What Elder does

Elder Technologies Limited, trading as Elder, is a London-headquartered online marketplace and introductory agency that connects families seeking elderly home care with self-employed professional carers across Great Britain (England, Scotland, and Wales). Founded in 2015-2016, the company operates under the Health and Social Care Act 2008 as an introductory agency recognized by the Care Quality Commission (England), Care Inspectorate Wales, and Care Inspectorate Scotland. Its service portfolio covers four main lines: Live-in Care (24-hour round-the-clock support, with carers averaging ~£720/week), Visiting Care (hourly visits from £30/hour), Respite Care (short-term live-in from £684 for three days or £1,595+/week), and specialist Dementia Care spanning five dementia subtypes. The platform supports urgent placements, with the company citing same-day or 24-hour arrangement capability.

The business is built on a two-sided technology stack: MyElder, the family-facing application for browsing carer profiles, communicating, scheduling, and paying; and ElderHub, the carer-facing mobile application (available on iOS and Android) for browsing placements, applying, chatting with families, and tracking earnings. Safety and quality controls include enhanced DBS background checks, identity and right-to-work verification, reference checking, and a 2% carer acceptance rate. Elder's go-to-market is primarily product-led and self-serve via the website, supplemented by phone-based care advisors, paid digital marketing (Google, Facebook, Instagram), content marketing, customer testimonials, and word-of-mouth referrals. The 2024 UKTV Ventures airtime-for-equity partnership introduced TV advertising as a new top-of-funnel channel.

Elder generates revenue by retaining a booking fee on each placement, deducted from the total Placement Fee paid by the family. The Placement Fee comprises the Service Fee paid to the self-employed carer plus the Elder Booking Fee, positioning the model as a transaction-fee marketplace rather than a fee-for-service agency. Total cumulative matches exceed 50,000 since 2016, with 5,000-8,000 families and 6,000+ vetted carers on the platform. Headcount stands at 101-250 employees.

Name

Elder

Legal name

Elder Technologies Limited

Website

https://elder.org

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Elder is a UK online marketplace connecting families seeking elderly home care with self-employed professional carers, offering live-in, respite, visiting, and dementia care across Great Britain via its MyElder and ElderHub platforms under an introductory agency model.

Ownership category

akta.pro rank

Product category

Home Care Marketplace

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Home Health Care Services (8082)

akta.pro primary industry

Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB)

akta.pro secondary industries

Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB), Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL), Dementia Personal Care (ADLs) Support (HSABAEAB)

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Elder Booking Fee: Elder retains a booking fee from each placement for facilitating the match, providing platform services, conducting safety and background checks, maintaining safeguarding processes, and offering customer support. The fee is deducted from the total Placement Fee collected from customers.
2. Service Fee (Carer Payment Collection): Elder collects payments from customers on behalf of self-employed carers and distributes the service fee portion to carers after retaining the booking fee. Elder acts as an agent for the carer in collecting the Service Fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Elder operates an online marketplace and introductory agency that connects families across Great Britain with self-employed professional home carers. The platform facilitates live-in care, respite care, visiting care, and specialist dementia care placements, with matching, background screening, secure payment, and scheduling enabled through the MyElder family app and ElderHub carer app. Elder retains a booking fee on each placement as its primary revenue stream.

Product overview

Elder is an award-winning UK online marketplace and introductory agency connecting families with self-employed home carers across Great Britain. The platform is built around the core Elder marketplace, a free-to-use platform for families to post care vacancies and review carer profiles. For families, Elder provides the MyElder account management platform for scheduling, communication, and payment. For carers, Elder offers the ElderHub mobile app to browse placements, apply for opportunities, and track earnings. The service portfolio includes Live-in Care (long-term 24-hour in-home support at approximately £720 per week on average), Visiting Care (flexible hourly care from £30 per hour), Respite Care (short-term live-in care from £684 for three days), and Dementia Care (specialist care for all dementia types). The platform's introductory agency model under the Health and Social Care Act 2008 means Elder introduces self-employed carers to families without employing carers directly. Safety is ensured through enhanced DBS background checks, reference verification, and a Designated Safeguarding Lead. Elder is rated 4.7 Excellent on Trustpilot.

Differentiator

Problem solved

Functional benefit

Products and services

• Visiting Care Flexible hourly home care visits providing personal care, companionship, medication reminders, household help, and errand support, priced from £30 per hour with bookings from as little as 1 hour per week. Designed for elderly individuals needing occasional assistance at home.
• Respite Care Short-term live-in care providing round-the-clock support for primary carers taking a break or to cover temporary increases in care needs, priced from £684 for three days or £1,595+ per week with a minimum duration of 3 days.
• Dementia Care Specialist live-in and visiting dementia care tailored for individuals with Alzheimer's, Lewy Body dementia, vascular dementia, frontotemporal dementia, and mixed dementia, with carers experienced in reminiscence therapy, routine-building, and sundowning management.
• Home Care Services A full range of UK home care services encompassing live-in care, respite care, and visiting care, designed to enable individuals to live safely and independently in their own homes with personalised, one-to-one support.
• Elder Introductory Agency Service Elder's introductory agency model, recognised by the CQC, Care Inspectorate Wales, and Care Inspectorate Scotland, matching families with self-employed carers without employing carers directly or providing regulated care. Services include identity verification, enhanced DBS background checks, right-to-work documentation collection, and a Designated Safeguarding Lead.
• MyElder Family Platform A customer-facing platform and mobile application enabling families to manage care recipient details, review and communicate with matched carers, schedule and edit care placements, invite family members to collaborate, and handle secure payments.
• ElderHub Carer App A mobile application for self-employed carers on Elder's platform to browse and apply for care placements, chat with families, view their schedule, track payments, and access support resources. Visiting care carers can earn up to £20 per hour through the platform.

Quantifiable outcome

• 35% cost savings compared to traditional care alternatives
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Age UK LondonminorStrategic or Co-development PartnerElder partnered with Age UK London to promote awareness and resources to support vulnerable elderly individuals during winter. The partnership focuses on highlighting risks such as heating affordability, excess winter deaths, and fall injuries, using Elder's survey data on UK families' concerns.

Scale indicators9 records

Recent moves6 records

Direct peers

• SuperCarers: UK-based online marketplace that connects families with vetted, self-employed home carers for elderly care. Closest direct competitor to Elder with a similar introductory agency model, UK footprint, and live-in / visiting care offering.
• Cera Care: Large UK home care provider offering tech-enabled live-in, visiting, and complex care through a digital platform. Direct competitor with overlapping services (live-in, visiting, dementia) and similar target families across Great Britain.

Broad incumbents

• Home Instead UK: Established UK franchise network providing personalised home care for the elderly, including dementia and live-in care. A traditional incumbent comparable to Elder in service mix but with employed-carer model and broader national footprint.
• Helping Hands Home Care: UK home care provider with 30+ years of experience offering live-in, visiting, and complex care services through employed carers. Comparable to Elder on service breadth but operates a traditional agency model without a marketplace structure.
• Bluebird Care: UK-wide franchise home care provider delivering personal care, live-in care, and specialist dementia support. Overlaps with Elder on service categories and target demographic but is an agency model rather than a self-employed-carer marketplace.
• Care.com: Global online marketplace connecting families with caregivers, including elderly care. Comparable to Elder in marketplace DNA and family/caregiver matching, though Care.com operates in the US predominantly and offers a broader range of care categories.

Others

• Visiting Angels UK:

Emerging players

• Honor Technology: US-based home care platform combining technology with local care agencies to deliver in-home care for older adults. Comparable to Elder as a tech-enabled home care marketplace, though operating in the US with an agency-partnership model rather than self-employed carers.
• Papa: US-based marketplace connecting older adults and families with companion caregivers for in-home support. Comparable to Elder on the marketplace model and family/caregiver matching, though focused on companion care rather than clinical or live-in care.

Regional players

• Bespoke Health & Social Care: UK provider of home care, live-in care, and complex care for elderly and disabled clients. Comparable to Elder in service mix and UK geography but operates a traditional employed-carer agency model rather than a marketplace.

Market position

Strengths1 record

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/elderhq
• Facebookfacebook.com/elderLiveInHomeCare
• LinkedInlinkedin.com/company/elder-hq

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds6 records

Investors5 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 Elder