Like Family
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.
- Company typePrivate
- Founded2016
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
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).
Like Family firmographics
Firmographics- 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
Like Family industry classification
Industry- 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
Where Like Family is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Like Family business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | NDIS 1:1 Social Support - Weekday |
| Unit Pricing | Pay-as-you-go | NDIS 1:1 Social Support - Weekend/Public Holiday |
| Unit Pricing | Pay-as-you-go | NDIS 1:1 with Personal Care - Weekday |
| Unit Pricing | Pay-as-you-go | NDIS 1:1 with Personal Care - Weekend/Public Holiday |
| Unit Pricing | Pay-as-you-go | Sleepover Support |
| Unit Pricing | Pay-as-you-go | Group Bookings - 1-on-2 Weekday |
| Unit Pricing | Pay-as-you-go | Group Bookings - 1-on-2 Weekend |
| Unit Pricing | Pay-as-you-go | Group Bookings - 1-on-3 Weekday |
| Unit Pricing | Pay-as-you-go | Video/Phone Booking - Weekday 30 min |
| Unit Pricing | Pay-as-you-go | Video/Phone Booking - Weekend 30 min |
| Unit Pricing | Pay-as-you-go | Transport Costs |
| Unit Pricing | Pay-as-you-go | Aged Care Everyday Living - Weekday |
| Unit Pricing | Pay-as-you-go | Aged Care Everyday Living - Saturday |
| Unit Pricing | Pay-as-you-go | Aged Care Everyday Living - Sunday |
| Unit Pricing | Pay-as-you-go | Aged Care Everyday Living - Public Holiday |
| Unit Pricing | Pay-as-you-go | Aged Care Personal Care - Weekday |
| Unit Pricing | Pay-as-you-go | Aged Care Personal Care - Saturday |
| Unit Pricing | Pay-as-you-go | Aged Care Personal Care - Sunday |
| Unit Pricing | Pay-as-you-go | Aged Care Personal Care - Public Holiday |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Like Family product offering
Product offeringCore 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
Companies that use Like Family
Customer profileNamed customers5 records
Ideal customer profiles2 records
Like Family technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Like Family partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Plan PartnerscorePlan 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
Like Family competitors and assessment
Company assessmentDirect 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
Like Family social profiles
Digital presenceLike Family compliance and trust
Trust signalCompliance2 records
Like Family financial estimates
Financial estimateRevenue estimate
Valuation estimate
Like Family leadership team
Management profileNumber of profiles
Profiles2 records
Like Family funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Like Family 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 Like Family
What does Like Family do?
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.
Is Like Family a public or private company?
Like Family is a private company. It is classified as venture growth investor backed and is currently operating.
When was Like Family founded?
Like Family was founded in 2016. It employs 11 to 50 people.
Where is Like Family based?
Like Family is headquartered in Sydney, Australia, in the Oceania region.
How does Like Family make money?
Three revenue lines are on record. Platform Transaction Fees (Booking Revenue) is the primary driver. The others are social Carer Membership/Referral Revenue and private Pay Services.
Who are Like Family's main competitors?
Direct peers on record are Mable, Hireup, Five Good Friends and Better Caring. Broad incumbents are Care.com, Life Without Barriers, Australian Unity and Kincare. integratedliving Australia is listed as a regional player. HelloCare is listed as an others.
Does Like Family have an API?
No public API is recorded for Like Family.
What industry is Like Family in?
Like Family's product category is Disability and Aged Care Support Services. Its primary akta.pro industry code is BPAMAHAJ, Childcare & Eldercare Caregiving Platforms, with a secondary code of HSABAAAA, Companionship & Social Engagement Visits. Its NAICS code is 624120 and its SIC code is 8300.