Umbrella

Umbrella, Inc. operates a task management platform designed to support older adults who wish to continue living independently in their own homes. Founded in 2017 by Lindsay Ullman and Sam Gerstenzang, the Brooklyn-based company was later acquired by ANGI Homeservices on January 8, 2021. The founders brought relevant experience to the venture; Ullman had previously worked at Google Ventures and Sidewalk Labs, while Gerstenzang had experience at Stripe, Sidewalk Labs, and Andreessen Horowitz. The concept was inspired by a nonprofit of the same name in Upstate New York, which Gerstenzang's grandmother used. Recognizing the potential to scale the model, the founders launched the for-profit venture.

The company's business model is membership-based, providing seniors (65 and older) with access to a network of vetted community members, referred to as "Neighbors," to perform a variety of home maintenance tasks. These services include odd jobs, small repairs, and chores such as changing lightbulbs, furniture assembly, painting, gardening, and cleaning gutters. A unique aspect of Umbrella's model is that many of the "Neighbors" are themselves recent retirees, fostering a sense of community and shared understanding. Revenue is generated through annual membership fees from the senior clients. The platform serves the substantial and growing market of adults aged 65 and over who are increasingly tech-savvy and prefer to age in place.

Umbrella's platform allows members to book services on-demand for home chores and maintenance. All service providers undergo a vetting and background check process to ensure reliability and safety. The company initially focused its services on Long Island, N.Y., with plans for nationwide expansion. In June 2019, Umbrella secured $5 million in a Seed funding round led by Thrive Capital, with participation from other investors including Maveron and Collab Fund, to fuel its expansion efforts.

Keywords: senior home care, aging in place, home maintenance for seniors, handyman services, elder care, community support, on-demand services, membership platform, senior assistance, independent living, local services, chore assistance, task management, retiree jobs, social isolation, geriatric support, home repair for elderly