Caring.com

Caring.com operates as a comprehensive online resource for senior care, connecting families with a wide range of services and information. Founded in 2007 by Andy Cohen and Jim Scott, the platform was born from their personal experiences in navigating the complexities of eldercare for their own families. Cohen, who had previously co-founded and sold the recommendation site Citysearch, and Scott, a former executive at a major online media company, identified a significant need for a centralized, reliable source of information and support for caregivers. This personal connection to the problem domain provided a strong foundation for the company's mission.

The business functions primarily as a marketplace and referral service within the senior living and in-home care industry. Its target audience consists of adults searching for care options for their aging parents or other loved ones. Caring.com generates revenue by connecting these families with its partner network of senior living communities and home care agencies, earning referral fees when a user moves into a partner facility or engages a service. The company provides a vast directory of care options, which includes assisted living facilities, in-home care agencies, and memory care centers, among others. This directory is supplemented by a wealth of content, including articles, guides, and a significant collection of consumer reviews, which now number over 350,000, to help families make informed decisions.

The platform's core service is a free referral service where families can connect with trained Family Advisors. These advisors offer personalized guidance, understand the family's specific needs, and help them navigate the available options within their geographic area and budget. This human-centric approach complements the digital resources available on the site. Over its history, the company has seen several ownership changes, reflecting its position in the market. It was acquired by Bankrate in 2014, later by Red Ventures as part of a larger acquisition in 2017, and subsequently by Caring Holdings in 2019. In 2022, private equity firm General Atlantic acquired a majority stake, signaling a continued focus on growth and expansion of its services.

Keywords: senior care, eldercare, assisted living, in-home care, caregiver support, senior living referral, online marketplace, family advisors, senior housing, memory care