Lottie
Lottie is a London-based digital marketplace that helps UK families and retirees find, compare, and connect with regulated care homes, home care providers, and retirement living communities at no cost, monetizing through partnerships with care operators.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Lottie does
Lottie (legal entity: Lottie Organisation Ltd) is a London-based, UK-focused digital marketplace and care-comparison platform that connects families and retirees with regulated care homes, home care providers, and retirement living communities across England, Scotland, and Wales. Founded in 2021 by brothers Chris and Will Donnelly, the company operates lottie.org as a free, self-service search engine for care seekers, with filtering by location, care type, price, and CQC/Care Inspectorate ratings, plus an AI-labeled location-search feature and an in-house Care Expert team that delivers free personalized shortlists via phone and email. Product surface spans three core verticals: Care Home Finder (residential, dementia, nursing, respite, palliative, and pet-friendly), Home Care Services (hourly, live-in, overnight, respite), and Retirement Living (buying and renting), supported by an extensive guides and advice hub on fees, funding, dementia, and legal topics.
Lottie's business model is a two-sided marketplace monetized on the supply side: families and retirees use the platform at no cost, while care home operators, home care agencies, and retirement living providers pay for placement and visibility. The supply side is anchored by 13+ named care home partners operating more than 1,000 listed locations, including Barchester (244), Care UK (155), Bupa (117), Sanctuary (106), Avery Healthcare (96), and others. The company also expanded into provider workflow software through the September 2022 acquisition of Found CRM, opening a potential B2B SaaS revenue layer adjacent to the marketplace. Marketing relies on SEO-optimized location pages, content/guides, email newsletter, Trustpilot reputation (4.9/5, #001 in Aged Care), and earned media in BBC, Forbes, The Telegraph, The Times, and This is Money.
The company is privately held and venture-backed, with cumulative disclosed funding of approximately $31 million across a 2021 pre-seed, a January 2022 seed (£2.5M), a July 2022 General Catalyst-led round (£6.125M at a £45M post-money valuation), and an October 2023 Series A (~$20M) led by Accel with General Catalyst participation. Headcount is reported at 51-100, and the platform claims 40,000+ family-to-care matches per month.
Lottie firmographics
Firmographics- Name
- Lottie
- Legal name
- Lottie Organisation Ltd
- Website
- https://lottie.org
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Lottie is a London-based digital marketplace that helps UK families and retirees find, compare, and connect with regulated care homes, home care providers, and retirement living communities at no cost, monetizing through partnerships with care operators.
- Ownership category
- akta.pro rank
Lottie industry classification
Industry- Product category
- Elderly Care Marketplace
- NAICS
- Home Health Care Services (621610), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Nursing Care Facilities (Skilled Nursing Facilities) (62311), Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050), Services-Health Services (8000)
- akta.pro primary industry
- Childcare & Eldercare Caregiving Platforms (BPAMAHAJ)
- akta.pro secondary industries
- Dementia Personal Care (ADLs) Support (HSABAEAB), Post-Diagnosis Transition & Hospital-to-Home Dementia Support (HSABAEAL), Care Navigation, Referral & Digital Front Door Platforms (HLALABAH)
Keywords
Where Lottie is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Lottie business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Marketplace Commission from Care Providers: Lottie provides a free service for families seeking care while monetizing through partnerships with care homes, home care agencies, and retirement living providers who list on the platform. The platform displays care provider availability, pricing, and contact information, facilitating connections that providers pay for through the partnership relationship.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free for families - service provided at no cost to care seekers |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Lottie product offering
Product offeringCore offering
Lottie operates a free, UK-wide online marketplace that helps families and retirees find, compare, and connect with care homes, home care providers, and retirement living communities. The platform combines a searchable directory with confirmed availability, detailed pricing, and regulator ratings, supplemented by a free Care Expert team that produces personalized shortlists. The service is free for care seekers; Lottie monetizes through partnerships with care providers.
Product overview
Lottie is a free, UK-based care comparison and matching platform offering three integrated service categories: Care Home Finder (for residential, dementia, nursing, and respite care), Home Care Services (for hourly, live-in, and overnight care), and Retirement Living (for buying or renting retirement properties). The platform differentiates through real-time availability and pricing transparency, combined with free expert support from care advisors and an extensive library of educational guides. Users can search by location, care type, budget, and specific needs (including pet-friendly options and palliative care).
Differentiator
Problem solved
Functional benefit
Products and services
- Care Home Finder A search and comparison platform allowing UK families to find, filter, and compare residential care homes across England, Scotland, and Wales with confirmed real-time availability, detailed pricing, and CQC/Care Inspectorate ratings.
- Home Care Services A matching service that connects families with home care providers in their area, offering hourly care, live-in care, overnight care, and respite options, with provider availability and pricing information.
- Retirement Living A property matching service for retirement homes, villages, and communities across the UK, covering both buying and renting options, supported by Lottie's retirement property matchmakers.
Quantifiable outcome
- 4.9/5 Trustpilot rating with Excellent classification
- +2 more outcomes
Companies that use Lottie
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles3 records
Lottie technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature2 records
Lottie partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and major.
- Barchester HealthcarecoreOne of Lottie's key care provider partners with 244 care home locations listed on the platform. Barchester Healthcare is one of the UK's largest care home operators.
- BupacoreMajor care home operator partner with 117 locations listed on Lottie's platform across the UK.
- Care UKcoreLarge UK care home operator with 155 locations featured on Lottie's platform.
- Sanctuary CaremajorCare provider partner with 106 locations on the Lottie platform.
- HC-OnemajorMajor UK care home operator with multiple homes listed in Scotland and Wales on Lottie's platform.
- Avery HealthcaremajorCare home operator with 96 locations listed on Lottie's platform.
- Advinia Health CaremajorCare provider partner with 17 locations on the platform, including Newcarron Court in Falkirk, Scotland.
- Aria CaremajorCare home operator with 46 locations featured on Lottie's platform.
- Country CourtmajorCare home operator with 46 locations on Lottie's platform.
- Maria Mallaband Care GroupmajorCare provider with 57 locations listed on the platform.
- Minster Care GroupmajorCare home operator with 59 locations on the Lottie platform.
- The Orders of St John Care TrustmajorCare provider with 61 locations featured on Lottie's platform.
- Greensleeves CaremajorCare home operator with 27 locations on the platform.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Lottie competitors and assessment
Company assessmentDirect peers
- Elder: UK-based live-in care matching platform helping families arrange home care for elderly relatives. Operates a similar marketplace model in an overlapping vertical (UK elderly care discovery), competing directly with Lottie's Home Care product.
- Autumna: UK care directory listing care homes, home care, retirement living, and dementia care providers with comparison and lead-generation tools. Closest direct comparator to Lottie's Care Home Finder in functionality and target customer.
- TrustedCare: UK care home and home care directory with verified reviews, pricing, and inspection-rating data. Competes for the same supply-side care provider partnerships and demand-side family users.
- CareHome.co.uk: One of the largest UK care home directories with reviews and lead generation for care providers. Provides overlapping search and comparison functionality to Lottie's core directory offering.
Broad incumbents
- A Place for Mom: Large US-based senior care advisory and marketplace network connecting families to senior living and care options. Closest international analogue to Lottie's marketplace model, with broader scope and greater scale in North America.
- Caring.com: US senior care reviews and referral platform covering assisted living, memory care, home care, and nursing homes. Comparable content-driven, referral-based business model focused on family decision-making for elderly care.
- Care.com: Global online marketplace for care services spanning child care, senior care, pet care, and home care. Overlaps with Lottie's marketplace model in eldercare discovery but operates at much larger scale across multiple care verticals.
Emerging players
- Birdie: UK-based home care technology platform providing SaaS tools for home care agencies. Operates on the supply side of Lottie's marketplace and represents both a potential integration partner and a vertical SaaS adjacent to Lottie's lead-generation business.
- Cera Care: Large UK home care provider with technology-enabled care delivery. Competes with Lottie's Home Care marketplace as a vertically integrated provider, rather than as a neutral marketplace intermediary.
Others
- Rightmove: UK's leading property marketplace with an established retirement living / later life section. Comparable business model as a consumer-facing search marketplace monetized via agent/property listings, relevant as a blueprint for Lottie's retirement living expansion.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Lottie social profiles
Digital presenceLottie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lottie leadership team
Management profileNumber of profiles
Profiles5 records
Lottie funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lottie M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lottie
What does Lottie do?
Lottie operates a free, UK-wide online marketplace that helps families and retirees find, compare, and connect with care homes, home care providers, and retirement living communities. The platform combines a searchable directory with confirmed availability, detailed pricing, and regulator ratings, supplemented by a free Care Expert team that produces personalized shortlists. The service is free for care seekers; Lottie monetizes through partnerships with care providers.
Is Lottie a public or private company?
Lottie is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lottie founded?
Lottie was founded in 2021. It employs 51 to 100 people.
Where is Lottie based?
Lottie is headquartered in London, United Kingdom, in the Europe region.
How does Lottie make money?
One revenue line is on record: marketplace Commission from Care Providers.
Who are Lottie's main competitors?
Direct peers on record are Elder, Autumna, TrustedCare and CareHome.co.uk. Broad incumbents are A Place for Mom, Caring.com and Care.com. Emerging players are Birdie and Cera Care. Rightmove is listed as an others.
Does Lottie have an API?
No public API is recorded for Lottie.
What industry is Lottie in?
Lottie's product category is Elderly Care Marketplace. Its primary akta.pro industry code is BPAMAHAJ, Childcare & Eldercare Caregiving Platforms, with a secondary code of HSABAEAB, Dementia Personal Care (ADLs) Support. Its NAICS code is 621610 and its SIC code is 8082.