Elder is an online marketplace that connects families in the UK with self‑employed home carers for live‑in, respite, dementia, and post‑hospital care. The platform lets users set the scope, schedule and price of care, offering transparent rates that are on average 35% cheaper than traditional agencies, and provides digital care‑plan tools and 5‑star support to manage and monitor services.
Funding
$31.2M raised to dateRaised to date based on public sources. This may differ from the amount the company actually raised and is based only on what is publicly available on the internet.
Founders
Product
Problem
Families seeking home-based care for older adults often face fragmented options, high costs, and limited control over selecting trustworthy, qualified carers, making it difficult to arrange consistent, personalized support that allows loved ones to remain at home.
Solution
Elder operates an online marketplace that connects families with self‑employed carers across the UK, enabling them to arrange live‑in, respite, visiting, dementia, and post‑hospital discharge care directly in the client’s home. The platform streamlines the matching process by gathering care needs, preferences, and carer qualifications to generate personalized matches. Users can set the scope, schedule, and duration of care, giving them full control over service parameters. Pricing is transparent and on average 35 % lower than traditional agency models, with no hidden surcharges, weekend fees, or long‑term contracts. Elder also provides a digital care‑plan dashboard and 5‑star support teams to help families plan, monitor, and adjust care as needs evolve, ensuring safety, independence, and wellbeing for the cared‑for individual.
Target Audience
Primary customers are families and caregivers of older adults or individuals with dementia, long‑term health conditions, or post‑hospital recovery needs who want to keep their loved ones at home, as well as the older adults themselves seeking personalized in‑home support.
Features
- Marketplace that matches families with vetted, self‑employed carers based on experience, skills, and personal preferences
- Wide range of home‑care services including 24/7 live‑in care, dementia support, respite, visiting care, and post‑hospital discharge assistance
- Transparent, fixed weekly rates (starting at £1,150 per week) with no bank‑holiday surcharges, trial periods, and flexible cancellation terms
- Online care‑plan management tools that allow families to schedule visits, track care activities, and communicate with carers and support advisors
- Regulatory compliance and CQC‑regulated providers ensuring consistent, high‑quality care delivery across England, Scotland, and Wales
- Access to funding guidance for local authority support, NHS Continuing Healthcare, and charitable assistance