Caring.com

The business functions primarily as a marketplace and referral service within the senior living and in-home care industry. Its target audience consists of adults searching for care options for their aging parents or other loved ones. Caring.com generates revenue by connecting these families with its partner network of senior living communities and home care agencies, earning referral fees when a user moves into a partner facility or engages a service. The company provides a vast directory of care options, which includes assisted living facilities, in-home care agencies, and memory care centers, among others. This directory is supplemented by a wealth of content, including articles, guides, and a significant collection of consumer reviews, which now number over 350,000, to help families make informed decisions.

The platform's core service is a free referral service where families can connect with trained Family Advisors. These advisors offer personalized guidance, understand the family's specific needs, and help them navigate the available options within their geographic area and budget. This human-centric approach complements the digital resources available on the site. Over its history, the company has seen several ownership changes, reflecting its position in the market. It was acquired by Bankrate in 2014, later by Red Ventures as part of a larger acquisition in 2017, and subsequently by Caring Holdings in 2019. In 2022, private equity firm General Atlantic acquired a majority stake, signaling a continued focus on growth and expansion of its services.