Investin.care is a shared RESOURCE DEDICATED TO THE massive, 
ever-evolving care economy.

We are here to illuminate the dynamic market opportunity in care for all, from Fortune 500s to seed stage startups.
The Care System is integral to how we live and organize our daily lives. Click on each category to explore the key dynamics.
school
+
School
School is one of the few institutions touching almost all families' lives.
work
+
work
Care benefits are increasingly the norm and a tenant of employee retention.
elder care
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eldercare
Older adults are living longer than ever and seeking to age on their own terms.
Home
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home
Home is where family life happens - it’s also increasingly where we work and even get healthcare remotely.
childcare
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childcare
Accessible, trustworthy childcare is vital to our economy, not to mention our lives.
healthcare
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healthcare
The caregiver is finally being recognized as central to a patient's healthcare journey.
Community
+
community
Caregiving happens far beyond the borders of nuclear families, including neighbors, relatives, and friends.

Produced and Supported by

Invest in Care, an initiative by The Holding Co.,  is the home of original, comprehensive industry guides and insights. These resources cover the significant opportunities for innovation in the systems, services, and products that make up the care economy.  

how to use this site

Dive deep into a guide that resonates with you, pluck a data point for a pitch deck, or share this site more broadly to encourage others to look seriously at the care economy. We hope that our publications help you dedicate investment, entrepreneurial energy, and collaboration to supporting the care economy.

About the CORPORATE GUIDE

The Corporate Guide to the Care Economy is an exploration of how the care economy intersects with a range of industries from financial services to insurance and beyond. Within each industry-specific chapter, a spectrum of cutting-edge concepts, underpinned by extensive research and user insights, is shared to showcase the market demand and revenue potential for solutions for care consumers. The data used in the chapters is the product of an in-depth consumer insights survey, completed in partnership with McKinsey & Co., involving more than 5,000 participants. The survey spanned diverse demographics, care categories, purchasing power, and spending patterns, providing a deeper understanding of caregivers and their behavior.

About the entrepreneur’s guide

The Entrepreneur’s Guide to the Care Economy is a set of insights and original research to help entrepreneurs build and scale care companies, built with input from our collaborators and entrepreneur council members. It is informed by a May 2022 consumer insights survey focused on the preferences and care-purchase decisions of more than 3,100 US caregivers, interviews and working sessions with over 30 successful care economy entrepreneurs. The guide identifies new caregiver customer segments to drive future growth; shares what works to help new customers consider using paid care services; and conveys guidance on how to successfully work with multiple payors (from consumers, to employers, to insurers and government programs).

ADVISORY COUNCIL MEMBERS

Amanda Rees
Betsy Bland
Brittney Barrett
Charlotte Dales
Cobi Blumenfeld-Gantz
Courtney Leimkuhler
Dennis Cail
Duncan Orrell-Jones
Elana Berkowitz
Elizabeth DeMatteis
Helen Mayer
Jake Rothstein
Jen Lee Koss
Jenna Morgenstern-Gaines
Jessica Nam Kim
Jessica Toh
Joanna Drake
Julia Cohen Sebastian

Age Bold
Wellthy
Kinside
Inclusively
Chapter
Springbank Collective
Zirtue
Camino Robotics
Springbank Collective
Papa
Otter
UpsideHom
Springbank Collective
PocketRN
ianacare
Huckleberry
Magnify Ventures
Grayce

Julie Wroblewski
Kristen Lynch
Lindsay Jurist-Rosner
Max Mayblum
Melissa Danielson
Michael Lai
Nevada Griffin
Rebecca Egger
Sara Mauskopf
Shadiah Sigala
SJ Sacchetti
Steven Lee
SueLin Chen
Tim Peck
Tina Beilinson
Todd Rovak
Wendy Johansson

Magnify Ventures
Duos
Wellthy
Givers
Joshin
Tiny Care
Concerto Care
Little Otter
Winnie
Kinside
Cleo
ianacare
Cake
Curve Health
Seven Starling
Carefull
MiSalud

About the Investor's GUIDE

The Investor’s Guide to the Care Economy is the first study of its kind to quantify the market opportunity in care. For the first half of 2021, The Holding Co., in partnership with Pivotal Ventures, launched this initiative to investigate areas of care that show the most promise for investors, entrepreneurs, and corporations as the COVID-19 pandemic revealed just how inadequate our current care economy really is. The report leverages data from 25+ market reports, 6 government data sources, 30+ expert interviews, 2 original national data collection surveys with 5000+ participants spread across both, and guidance from 40 stewardship and advisory council members. The report focuses on household and families willingness to pay, the role of government in igniting the private sector, and the role of insurance and employers to support care innovation.

ADVISORY COUNCIL MEMBERS

Aaron C. Jones
Abby Miller Levy
Alexandra Drane
Allison Robinson
Ashley Beckner
Avni Patel Thompson
Bianca Padilla
Brian Holland
Chad Brough
Charlie Montreuill
Chris Bennett
Colleen Russo Johnson
Danielle Cohn
Helen Adeosun
Ita Ekpoudom
Jason Lehmbeck
Jordan Kong
Kerry Gumm

Allianz
Primetime Ventures
ARCHANGELS
The Mom Project
Imaginable Futures
Milo
Carewell
Revera
Home Instead
Best Buy
Wonderschool
OK Play
Comcast NBCUniversal
CareAcademy
GingerBread Capital
Special X
Atomic
Principal Financial

Kris Engskov
Lindsay Jurist-Rosner
Lynn Perkins
Marcus Osborne
Maria Thomas
Matt Miller
Megan Saunders
Mike Rothman
Monique Woodard
Niki Manby
Priya Krishnan
Sarahjane (SJ) Sacchetti
Suelin Chen
Susan Golden
Tim Allen
Vanessa Larco
Veerle Daenen

Aegis Living
Wellthy
UrbanSitter
Walmart
Redesign Health
United Healthcare x Techstars
Microsoft
Fatherly
Cake Ventures
Mutual of Omaha
Bright Horizons
Cleo
Cake
Stanford University
Care.com
NEA
ANGI Homeservices

The Holding Co. is a strategic advisor to organizations across the care economy—from fast growing start-ups to multinational corporations, government agencies, nonprofits, and more—ushering in a new care system through design, solutions, and partnerships to ensure the future of care supports us all.