CareScout

What CareScout does

CareScout, a wholly-owned subsidiary of Genworth Financial (NYSE: GNW), is an integrated aging care platform serving U.S. families, pre-retirees, retirees, and LTC insurance policyholders. The company operates three core product lines: (1) the CareScout Quality Network, a vetted network of aging care providers covering 97%+ of the U.S. population with preferred pricing for members; (2) Care Plans, personalized aging care roadmaps delivered via licensed nurse evaluations ($299 in-person, $249 video); and (3) CareScout Care Assurance, an LTC insurance product issued by CareScout Insurance Company (NAIC #94072) launched in October 2025 and now available in 40 states. Supporting the core platform are the Cost of Care Survey (a 20+ year proprietary research product tracking LTC costs across 431 U.S. regions), the Seniorly senior living advisor platform (acquired Oct 2025 for $15M), the MyCareScout policyholder portal, and a National Field Team of 2,000+ independently contracted licensed nurses coordinated through a proprietary SAM scheduling app.

CareScout's underlying technology combines a cloud-based care-seeker-to-provider matching platform, a clinical assessment operations layer (SAM app + Field Team), and an insurance distribution technology stack integrating with Waterlily (AI-powered quoting) and Ensight (digital marketplace). Revenue is generated through a hybrid model: one-time fees from Care Plan sales, transaction fees from Quality Network provider relationships, recurring LTC insurance premiums, and partnership compensation from insurance carriers. Distribution spans direct-to-consumer (phone, web), licensed insurance agents, and digital marketplace channels.

The company is operationally integrated with Genworth's broader LTC strategy, leveraging Genworth's insurance infrastructure, regulatory licenses, and capital. Strategic activity in 2025-2026 — including the Seniorly acquisition, Care Assurance launch, 40-state expansion, and multiple distribution partnerships — positions CareScout as Genworth's integrated care planning, finding, and funding ecosystem rather than a standalone care navigation service. Headquartered in Glen Allen, Virginia, with 101-250 corporate employees (plus 2,000+ contracted clinical assessors), CareScout was founded around 2004.

Name

CareScout

Legal name

CareScout Holdings, Inc.

Website

https://www.carescout.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

CareScout, a Genworth Financial subsidiary, operates an integrated U.S. aging care platform combining a vetted quality provider network, licensed-nurse care plan assessments, and long-term care insurance (Care Assurance), serving families, pre-retirees, and LTC policyholders across 40 states.

Ownership category

akta.pro rank

Product category

Long-Term Care Services

NAICS

Home Health Care Services (6216), Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB)

akta.pro secondary industries

Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL), Care Coordination & Navigation (Multi-Provider) (HLADALAB), Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)

Keywords

• Aging care services
• Long-term care insurance
• Care provider network
• Senior care planning
• Home care quality

Headquarters

HQ city

Waltham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. CareScout Quality Network Provider Fees: CareScout negotiates preferred pricing discounts with providers and earns fees from providers after services are rendered to members at preferred prices. Providers never pay to be included in the network.
2. Care Plan Sales: One-time purchase of personalized care plans created by licensed nurses. In-person evaluation + Care Plan costs $299; Video evaluation + Care Plan costs $249. These are direct consumer purchases.
3. Long-Term Care Insurance Premiums: CareScout Insurance Company (NAIC #94072) issues Care Assurance LTC insurance policies. Premium revenue comes from policyholders paying for coverage across 40 states.
4. Insurance Carrier Partnerships: CareScout earns compensation from long-term care insurance companies when members join through carrier partner relationships. Provides access to CareScout Quality Network for policyholders.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

CareScout delivers an integrated aging care ecosystem built on three pillars: a CareScout Quality Network of vetted home care providers offering preferred pricing, nurse-led Care Plans (in-person or video evaluations producing personalized care roadmaps), and CareScout Care Assurance long-term care insurance issued by CareScout Insurance Company. Supporting these are the annual Cost of Care Survey (431 regions, all 50 states), a national Field Team of 2,000+ licensed nurses, and the acquired Seniorly senior-living advisor platform.

Product overview

CareScout is a Genworth Financial subsidiary offering an integrated ecosystem of aging care products and services. The core portfolio consists of three main pillars: (1) CareScout Quality Network - a vetted network of home care providers offering quality-assured care with preferred pricing; (2) Care Plans - nurse-led evaluation and personalized care roadmaps for families navigating aging; and (3) CareScout Care Assurance - the company's inaugural long-term care insurance product. Supporting these core offerings are the Cost of Care Survey (a 20+ year research initiative providing cost benchmarking data), the acquired Seniorly platform (senior living advisor network), MyCareScout policyholder portal, and a Field Team of contracted nurses. The company positions itself as a one-stop resource for care planning, finding, and funding solutions.

Differentiator

Problem solved

Functional benefit

Brands

• CareScout Quality Network: A network of aging care providers vetted for rigorous quality standards offering preferred pricing to CareScout members.
• Care Plans
• CareScout Care Assurance
• Seniorly

Products and services

• CareScout Quality Network A network of home care and aging care providers that have met quality standards (credential verification, on-site/virtual surveys, staffing and financial health checks) and offer preferred pricing to CareScout members. Currently reaches more than 97% of the U.S.
• Care Plans Personalized aging care roadmap created by a licensed nurse, available via in-person home evaluation ($299) or video evaluation ($249), including unbiased cognitive/functional analysis, care recommendations, equipment options, and local provider listings.
• CareScout Care Assurance Long-term care insurance policy issued by CareScout Insurance Company, providing income tax-free benefit options that cover multiple care settings including staying in one's own home, with customizable benefit options. Available in 40 states.
• Cost of Care Survey and Calculator Annual survey and online calculator that tracks long-term care costs across 431 regions in all 50 states, providing national and state median rates for in-home care, assisted living, and nursing home care, with inflation projections.
• Seniorly Technology platform and advisor network for senior living that provides personalized guidance at no cost to families seeking assisted living, memory care, and other senior care options.
• CareScout Field Team Assessments Service offering delivered by a national Field Team of 2,000+ independently contracted licensed nurses who perform in-depth cognitive and functional assessments for long-term care insurance providers, in person or virtually, using the SAM scheduling app.

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability1 record

Feature5 records

Partnerships

Five partnerships are on record, tiered core, minor and secondary.

• TheKeycoreStrategic or Co-development Partner · 17 June 2026TheKey is a participating provider in the CareScout Quality Network, which covers more than 97% of the country. The partnership has helped more than 500 families begin receiving in-home care through trusted, high-quality aging care solutions at national scale. Both organizations remain focused on simplifying access to high-quality care while improving outcomes for aging adults.
• Dr. Art UleneminorGTM or Marketing Partner · 29 April 2026Dr. Art Ulene, former TODAY Show medical correspondent, plans to climb Mount Kilimanjaro at age 89 as a national storytelling moment to reframe how Americans think about aging. The initiative aligns with CareScout's mission and includes media engagement and digital storytelling.
• EnsightsecondaryChannel Partner/ Reseller/ Distributor · 23 April 2026Ensight's Intelligent Quote Platform is a digital sales acceleration platform for life, long-term care, and annuity insurance. CareScout Care Assurance is now available on this platform, representing a milestone for CareScout's rapid growth and strategy toward an integrated model for care planning, finding, and funding.
• SeniorlycoreStrategic or Co-development Partner · 31 October 2025CareScout completed acquisition of Seniorly for approximately $15 million. Seniorly is a technology platform and advisor network for senior living that provides personalized guidance for families seeking assisted living, memory care, and other senior care options at no cost.
• WaterlilysecondaryTechnology or Integration · 8 October 2025Waterlily is an AI-powered financial technology company that has direct integrations with CareScout products. Their Quote-and-Apply feature uses AI to analyze hundreds of thousands of insurance policy configurations to find optimal LTC policies. Waterlily is partnered with three of the four largest hybrid LTC insurance carriers including CareScout.

Scale indicators7 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• A Place for Mom: Largest senior-care referral and advisory platform in North America, helping families find assisted living, memory care, and home care. Direct competitor to CareScout's Quality Network and Seniorly for care-finding; comparable consumer audience and adviser-network model.
• Caring.com: Senior care content and matching platform with a national directory of home care, assisted living, and nursing home providers. Competes directly with CareScout for senior-care content traffic, provider matching, and family referrals.
• Assisted Living Locators: Senior living referral and advisory service with local advisors across the U.S. Direct comparable to Seniorly for assisted living and memory care placement services.
• Oasis Senior Advisors: Local-advisor-based senior living placement service assisting families with assisted living and memory care decisions. Directly comparable to the Seniorly advisor network that CareScout now operates.

Others

• Genworth Financial: CareScout's publicly traded parent (NYSE: GNW) and a major legacy long-term care insurance carrier. Comparable in the insurance and LTC-funding dimension; provides strategic and capital backing to CareScout rather than competing head-to-head.

Broad incumbents

• Mutual of Omaha: Established long-term care insurance carrier with hybrid product distribution. Competes with Care Assurance in the LTC funding layer; a peer in insurance, not care navigation.
• New York Life (LTC Group): Large mutual insurer offering long-term care and hybrid life-LTC policies. Comparable to Care Assurance for the LTC insurance product; broader financial services portfolio.
• Care.com: Large marketplace for in-home caregivers, including senior care. Comparable to CareScout's home care matching but more generalist across child, pet, and senior care.

Regional players

• Right at Home: National in-home senior care franchise providing personal care and companionship services. Comparable to providers in CareScout's Quality Network; partner/competitor at the provider level rather than the platform level.

Emerging players

• OnePoint Care: Emerging tech-enabled care navigation and matching platform in the aging care space. Comparable to CareScout's digital matching and care coordination capabilities, though smaller in scale and footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CareScoutLLC
• LinkedInlinkedin.com/company/carescout

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CareScout