This article explores how paid family eldercare in Sweden is reshaped at the intersection of marketisation, accommodation to ethnic diversity and globalisation of international migration. Using a mixed-methods case study approach, the paper examines how implementation of customer choice in publicly funded homecare services to older adults in the city of Stockholm interacts with paid family care. The results show that some private homecare companies employ family caregivers as a business strategy; moreover, that the majority of employed family caregivers are foreign-born women coming primarily from non-European countries. The findings point towards gains but also risks for all parties involved. Though the family caregiver is ensured an income, the employment is generally associated with low wages and weak social security. In addition, employed family carers often lack formal training, which affects documentation procedures and monitoring of the daily care work. It is therefore difficult to evaluate the quality of care services performed by employed family carers. The results indicate a need for policy-makers to reconsider how customer choice in eldercare interacts with paid family care. Otherwise, unintended consequences may result in negative effects for integration as well as social work practice with foreign-born older adults.