HomeMade
HomeMade is a Sydney-based registered Australian aged care provider that helps elderly Australians self-direct their government-funded home care through a digital platform connecting them with more than 3,500 verified service providers. It offers Self-Managed and Fully-Managed tiers and operates as part of the Attain Healthtech/Mable group.
- Company typePrivate
- Founded2014
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What HomeMade does
HomeMade, legally Self Managed Support Pty Ltd, is an Australian registered aged care provider headquartered in Sydney that helps elderly Australians self-direct their government-funded home care. The company operates two core products — Self-Managed and Fully-Managed services — under Australia's "Support at Home" program (effective 1 November 2025), enabling customers (and their families) to choose providers from a network of more than 3,500 verified service providers, manage budgets in real time, and route invoices through an online account portal. The platform integrates tightly with affiliate Mable's network of more than 21,000 support workers, and HomeMade is positioned within the broader Attain Healthtech group alongside Mable.
Under the hood, HomeMade runs a digital account-management platform with separate portals for customers (my.portal.homemadesupport.com.au) and service providers (serviceproviders.portal.homemadesupport.com.au), providing budget visibility, invoice management, and provider coordination. The platform also references optional AI tooling for analyzing support notes to flag potential health and wellbeing concerns, though this is described as forward-looking rather than a deployed product feature. Service offerings span domestic assistance, personal care, nursing, meal preparation, home and garden maintenance, social support, and shopping/errands.
HomeMade generates revenue via recurring subscription-style management fees on Self-Managed and Fully-Managed packages, with Fully-Managed carrying higher fees in exchange for end-to-end care plan and provider management. Pricing is benchmarked below the upper range of National Median Prices from an October 2025 survey of 300+ HCP providers, and the company advertises no hidden fees. The customer base is 100% consumer / SMB elderly Australians and their families, acquired through a direct-to-consumer channel mix of website/SEO, aged care expos, the My Aged Care referral pathway, and phone-based consultations. As of 2024 the business reports 5,000+ customers, 100% compliance with Aged Care Quality Standards, and a parent-level capital base of more than $115M (via Mable/Attain from General Atlantic and Ellerston Capital), with reporting suggesting the wider group is exploring strategic options at a ~$1 billion valuation.
HomeMade firmographics
Firmographics- Name
- HomeMade
- Legal name
- Self Managed Support Pty Ltd
- Website
- https://homemadesupport.com.au
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HomeMade is a Sydney-based registered Australian aged care provider that helps elderly Australians self-direct their government-funded home care through a digital platform connecting them with more than 3,500 verified service providers. It offers Self-Managed and Fully-Managed tiers and operates as part of the Attain Healthtech/Mable group.
- Ownership category
- akta.pro rank
HomeMade industry classification
Industry- Product category
- Home Care Services / Aged Care Management
- NAICS
- 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-Prepackaged Software (7372), Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Private Duty Personal Care Agencies (Non-Medical Home Care Providers) (HLADAGAL)
- akta.pro secondary industries
- Technology Assistance & Digital Support for Seniors (HSABAAAH), Senior/Accessibility Concierge & Companion Errands (HSACAIAO), Smart Home & Assistive Technology Installation for Aging-in-Place (HSABAJAI)
Keywords
Where HomeMade is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
HomeMade business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Package Management Services: HomeMade charges fees for managing Support at Home (formerly Home Care Package) funding on behalf of customers. They offer Self-Managed and Fully-Managed service options with different fee structures. The company pays service providers on behalf of customers and ensures timely payments.
- Service Provider Network Access: HomeMade provides access to a network of over 3,500 verified service providers. They charge fees for this access which are positioned as lower than many competitors, helping customers get more value from their funding.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Self-Managed option for customers who want full control over choosing service providers, schedules, and managing their budget directly. |
| Subscription | Monthly | Fully-Managed option with expert team handling care plan setup, provider selection, and ongoing management. |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
HomeMade product offering
Product offeringCore offering
HomeMade operates a digital platform that enables elderly Australians to self-manage or have fully managed their government-funded home care (Support at Home) packages. Customers access 3,500+ verified service providers covering personal care, nursing, domestic assistance, meal preparation, home and garden maintenance, social support, and shopping/errands, with tools for budget tracking, invoice management, and provider coordination.
Product overview
HomeMade is an Australian home care platform offering two service models: Self-Managed (giving customers control to choose providers, set schedules, and manage budgets) and Fully Managed (with HomeMade's team managing care delivery). The platform connects customers with a network of over 3,500 verified service providers offering domestic assistance, personal care, nursing, meal preparation, home/garden maintenance, shopping, and social support. The company operates as part of Attain Healthtech alongside affiliate platform Mable.
Differentiator
Problem solved
Functional benefit
Products and services
- Self-Managed Service A self-directed home care management option where customers choose their own support workers, set schedules, and control their Support at Home budget while receiving guidance and tools from HomeMade's expert team.
- Fully Managed Service A full-service home care option where HomeMade's expert team manages the care plan, finds and books service providers, and provides ongoing oversight while still offering customers choice and control over who delivers their support.
- Personal Care Assistance Hygiene and personal wellbeing support including showering, dressing, grooming, toileting, mobility assistance, and health monitoring delivered by qualified support workers.
- Nursing Care Services In-home clinical nursing care including wound care, medication management, blood pressure monitoring, catheter management, post-hospitalisation support, and palliative care.
- Meal Preparation and Nutrition Services Food preparation and nutrition support tailored to individual dietary needs, health conditions, and preferences, including meal planning, cooking assistance, and grocery shopping.
- Home and Garden Maintenance Aged care home maintenance and gardening services including lawn mowing, weeding, gutter clearing, light repairs, indoor cleaning, and minor safety checks.
- Domestic Assistance In-home domestic assistance for elderly customers covering household tasks such as cleaning, tidying, and other daily living support activities.
- Social Support and Companionship Companionship and socialisation services to help elderly customers stay connected, reduce isolation, and participate in community and social activities.
- Shopping and Errands Practical support with grocery shopping, errands, and other day-to-day tasks for elderly customers who need assistance outside the home.
- Service Provider Network Access Access to a curated network of 3,500+ verified service providers across Australia offering domestic assistance, companionship, nursing, personal care, meal preparation, home and garden maintenance, and shopping/errands services for aged care customers.
Quantifiable outcome
- Customers can access services at lower rates compared to National Median Prices from October 2025 survey of over 300 HCP providers
- +1 more outcomes
Companies that use HomeMade
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
HomeMade technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
HomeMade partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- MablecoreHomeMade integrates with Mable's platform (mable.com.au) which is part of the same group of companies. Mable provides the underlying technology platform connecting customers with over 21,000 independent support workers. HomeMade uses Mable for certain product offerings and to source support workers on behalf of customers. The relationship is described as an Affiliate relationship in HomeMade's privacy documentation.
- Attain HealthtechcoreHomeMade is a part of Attain Healthtech, a health technology company dedicated to helping people attain better outcomes. Attain Healthtech is the parent organization under which HomeMade operates as a subsidiary focused on home care support services.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
HomeMade competitors and assessment
Company assessmentBroad incumbents
- KinCare: Large, established Australian home care provider delivering government-funded in-home aged care services nationally. Competes for the same HCP/Support at Home customers with a more traditional delivery model.
- Bolton Clarke: One of Australia's largest not-for-profit aged care providers, with a sizable home care division. A broad incumbent offering in-home services alongside retirement living and residential care.
- BlueCare (UnitingCare Queensland): Major Australian aged care provider with a substantial home care arm delivering government-funded in-home aged care services. Competes for the same customer pool with broader service breadth.
Direct peers
- Mable: Direct affiliate and shared-platform provider. Mable runs the underlying marketplace of 21,000+ independent support workers that HomeMade integrates with for its Self-Managed customers, making it the closest functional peer even though it is also the same group.
- Home Instead Australia: Franchised in-home personal care provider for seniors across Australia, offering domestic assistance, personal care and companionship services aligned with the services HomeMade coordinates through its platform.
- Five Good Friends: Australian home care technology platform offering self-managed and fully-managed in-home care with a network of matched support workers, very comparable service tiers and customer segments to HomeMade.
- Hireup: Australian online platform connecting people with disability and aged care needs to independent support workers. Overlaps with HomeMade on the self-managed, marketplace-driven home care model and similar target customers.
Emerging players
- Resolve Care: Australia-based provider of self-managed home care package administration and care management, overlapping with HomeMade's core self-management pitch and target customers.
- Care Connect: Australian not-for-profit specializing in self-management of Home Care Packages/Support at Home funding — overlapping closely with HomeMade's Self-Managed value proposition.
Others
- myGov / My Aged Care: Government-run referral portal that directs Australians to approved home care providers including HomeMade. Functions as a primary acquisition channel and competitor/aggregator dependency for every provider in this space.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
HomeMade social profiles
Digital presenceHomeMade compliance and trust
Trust signalCompliance1 record
HomeMade financial estimates
Financial estimateRevenue estimate
Valuation estimate
HomeMade leadership team
Management profileNumber of profiles
HomeMade funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HomeMade 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 HomeMade
What does HomeMade do?
HomeMade operates a digital platform that enables elderly Australians to self-manage or have fully managed their government-funded home care (Support at Home) packages. Customers access 3,500+ verified service providers covering personal care, nursing, domestic assistance, meal preparation, home and garden maintenance, social support, and shopping/errands, with tools for budget tracking, invoice management, and provider coordination.
Is HomeMade a public or private company?
HomeMade is a private company. It is classified as venture growth investor backed and is currently operating.
When was HomeMade founded?
HomeMade was founded in 2014. It employs 11 to 50 people.
Where is HomeMade based?
HomeMade is headquartered in Sydney, Australia, in the Oceania region.
How does HomeMade make money?
Two revenue lines are on record. Package Management Services are the primary driver. The others are service Provider Network Access.
Who are HomeMade's main competitors?
Broad incumbents on record are KinCare, Bolton Clarke and BlueCare (UnitingCare Queensland). Direct peers are Mable, Home Instead Australia, Five Good Friends and Hireup. Emerging players are Resolve Care and Care Connect. myGov / My Aged Care is listed as an others.
Does HomeMade have an API?
No public API is recorded for HomeMade.
What industry is HomeMade in?
HomeMade's product category is Home Care Services / Aged Care Management. Its primary akta.pro industry code is HLADAGAL, Private Duty Personal Care Agencies (Non-Medical Home Care Providers), with a secondary code of HSABAAAH, Technology Assistance & Digital Support for Seniors. Its NAICS code is 624120 and its SIC code is 8082.