Good Life Sorted
Good Life Sorted is a UK online marketplace, founded in 2019, that connects older adults with vetted self-employed local Helpers for non-medical home help and companionship, operating across southern England via a commission-based model.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Good Life Sorted does
Good Life Sorted (legal entity: What Matters Now Limited) is a UK-based online marketplace founded in 2019 that connects older adults aged 65+ with vetted, self-employed local Helpers for non-medical home help and companionship services. The company operates from London and is currently active across the South of England, including Dorset, Hampshire, Sussex, Surrey, Kent, Essex, Devon, Suffolk, and more recently Warwickshire, with stated ambitions to extend coverage across the rest of the UK. The platform exposes a 16-module service catalogue spanning Home Help, Companionship, Light Cleaning, Laundry and Ironing, Shopping and Errands, Transport, Meal Preparation, Medication Reminders, Welfare Checks, Dog Walking, Post-Hospital Support, Disability Care, Admin Support, Hourly Care, Live-in Care (delivered via partner), and Sitting Service.
The underlying technology is a marketplace platform comprising a customer-facing web onboarding flow (my.goodlifesorted.com), a Helper-facing application for schedule, invoicing, and payment management, and a hosted AWS infrastructure (Ireland region). Supply is controlled through a selective vetting process accepting fewer than 5% of Helper applicants, with enhanced DBS checks, reference verification, training validation, and insurance requirements; Helpers are self-employed and set their own rates. Distribution combines self-serve online onboarding, phone-based inside sales (0333 051 0682), and an established referral channel through GPs, local authorities, social prescribers, hospital discharge teams, and charities, with flagship awareness partnerships alongside Age UK (Silver Sunday) and the Marmalade Trust (Loneliness Awareness Week).
The business model is a commission-based marketplace: customers pay from £20 per hour for Helper time (monthly billing via direct debit or card, no contract, first visit free), while Helpers earn £15–£20 per hour and Good Life Sorted retains a 20% + VAT commission (minimum £4 + VAT per hour). The company has served 2,200+ customers and delivered 200,000+ hours of help since 2019, raised an institutional round in 2022 led by InReach Ventures with Caygan Capital and Hermesa, and completed a small £23,633 equity crowdfunding round on Crowdcube in September 2025 with 159 investors.
Good Life Sorted firmographics
Firmographics- Name
- Good Life Sorted
- Legal name
- What Matters Now Limited
- Website
- https://goodlifesorted.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Good Life Sorted is a UK online marketplace, founded in 2019, that connects older adults with vetted self-employed local Helpers for non-medical home help and companionship, operating across southern England via a commission-based model.
- Ownership category
- akta.pro rank
Good Life Sorted industry classification
Industry- Product category
- Home Care Marketplace
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Other Individual and Family Services (62419)
- SIC
- Services-Social Services (8300), Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Companion Care & Social Support (non-clinical) (HLADAGAB)
- akta.pro secondary industries
- Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB), Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB), Family Communication, Care Updates & Scheduling Support (HSABAAAK), Live-In Respite Care (Multi-Day) (HSABAGAC)
Keywords
Where Good Life Sorted is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Good Life Sorted business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hourly Service Fees: Customers pay for Helper time at an hourly rate. The company deducts commission (20% + VAT, minimum £4 + VAT per hour) from Helper earnings. Services are priced from £20 per hour with no contract required.
- Platform Commission: Good Life Sorted operates as a marketplace, earning commission on each transaction between customers and Helpers. Self-employed Helpers set their own rates between £15-£20 per hour, with Good Life Sorted taking 20% + VAT commission.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Standard hourly rate from £20 per hour |
| Freemium | Pay-as-you-go | Free first visit for new customers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Good Life Sorted product offering
Product offeringCore offering
Good Life Sorted operates an online marketplace platform that connects older adults across southern England with vetted, self-employed local Helpers who provide practical, non-medical home help and companionship services. The platform offers 16 distinct service categories including Home Help, Companionship, Light Cleaning, Laundry and Ironing, Shopping and Errands, Transport, Meal Preparation, Medication Reminders, Welfare Checks, Dog Walking, Post-Hospital Support, Disability Care, Admin Support, Hourly Care, Live-in Care, and Sitting Service, priced from £20 per hour with a free first visit and no contract.
Product overview
Good Life Sorted is an online marketplace platform connecting older adults with vetted local Helpers who provide practical, non-medical home help and companionship services. The core offering is a unified platform with 16 distinct service modules including Home Help, Companionship, Light Cleaning, Laundry and Ironing, Shopping and Errands, Transport and Trips Out, Meal Preparation, Medication Reminders, Welfare Checks, Dog Walking, Post-Hospital Support, Disability Care, Admin Support, Hourly Care, Live-in Care, and Sitting Service. All services are priced from £20 per hour, delivered by self-employed local Helpers vetted through references and enhanced DBS checks, with a free first visit for new customers. The company operates across southern England including Dorset, Hampshire, Sussex, Surrey, Kent, Essex, Devon, Suffolk, and Warwickshire.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Help Non-medical home help connecting older adults with vetted local Helpers for everyday domestic tasks including tidying, laundry, meal preparation and errands, from £20 per hour.
- Companionship Social support service pairing older adults with local Helpers to reduce loneliness through shared activities, conversations and friendly visits.
- Light Cleaning Everyday household upkeep including tidying, wiping surfaces, vacuuming and light cleaning at two levels: Everyday Clean and Extended Clean.
- Laundry and Ironing Washing, drying, folding and ironing performed by Helpers in the customer's home using the customer's own products.
- Shopping and Errands Grocery collection, prescription pickup and errand running with options for in-person shopping accompaniment or doorstep delivery.
- Transport and Trips Out Transportation assistance for appointments, social outings and everyday travel with Helper accompaniment from door to door.
- Meal Preparation Home-cooked meal preparation where Helpers cook meals to the customer's tastes and dietary requirements.
- Medication Reminders Gentle medication reminders and prescription pickup; Helpers hold a nationally accredited Administering Medication qualification but do not administer medication.
- Welfare Checks Scheduled welfare visits to ensure customer safety and wellbeing, with minimum one-hour visits every fortnight.
- Dog Walking Regular dog walking and outdoor exercise tailored to the pet's needs, with optional customer accompaniment.
- Post-Hospital Support Transitional support for hospital discharge including transport home, meal preparation and practical assistance during recovery.
- Disability Care Personalised support for individuals with physical, sensory, developmental or cognitive conditions to maintain independence at home.
- Admin Support Assistance with paperwork, correspondence, phone calls, email management and understanding technology.
- Hourly Care Flexible visiting care providing professional support at home to maintain independence and comfort.
- Live-in Care One-to-one companion care in the customer's own home delivered through a trusted partner for round-the-clock support.
- Sitting Service Respite care providing companionship and supervision when the usual caregiver is unavailable, promoting independence for the care recipient.
Quantifiable outcome
- 98% of customers report that having a Good Life Helper visit regularly has improved their wellbeing
- +3 more outcomes
Companies that use Good Life Sorted
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Good Life Sorted technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Good Life Sorted partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor, core and flagship.
- Sir Simon Milton FoundationminorOriginal creator of Silver Sunday in 2012, now partnered with Age UK. Good Life Sorted participates in Silver Sunday events through this partnership.
- GPs and General PractitionerscoreHealthcare professionals who refer patients needing practical home help and companionship services. Good Life Sorted receives referrals through online help request forms or by providing leaflets for patients to submit their own requests.
- Local AuthoritiescoreLocal government bodies that refer residents needing home help services to Good Life Sorted's network of vetted Helpers.
- Social PrescriberscoreHealthcare professionals who connect patients with non-medical support services including Good Life Sorted's practical home help and companionship.
- Hospital Discharge TeamscoreNHS and private hospital teams who refer patients returning home after hospitalization to Good Life Sorted for post-hospital support services.
- Charities and Non-Profit OrganisationscoreVarious charities supporting older adults who recommend or directly refer service users to Good Life Sorted's Helper services.
- Age UKflagshipNational charity partnership for Silver Sunday - a national day celebrating the contribution of older people and tackling loneliness. Good Life Sorted joins Age UK in celebrating older adults across the UK.
- Marmalade TrustflagshipThe only charity dedicated solely to raising awareness of loneliness. Good Life Sorted participates in their annual Loneliness Awareness Week campaign, delivering Afternoon Teas to customers.
Scale indicators8 records
Recent moves8 records
Expansion highlights5 records
Good Life Sorted competitors and assessment
Company assessmentDirect peers
- Curam: UK-based online marketplace connecting self-employed carers with families seeking home care. Direct comparator on the marketplace model, self-employed Helper supply, and consumer-facing positioning for elderly care.
- Elder: UK live-in care marketplace matching elderly customers with self-employed carers. Overlaps directly on the Live-in Care and Hourly Care modules Good Life Sorted is expanding into.
Broad incumbents
- Cera Care: One of the largest tech-enabled UK home care providers, offering hourly and live-in care with a digital platform. Competes for similar elderly customers and NHS/local authority contracts, but operates at significantly greater scale with employed carers.
- Home Instead: Large UK and international home care franchise network focused on older adults. Competes for similar non-medical home help demand but via an employed-carer, franchise-based model rather than a self-employed marketplace.
- Helping Hands: Established UK home care provider offering visiting and live-in care for older adults. Provides a price and quality benchmark against which Good Life Sorted's £20/hr marketplace positioning is differentiated.
- Bluebird Care: UK-wide home care franchise network providing personal care, companionship, and live-in care. Operates as a traditional agency model that Good Life Sorted's marketplace approach is positioned against on price and flexibility.
- Care.com: Global online marketplace for caregivers across senior care, child care, and pet care. Compares as a broader marketplace play touching the same elderly customer segment with a directory/lead-gen model.
Emerging players
- Mable Technologies: Australian marketplace connecting older Australians and people with disabilities to independent support workers. Closest international analogue to Good Life Sorted's self-employed Helper marketplace model in the aged and disability care segment.
Others
- Age UK: UK national charity for older adults, partner in Good Life Sorted's Silver Sunday campaign. Not a direct competitor but adjacent — operates information, advice, and some local paid services for the same customer base.
- Taskrabbit: General task marketplace for home help, cleaning, and errands. While not elder-care focused, it represents an adjacent marketplace model that could expand downmarket into simple home-help services.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Good Life Sorted social profiles
Digital presenceGood Life Sorted financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good Life Sorted leadership team
Management profileNumber of profiles
Profiles3 records
Good Life Sorted funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good Life Sorted 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 Good Life Sorted
What does Good Life Sorted do?
Good Life Sorted operates an online marketplace platform that connects older adults across southern England with vetted, self-employed local Helpers who provide practical, non-medical home help and companionship services. The platform offers 16 distinct service categories including Home Help, Companionship, Light Cleaning, Laundry and Ironing, Shopping and Errands, Transport, Meal Preparation, Medication Reminders, Welfare Checks, Dog Walking, Post-Hospital Support, Disability Care, Admin Support, Hourly Care, Live-in Care, and Sitting Service, priced from £20 per hour with a free first visit and no contract.
Is Good Life Sorted a public or private company?
Good Life Sorted is a private company. It is classified as venture growth investor backed and is currently operating.
When was Good Life Sorted founded?
Good Life Sorted was founded in 2019. It employs 1 to 10 people.
Where is Good Life Sorted based?
Good Life Sorted is headquartered in London, United Kingdom, in the Europe region.
How does Good Life Sorted make money?
Two revenue lines are on record. Hourly Service Fees are the primary driver. The others are platform Commission.
Who are Good Life Sorted's main competitors?
Direct peers on record are Curam and Elder. Broad incumbents are Cera Care, Home Instead, Helping Hands, Bluebird Care and Care.com. Mable Technologies is listed as an emerging player. Others are Age UK and Taskrabbit.
Does Good Life Sorted have an API?
No public API is recorded for Good Life Sorted.
What industry is Good Life Sorted in?
Good Life Sorted's product category is Home Care Marketplace. Its primary akta.pro industry code is HLADAGAB, Companion Care & Social Support (non-clinical), with a secondary code of HSABAHAB, Live-In Care (Single Caregiver, 24-Hour Presence). Its NAICS code is 624120 and its SIC code is 8300.