Age Up Health

What Age Up Health does

Age Up Health is a private Australian home care services provider based in Carrum Downs, Victoria, operating under the national Support at Home program, the National Disability Insurance Scheme (NDIS), and private-pay arrangements. The company delivers in-home aged care and disability support to elderly Australians (primarily 65+, with Aboriginal and Torres Strait Islander clients eligible from 50+) across Melbourne's eastern and south-eastern suburbs, including Lilydale, Hawthorn, Box Hill, Epping, Ferntree Gully, Ringwood, Doncaster, and Clayton. Service offerings span personal care, daily living assistance, nursing and allied health, social connection and transport, home modifications, respite care, and care management, delivered by locally based care partners and support staff rather than call-centre-mediated rostering.

The business model is primarily funded through government home care packages, with per-participant funding of up to approximately AUD 78,000 annually distributed across eight Support at Home funding levels. Age Up caps its care management fee at 10% of quarterly funding and does not charge a separate package management fee, instead absorbing administrative costs into all-inclusive hourly service rates. Private-pay and NDIS revenue streams supplement the government-funded core, providing modest diversification. Customer acquisition combines direct outreach (phone, website inquiry forms, free consultations) with referral pathways through My Aged Care and local health networks, and a content-led funnel built around factsheets, Switcher's Guides, and FAQ resources.

The company was founded by Grace Petherick following a personal experience with inadequate care delivery to her grandparents by a large national provider, and operates as a regionally focused brand within the Kinyara Health portfolio, which provides organisational infrastructure and governance. The technology stack is unstated: the company relies on conventional service delivery with no disclosed proprietary platforms, AI tooling, or technology partnerships. Two non-dilutive funding rounds (Skalata, 2020; LaunchVic, 2022) are recorded; no revenue, valuation, or headcount growth figures are publicly disclosed.

Name

Age Up Health

Legal name

Age Up Health

Website

https://ageuphealth.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Age Up Health is a Melbourne-based private home care provider delivering Support at Home, NDIS, and private-pay aged care and disability services to elderly Australians across the city's eastern and south-eastern suburbs, backed by Kinyara Health.

Ownership category

akta.pro rank

Product category

Home Care Services

NAICS

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

SIC

Services-Home Health Care Services (8082), Services-Social Services (8300)

akta.pro primary industry

Companion Care & Social Support (non-clinical) (HLADAGAB)

akta.pro secondary industry

Conversation, Cognitive Stimulation & Activity Facilitation (HSABAAAB)

Keywords

• Home care services
• Aged care support
• Support at home
• Personal care assistance
• Disability support services

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Government-Funded Home Care (Support at Home): Age Up Health generates revenue primarily through government-funded home care packages under Australia's Support at Home program. The company receives funding from the Australian government to provide aged care services to eligible Australians aged 65+ (or 50+ for Aboriginal/Torres Strait Islander backgrounds). Funding levels range up to $78,000 annually across 8 funding levels.
2. Private Pay Home Care Services: The company offers private care services for clients who may not be eligible for government funding or who wish to supplement their funded care with additional services. Private clients pay out-of-pocket for services.
3. NDIS Services: Age Up Health provides services under the National Disability Insurance Scheme (NDIS), generating revenue from disability support funding for eligible participants.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Age Up Health provides government-funded and private home care services to elderly Australians under the Support at Home program, plus NDIS disability support. Its core offering is personalised in-home care delivered by locally based care teams, covering daily living assistance, personal care, nursing and allied health, domestic help, meal preparation, social connection, transport, respite care, and home modifications, supported by expert care planning and budget management.

Product overview

Age Up Health provides a unified home care service platform focused on the Australian Support at Home program. The core offering is personalized home care services including daily living assistance, health and wellbeing support, personal care, social connection, and respite care. The company offers an integrated suite of educational resources (factsheets, quick guides, switcher's guides) to support clients through the home care funding process. All services are delivered by locally-based care teams with direct client access to care partners, emphasizing consistent familiar faces and flexible, person-centered care planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Support at Home Services Government-funded aged care program providing home care services including daily living assistance, health and wellbeing support, personal care, social connection, safety and home modifications, and respite care for elderly Australians.
• Care Planning and Management Care planning and management service helping clients choose appropriate support, develop care plans, and manage budgets to maximize home care funding benefits.
• Nursing and Allied Health Services Clinical services including nursing care, medication support, physiotherapy, podiatry, and occupational health services delivered by qualified healthcare professionals.
• Personal Care Services Assistance with personal hygiene, grooming, dressing, showering, and toileting support to help clients feel at their best.
• Daily Living and Domestic Assistance Help with cleaning, light household duties, shopping, meal preparation, food services, and gardening maintenance.
• Social Connection and Transport Companionship, conversation, and transport services to social activities and medical appointments.
• Respite Care Support services available for regular carers and family members needing extra help or time for activities outside the home.
• Home Modifications and Safety Equipment Safety equipment, bathroom modifications, and home adaptations to keep clients safe and independent at home.
• NDIS Disability Support Services Disability support services delivered under the National Disability Insurance Scheme, including support coordination, daily living assistance, community participation, and health and wellbeing services for eligible NDIS participants.
• Private Pay Home Care Services Private home care services for clients who are not eligible for government funding or wish to supplement their funded care with additional services, paid out-of-pocket.

Quantifiable outcome

• Care management fees capped at 10% (previously could be higher), no package management fees, resulting in more funding available for direct care services
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Kinyara HealthcoreStrategic or Co-development PartnerAge Up Health is backed by Kinyara Health, which provides organizational support, infrastructure, and governance standards. Kinyara Health is referenced as providing the highest care standards backing for Age Up Health's local team focused on clients.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Regis Healthcare: Large ASX-listed aged care provider with residential facilities and home care services. Comparable in providing aged care services to elderly Australians, including home care packages, though predominantly a residential operator.
• Estia Health: Large ASX-listed residential aged care operator that has expanded into home care services. Overlapping only on the home care/Support at Home delivery side; primarily a residential aged care competitor for client acquisition.
• Australian Unity Home Care: Mutual organisation offering home care, NDIS, and broader health services across Australia. Overlaps with Age Up Health on Home Care/Support at Home delivery, with a much larger national footprint.
• Bolton Clarke: Major Australian not-for-profit provider of home care, retirement living, and residential aged care services. Overlaps with Age Up Health on the home care and Support at Home delivery side, but operates across the full continuum including facilities.
• KinCare: One of Australia's largest in-home care providers, delivering government-funded Home Care Packages and private services nationally. Directly comparable as a same-category home care specialist, but at significantly greater scale and geographic reach than Age Up Health.
• Mercy Health: Large Catholic health and aged care operator running home care, retirement living, and residential aged care across multiple Australian states. Comparable on home care delivery and Support at Home participation, broader scope overall.

Emerging players

• Five Good Friends: Australian in-home care and NDIS provider using a tech-enabled matching platform to deliver aged and disability support. Comparable in target customer and service offering, with a distinct technology-led model.

Direct peers

• Care Connect: Not-for-profit home care package provider focused on helping elderly Australians navigate My Aged Care and access Support at Home funding. Closely aligned with Age Up Health in service scope, target demographic, and consumer-education-led marketing approach.
• Simply Helping: Australian in-home care provider offering domestic assistance, personal care, and aged care support across multiple states. Directly comparable service mix and small-to-mid scale profile to Age Up Health.
• Home Instead Australia: National home care specialist focused on personalised in-home support for elderly Australians, including personal care, companionship, and dementia care. Highly comparable service mix and target customer to Age Up Health.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ageuphealth
• LinkedInlinkedin.com/company/age-up-health

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

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 Age Up Health