Homethrive
Homethrive is a digital-first caregiving support platform that combines AI-enabled self-service tools with credentialed Care Guides to deliver backup care, aging care, estate planning, and loss support benefits to employers, health plans, insurance carriers, and financial institutions.
- Company typePrivate
- Founded2018
- HeadquartersNorthbrook, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Homethrive does
Homethrive, Inc. is a U.S.-based digital health and employee benefits company founded in 2018 that delivers a caregiving support platform to enterprise customers. The platform combines a digital front end (24/7 AI-guided assistant, personalized Care Profile, Smart Journal, medication tracking, and Care Circle collaboration) with a human service layer composed of credentialed social workers called "Care Guides." Customers access Homethrive through four modular solutions — Backup Care, Aging & Complex Care, Estate Planning, and Loss Support — with optional co-branded or white-label deployment for partners. Headquartered in Northbrook, Illinois, the company serves enterprises across financial services, healthcare, industrial, insurance, and childcare verticals.
The platform's underlying architecture is modular and embeddable, allowing partners to deploy a single solution or the full caregiving spectrum within one connected product. The Care Guide layer provides expert escalation for complex situations, while AI-driven recommendation, knowledge-retrieval, and personalization engines handle high-volume guidance and content. Distribution flows through a dedicated mobile/web app (app.homethrive.com) and partner integrations configured as embedded or white-label experiences.
Homethrive monetizes via recurring subscription contracts paid by enterprise buyers — employers, health plans, ancillary insurance carriers, and financial institutions — while end users (employees, policyholders, members) access the service at no personal cost. The go-to-market combines enterprise field sales targeting HR and benefits leaders, channel partnerships with benefits brokers and consultants, and platform/ecosystem integrations. The company has raised approximately $58 million across disclosed rounds (including a 2022 Series B led by Human Capital and a 2024 round led by TELUS Global Ventures and 7wire Ventures) and reports outcomes including 98.5% client retention, 15-25% active member engagement, and 30-40% reduction in insurer-switching intent for members using the benefit.
Homethrive firmographics
Firmographics- Name
- Homethrive
- Legal name
- Homethrive, Inc.
- Website
- https://homethrive.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Homethrive is a digital-first caregiving support platform that combines AI-enabled self-service tools with credentialed Care Guides to deliver backup care, aging care, estate planning, and loss support benefits to employers, health plans, insurance carriers, and financial institutions.
- Ownership category
- akta.pro rank
Homethrive industry classification
Industry- Product category
- Caregiving Support Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Cognitive Stimulation & Reminiscence Therapy (Non-Clinical) (HSABAEAH)
- akta.pro secondary industry
- End-of-Life Emotional & Spiritual Support (Chaplaincy/Counseling) In-Home (HSABAFAH)
Keywords
Where Homethrive is headquartered
LocationHeadquarters
- HQ city
- Northbrook
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Homethrive business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- B2B Employer Benefits: Homethrive is offered as an employee benefit provided by employers. Employers pay to provide caregiving support to their workforce as part of benefits packages. Signing up for Homethrive is available to employees and their families at no cost.
- Health Plan Partnerships: Partnerships with health plans to provide caregiving resources that reduce costs and improve outcomes by supporting caregivers.
- Insurance Carrier Partnerships: Ancillary insurance carriers integrate caregiving benefits into policies to enhance policy value and member retention.
- Financial Institution Benefits: Financial institutions offer caregiving support as a value-added benefit to strengthen client loyalty and deepen relationships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free for eligible members through employer/health plan benefit |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels7 records
Homethrive product offering
Product offeringCore offering
Homethrive provides a digital-first caregiving support platform that combines always-on technology (Homethrive Assistant, Smart Journal, Care Profile, Care Circle) with hands-on human guidance from credentialed Care Guides (social workers). The platform is delivered through four modules — Backup Care, Aging & Complex Care, Estate Planning, and Loss Support — and is sold primarily as an employee/plan member benefit through employers, health plans, insurance carriers, and financial institutions.
Product overview
Homethrive is a complete caregiving solution providing a unified digital-first platform with four interconnected modules: Backup Care, Aging and Complex Care, Estate Planning, and Loss Support. The platform combines always-on technology (including the Homethrive Assistant, Smart Journal, Care Profile, and Care Circle collaboration) with hands-on human support through credentialed Care Guides (social workers). The modular architecture allows deployment of single solutions or the full spectrum of caregiving support within one connected platform. The company also offers white-labeled and embedded integration options for employers, health plans, financial institutions, and insurance partners through strategic partnerships like the Bright Horizons Care Advising Solution.
Differentiator
Problem solved
Functional benefit
Products and services
- Homethrive Platform Core digital-first caregiving support platform combining always-on technology with hands-on human Care Guide support to help families navigate backup care, aging, complex health, estate planning, and loss support. Sold to employers, health plans, insurance carriers, and financial institutions as a benefit for their members.
- Backup Care Provides instant, reliable care for children, adults, and pets through last-minute or longer-term support, with nationwide access to more than 1 million registered caregivers.
- Aging and Complex Care Expert navigation and coordination for aging, chronic illness, neurodivergence, and disability, providing digital roadmaps and expert advocacy including healthcare coordination, senior living guidance, and Medicare education.
- Estate Planning Proactive digital tools and expert guidance to organize legal, financial, and digital assets, helping families secure their legacy through coordinated estate planning support.
- Loss Support Hands-on help resolving the logistical and emotional burden of settling an estate, providing specialized support for post-loss coordination and estate resolution.
- Care Advising Solution Co-branded caregiving support solution developed in partnership with Bright Horizons Family Solutions, enabling employers to support employees through the full caregiving journey including eldercare, neurodivergence support, healthcare navigation, and end-of-life planning.
Quantifiable outcome
- 29% of caregivers report spending less time away from work
- +5 more outcomes
Companies that use Homethrive
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles5 records
Homethrive technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature8 records
Homethrive partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Bright Horizons Family SolutionscorePartnership to develop Care Advising solution aimed at supporting employees' caregiving needs including eldercare, neurodivergence support, healthcare navigation, and end-of-life planning. Addresses caregiving as the second leading cause of employee workforce departure.
- National Life GroupcoreStrategic partnership to include free caregiving support services for new eligible 2025 policies, helping policyholders manage caregiving challenges for elder care, disabilities, and chronic conditions.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Homethrive competitors and assessment
Company assessmentBroad incumbents
- Care.com: Care.com operates a large marketplace for caregivers and family care services and offers enterprise benefits for backup care, putting it in direct competition for Homethrive's backup care module and family-caregiver audience.
- Bright Horizons Family Solutions: Bright Horizons is a large, established provider of employer-sponsored dependent care (including backup care) and is also a Homethrive partner. The overlap in backup care solutions makes it a broad incumbent peer.
- Sodexo (Benefits & Rewards Services): Sodexo operates a global benefits and rewards platform that includes employer-subsidized backup care and family services, overlapping with Homethrive's backup care and family caregiving offerings at a much larger scale.
Direct peers
- Cleo: Cleo is a family benefits platform that combines technology with human experts to support working families across parenting, aging, and life transitions — overlapping significantly with Homethrive's employer benefit offerings.
- Cariloop: Cariloop provides employer-sponsored caregiver support and coaching, with a similar hybrid human-plus-tech approach and a focus on workforce productivity outcomes comparable to Homethrive's value proposition.
- Papa: Papa connects older adults and families with companion caregivers via an employer- and health-plan-sponsored benefit, addressing an overlapping aging-in-place use case and buyer set as Homethrive.
- Wellthy: Wellthy is a digital caregiving support platform sold to employers and health plans, pairing a tech platform with human care experts — directly comparable to Homethrive's hybrid model and target buyer base.
- Torchlight (formerly Torchlight.co): Torchlight provides employer-paid caregiver support and eldercare concierge services, closely mirroring Homethrive's eldercare navigation and caregiver support modules sold through HR benefits.
Emerging players
- A Place for Mom: A Place for Mom is a senior care advisory and referral platform that helps families navigate senior living and care options — adjacent to Homethrive's Aging & Complex Care navigation use case.
- Honor Technology: Honor operates a technology-enabled home care network serving older adults, with growing partnerships into health plans and employers — making it a comparable player in the aging-in-home care services category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights7 records
Customer concentration
Homethrive social profiles
Digital presenceHomethrive financial estimates
Financial estimateRevenue estimate
Valuation estimate
Homethrive leadership team
Management profileNumber of profiles
Profiles7 records
Homethrive funding detail
Funding detailFunding overview
Funding rounds5 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Homethrive M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Homethrive
What does Homethrive do?
Homethrive provides a digital-first caregiving support platform that combines always-on technology (Homethrive Assistant, Smart Journal, Care Profile, Care Circle) with hands-on human guidance from credentialed Care Guides (social workers). The platform is delivered through four modules — Backup Care, Aging & Complex Care, Estate Planning, and Loss Support — and is sold primarily as an employee/plan member benefit through employers, health plans, insurance carriers, and financial institutions.
Is Homethrive a public or private company?
Homethrive is a private company. It is classified as venture growth investor backed and is currently operating.
When was Homethrive founded?
Homethrive was founded in 2018. It employs 51 to 100 people.
Where is Homethrive based?
Homethrive is headquartered in Northbrook, United States, in the North America region.
How does Homethrive make money?
Four revenue lines are on record. B2B Employer Benefits are the primary driver. The others are health Plan Partnerships, insurance Carrier Partnerships and financial Institution Benefits.
Who are Homethrive's main competitors?
Broad incumbents on record are Care.com, Bright Horizons Family Solutions and Sodexo (Benefits & Rewards Services). Direct peers are Cleo, Cariloop, Papa, Wellthy and Torchlight (formerly Torchlight.co). Emerging players are A Place for Mom and Honor Technology.
Does Homethrive have an API?
No public API is recorded for Homethrive.
What industry is Homethrive in?
Homethrive's product category is Caregiving Support Services. Its primary akta.pro industry code is HSABAEAH, Cognitive Stimulation & Reminiscence Therapy (Non-Clinical), with a secondary code of HSABAFAH, End-of-Life Emotional & Spiritual Support (Chaplaincy/Counseling) In-Home. Its NAICS code is 624120 and its SIC code is 7372.