ABOUT

The Entrepreneur’s Guide to the Care Economy is a set of insights and original research to help entrepreneurs build and scale care companies. It is brought to you by The Holding Co., a lab to redesign care for the 21st century, with input for our collaborators and entrepreneur council members. It is a companion piece to the Investor’s Guide to the Care Economy, and 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). We hope that you will join us on our exploration and analysis of the care economy as we continue to add new insights on what it means to build, shape, and design in this space.

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WITH SUPPORT FROM
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