The $648B opportunity

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 who are leaders in care today. 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.  

This resource is designed to serve you in multiple ways. You can dive deep into a segment that resonates with you, pluck a data point for a pitch deck, or share the site more broadly to encourage others to look seriously at the care economy. We hope that this report inspires you to dedicate your investments, entrepreneurial energy, and collaboration to being part of this historic moment in care.

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We are so grateful to our partners who made all of this possible.

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 Life
Primetime Ventures
The Mom Project
Imaginable Futures
Home Instead
Best Buy
OK Play
Comcast NBCUniversal
GingerBread Capital
Special X
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
Redesign Health
United Healthcare x Techstars
Cake Ventures
Mutual of Omaha
Bright Horizons
Stanford University
ANGI Homeservices


Want to get involved in the Care Economy?
Here are just a few helpful links to help you get started.


The Holding Co.

A design-led lab that partners with innovators reimagining care, specializing in product, brand and new venture design.

Springbank Collective

Springbank is a collective of values-aligned investors backing the most dynamic early-stage companies building the infrastructure to support women and working families. Join us.

Magnify Ventures

An early-stage venture capital fund investing in founders with bold ideas to transform how modern families live, work, and care.

Techstars Future of  Longevity Accelerator

This program, run in partnership with Pivotal Ventures, an investment and incubation company created by Melinda French Gates, focuses on innovative solutions to address the unmet needs of older adults and their caregivers.

The Fam Tech Founders Collaborative

Group of 160+ founders building forward thinking solutions for all families.

PrimeTime Partners

Early-stage venture capital firm focused on transforming the quality of living for older adults.

Cake Ventures

Early-stage venture capital firm focused on demographic changes including aging, women, and people of color.


Venture capital firm investing in purposeful startups reimagining the future of work, care economy, logistics and the circular economy.

Promise Venture Studios

A venture studio that attracts, supports, and connects capital and stakeholders to pave the way for the sustainable growth and impact of social entrepreneurship in Early Childhood Development.

AARP Innovation Labs

Boosting the AgeTech innovation ecosystem, by working with startups, accelerators, and the innovation and design thinking community to create products and services that empower people to choose how they live as they age.

Aging 2.0

Global network of innovators addressing the biggest challenges and opportunities in aging.

Generator Ventures

Venture capital firm focused on reinventing the world for an aging population.

FOR Corporate leaders

TIME’S UP  Care Economy Business Council

Coalition of large corporations, small businesses, entrepreneurs, and investors across industries that is working with TIME'S UP to advocate for investments in our nation’s caregiving infrastructure to build a stronger, more resilient economy.

Employer Health Innovation Roundtable

Coalition of the world’s leading employers to expedite the process of adopting innovative solutions in digital health technology for the sake of improving employee lives.

Reports & Additional research

Future of Benefits

An HR guide to what's next for employee benefits by

Gray New World

2020 Report on Aging by Cake Ventures

Key Data Sources

In order to produce this report, we carried out two original streams of primary research, drew from existing sources, and conducted expert interviews to construct the current and potential market opportunity in care. The analysis was supported by McKinsey & Company.

American Time Use Survey
Boston Consulting Group
Bureau of Labor Statistics
CMS PBP Benefits data
Gender Fair
Kaiser Family Foundation
McKinsey & Company
National Institute for Early Education Research
Washington State Long Term Care benefit program
Willis Towers Watson
The Administration for Children & Families • Census Bureau
The White House: The American Jobs Plan, The American Families Plan, The American Rescue Plan