Lively

What Lively does

Lively is a senior-focused technology brand operating as a subsidiary of Best Buy Health that sells simplified mobile phones, medical alert devices, and accompanying care services to aging consumers and their caregivers. The company markets under the Lively name and the long-standing Jitterbug sub-brand, serving two primary personas: older adults (typically 65+) who want to age in place safely, and adult-child or professional caregivers monitoring those seniors remotely. The portfolio centers on two hardware lines—Jitterbug flip phones (Flip3, Flip2) and Jitterbug smartphones (Smart5, Smart4)—plus a dedicated medical alert device, the Lively Mobile2, which combines fall detection, GPS tracking, waterproofing, and one-button connection to urgent response agents.

The hardware is paired with four proprietary service modules that form an integrated ecosystem: Urgent Response (24/7 certified-agent emergency dispatch with a cited 15-second average response time), Lively Link (a caregiver smartphone app for location tracking and incident notifications), Lively Rides (Lyft-powered transportation scheduled without a smartphone app), and Ask Lively (a concierge service for device setup and general assistance). The technology stack is built on cellular-connected, senior-optimized devices with simplified interfaces and a companion app architecture, emphasizing ease of use, U.S.-based support, no long-term contracts, and nationwide carrier coverage.

Lively monetizes through a combined hardware-plus-subscription model. Devices are sold as one-time purchases (Jitterbug Flip3 at $79.99, Smart5 at $119.99, with discounted and open-box units) but require a recurring Lively service plan to operate; medical alert plans run $24.99–$34.99/month plus equipment and activation fees. Standalone SIM/eSIM plans (5GB at $45 and unlimited data at $90 per three months) support a bring-your-own-device option. Go-to-market is primarily direct-to-consumer through its e-commerce storefront, supplemented by Best Buy retail stores, Amazon, and inbound phone sales, with customer acquisition driven by content marketing, email newsletters, an affiliate program, and SEO. The legacy GreatCall/Lively business raised roughly $81.7M across venture rounds between 2007 and 2012 and made several acquisitions (Lively Inc. in 2015, Healthsense in 2016, Mobiwatch in 2009) before being folded into Best Buy Health.

Name

Lively

Legal name

Lively from Best Buy Health

Website

https://lively.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Lively, a Best Buy Health brand, sells simplified Jitterbug phones, medical alert devices, and 24/7 urgent-response and caregiver-monitoring services to aging consumers (65+) and their family caregivers, via direct e-commerce and Best Buy retail.

Ownership category

akta.pro rank

Product category

Medical Alert Systems

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Technology Assistance & Digital Support for Seniors (HSABAAAH)

akta.pro secondary industry

Door-to-Door Senior Ride Services (Non-Medical) (HSABAOAB)

Keywords

• Medical alert systems
• Senior cell phones
• Emergency response services
• Caregiver monitoring app
• Aging in place technology

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Service Plans (Monthly Subscription): Monthly service plans (Preferred or Premium tiers) that provide access to Urgent Response, Lively Link app, and other services. Plans range from basic to comprehensive coverage.
2. Medical Alert Device Hardware: One-time purchase of medical alert devices such as the Lively Mobile2, sold with or without service plan.
3. Jitterbug Phone Hardware: Sale of senior-friendly cell phones (Flip3, Smart5, Flip2, Smart4) as one-time hardware purchases, requiring a Lively service plan for operation.
4. SIM/eSIM Service Plans: Standalone SIM and eSIM starter kits providing 5GB data, unlimited talk and text, or unlimited data plans. Available for users who bring their own compatible device.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Lively designs and sells senior-friendly mobile phones (Jitterbug Flip and Smart lines) and an all-in-one medical alert device (Lively Mobile2) bundled with monthly cellular and health-and-safety service plans. Core services include 24/7 Urgent Response, the Lively Link caregiver app, Lively Rides (Lyft-powered transportation), and Ask Lively concierge support, all aimed at helping older adults age safely in place.

Product overview

Lively is a senior-focused technology brand from Best Buy Health offering a unified product-and-services ecosystem centered on safety, connectivity, and aging with confidence. The portfolio comprises two hardware lines—Jitterbug flip phones (Flip3, Flip2) and Jitterbug smartphones (Smart5, Smart4)—paired with cellular service plans, and a dedicated medical alert device (Lively Mobile2). These devices are complemented by four proprietary service modules: Urgent Response (24/7 emergency dispatch with 15-second response times), Lively Link (family caregiver notification app), Lively Rides (Lyft-powered transportation), and Ask Lively (concierge support). The platform emphasizes simplicity, U.S.-based support, no long-term contracts, and nationwide coverage through major carrier networks.

Differentiator

Problem solved

Functional benefit

Brands

• Jitterbug: Line of senior-friendly cell phones and smartphones designed with simplified interfaces and features for older adults
• Lively Mobile2
• Lively Link
• Lively Rides
• Ask Lively

Products and services

• Jitterbug Flip3 64GB Cell Phone for Seniors Feature phone designed for seniors with large buttons, simplified menu interface, and 64GB storage; available in red and black at $79.99 plus a required Lively service plan.
• Jitterbug Smart5 128GB Smartphone for Seniors Smartphone for older adults featuring a simplified Android interface, 128GB storage, and large icons; priced at $119.99 plus a required Lively service plan.
• Jitterbug Flip2 16GB Cell Phone for Seniors Entry-level flip phone for seniors with large buttons and 16GB storage, priced at $39.99 (50% off from $79.99) plus a required Lively service plan.
• Jitterbug Smart4 32GB Smartphone for Seniors (Open Box) Refurbished open-box smartphone for seniors with 32GB storage, discounted to $41.65 (65% off from $119.99) plus a required Lively service plan.
• Lively Mobile2 All-in-One Medical Alert Wearable all-in-one medical alert device for seniors with automatic fall detection, GPS location tracking, and one-button access to 24/7 Urgent Response agents; waterproof design with belt clip and lanyard options; priced at $79.99 plus a service plan.

Quantifiable outcome

• 15-second average response time from urgent response agents

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

One partnership is on record.

• LyftcoreStrategic or Co-development PartnerLively Rides service integrates with Lyft to provide scheduled transportation for Lively customers. Users can request rides through Lively without needing a smartphone app, with the Lively team handling the scheduling. This partnership enables seniors who may not own smartphones to access ride-hailing services.

Scale indicators1 record

Direct peers

• Bay Alarm Medical: US medical alert provider offering in-home, mobile GPS, and smartwatch-style fall-detection devices on monthly subscriptions. Directly comparable to Lively Mobile2 on product mix and elderly buyer.
• Medical Guardian: Leading US direct-to-consumer medical alert system provider offering in-home and mobile devices with 24/7 monitoring. Highly comparable to Lively Mobile2 and the Urgent Response service line on product, target customer, and subscription model.
• Life Alert: Pioneer in the US personal emergency response category with a focus on seniors aging at home. Directly comparable to Lively on medical alert hardware, monitored urgent response service, and senior end-customer.
• MobileHelp: Provides cellular-connected mobile medical alert systems and in-home base stations with 24/7 monitoring. Directly comparable to Lively's mobile medical alert and urgent response subscription bundle.
• ADT Health: Medical alert and personal emergency response offering from ADT, leveraging the parent's home security footprint. Comparable to Lively on monitored emergency response for aging-in-place seniors.
• Consumer Cellular: MVNO focused on the 50+ demographic with simplified phones, large-button handsets, and AARP partnership. Directly comparable to the Jitterbug hardware line and senior cellular service plans.
• Philips Lifeline (Connect America): Long-established medical alert service for seniors with home-based and mobile options, now part of Connect America. Comparable to Lively on monitored personal emergency response and elderly end-customer.

Broad incumbents

• GreatCall (Verizon): Acquired by Verizon, originally offered the Jitterbug predecessor (GreatCall's Lively-branded phones) and senior-focused safety services. Closest historical competitor now operating inside a tier-1 carrier.
• Apple: iPhone, Apple Watch, and iOS accessibility features (fall detection, emergency SOS, hearing aid compatibility) increasingly address the senior segment that Lively targets with simplified hardware.

Others

• Uber: Mobility platform relevant to Lively Rides. While not a direct product competitor, it represents the broader ride-hailing alternative that Lively's Lyft-powered senior transport offering is built against.

Market position

Strengths5 records

Weaknesses5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/greatcall
• Xx.com/LivelySocial
• Facebookfacebook.com/LivelySoc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors6 records

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

M&A3 records

Investments

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

Frequently asked questions about Lively