Aged Care Online

What Aged Care Online does

Aged Care Online is a privately-held Australian online directory platform, founded in 2004 and headquartered in Noble Park, Victoria, that connects families seeking aged care services with residential aged care providers, home care service operators, and retirement village operators across Australia. The platform operates as a two-sided B2B2C marketplace: consumer-side families use the directory free of charge to search, compare, and enquire about care options nationwide, while provider-side aged care operators pay for advertising placements and lead generation services. The company also operates a companion sub-brand, Retirement Living Online, focused on retirement villages and independent living communities. Headcount is in the 1-10 range and the legal entity is independently held with no disclosed parent company, institutional investors, or PE backing.

The platform is built on a location-structured directory architecture covering every Australian state and major suburb, supplemented by several proprietary features. These include an industry-first Bed Vacancy Register for real-time posting of permanent and respite vacancies with RAD/DAP pricing display, a consumer review system with moderation and provider response capability, and a Zapier-integrated API that routes enquiries directly into provider CRM systems including Salesforce, HubSpot, Pipedrive, Zoho CRM, Insightly, and over 3,000 additional Zapier-supported applications. The company generates revenue through tiered subscription advertising (Priority Listings and Featured Listings), banner advertising, performance-based pay-per-enquiry fees, integrated job board postings, sponsored editorial content, and a paid Care Concierge consultation service priced at A$385 per initial engagement. Marketing reach is anchored by an organic SEO footprint, a 60,000+ monthly website visitor base, a 10,000+ subscriber newsletter, and approximately 13,500 social media followers, with a national sales team supporting provider-side relationships.

Strategically, the company has progressively diversified beyond classic display advertising into operational tooling (vacancy management), trust infrastructure (consumer reviews), and direct consumer monetization (concierge navigation), while building ecosystem connectivity through CRM integration. The directory remains geographically Australia-only with no disclosed international expansion intent, and the business is privately held with no reported funding rounds, acquisitions, or material leadership changes in the available data.

Name

Aged Care Online

Legal name

Aged Care Online

Website

https://agedcareonline.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Aged Care Online is a privately-held Australian online directory connecting families seeking residential aged care, home care, and retirement living services with providers, monetizing via tiered advertising subscriptions, job postings, pay-per-enquiry, and a paid care navigation concierge.

Ownership category

akta.pro rank

Product category

Aged Care Directory and Marketplace

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

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

akta.pro secondary industries

Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL), Senior Living & 55+ Community Brokerage (BPAJAAAH)

Keywords

• Aged care directory
• Residential care listings
• Home care services
• Retirement living directory
• Aged care advertising

Headquarters

HQ city

Noble Park

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Priority Listings: Premium provider directory listings including name, phone, website, address, logo, 300 words of copy, unlimited images, email enquiry form, room/vacancy listings, ranking above basic listings, and free aged care reviews access.
2. Featured Listings: Enhanced listings appearing higher than priority listings in all search results, securing top search ranking positions for suburbs where facilities are located, generating more leads and enquiries.
3. Banner Advertising: Customized banner campaigns on highly trafficked website pages to promote specific facilities, services, or events for branding and sales purposes.
4. Job Advertisements: Aged care job board for recruiting care workers, support staff, nursing, and allied health professionals via integrated talent acquisition platform.
5. Pay Per Enquiry: Performance-based advertising model where providers pay based on enquiries received from the platform.
6. Care Concierge Services: Personalized aged care navigation service at $385 for initial consultation, helping families understand care needs, funding pathways, and provider comparisons. Additional premium packages available.
7. News Stories and Advertorials: Sponsored content opportunities for providers to share news stories and advertorials on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Aged Care Online operates a national online directory and marketplace connecting Australian families with residential aged care homes, home care providers, and retirement villages. It generates revenue by selling advertising placements (priority listings, featured listings, banner ads, job ads) to aged care providers, complemented by an industry-first Bed Vacancy Register, a consumer reviews platform, and a paid Care Concierge navigation service ($385 per consultation).

Product overview

Aged Care Online operates as a comprehensive online directory and marketing platform for the Australian aged care sector, offering a suite of interconnected products and services. The core offering is the Aged Care Online Directory—a national database of residential aged care homes, home care providers, and retirement villages. This is supported by the Aged Care Room/Vacancy Register (the first bed vacancy system in Australian aged care), the consumer-facing Aged Care Reviews platform, and the companion Retirement Living Online sub-brand. For providers, the company offers tiered advertising options including Priority Listings, Featured Listings, and Banner Advertising, plus an Aged Care Jobs board for recruitment. The premium Care Concierge service provides personalized navigation assistance for families. The company has developed an API integrated with Zapier for CRM connectivity, enabling lead tracking for advertising clients.

Differentiator

Problem solved

Functional benefit

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• ZapiercoreTechnology or IntegrationZapier integration enables automated enquiry tracking from Aged Care Online listings to provider CRM systems. Supports 3,000+ apps including Salesforce, Pipedrive, Zoho CRM, HubSpot, and others. This integration helps providers track lead journeys from the directory.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• CareAbout: Australian home care matching service connecting families with in-home aged care providers. Closely aligned business model — directory plus personalized matching/concierge — though more focused on home care than residential care.
• Aged Care Guide: Australian directory of residential aged care facilities, home care, and retirement villages offering searchable listings and provider advertising. Directly competes with Aged Care Online in the same product category and customer base within Australia.
• Retirement Living Online: Australian retirement village directory offering searchable listings and provider advertising. Note: this brand is operated as a sub-brand by Aged Care Online, included here for context on the retirement village directory segment.

Broad incumbents

• Caring.com: US senior care directory and reviews platform covering assisted living, home care, and nursing homes. Closely aligned product offering and advertising-based revenue model, though operating in North America.
• A Place for Mom: Largest US-based senior living referral and directory platform with national network of advisors. Comparable directory plus concierge model, but operates at much greater scale in a different geography.
• Starts at 60: Large Australian media and community platform targeting the over-60 demographic with content, forums, and advertising. Adjacent audience but much broader scope than aged care-specific matching.

Regional players

• My Aged Care: Australian government-run aged care portal providing the official entry point for families seeking care assessment and provider information. Operates only in Australia and competes directly for consumer attention, though it is a public service rather than a commercial marketplace.

Emerging players

• HelloCare: Australian aged care news, content, and community platform serving families and care workers. Partial overlap as a content-driven audience-builder in the same vertical, with potential to expand into provider matching.
• Oneflare: Australian online marketplace connecting customers with local service providers across home and personal services. Adjacent marketplace model with similar lead-generation mechanics, though not aged-care specific.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Aged_CareOnline
• Facebookfacebook.com/agedcareonline

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Aged Care Online