Care Guidance

What Care Guidance does

Care Guidance is an Australian aged care navigation and wellbeing support provider headquartered in Melbourne. Founded around 2015, the company operates a hybrid B2B/B2C model serving two distinct customer groups: families and individuals seeking help navigating the aged care system, and residential aged care providers seeking embedded wellbeing support for their residents. Its footprint currently spans Victoria, Tasmania, and South Australia, with national expansion planned via Australia's incoming Support at Home program in 2025.

The company's revenue is generated through two products. The Concierge Service is a free-to-family placement and transition support offering that earns referral fees from aged care providers when families are successfully placed into their facilities; the company reports 500+ individuals placed annually and a network of 100+ partner organizations. The Wellbeing Program deploys 30+ AASW-accredited social workers with 5+ years of aged care experience directly into partner residential aged care communities, generating revenue through Australian allied health aged care funding and grants. The program delivers 10,000+ wellbeing hours per year. Disclosed customer satisfaction metrics are 96% with a 97% recommendation rate. The platform is service-based rather than technology-based, with no disclosed AI, software, or proprietary technology stack — delivery is human-led by credentialed social workers.

The business has operated on minimal external capital: its only disclosed funding event is a A$450,000 seed round from PAN Group Australia in May 2016. Leadership includes founder Andrew Campbell alongside CEO Chris Naish and Head of Operations Sharon Stokes. The core growth thesis is tied to the November 2025 Support at Home program, which would shift the addressable market from predominantly residential placement into federally funded in-home care, materially expanding both the eligible population and the funding pool.

Name

Care Guidance

Legal name

Care Guidance

Website

https://careguidance.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Care Guidance is an Australian aged care navigation and wellbeing support provider serving families and aged care operators across Victoria, Tasmania, and South Australia, with planned national expansion via the Support at Home program in 2025.

Ownership category

akta.pro rank

Product category

Aged Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Social Assistance (624), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

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

akta.pro secondary industries

Care Coordination & Navigation (Multi-Provider) (HLADALAB), Caregiver Support, Coaching & Training (HLADALAG), Family Caregiver Coaching, Education & Support (HSABAIAI)

Keywords

• Aged care navigation
• Wellbeing support services
• Care placement services
• Social work support
• Aged care referral

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Concierge Service - Provider Referral Fees: Care Guidance receives a referral fee from providers only when a referred client starts receiving their service. No upfront cost to providers, no ongoing fees. Families receive the service free of charge. This is a transaction-based model where payment triggers on placement completion.
2. Wellbeing Program - Allied Health Funding: For Support at Home clients, the Wellbeing Program is funded through the client's Support at Home Package under Allied Health services, at no cost to the family. For Residential Aged Care, the program is funded through Allied Health grants, with no cost to the facility or family.
3. Wellbeing Program - Private/Fee for Service: Available privately as a fee for service for families who do not have a Support at Home Package or whose loved one is not in an Aged Care home.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Care Guidance provides two service programs for Australia's aged care sector: the Concierge Service, which offers independent navigation and matching of families to aged care providers free of charge, and the Wellbeing Program, which deploys AASW-accredited social workers into residential aged care, Support at Home, and hospital settings to deliver psychosocial and emotional support. Revenue is generated through provider referral fees on placement and Allied Health funding packages for the Wellbeing Program.

Product overview

Care Guidance offers two core service programs: the Concierge Service and the Wellbeing Program. The Concierge Service provides free, independent aged care placement guidance to families, helping match individuals to the right home care provider or residential aged care home. The Wellbeing Program delivers specialist social work support embedded within care settings (residential, Support at Home, and hospitals), addressing the emotional, social, legal, and transitional needs of individuals that clinical care alone cannot meet. Together, these services form an end-to-end offering that supports families through the entire aged care journey—from initial placement through ongoing wellbeing support.

Differentiator

Problem solved

Functional benefit

Brands

• Concierge Service: Expert, independent navigation of the Aged Care system — entirely free to families. Guides through finding the right home care or residential placement, handling paperwork, and supporting transitions into care.
• Wellbeing Program

Products and services

• Wellbeing Program Specialist Wellbeing Support delivered by AASW-accredited social workers embedded in Aged Care, Support at Home, and hospital settings. Addresses isolation, emotional distress, cognitive decline, family conflict, and legal or financial needs across four areas: Transition Into Care, Mental and Emotional Health, Coordinating Care, and Legal and Planning Support. Designed for older Australians in residential care, home care, or hospital settings and the providers who serve them.
• Concierge Service Expert, independent navigation of the Australian Aged Care system for families. Guides families through understanding options, handling paperwork, finding matched providers, and supporting transitions into Support at Home, residential Aged Care, or emergency respite. Provided entirely free of charge to families.

Quantifiable outcome

• 97% of families would recommend Care Guidance to others in a similar position
• +5 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• Uniting AgeWellcoreStrategic or Co-development PartnerMajor partner across 20 residential aged care communities in Victoria and Tasmania. Uniting AgeWell has endorsed Care Guidance's Wellbeing Program, stating the partnership greatly strengthens their core business of providing exceptional care. The social workers engage with residents personally, offering tailored support addressing emotional and psychosocial needs.
• Residential Aged Care ProviderscoreChannel Partner/ Reseller/ DistributorCare Guidance refers matched, well-prepared clients to residential aged care providers. Partners include Aeralife, Autumn Aged Care, Australian Unity, Belvedere, Bupa Aged Care, CraigCare, Estia Health, For Purpose Care, Infin8 Care, Menarock, Opal Aged Care, Regis Aged Care, TTHA, Aurum Care, Mayflower Aged Care, Mercy Health, Isomer Aged Care, BaptistCare, and Calvary.
• Support at Home ProviderscoreChannel Partner/ Reseller/ DistributorCare Guidance matches clients to home care providers. Partners include Absolute Care, After Care, AG Care, Benetas, Bolton Clarke, Comficare, Dovida, Elka Home Care, mecwacare, Nexia Aged Care, and Sensible Care.
• HospitalssecondaryChannel Partner/ Reseller/ DistributorCare Guidance partners with hospitals to support patients needing aged care placement. Partners include Austin Health, Epworth Hospital, Mulgrave Private Hospital, Royal Melbourne Hospital, and St Vincent's Hospital.
• Community GroupsminorChannel Partner/ Reseller/ DistributorPartnerships with community organisations to reach families needing aged care support. Partners include Background Press, Bowls Victoria, United Firefighters Union, Hostplus, and Fire Rescue Victoria.

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• My Aged Care: Australian Government's official entry point and assessment gateway for aged care services. Functions as a system-wide incumbent whose continued complexity is the tailwind enabling Care Guidance's independent navigation value proposition.
• A Place for Mom: Largest US-based senior care referral and placement network. Demonstrates the global scale ceiling for Care Guidance's Concierge Service model and represents the most credible international competitive template if Care Guidance expands offshore.

Emerging players

• HelloCare: Australian online aged care news, information, and community platform for families and care workers. Adjacent to Care Guidance's family-facing mission, with lighter-touch information services versus Care Guidance's guided placement and wellbeing delivery.

Direct peers

• CareAbout: Australian advisory and placement service helping families navigate aged care and home care options. Closely comparable to Care Guidance's Concierge Service, with overlapping provider referral fee economics and family-facing navigation focus.
• Aged Care Guide: Established Australian aged care directory and information resource for families comparing residential and home care providers. Overlaps with Care Guidance's family-facing placement and navigation mission, though delivered primarily as content/directory versus guided service.
• Aged Care Decisions: Australian aged care placement service that connects families with residential and home care providers. Directly competes with Care Guidance's Concierge Service in the same customer segment and revenue model (provider-paid referral fees).
• Trilogy Care: Australian provider of in-home aged care, including care management and coordination services. Overlaps with Care Guidance's care navigation and Support at Home focus and competes for similar home care clients and provider partnerships.

Others

• Opal Aged Care: One of Australia's largest residential aged care operators and a Care Guidance channel partner. Comparable as a downstream consumer of wellbeing and navigation services but not a direct competitor — represents both a major revenue source and a vertical-integration risk.
• Uniting AgeWell: Large Australian aged care provider and Care Guidance's flagship Wellbeing Program partner across 20 residential communities. Comparable as a strategic partner and customer but not a direct competitor in placement or wellbeing service delivery.

Regional players

• KinCare: Large Australian in-home aged care and disability services provider with national footprint. Comparable in that it operates across both home care delivery and care navigation/management, providing services to a similar elderly cohort.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Care_Guidance
• Facebookfacebook.com/careguidanceAU
• LinkedInlinkedin.com/company/care-guidance

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Care Guidance