Concierge-level non-medical home care agency at 5622 La Jolla Blvd, La Jolla, CA 92037, in the Bird Rock neighborhood. Cheer differentiates from veteran-owned competitor All Heart Home Care on Fay Ave with a three-tiered caregiver model: Executive Caregiver (personal concierge plus care), Traditional Caregiver (daily living and personal care), and College Companion (social engagement and errands for active seniors). Founded in 2023 by Brooke Martindale — an 18-year home care industry veteran who previously built and sold a Boston-area agency. Services include companionship, transportation, meal preparation, medication reminders, and light housekeeping. Cheer also hosts free monthly community events — an Alzheimer's Support Group on the fourth Thursday and a Total Brain Health class every second Wednesday. Google rating: 4.9 across 59 reviews. Available 24/7. Two blocks north on the same boulevard, La Jolla Home Services at 5771 La Jolla Blvd gives Bird Rock a second home care office within walking distance.