Peacefully

What Peacefully does

Homethrive is a digital-first caregiving platform that combines always-on technology with hands-on human support to help families navigate the full caregiving journey. The platform is organized around four core products: Backup Care (last-minute and long-term care for children, adults, and pets), Aging and Complex Care (navigation and coordination for aging, chronic illness, neurodivergence, and disability), Estate Planning (digital tools and expert guidance to organize legal, financial, and digital assets), and Loss Support (estate resolution after a death). All four product lines are supported by Care Guides — licensed social workers who provide one-on-one expert resolution and coordination alongside the digital experience.

The underlying platform architecture is modular and white-labelable, allowing enterprise partners to deploy a single solution or the full spectrum of caregiving support within one connected experience, either as a standalone benefit or embedded into existing member portals. Technical components include personalized digital care plans, an integrated resource library (guides, podcasts, webinars), benefits-navigation tools, and a native member application accessible via app.homethrive.com. The platform is designed as 'digital-first' with the stated goal of supporting large populations at high utilization and sustainable unit economics.

The business model is exclusively B2B2C. Homethrive sells annual subscription contracts to enterprise buyers — employers, health plans, financial institutions, ancillary insurance carriers, benefits consultants and brokers, and platform partners — who in turn provide the caregiving platform as a benefit to their members, employees, or clients. Pricing is quote-based and not publicly disclosed, with contract scope negotiated by covered population size and modules deployed. Named enterprise customers visible on the company's website include BNY, Vizient, Teladoc Health, Lee Health, and Ecolab. The operating entity is Homethrive, Inc., incorporated and headquartered at 980 N Michigan Ave, Chicago, IL.

Name

Peacefully

Legal name

Homethrive, Inc.

Website

https://peacefully.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Homethrive is a digital-first caregiving platform combining technology with social-worker Care Guides to deliver backup care, aging support, estate planning, and loss support. It sells via white-labeled B2B2C subscriptions to employers, health plans, financial institutions, and insurance carriers.

Ownership category

akta.pro rank

Product category

Digital Caregiving Platform

NAICS

Services for the Elderly and Persons with Disabilities (62412), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Prepackaged Software (7372), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Childcare & Eldercare Caregiving Platforms (BPAMAHAJ)

akta.pro secondary industries

Family Care Navigation & Care Coordination Platforms (multi-member care plans, referrals) (HLALAHAL), Care Navigation, Referral & Digital Front Door Platforms (HLALABAH)

Keywords

• Caregiving platform
• Employee benefits
• Backup care services
• Aging care support
• Estate planning software

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. B2B2C Platform Subscription: The company sells to enterprise clients (employers, health plans, financial institutions, insurance companies) who provide the caregiving platform as a benefit to their members/employees. Revenue is generated through B2B contracts with these institutional customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Peacefully operates a unified digital caregiving platform that combines always-on technology with hands-on human support to help families navigate every caregiving need. The platform is sold on a subscription basis to enterprise buyers — large employers, health plans, financial institutions, and insurance carriers — who deliver it as a benefit to their employees or members, spanning Backup Care, Aging and Complex Care, Estate Planning, and Loss Support, all coordinated by dedicated social-worker Care Guides.

Product overview

Homethrive is a unified digital caregiving platform that combines always-on technology with hands-on human support. The platform offers four core products: Backup Care (for immediate care needs for children, adults, and pets), Aging and Complex Care (for navigation of aging, chronic illness, neurodivergence, and disability), Estate Planning (proactive digital tools for legacy protection), and Loss Support (specialized estate resolution). All services are supported by Care Guides who provide expert human coordination and 1:1 social worker support. The platform is designed for modular deployment, allowing organizations to use single solutions or the full spectrum of caregiving support.

Differentiator

Problem solved

Functional benefit

Products and services

• Backup Care A caregiving service that delivers instant, reliable care for children, adults, and pets with both last-minute and long-term care options. Designed for employer, health-plan, financial-institution, and insurance-enterprise clients whose members need immediate backup care.
• Aging and Complex Care Expert navigation and coordination service for members facing aging, chronic illness, neurodivergence, and disability, providing digital roadmaps and expert advocacy through Care Guides. Sold to enterprise clients whose employee or member populations require specialized care navigation.
• Estate Planning Proactive digital tools and expert guidance that help families organize legal, financial, and digital assets to secure their legacy. Positioned for enterprise clients seeking to provide legacy-planning support to their employees, clients, or policyholders.
• Loss Support Hands-on, specialized support that manages the logistical and emotional burden of settling an estate after a loss, delivered through Care Guide coordination. Sold to enterprise clients offering end-of-life and bereavement support to their members or employees.
• Care Guide Support A human-expert support layer of dedicated social workers who deliver one-on-one resolution and seamless handoff for members navigating any of the platform's caregiving services. Bundled into enterprise subscriptions and positioned as the human counterpart to the digital platform.

Quantifiable outcome

• Members report easier care provision for loved ones
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Wellthy: Wellthy is a direct competitor offering a caregiving support platform for employees and families, with a similar mix of digital tools and human care coordinators. Both companies target the same enterprise buyers (employers, health plans) with subscription contracts covering aging care, backup care, and broader caregiver support.
• Cleo: Cleo is an enterprise family benefits platform that combines digital tools with human guides to support parents and caregivers across childcare, eldercare, and broader family needs. It competes head-to-head with Homethrive for employer benefits RFPs and shared HR buyer personas.
• Cariloop: Cariloop provides a caregiver support platform combining a digital platform with dedicated Care Coaches to help families navigate aging, disability, and healthcare decisions. It is a direct competitor targeting employers and health plans with a similar human-plus-tech care navigation model.
• Care@Work (Care.com): Care@Work is Care.com's enterprise benefit offering providing backup childcare, eldercare, and pet care to employees. It is a direct competitor in the B2B2C caregiving benefits space, with deeper marketplace supply and greater brand recognition.
• Sittercity (Bright Horizons): Sittercity, now part of Bright Horizons, offers enterprise backup care solutions for childcare, adult care, and pet care. It directly overlaps with Homethrive's Backup Care product and competes for the same dependent-care benefits budgets.

Emerging players

• Help-Full: Help-Full is an emerging family care platform offering caregiving support and navigation to employer benefits programs. It targets similar buyers to Homethrive with a comparable blend of digital tools and human assistance.
• Wellbe (Advarra): Wellbe provides digital care navigation and patient engagement tools for healthcare organizations. It overlaps thematically with Homethrive's care navigation and digital front door capabilities, though primarily serving provider/payer clients rather than employer benefits buyers.
• Givers: Givers is an emerging platform providing family care benefits including childcare and eldercare to employers and health plans. It overlaps meaningfully with Homethrive's backup care and aging care offerings, though with a smaller customer base and narrower product breadth.

Broad incumbents

• Maven Clinic: Maven Clinic is a broader incumbent in family and reproductive health benefits, offering virtual care and care navigation across fertility, maternity, and pediatric needs. While its core focus is maternal/child health, its employer buyer overlap and care-concierge model position it as an adjacent incumbent expanding into caregiving-adjacent categories.
• Teladoc Health: Teladoc Health is a large incumbent virtual care platform offering a broad portfolio across general, mental, and chronic care. It is also a listed Homethrive customer, illustrating both a competitive incumbent relationship and a partner/distribution channel opportunity through its enterprise book.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/peacefully
• Xx.com/wearepeacefully
• Facebookfacebook.com/peacefullyio

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Peacefully