marta
marta GmbH is a Berlin-based digital platform, founded in 2021, that uses AI-driven matching to connect German families seeking 24-hour live-in elderly care with self-employed Eastern European caregivers. The company monetizes through recurring family platform fees, caregiver matching fees, and a 45+ German franchise partner network.
- Company typePrivate
- Founded2021
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What marta does
marta GmbH is a Berlin-based private company, founded in 2021 by Philipp Buhr and Jan Hoffmann, that operates a digital platform connecting German families seeking 24-hour live-in elderly care with self-employed caregivers primarily sourced from Eastern Europe (Poland, Romania, Lithuania). The core product is an AI-driven matching engine that compares caregiver skills, language proficiency, experience, and preferences against family requirements to recommend compatible caregivers, supported by bilingual verification of credentials and automated translation of caregiver profiles. marta generates revenue through three primary streams: recurring platform usage fees from families once a care agreement is signed, transaction fees from caregivers upon successful matching, and franchise entry/recurring fees from 45+ independent partners operating under the marta brand across Germany.
The platform is monetized via three tiered care plans — Notfallbetreuung (emergency, from €2,905/month own contribution), Kurzzeitbetreuung (3-month, from €2,405/month), and Standardbetreuung (12-month, from €2,005/month) — with one-time registration fees ranging from €99 to €999. A separate NRW-certified care product (§45a SGB XI) is available from €1,217/month with direct billing to statutory care insurance providers, and a new hourly care service (Alltagshilfe) was launched in 2024 in Bonn and Cologne. Customer segments are (i) German families with elderly relatives preferring home care over nursing homes, (ii) Eastern European caregivers seeking fair-compensation placements, and (iii) local franchise partners operating territory-based matching businesses. Distribution combines a self-serve web/app channel with a franchise-led local consultation layer.
marta operates offices in Berlin (headquarters), Bonn, Gdańsk (Poland), and Sibiu (Romania), and maintains three wholly-owned subsidiaries: Marta Polen spzoo, Marta Hilfe srl (Romania), and Marta ambulante Pflegedienste GmbH (Germany). The company has raised €6.6M in seed funding (August 2022, led by Capnamic and Almaz Capital) plus a follow-on round in August 2023 with RTL Ventures, SwissHealth Ventures, and Redstone.VC. As of recent reporting, marta has helped 17,000+ families, holds a 4.6/5 Trustpilot rating, reports 96% customer satisfaction, and is a member of VHBP, the German home care industry association.
marta firmographics
Firmographics- Name
- marta
- Legal name
- marta GmbH
- Website
- https://marta.de
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- marta GmbH is a Berlin-based digital platform, founded in 2021, that uses AI-driven matching to connect German families seeking 24-hour live-in elderly care with self-employed Eastern European caregivers. The company monetizes through recurring family platform fees, caregiver matching fees, and a 45+ German franchise partner network.
- Ownership category
- akta.pro rank
marta industry classification
Industry- Product category
- Home Care Services Platform
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Social Assistance (624)
- SIC
- Services-Home Health Care Services (8082), Services-Health Services (8000)
- akta.pro primary industry
- Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB)
- akta.pro secondary industries
- Care Coordination & Navigation (Multi-Provider) (HLADALAB), Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)
Keywords
Where marta is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
marta business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Platform Usage Fee (Families): Families pay a recurring platform usage fee once a care agreement is signed with a caregiver. The fee covers access to search/matching functions, digital administration system, and ongoing platform maintenance. No fee during active caregiver on-site periods
- Caregiver Matching Fee: Caregivers pay a fee to marta upon conclusion of a care agreement with a family. Additionally, caregivers owe €450 compensation if they cancel within 3 calendar days of agreed start date or fail to begin care
- Franchise Fees: Franchise partners pay a one-time entry fee and ongoing monthly software/support fees for access to the marta brand, platform, training, and territory rights
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Notfallbetreuung (Emergency Care) - One-time care agreement with single caregiver |
| Subscription | Monthly | Kurzzeitbetreuung (3 months) - Short-term care with personal advisor |
| Subscription | Annual | Standardbetreuung (12 months) - Long-term premium care with full benefits |
| Usage-based | Pay-as-you-go | Hourly Care (Alltagshilfe) - Only in Bonn and Cologne area |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
marta product offering
Product offeringCore offering
marta operates a digital marketplace platform that connects German families seeking 24-hour live-in elderly care with self-employed caregivers from across Europe (primarily Poland, Romania, and Lithuania). The platform uses an AI-driven matching algorithm to recommend compatible caregivers based on language proficiency, skills, experience, and family needs, with profile translation to prevent miscommunication. Core services include full-time live-in care (24-Stunden-Betreuung), hourly everyday assistance (Alltagshilfe) in Bonn/Cologne, and NRW-certified care with direct insurance billing.
Product overview
marta operates as a digital platform connecting families seeking elderly care with self-employed caregivers from across Europe. The core offering consists of the marta Platform and companion marta App, enabling direct matching between caregivers and families through an algorithm-based recommendation system. The primary service is 24-hour live-in care (24-Stunden-Betreuung) available nationwide, with tiered care plans ranging from emergency short-term to standard 12-month contracts. Additional offerings include an NRW-certified service with direct insurance billing, and an hourly care service (Alltagshilfe) available in Bonn and Köln. The company also operates a franchise partnership program allowing independent operators to use the platform in their regions, and maintains subsidiary services for ongoing advisory support. All services emphasize fair caregiver compensation, transparent pricing, and reduced intermediary costs.
Differentiator
Problem solved
Functional benefit
Brands
- marta Alltagshilfe: Hourly everyday assistance service available exclusively in Bonn and Cologne, providing household help and daily living support with direct billing to care insurance funds.
Products and services
- marta Platform and Mobile App Digital marketplace platform with companion mobile application that enables families to create profiles, complete needs analysis, compare caregiver profiles, view availability, read reviews, and manage caregiving arrangements digitally. Free to use until a care agreement is signed.
- 24-Stunden-Betreuung (Live-in Elderly Care) Primary service providing live-in caregivers who move into the household of care recipients across Germany, offering support with hygiene, mobility, meal preparation, and household tasks. Caregivers are vetted, fairly compensated, and available nationwide typically within 3-5 days. Pricing from €2,799/month before subsidies, with monthly out-of-pocket from €2,005 on the standard 12-month plan.
- Stundenweise Alltagshilfe (Hourly Everyday Assistance) Part-time assistance service available exclusively in Bonn and Köln, offering household help, companionship, errands, and daily living support with direct billing to care insurance funds. Contingent hours vary by Pflegegrad (care level), with Pflegegrad 1 receiving 3 hours/month up to Pflegegrad 5 receiving 33 hours/month.
- NRW Certified Care (§45a SGB XI) State-recognized certified care service in North Rhine-Westphalia following §45a SGB XI regulations, enabling direct billing with care insurance providers. Starting from €1,217/month with insurance integration, providing families a streamlined, subsidized care arrangement.
- marta Franchise Partnership Program Franchise system allowing independent partners to operate caregiver matching businesses using the marta brand, AI platform, technology, training, leads, and territory rights. Partners pay a one-time entry fee plus ongoing monthly software/support fees. Currently 45+ active franchise partners across Germany.
Quantifiable outcome
- Matching time of 3-5 days vs 1-2 years for traditional nursing homes
- +3 more outcomes
Companies that use marta
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
marta technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability4 records
Feature3 records
marta partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- VHBP (Verband für häusliche Betreuung & Pflege e.V.)minorIndustry association membership. marta is a member advocating for fair and legally compliant conditions for caregivers, care recipients, and their families in the home care sector.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
marta competitors and assessment
Company assessmentBroad incumbents
- Home Instead (Home Instead Senior Care): Global franchise-based in-home senior care provider offering personal care, companionship, and live-in care. Comparable to marta in serving the German in-home elderly care market through a localized, relationship-driven model, though it operates as a traditional agency rather than a tech-enabled marketplace.
- Vivantes / Helios (via outpatient care arms): Large German healthcare providers with outpatient and home care service lines that include ambulatory Pflegedienste. Adjacent incumbents that compete for the same German family spending on elderly care, particularly through state-certified Pflegedienste under SGB XI.
Direct peers
- Care.com: Online marketplace connecting families with caregivers across senior care, child care, and pet care. Directly comparable to marta in model — digital matching platform with caregiver profiles, reviews, and self-serve booking — though Care.com operates at much larger scale and breadth, without marta's German regulatory certification or AI-driven deep matching.
- Wunschpflege (Pflegeplatzmanager): German digital platform facilitating live-in care matching with transparency on caregiver profiles and pricing. Most direct comparable to marta in the German market, addressing the same pain points of agency intermediation and pricing opacity in 24-hour care.
- SenioCap: German platform matching families with Eastern European live-in caregivers using a comparable direct-to-family model. Direct competitor to marta in the German 24-hour care segment with overlapping caregiver sourcing geographies.
- Help24 (Carework): German live-in care agency and platform sourcing caregivers from Eastern Europe for German families. Competes with marta on the same placement model, although operating with a heavier traditional-agency structure.
- Landbell (Velpio): German platform providing digital matching and management tools for live-in care arrangements. Direct competitor to marta in the German market with similar focus on transparency and direct caregiver-family matching.
Emerging players
- Honor Technology: US-based technology platform for in-home senior care combining professional caregivers with software tools for matching, scheduling, and family visibility. Comparable in applying technology and AI to elevate the home care experience, though US-focused and primarily employs caregivers rather than facilitating self-employed matches.
- Papa: US marketplace connecting older adults and families with "Papa Pals" for companionship and assistance. Comparable two-sided marketplace model, though focused on companion/hourly support rather than live-in care and operating in the US.
- CareLinx: US-based digital marketplace connecting families with professional caregivers for in-home care, including background checks and care management tools. Comparable in marketplace model and caregiver screening emphasis, though US-focused and broader in care levels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
marta social profiles
Digital presencemarta compliance and trust
Trust signalCompliance1 record
marta financial estimates
Financial estimateRevenue estimate
Valuation estimate
marta leadership team
Management profileNumber of profiles
Profiles3 records
marta subsidiaries and ownership
Company hierarchySubsidiaries3 records
marta funding detail
Funding detailFunding overview
Funding rounds2 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
marta 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 marta
What does marta do?
marta operates a digital marketplace platform that connects German families seeking 24-hour live-in elderly care with self-employed caregivers from across Europe (primarily Poland, Romania, and Lithuania). The platform uses an AI-driven matching algorithm to recommend compatible caregivers based on language proficiency, skills, experience, and family needs, with profile translation to prevent miscommunication. Core services include full-time live-in care (24-Stunden-Betreuung), hourly everyday assistance (Alltagshilfe) in Bonn/Cologne, and NRW-certified care with direct insurance billing.
Is marta a public or private company?
marta is a private company. It is classified as venture growth investor backed and is currently operating.
When was marta founded?
marta was founded in 2021. It employs 1 to 10 people.
Where is marta based?
marta is headquartered in Berlin, Germany, in the Europe region.
How does marta make money?
Three revenue lines are on record. Platform Usage Fee (Families) is the primary driver. The others are caregiver Matching Fee and franchise Fees.
Who are marta's main competitors?
Broad incumbents on record are Home Instead (Home Instead Senior Care) and Vivantes / Helios (via outpatient care arms). Direct peers are Care.com, Wunschpflege (Pflegeplatzmanager), SenioCap, Help24 (Carework) and Landbell (Velpio). Emerging players are Honor Technology, Papa and CareLinx.
Does marta have an API?
No public API is recorded for marta.
What industry is marta in?
marta's product category is Home Care Services Platform. Its primary akta.pro industry code is HSABAIAB, Care Navigation & Service Coordination (Medical, Social, Community), with a secondary code of HLADALAB, Care Coordination & Navigation (Multi-Provider). Its NAICS code is 624120 and its SIC code is 8082.