Elder

Elder is a UK-based digital marketplace that connects families with vetted, self-employed carers for personalised live-in home care, presenting an alternative to residential care homes. The company was founded in 2015 by CEO Peter Dowds and Tom Brooks. Dowds, a former lawyer, was motivated by his family's personal struggles to find suitable care for his grandmother, which highlighted a gap in the market for in-home care solutions that prioritize independence and personal choice.

The platform operates as an introductory agency, facilitating connections across Great Britain between those seeking care and a network of independent carers. Elder's business model is built on its technology, which includes the 'MyElder' portal for families and the 'ElderHub' app for carers, designed to streamline the management of care, scheduling, and communication. This tech-enabled approach allows the company to offer services that are, on average, 35% cheaper than traditional care agencies. The company's services cater to a range of needs, including long-term 24-hour support, respite care, and visiting care for assistance with daily tasks. Carers on the platform are required to have previous experience, pass background checks, and provide verifiable references.

Since its inception, Elder has facilitated over 15 million hours of care and has grown to be one of Europe's faster-growing startups in the care-tech sector. The company has secured significant funding over several rounds, including a Series B round led by Acton Capital, to support its expansion and technological development. Its investors include MMC Ventures and UKTV. Headquartered in London, Elder aims to address the challenges of an ageing population by enabling older adults to remain in their own homes while receiving necessary support.

Keywords: live-in care, elderly care, home care services, care-tech, digital health, senior care, marketplace, respite care, dementia care, caregiving, assisted living, independent living, geriatrics, home healthcare, family support, care management, social care, personal care, companion care, UK healthcare