioned itself. Kanazawa adds,
“Just adding the word ‘female’ [to the business] really opened up the market.”
This creative inclusion opened new avenues of work that put women in challenging yet desirable and satisfying careers. It allows them to provide unique services that address social and emotional needs.
In home care, clients can contract a grandma-for-hire for as little as $60 per visit. This service offers practical help as well as companionship, moral guidance and encouragement—something that’s proven inestimable for many of the clients. Taeko Kaji, a 69-year-old grandmother-for-hire, shares her experience:
“I get to go out and have these experiences and that’s why taking this job was the right decision for me.”
A Growing Workforce
Japan is home to the world’s oldest population, with around 30% of its citizens over 65 years old. This major demographic change has led to a national conversation about how older adults can purposefully and productively contribute to the workforce. Gender equality advocates and other experts are anticipating an increase in older women’s engagement in many areas of public life. Meikai University’s Professor Eriko Teramura heads up this excellent, timely research.
Kanazawa thinks that the perspectives and experiences of older women—many of whom have experience in caregiving or domestic support—are an asset for Client Partners. She expresses admiration for her colleagues, stating:
“Older people have a lot of different experiences and a tough soul, and I’ve learned a lot from Ms Kaji and my colleagues.”
This feeling strikes a chord with a lot of clients who know the value and kindness that older staff deliver. Beyond the hands-on know-how, these women provide an emotional labor that deepens their relationships with clients.
Each of these opportunities helps build the self-esteem of senior women, thereby increasing their worth within society. She asserts:
“It gives a sense of self-fulfilment to these women who were previously unemployed that they can be useful and valued by other people.”
Okano readily acknowledges the shifting landscape of Japan’s workforce and gender roles. Historically, many women resigned from their jobs after marriage and motherhood but have increasingly been re-entering the workforce in non-regular roles as their children grow older.
Addressing Emotional Needs
Beyond offering handyman services, Client Partners understands that their clients have emotional needs. Most people, especially those who live alone or do not have family to support and care for them, want friendship as well as help. Kanazawa remarks on the importance of this aspect:
“Some people may be abused, and some people may never have had a mother in the first place.”
Today the prepared-grandmother-for-hire service is both for-profit enterprise and community hub, an emotional anchor for many urban-dwelling clients. Kanazawa elaborates on this unique offering:
“Our grandmother staff members, who cook for the guests and act like a mother to them, help provide the motherly warmth they need.”
This dimension of care perfectly pairs with the more tangible tasks to create a space where the people we provide services for feel appreciated, welcomed and understood.
