Americans spend $648 billion annually on care. Care consumers control $6 trillion of household income. The care economy is a massive overlooked market. 

From in-depth guides to current trend reports—this is your central resource for investing and innovating in the care economy today.

latest trends

2025 Trends & Opportunities in the Care Economy

new

2023 edition

corporate
guide

Learn how critical the care consumer is to growing your business

Chapters:

Insurance & Consumer Finance

Read

updated regularly

entrepreneur’s
guide

Find essential insights to build companies in the care space.

new update!

Multi-User Product Experiences

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it all started here

Investor's
guide

Dive into the first of its kind study from 2021 to quantify the market opportunity in care.

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the $648B care economy

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infant &
childcare

$136B+

Investment Areas

New parent tech (feeding tech, baby toys, gadgets, expert support, and content)
Direct supervision and early education, including children with disabilities
Products, services, and technology to support care for adolescents*

household
managEment

$122B

Investment Areas

Cleaning
Laundry
Cooking

non-home
 long-term care

$239B

Investment Areas

Nursing homes, hospice, and palliative care (for older adults and adults with disabilities)
Long-term care insurance
Retirement centers

aging-in-place &
home-based care

$151B

Investment Areas

Daily essential activities
Social well-being
Aging-at-home coordination
Health & safety awareness (e.g. fall detection)
Professional and unpaid caregiver quality of life
Transition support (e.g. home retrofitting)
Home care provision (e.g. home health aides, products, and equipment) for older adults and adults with disabilities
Economic opportunities for older adults*
Learning, development, therapy, and mobility technologies for adults with disabilities*

Emerging sector

caregiver
SUPPORT*

Investment Areas

Productivity in planning care for unpaid caregiversImproving the process of planning, coordinating, and hiring care
Care-focused financial planning toolsImproving the well-being, health, safety, and productivity of professional caregivers
Training & development for professional caregivers
Solutions for running care businesses

adjacent markets with care subcategories

Transportation

Investment Areas

Ride arrangement for dependents (e.g. children, older adults) on behalf of caregivers

healthcare

Investment Areas

Healthcare that happens outside a clinical setting
Healthcare experiences provided by the caregiver (e.g. take-home prescriptions)
Coordinating, organizing, and navigating the healthcare system

k-12 education

Investment Areas

Coordination of school-related activities, communication, & curriculum outside of school (e.g. supervision during homework, tutoring)
Coordination and sourcing of afterschool activities (e.g. activity apps, club & camp navigation aids)