Like Family

What Like Family does

Like Family is a Sydney-based digital marketplace, founded in 2016 by Mat and Jenna, that connects NDIS participants and aged care recipients across Australia with independent support workers known as "Social Carers." The platform enables members to browse detailed carer profiles, message workers, book free Meet & Greet sessions, schedule paid support, and manage sessions through a web platform and native iOS/Android apps, with features including a smart matching system, real-time booking management, and a dedicated dashboard for Support Coordinators handling multiple NDIS clients. Revenue is generated on a per-booking transaction-fee basis: members pay flat hourly rates (e.g., A$62/hour weekday social support under NDIS, A$66/hour weekday aged care support, both stated as 11% below NDIS price limits and up to 66% below traditional aged care providers), and the company retains a platform margin while paying the balance to contracted Social Carers. The business operates across five Australian states (NSW, Victoria, Queensland, South Australia, Tasmania) and serves three distinct funding paths—NDIS (agency, plan-managed, self-managed), Support at Home aged care, and private pay—with distribution driven by a self-serve consumer website/app, a dedicated Support Coordinator partnership team, and provider-level referral partnerships (e.g., Plan Partners).

Name

Like Family

Legal name

Like Family

Website

https://likefamily.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Like Family is an Australian digital marketplace founded in 2016 that connects NDIS participants and aged care recipients with vetted independent support workers (Social Carers) for companionship, personal care, and community participation services across five states.

Ownership category

akta.pro rank

Product category

Disability and Aged Care Support Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Other Individual and Family Services (624190)

SIC

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

akta.pro primary industry

Childcare & Eldercare Caregiving Platforms (BPAMAHAJ)

akta.pro secondary industries

Companionship & Social Engagement Visits (HSABAAAA), Companion Care & Social Support (non-clinical) (HLADAGAB), Conversation, Cognitive Stimulation & Activity Facilitation (HSABAAAB)

Keywords

• Disability support services
• Aged care services
• Social care marketplace
• NDIS support providers
• Personal care services

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Platform Transaction Fees (Booking Revenue): Like Family acts as a marketplace/platform connecting members (people needing support) with Social Carers (independent support workers). Members pay for support sessions at rates set by the platform, and the company retains a portion as platform fees while paying out the remainder to carers. Support workers are independent contractors paid per booking.
2. Social Carer Membership/Referral Revenue: Social Carers join as independent contractors and are paid per booking. The referral program where existing carers receive $50 gift vouchers for successful referrals suggests a portion of booking revenue is allocated to customer acquisition costs.
3. Private Pay Services: Members without NDIS or aged care funding can pay directly via credit card for support services at standard platform rates. Private pay bypasses government package management and administration fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Like Family operates a digital marketplace platform that connects NDIS participants and aged care recipients across Australia with vetted, independent support workers (Social Carers) for non-medical services. Members browse worker profiles, arrange free Meet & Greet sessions, book and pay for companionship, community access, personal care, and aged care support through the website and mobile apps. Support workers are paid per booking as independent contractors, and the platform retains a transaction fee on each completed booking.

Product overview

Like Family is a digital care marketplace platform offering a unified ecosystem of disability and aged care support services. The core platform connects NDIS participants and aged care recipients with vetted Social Carers for social care, personal care, and community participation support. Key products include NDIS Disability Support, Aged Care Support, Social Care, and Personal Care services, all accessible through the Find Support Workers platform with profile browsing and booking management. The company operates across NSW, Victoria, Queensland, and South Australia with over 10,000 support workers. Additional offerings include a mobile app for iOS and Android, video/phone booking capabilities, and dedicated pricing services for both disability and aged care funding types.

Differentiator

Problem solved

Functional benefit

Products and services

• NDIS Disability Support

Quantifiable outcome

• 11% below NDIS price guide for social supports
• +7 more outcomes

Named customers5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Plan PartnerscoreChannel Partner/ Reseller/ DistributorPlan Partners is a plan management provider that refers their NDIS participants to Like Family for support worker services. Like Family's platform integrates with plan management workflows, allowing plan-managed participants to access Like Family's network of Social Carers.

Scale indicators12 records

Expansion highlights6 records

Direct peers

• Mable: Mable is Australia's largest disability and aged care marketplace, connecting independent support workers with NDIS participants and aged care recipients. It is the most direct competitor to Like Family, with overlapping geographies, similar self-serve platform mechanics, and a shared transaction-fee revenue model.
• Hireup: Hireup is an Australian online platform connecting people with disability to support workers for personalized in-home and community care. It directly competes with Like Family in the NDIS social and personal care segment with a comparable marketplace model and national reach ambitions.
• Five Good Friends: Five Good Friends is an Australian in-home care marketplace offering disability, aged, and home care services through matched support workers. It overlaps with Like Family on aged care and NDIS segments, with similar transparent pricing and digital matching.
• Better Caring: Better Caring is an Australian marketplace for NDIS and aged care support workers. It is now part of Mable but historically operated as a comparable platform to Like Family with similar transaction-fee mechanics and participant-direct booking.

Broad incumbents

• Care.com: Care.com is a global online marketplace connecting families with caregivers across childcare, senior care, and special needs. While its Australian footprint is limited, its broader marketplace model and consumer brand make it a comparable incumbent to Like Family in the care-platform category.
• Life Without Barriers: Life Without Barriers is one of Australia's largest disability and aged care providers, offering a broad portfolio of NDIS, foster care, and aged care services. It overlaps with Like Family in disability and aged care but operates as a traditional provider with employed staff rather than a marketplace.
• Australian Unity: Australian Unity is a national mutual provider offering aged care, home care, NDIS, and retirement living services. It competes with Like Family in aged care home support through traditional employed-carer models, providing a contrast to Like Family's marketplace approach.
• Kincare: Kincare is an established Australian in-home aged care and disability support provider with employed care workers. It competes with Like Family's aged care services but uses a traditional agency model rather than an independent-contractor marketplace.

Regional players

• integratedliving Australia: integratedliving is a regional and rural Australian provider of aged care and community health services, with particular strength outside major metropolitan areas. It overlaps with Like Family on aged care but focuses on rural and regional geographies where Like Family's worker supply is thinner.

Others

• HelloCare: HelloCare is an Australian media and information platform covering the aged care and disability sectors. It is comparable to Like Family as an ecosystem participant influencing member and worker acquisition, though not a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/LikeFamilyAU
• LinkedInlinkedin.com/company/like-family

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 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 Like Family