Family First

What Family First does

Family First is a Boston-based caregiving benefit company that delivers expert-led, technology-enabled support to employees balancing work with caregiving responsibilities. The company operates across three customer segments: enterprise employers (offering Family First as an employee benefit), health plans (partnering to improve member outcomes and Star Ratings), and small and mid-sized businesses (offering self-service digital tools). The core product is the Caregiving Advocacy solution, in which employees are matched with certified Care Experts drawn from clinical backgrounds — including Harvard physicians, registered nurses, social workers, and licensed counselors — who provide ongoing advocacy across eleven expertise areas such as eldercare, mental health, cancer, fertility, veterans support, end-of-life care, and financial/legal planning.

The company's technology foundation is the AI-powered Expert Caregiving Platform (ECP), which synthesizes clinical data and social determinants of health to predict health risks and surface care gaps. A proprietary Caregiver Risk Index (CRI) applies natural language processing and clinical data drawn from approximately 30 years and millions of care cases to identify caregiver burnout risk. The Care Hub mobile/web application provides care organization, family collaboration, and access to an expert-curated Care Library. Family First maintains HITRUST i1 and SOC 2 Type II certifications and states compliance with HIPAA, GDPR, and CCPA.

Family First generates revenue primarily through annual subscription fees paid by employers or third-party sponsors such as insurance carriers. Enterprise pricing is quote-based and tiered by organization size, while small businesses can self-subscribe to Digital Access ($5,000/year) or Digital Access Plus ($9,500/year) for up to 1,000 benefit-eligible employees. Distribution combines direct enterprise sales to HR/benefits teams, channel partnerships with major insurance carriers (MetLife Legal Plans, Voya Financial, The Standard), and self-service for SMB. The company was spun out of VillagePlan in 2021 and has raised approximately $16M in disclosed funding, including an $11M Series A in July 2023 led by Eos Venture Partners and RPM Ventures.

Name

Family First

Legal name

Family First, Inc.

Website

https://family-first.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

Family First is a Boston-based caregiving benefit company providing expert-led, AI-enabled caregiving support to enterprise employers, health plans, and small businesses, pairing employees with certified Care Experts to reduce caregiver burnout, improve productivity, and lower healthcare costs.

Ownership category

akta.pro rank

Product category

Employee Caregiving Benefits

NAICS

Services for the Elderly and Persons with Disabilities (624120), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300), Services-Home Health Care Services (8082)

akta.pro primary industry

Family Caregiver Coaching, Education & Support (HSABAIAI)

Keywords

• Employee caregiving benefits
• Caregiver support platform
• Eldercare concierge services
• Health plan member benefits
• Care management technology

Headquarters

HQ city

East Boston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Employer-sponsored caregiving benefit subscription: Family First charges employers a subscription fee to provide caregiving benefits to their employees. The fee is typically paid by the employer or a third-party sponsor (insurance carrier). Pricing is tiered based on organization size and service level.
2. Health plan partnership fees: Family First provides caregiving concierge services to health plan members, generating revenue through partnerships with insurers such as MetLife, Voya Financial, and The Standard. Fees are paid by the health plans as part of member benefits.
3. Digital Access subscription for small business: Small businesses with up to 1,000 benefit-eligible employees can purchase Digital Access or Digital Access Plus plans at $5,000/year and $9,500/year respectively, billed annually.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Family First provides an expert-led and technology-enabled caregiving benefit that matches employees with certified Care Experts (Harvard physicians, nurses, social workers, licensed counselors, mental health professionals) who deliver ongoing advocacy and care coordination. The offering is delivered through a cloud-based platform (Expert Caregiving Platform and Care Hub) backed by AI-powered predictive analytics (Caregiver Risk Index) trained on 30 years of caregiving data. Care Subsidy provides a flexible backup care solution for employers with full cost transparency.

Product overview

Family First is a caregiving benefit platform consisting of multiple integrated products: the core Caregiving Advocacy and Care Subsidy solutions for enterprises provide access to certified Care Experts who deliver ongoing support; the AI-powered Expert Caregiving Platform (ECP) and Care Hub technology enable care coordination and prediction; the Caregiver Risk Index (CRI) provides predictive analytics on caregiver burnout risk; Digital Access and Digital Access Plus offer tiered self-service tools for small businesses; and specialized solutions target health plans. The platform addresses caregiving needs across 11 expertise areas including eldercare, mental health, childcare, cancer, caregiver wellness, fertility, veterans support, end-of-life care, and financial/legal planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Caregiving Advocacy (Enterprise) Expert-led caregiving support benefit for employers that matches employees with certified Care Experts (Harvard physicians, nurses, social workers, licensed counselors, mental health professionals) who provide ongoing advocacy and care coordination across everyday needs and unexpected challenges.
• Care Subsidy Program Flexible backup care solution for employers that provides a prevention-first approach to caregiving with full cost transparency and no minimum day commitments.
• Health Plans Solution Expert-led and clinically-proven caregiving solution for health plans. Care Experts work to uncover and resolve caregiving challenges in order to lower claim costs, improve outcomes, and increase member satisfaction and Star Ratings.
• Digital Access Entry-level digital caregiving platform for small businesses providing caregiving portfolios to store documents, planning and coordination tools, and access to expert-curated content and community resources. Priced at $5,000/year for up to 1,000 benefit-eligible employees.
• Digital Access Plus Enhanced digital caregiving tier for small businesses that includes all Digital Access features plus quarterly reporting on registrations, active users, search terms, engagement materials, and an annual Small Business Trends & Insights webinar. Priced at $9,500/year.

Quantifiable outcome

• Family First's clinical and holistic solution reduces medical costs by $3,300 per year per caregiver
• +5 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Voya FinancialcoreGTM or Marketing Partner · 20 May 2025Voya Financial partnered with Family First to provide personalized concierge caregiving services aimed at helping employees manage their caregiving responsibilities more effectively, ensuring they can focus better at work.
• The StandardcoreGTM or Marketing Partner · 9 October 2024The Standard (Standard Insurance Company) partnered with Family First to enhance support for employees managing caregiving responsibilities, aiming to improve work-life balance through tailored resources and services.
• MetLife Legal PlanscoreGTM or Marketing PartnerMetLife Legal Plans partnered with Family First to bring expanded caregiving benefits to employees, with Vice President Loi Stoddard-Graham discussing the collaboration to expand caregiving support offerings.
• GoodTrustcoreStrategic or Co-development PartnerFamily First partnered with GoodTrust, the leader in digital estate planning, to add estate planning services to empower caregivers with comprehensive end-of-life planning tools.
• EmpathyminorStrategic or Co-development PartnerEmpathy and Family First announced a partnership to empower employers in providing full-circle support for employee caregivers, combining expertise in caregiving support and bereavement care.
• Cooper ParentingminorStrategic or Co-development PartnerFamily First acquired assets from Cooper Parenting to expand its caregiving support capabilities.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Cariloop: Cariloop provides caregiver support and care-coordination services to employers and health plans, closely matching Family First's expert-led, employer-benefit distribution model.
• Wellthy: Wellthy is an employer- and health-plan-sponsored caregiving concierge and coordination platform. It is the most direct competitor to Family First's Care Expert-led model for working caregivers.
• Papa: Papa connects older adults and families with companion caregivers through employer and health-plan benefits. It competes for the same caregiver-support dollar, although its delivery model is more companionship-led.
• Torchlight: Torchlight delivers caregiver support, eldercare, and family-care benefits to employers and benefits programs, overlapping directly with Family First's enterprise and health-plan offerings.
• Empathy: Empathy offers bereavement and end-of-life care support as an employee benefit and is a strategic partner of Family First. It overlaps in loss, end-of-life, and caregiver support categories.

Emerging players

• Cleo: Cleo is a global family benefits platform supporting parents, caregivers, and employee wellbeing. It overlaps with Family First across parental/family caregiving but spans a broader benefits portfolio.
• Maven Clinic: Maven Clinic is a virtual care platform for family and reproductive health sold to employers and health plans. It competes in the family-benefits category that Family First also addresses across fertility and parenting.

Broad incumbents

• Quantum Health: Quantum Health is a healthcare navigation and care coordination provider to employers and health plans. It addresses similar care-coordination outcomes that Family First targets through Care Experts and the ECP.
• Included Health: Included Health provides virtual care and care-navigation services to employers and health plans, including support for complex and chronic conditions. It is a broader incumbent in the navigation outcomes Family First sells into health plans.
• Care.com: Care.com operates a broad marketplace for caregivers and senior care, including an enterprise benefits offering for employers. It is a broader incumbent in family caregiving services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/familyfirstcare
• Xx.com/Family1stCare

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds8 records

Investors7 records

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

M&A2 records

Investments

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

Frequently asked questions about Family First