Upside
Upside is a healthcare-focused housing stability platform that partners with Medicaid plans, Medicare Advantage plans, health systems, and employers to deliver end-to-end housing navigation and stabilization services via dedicated Care Guides and an AI-supported platform across all 50 U.S. states.
- Company typePrivate
- Founded2020
- HeadquartersFort Lauderdale, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Upside does
Upside (legal entity UpsideHōM Inc.) is a healthcare-focused housing stability platform founded in 2020 in Fort Lauderdale, FL by Jake Rothstein and Peter Badgley. The company partners with Medicaid managed care organizations, Medicare Advantage plans, health systems, and employers to deliver end-to-end housing navigation and stabilization services for members experiencing housing insecurity. Service lines include Pre-Tenancy Services, Move-in Supports, Tenancy Sustaining Services, Community Transition Services, and crisis intervention, executed by dedicated Care Guides (licensed social workers and housing specialists) who operate 24/7/365 across all 50 states in 240+ languages.
The underlying platform combines a Salesforce-native intake portal that allows care managers to submit referrals in roughly 60 seconds, a national network of 750,000+ properties with real-time availability, and an AI-supported housing orchestration layer that performs member stratification, housing matching, and process automation for Care Guides. Technology leadership is provided by a CTO (formerly of MDLIVE) and CIO, with the human Care Guide model positioned as the primary differentiator over referral-only or list-provision alternatives.
Commercially, Upside operates on outcome-based and case-completion pricing for health plan customers (fees end when a member is housed and stable, structured as PMPM, shared savings, or performance arrangements under contracts such as NJ FamilyCare Housing Supports Program and Section 1115 waiver-funded programs), and a subscription-style benefit model for employer customers. The company reports partnerships with over 20 health plans, a Salesforce-based referral workflow, and outcome metrics including 85%+ stabilization of high-acuity members in an average of 70 days and 100% outreach guarantee within one business day. Recent commercial momentum includes a sweep of the three largest NJ Medicaid payers (Horizon BCBS, UnitedHealthcare Community Plan, Aetna Better Health) between January and May 2026, launch of an Employer Solutions vertical, and Western U.S. market expansion led by a new VP Western Markets.
Upside firmographics
Firmographics- Name
- Upside
- Legal name
- UpsideHōM Inc.
- Website
- https://joinupside.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Upside is a healthcare-focused housing stability platform that partners with Medicaid plans, Medicare Advantage plans, health systems, and employers to deliver end-to-end housing navigation and stabilization services via dedicated Care Guides and an AI-supported platform across all 50 U.S. states.
- Ownership category
- akta.pro rank
Upside industry classification
Industry- Product category
- Healthcare Housing Stability Services
- NAICS
- Services for the Elderly and Persons with Disabilities (62412)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL)
- akta.pro secondary industry
- Community Health & Health Equity/Social Determinants Units (HLAJAAAO)
Keywords
Where Upside is headquartered
LocationHeadquarters
- HQ city
- Fort Lauderdale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Upside business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Health Plan Housing Stability Services: Fees tied to case completion, not activity. When a member is housed and stable, the case closes and the cost stops. Operates under PMPM, shared savings, performance-based, or other payer-aligned commercial arrangements. Services include Pre-Tenancy Services, Move-in Supports, Tenancy Sustaining Services, and transitional housing supports.
- Employer Housing Benefits: Housing stability as an employee benefit for self-insured employers, multi-employers, and unions. Connects employees with housing stability events to dedicated Care Guides who resolve housing problems and restore stability.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Multi-year contract | Case-based pricing for health plan housing stabilization services |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Upside product offering
Product offeringCore offering
Upside provides end-to-end housing stability services to health plans, health systems, and employers, combining dedicated human Care Guides (licensed social workers and housing specialists) with an AI-supported housing orchestration platform. The company delivers Pre-Tenancy Services, Move-in Supports, Tenancy Sustaining Services, and Community Transition Services across all 50 states, using a Salesforce-native intake portal and a 750,000+ property network to identify, house, and stabilize housing-insecure members.
Product overview
Upside operates as a unified housing stability platform combining human-powered Care Guides with AI-supported housing orchestration to serve health plans and employers across Medicaid, Medicare Advantage, D-SNP, commercial, and employer-sponsored populations. The core Upside platform delivers Pre-Tenancy Services, Tenancy Sustaining Services, Move-in Supports, and Community Transition Services through a Salesforce-native intake portal, while the companion Housing Help resource provides free public guidance. Key differentiators include 24/7 Care Guide availability, predictive member stratification, a 750,000+ property network, and outcome-based pricing tied to case completion.
Differentiator
Problem solved
Functional benefit
Brands
- Upside: Housing stability platform for health plans, health systems, and employers that finds, houses, and keeps members stable.
Products and services
- Upside Housing Stability Platform
- Care Guide Model
- Medicaid Housing Support Services
- Medicare Advantage Housing Support
- Employer Housing Benefits
- Health Systems Discharge Housing
- Housing Help Resources
Quantifiable outcome
- 85%+ of high-acuity members stabilized in an average of 70 days
- +6 more outcomes
Companies that use Upside
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Upside technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature5 records
Upside partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Aetna Better Health of New JerseycorePartnership to deliver housing navigation and stabilization services to Aetna Better Health NJ Medicaid members. Upside delivers Pre-Tenancy Services, Move-in Supports, Tenancy Sustaining Services, and transitional housing supports. Aetna Better Health NJ joins a growing roster of NJ Medicaid plans that have selected Upside as their housing stability partner.
- UnitedHealthcare Community Plan of New JerseycoreSelected by UHC NJ to deliver Pre-Tenancy Services, Tenancy Sustaining Services, and Move-in Supports under NJ FamilyCare's Housing Supports Program. Partnership brings Upside's operational rigor and evidence-based care model to UHC NJ members experiencing housing instability across New Jersey.
- Horizon Blue Cross Blue Shield of New JerseycorePartnership with Horizon BCBS to provide comprehensive housing support services to Medicaid members statewide through NJ FamilyCare's Housing Supports Program. Upside delivers Pre-Tenancy Services, Tenancy Sustaining Services, Move-in Supports, and Community Transition Services.
- Anthem HealthKeepers PluscorePartnership for housing stability services for Virginia Medicaid members through the state's Cardinal Care program. Anthem BCBS has made housing stability a cornerstone of its health equity work, with Upside serving as tech-enabled housing partner connecting members to safe, affordable homes through a proprietary network.
- Moves for SeniorscoreStrategic partnership providing comprehensive senior downsizing, moving, and transition support services for new members moving to any of UpsideHōM's 6,000 locations in over 100 markets across the United States. Moves for Seniors serves as a single point of contact across markets, leveraging a national network of providers for local and long-distance moving, downsizing, organizing, clean-outs, and move management.
Scale indicators13 records
Recent moves7 records
Expansion highlights5 records
Upside competitors and assessment
Company assessmentDirect peers
- Unite Us: Operates a care coordination and social determinants of health (SDOH) network connecting health plans, providers, and community-based organizations. Directly comparable to Upside because it sells SDOH referral and outcome-tracking software to Medicaid and Medicare plans and competes for the same housing-support budget.
- findhelp (formerly Aunt Bertha): Social care network that lets payers, providers, and employers search and refer members to housing, food, and other social services. Comparable to Upside as a competing platform for health plan SDOH referrals, including housing navigation.
- Healthify (part of Waystar): SDOH platform acquired by Waystar that connects health plans and providers to community-based social services including housing. Competes head-to-head with Upside in the payer SDOH referral and outcomes workflow.
Emerging players
- Socially Determined: SDOH analytics and intervention platform serving health plans and life sciences companies with housing instability as a core social risk domain. Comparable to Upside as a payer-facing vendor focused on quantifying and addressing housing-related risk.
- Carrot Health: Health insights and SDOH platform that combines member data with social risk factors to drive interventions for health plans. Comparable to Upside's predictive stratification approach and overlapping payer customer base (Upside's SVP Client Success previously led customer growth at Carrot).
- HealthBegins: SDOH-focused consulting and technology platform helping health plans and providers identify and address social needs including housing. Overlaps with Upside's payer-facing SDOH and housing intervention work.
Broad incumbents
- Papa: Senior companion and social support benefits platform sold to Medicare Advantage plans and employers; founded by Upside CEO Jake Rothstein. Comparable as a senior-focused, payer- and employer-funded social support vendor, though Papa's core service is companionship rather than housing stability.
- WellSky: Broad healthcare and human services software platform spanning hospital, post-acute, and community-based care coordination. Comparable to Upside's health system discharge housing and care transitions use case, although WellSky's portfolio is far wider.
Regional players
- Moves for Seniors: National senior move-management and downsizing partner that is contractually integrated with Upside to deliver transition supports. Adjacent peer because it executes a downstream step in Upside's housing workflow rather than competing directly.
Others
- Cedar Gate Technologies: Value-based care analytics and care management platform used by payers and providers to manage risk and outcomes. Adjacent rather than direct: relevant to Upside as a buyer or partner for risk-bearing arrangements tied to housing stabilization outcomes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Upside social profiles
Digital presenceUpside financial estimates
Financial estimateRevenue estimate
Valuation estimate
Upside leadership team
Management profileNumber of profiles
Profiles20 records
Upside funding detail
Funding detailFunding overview
Funding rounds6 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Upside 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 Upside
What does Upside do?
Upside provides end-to-end housing stability services to health plans, health systems, and employers, combining dedicated human Care Guides (licensed social workers and housing specialists) with an AI-supported housing orchestration platform. The company delivers Pre-Tenancy Services, Move-in Supports, Tenancy Sustaining Services, and Community Transition Services across all 50 states, using a Salesforce-native intake portal and a 750,000+ property network to identify, house, and stabilize housing-insecure members.
Is Upside a public or private company?
Upside is a private company. It is classified as venture growth investor backed and is currently operating.
When was Upside founded?
Upside was founded in 2020. It employs 51 to 100 people.
Where is Upside based?
Upside is headquartered in Fort Lauderdale, United States, in the North America region.
How does Upside make money?
Two revenue lines are on record. Health Plan Housing Stability Services are the primary driver. The others are employer Housing Benefits.
Who are Upside's main competitors?
Direct peers on record are Unite Us, findhelp (formerly Aunt Bertha) and Healthify (part of Waystar). Emerging players are Socially Determined, Carrot Health and HealthBegins. Broad incumbents are Papa and WellSky. Moves for Seniors is listed as a regional player. Cedar Gate Technologies is listed as an others.
Does Upside have an API?
No public API is recorded for Upside.
What industry is Upside in?
Upside's product category is Healthcare Housing Stability Services. Its primary akta.pro industry code is HSABAIAL, Housing & Placement Coordination (Assisted Living, Memory Care, SNF), with a secondary code of HLAJAAAO, Community Health & Health Equity/Social Determinants Units. Its NAICS code is 62412 and its SIC code is 8300.