What Carewell does

Carewell (legal name Carewell Family, Inc.) is a US-based, venture-backed direct-to-consumer e-commerce retailer specializing in home healthcare and medical supplies for family caregivers, headquartered in Charlotte, North Carolina with a planned relocation to Miami, Florida announced alongside its February 2024 Series B. The company operates carewell.com, a BigCommerce-powered storefront organized into nine product departments — Incontinence & Adult Diapers, Nutrition & Feeding, Mom & Baby Care, First Aid & Wound Care, Personal Care, Medicines & Treatments, Mobility & Daily Living Aids, Household Essentials, and Hearing Aids — featuring 4,301+ FSA/HSA-eligible SKUs across major third-party brands (TENA, Depend, McKesson, Medline, Coloplast, 3M, Tranquility, Prevail, FitRight, Attends) and Carewell private-label incontinence products. The site supports Autoship recurring delivery (30% off first order, 5% off recurring), site-wide FSA/HSA payment, free 1-2 day shipping on orders $49+, free 30-day returns on unopened items, and Google SSO login, with no public API or developer integrations.

Carewell's business model blends transaction retail, subscription recurring revenue, and service revenue. One-time purchases and Autoship subscriptions generate retail revenue, while two service modules layer on top of the storefront: a Care Coordination / Care Management offering (Medicare benefits navigation, insurance appeals, pharmacy and chronic-condition support, post-hospital and end-of-life support) and a Carewell Health virtual care practice (virtual medical visits, pharmacy, chronic condition support, post-hospital care, with availability varying by state and plan). Go-to-market is hybrid: a self-serve product-led e-commerce funnel with curated buying guides and an SEO-driven content marketing blog, overlaid with a US-based phone Care Team (800-696-2273) providing assisted selling and concierge support. The company has cumulatively served over 1M families, raised approximately $55M across three funding rounds (2020, 2021, 2024), and recently hired senior executives from Chewy to scale operations.

Name

Carewell

Legal name

Carewell Family, Inc.

Website

https://carewell.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Carewell is a US direct-to-consumer e-commerce retailer selling home healthcare and medical supplies to family caregivers, with Autoship subscriptions, FSA/HSA checkout, an in-house Care Team, and a Medicare-covered Care Coordination and virtual care practice.

Ownership category

akta.pro rank

Product category

Online Medical Supplies Retail

NAICS

Services for the Elderly and Persons with Disabilities (624120), Home Health Care Services (6216)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Maternal, Women’s & Family Virtual Care Programs (Payer-Sponsored) (HLALACAJ)

akta.pro secondary industries

Chronic Condition Virtual Care & Disease Management (Payer-Sponsored) (HLALACAE), Care Management & Care Coordination (Home & Community-Based) (HLAFAEAL), Personal Care & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA), Family Caregiver Coaching, Education & Support (HSABAIAI)

Keywords

• Medical supplies e-commerce
• Home healthcare products
• Caregiver support services
• Incontinence supplies online
• Telehealth care coordination

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. One-time e-commerce purchases: Direct online retail of branded and Carewell private-label home health and medical supplies (incontinence, nutrition, personal care, mobility, cold & flu, household essentials) shipped nationwide with free 1–2 day delivery on orders over $49.
2. Autoship subscription deliveries: Recurring scheduled deliveries of consumable medical supplies, priced as a subscription with 30% off the first Autoship order and 5% off recurring orders, generating predictable recurring revenue from caregiver households.
3. Care Coordination & virtual care services: Service-based revenue from Carewell Health's virtual care practice — care management, patient illness navigation, Medicare benefits navigation, virtual medical visits, pharmacy, chronic condition support, and post-hospital care — including Medicare-covered services.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Carewell is a direct-to-consumer online retailer of home healthcare and medical supplies, selling incontinence, nutrition, wound care, mobility, mom & baby, personal care, and household essentials across 4,301+ FSA/HSA-eligible SKUs to family caregivers and self-care individuals nationwide. The platform layers Autoship recurring delivery, a Care Team for guided product selection, and an integrated Carewell Health virtual care practice offering care coordination, Medicare benefits navigation, telehealth visits, and chronic condition support.

Product overview

Carewell operates an integrated online medical-supply retail and care-services platform anchored by the Carewell Online Medical Supply Store (carewell.com). The retail side is organized as a single storefront divided into nine product departments — Incontinence & Adult Diapers, Nutrition & Feeding, Mom & Baby Care, First Aid & Wound Care, Personal Care, Medicines & Treatments, Mobility & Daily Living Aids, Household Essentials, plus Hearing Aids — supplemented by curated collections (Best Overnight Adult Diapers, Best Bariatric Adult Diapers, Cold & Flu Essentials, FSA & HSA Eligible) and a deep multi-brand catalog that includes both third-party brands (TENA, Depend, Tranquility, Prevail, McKesson, Medline, FitRight, Attends, Cardinal, Coloplast, Wings, Presto, Lysol, Vicks, Theraflu, Tylenol, Mucinex, Biofreeze, Sun Bum, SoSecure, etc.) and Carewell's own private-label SKUs such as the Carewell Premium Overnight Incontinence Pull-Up Underwear and Carewell Overnight Incontinence Pull-Up Underwear. Layered on top of retail, the platform offers the Care Coordination / Care Management Services module (handling insurance appeals, paperwork, Medicare benefits navigation, pharmacy support, chronic condition support, post-hospital care, and end-of-life support) and the Carewell Health Virtual Care Practice (telehealth and pharmacy). The Autoship Subscription Program binds the catalog together with 30%-off-first-order/5%-recurring recurring deliveries. The whole experience is delivered through a WCAG 2.1 Level AA-aligned responsive web storefront backed by phone-based care-team support, FSA/HSA checkout, free 1–2 day shipping, and a 30-day return policy.

Differentiator

Problem solved

Functional benefit

Products and services

• Carewell Online Medical Supply Store Direct-to-consumer e-commerce storefront (carewell.com) selling home medical supplies across incontinence, nutrition, mom & baby, first aid, personal care, medicines, mobility, and household essentials departments, with FSA & HSA checkout, free 1–2 day shipping on orders $49+, everyday low pricing, a phone-based Care Team, and 30-day free returns; trusted by over 1M families per the homepage.
• Care Coordination / Care Management Services Service module bundling patient-illness navigation, Medicare benefits navigation, insurance appeals, lower drug-cost support, chronic condition support, post-hospital care, end-of-life support, and home-care referrals, layered on top of the retail store for family caregivers and Medicare-eligible households.
• Carewell Health Virtual Care Practice Telehealth / virtual care practice from 'Carewell Health' offering virtual medical visits, pharmacy services, chronic condition support, and post-hospital care; availability varies by state and plan.
• Carewell Autoship Subscription Program Recurring-delivery subscription service spanning the catalog with 30% off the first Autoship order and 5% off subsequent recurring orders, including free 1–2 day shipping on enrolled SKUs of incontinence, nutrition, personal care, cold & flu, and other consumables.
• Carewell Premium Overnight Incontinence Pull-Up Underwear Carewell house-brand overnight pull-up underwear with heavy absorbency and full-coverage fit, available in sizes from Medium to XX-Large, sold by bag or case.
• Carewell Overnight Incontinence Pull-Up Underwear (Leak-Resistant) Carewell house-brand leak-resistant overnight pull-up underwear sold in cases (e.g., XX-Large 68–80 inches, case of 40).
• Incontinence & Adult Diapers Department Catalog department grouping adult diapers, adult wipes & washcloths, incontinence pads, underpads, catheters, ostomy supplies, and perineal care, including FSA & HSA-eligible SKUs.
• Nutrition & Feeding Department Catalog department covering nutrition drinks & shakes, thickened food & beverages, enteral feeding supplies, vitamins & supplements, and adaptive utensils.
• Mom & Baby Care Department Catalog department covering baby feeding, baby & children diapering, breastfeeding supplies, baby & children health, and prenatal/mom care.
• First Aid & Wound Care Department Catalog department covering topicals & antiseptics, wound care prep, gauze/dressings/medical tape, bandages, first aid kits, hot & cold therapy, and gloves.
• Personal Care Department Catalog department covering skin care, hair care, intimate care, oral care, ear care, eye care, and foot care.
• Medicines & Treatments Department Catalog department covering cold & flu, allergy, pain & fever, digestive health, medication management, monitors & tests, nicotine gum & patches, and respiratory care.
• Mobility & Daily Living Aids Department Catalog department covering mobility aids, bath safety, bedroom safety & comfort, fall detection & health technology, adaptive apparel, physical therapy, and hearing aids.
• Household Essentials Department Catalog department covering cleaning supplies, laundry, dishwashing, paper & plastic, air fresheners, and hand soap.

Quantifiable outcome

• Trusted by over 1 million families
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• Chewy (executive talent)tactical / talent acquisitionOthers · 26 February 2024Carewell hired senior executives from online pet and consumer goods retailer Chewy as part of its Series B-led team build-out. This is a talent/recruiting relationship, not a commercial partnership; Chewy itself is not a commercial partner of Carewell.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Aeroflow Healthcare: Aeroflow Healthcare is a D2C durable medical equipment and medical supply provider that sells incontinence, urological, sleep, and respiratory supplies online to patients and caregivers, frequently leveraging insurance billing. It is the closest direct competitor to Carewell's caregiver-focused, insurance-aware e-commerce model.
• 180 Medical: 180 Medical is a specialty online distributor of catheter, ostomy, and incontinence supplies that bills Medicare and private insurance directly. It directly competes with Carewell's incontinence and catheter departments and shares the insurance-coverage-led GTM motion.
• Byram Healthcare: Byram Healthcare is a home medical supply distributor offering ostomy, wound care, urological, incontinence, and diabetes supplies with direct insurance billing. It overlaps with Carewell's core catalog and caregiver patient population.
• Shield HealthCare: Shield HealthCare is a home medical supply company delivering enteral nutrition, incontinence, ostomy, wound care, and urological products directly to patient homes, often through insurance. Comparable to Carewell's nutrition and incontinence verticals and home-delivery model.

Broad incumbents

• AdaptHealth: AdaptHealth is a national provider of home medical equipment including sleep, respiratory, diabetes, and mobility products billed through insurance and Medicare. A broader DME incumbent overlapping with Carewell's home-care mission and payer relationships, but at much larger scale.
• Apria Healthcare: Apria Healthcare (now part of Owens & Minor) is a large home medical equipment and respiratory therapy provider serving patients with chronic conditions at home. A broad incumbent in Carewell's home-care category, particularly around respiratory and mobility equipment.
• Lincare Holdings: Lincare is a national home respiratory and DME provider serving chronic-care patients, with adjacent categories in incontinence and urological supplies. Operates as a broad incumbent at much larger scale than Carewell.
• McKesson: McKesson is the largest US pharmaceutical and medical supply distributor whose brands (including medical-surgical supplies) appear in Carewell's third-party catalog. A broad incumbent across the entire medical supply value chain.
• CVS Health: CVS Health operates a national pharmacy, OTC, and home health supply retail business and owns Aetna with deep Medicare Advantage reach. A broad incumbent that competes with Carewell on supply distribution and on Medicare-covered care services.
• Walgreens Boots Alliance: Walgreens operates a national retail pharmacy and home health supply footprint (including a growing primary care platform via VillageMD) that overlaps with Carewell's supplies and care-navigation categories. Broad incumbent competing across Carewell's verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/carewellfamily
• Facebookfacebook.com/carewellfamily
• LinkedInlinkedin.com/company/carewellfamily

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Carewell