CareAbout
CareAbout is an Australian independent aged care placement service that matches families with vetted Support at Home providers, nursing homes, and respite care providers across Australia. The free, direct-to-consumer platform has served 135,000+ families through a national website, phone line, and AI-enabled matching directory.
- Company typePrivate
- Founded2017
- HeadquartersElsternwick, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What CareAbout does
CareAbout is an Australian independent placement and matching service that connects families with government-funded aged care providers. Founded in 2017 and headquartered in Elsternwick, the company operates a direct-to-consumer model with national coverage across all states and territories, reaching customers through its website (careabout.com.au), a national phone line (13 13 00), and online chat. Its core product is a questionnaire-driven matching platform that pairs families with vetted Support at Home (formerly Home Care Package) providers, nursing homes, CHSP services, and respite care options, supplemented by an AI-powered natural language matching tool on its directory covering 10,000+ Australian providers with published pricing.
The company's underlying technology stack combines a curated provider database with side-by-side pricing comparison, a structured multi-step intake funnel, interactive tools (Wait Time Estimator, Home Care Cost Calculator), and a 2025-launched AI matching layer. It is supplemented by content marketing, organic SEO, and a team of dedicated Care Advisers (led by the Head of Aged Care Adviser Team with 8+ years industry experience) who deliver high-touch human guidance. The platform has supported 135,000+ Australian families and accumulated 6,300+ Trustpilot reviews.
CareAbout's business model is an affiliate referral model: the service is free to consumers, and revenue is generated through referral arrangements with vetted aged care providers in its network. The company is privately held (CareAbout Pty Ltd), bootstrapped with no disclosed external funding, and operates as an independent intermediary that is separate from My Aged Care, helping consumers who have already been registered and assessed choose among approved providers. The company has 51–100 employees and has begun expanding into adjacent verticals such as NDIS provider referrals.
CareAbout firmographics
Firmographics- Name
- CareAbout
- Legal name
- CareAbout Pty Ltd
- Website
- https://careabout.com.au
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CareAbout is an Australian independent aged care placement service that matches families with vetted Support at Home providers, nursing homes, and respite care providers across Australia. The free, direct-to-consumer platform has served 135,000+ families through a national website, phone line, and AI-enabled matching directory.
- Ownership category
- akta.pro rank
CareAbout industry classification
Industry- Product category
- Aged Care Placement Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Other Individual and Family Services (624190), Home Health Care Services (62161)
- SIC
- Services-Health Services (8000), Services-Home Health Care Services (8082), Services-Social Services (8300), Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB)
Keywords
Where CareAbout is headquartered
LocationHeadquarters
- HQ city
- Elsternwick
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
CareAbout business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Referral/Matching Fees: CareAbout provides free placement and matching services to families seeking aged care. Revenue is generated through referral arrangements with vetted care providers in their network. The service is offered at zero cost to customers ('100% Obligation Free', 'Zero Additional Cost to You').
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free placement service for consumers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
CareAbout product offering
Product offeringCore offering
CareAbout is a free, independent home and aged care placement service operating across Australia. The company connects older Australians and their families with a vetted network of home care (Support at Home) providers, nursing homes, respite care services, and Commonwealth Home Support Programme providers through questionnaire-driven matching, expert human care advisers, and an AI-powered directory platform. The service is offered at no cost to consumers, with revenue generated through referral arrangements with approved care providers.
Product overview
CareAbout is a free, independent home and aged care placement service operating across Australia. The core offering is a questionnaire-driven matching platform (CareAbout Placement Service) that connects families with vetted Support at Home providers and nursing homes. This core platform is supplemented by an AI-powered natural language matching tool (AI Matching / Find Your Fit) on the CareAbout Aged Care Directory, interactive calculator tools (Wait Time Estimator and Home Care Cost Calculator), and guided navigation through the My Aged Care government system. The company helps users access the full spectrum of government-funded aged care including Home Care Packages (now transitioned to Support at Home with 8 levels), the Commonwealth Home Support Programme (CHSP), and respite care, as well as assistive technology and home modifications funding.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Care / Support at Home Placement Service
Quantifiable outcome
- 135,000+ families helped find quality aged care
- +3 more outcomes
Companies that use CareAbout
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles2 records
CareAbout technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
CareAbout partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Vetted Home Care Providers NetworkcoreCareAbout works exclusively with a carefully selected/vetted group of Support at Home providers across Australia. Providers are evaluated for customer-centricity, fair fees, and robust processes. This network enables CareAbout to match families with quality, trustworthy care providers in their area.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
CareAbout competitors and assessment
Company assessmentEmerging players
- Better Caring: Australian care marketplace platform where families can search and engage support workers and aged care providers. Comparable matching/marketplace mechanics in the Australian home and aged care space.
Direct peers
- Mable: Australian online platform connecting consumers with independent aged care and NDIS support workers. Operates as a marketplace in adjacent care categories (aged care, disability) with a similar consumer-matching proposition.
- Careseekers: Australian online marketplace connecting families with independent in-home care workers and aged/disability support providers. Directly comparable as a consumer-facing matching platform in the Australian home care space.
- Five Good Friends: Australian on-demand home care services platform that helps families arrange in-home aged and disability support, combining a matching/marketplace model with provider relationships. Comparable to CareAbout in target customer and home care focus.
- Aged Care Decisions: Australian aged care placement service that helps families find nursing homes and home care providers, often free to the consumer via referral relationships with providers. Closely mirrors CareAbout's core placement and matching model in the same regulatory environment.
Others
- KinCare: Large Australian home care provider operating across multiple states, offering government-funded and private in-home aged care services. Comparable as a downstream provider in CareAbout's vetted network, and indicative of provider-side scale.
- Aged Care Guide (DPS Publishing): Australian directory and resource site for aged care homes, home care, and retirement living. Comparable as an information and provider discovery resource that overlaps with CareAbout's directory and content marketing.
- HelloCare: Australian online news and resource platform covering the aged care sector with content on home care, nursing homes, and policy. Comparable as an adjacent content/discovery touchpoint for the same consumer base.
- Home Instead Australia: Network of locally owned home care providers across Australia delivering in-home aged care services under a national brand. Comparable as a downstream provider type in CareAbout's referral network.
Broad incumbents
- My Aged Care: Australian Government's official aged care portal where consumers register, get assessed, and access the provider directory. It is the underlying system CareAbout helps families navigate, and a potential incumbent competitor if it expands native matching features.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
CareAbout social profiles
Digital presenceCareAbout financial estimates
Financial estimateRevenue estimate
Valuation estimate
CareAbout leadership team
Management profileNumber of profiles
Profiles3 records
CareAbout funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CareAbout M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CareAbout
What does CareAbout do?
CareAbout is a free, independent home and aged care placement service operating across Australia. The company connects older Australians and their families with a vetted network of home care (Support at Home) providers, nursing homes, respite care services, and Commonwealth Home Support Programme providers through questionnaire-driven matching, expert human care advisers, and an AI-powered directory platform. The service is offered at no cost to consumers, with revenue generated through referral arrangements with approved care providers.
Is CareAbout a public or private company?
CareAbout is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CareAbout founded?
CareAbout was founded in 2017. It employs 11 to 50 people.
Where is CareAbout based?
CareAbout is headquartered in Elsternwick, Australia, in the Oceania region.
How does CareAbout make money?
One revenue line is on record: referral/Matching Fees.
Who are CareAbout's main competitors?
Better Caring is listed as an emerging player. Direct peers are Mable, Careseekers, Five Good Friends and Aged Care Decisions. Others are KinCare, Aged Care Guide (DPS Publishing), HelloCare and Home Instead Australia. My Aged Care is listed as a broad incumbent.
Does CareAbout have an API?
No public API is recorded for CareAbout.
What industry is CareAbout in?
CareAbout's product category is Aged Care Placement Services. Its primary akta.pro industry code is HSABAIAB, Care Navigation & Service Coordination (Medical, Social, Community). Its NAICS code is 624120 and its SIC code is 8000.