Motivity Care

What Motivity Care does

Motivity Care is a U.S.-based, founder-led SaaS and services company that provides an adult caregiving coordination platform targeting families managing care for aging parents, disabled relatives, or individuals facing health crises, as well as corporate employers offering caregiving benefits to their workforce. The platform combines three components: a HIPAA-compliant, SOC 2 Type 2-certified cloud-based technology hub for documents, schedules, and family communication; a dedicated Concierge Manager service providing human-led advocacy and coordination; and a vetted network of pre-screened lawyers, medical professionals, and service providers. Coverage spans four pillars — medical, legal, financial, and personal care — intended to consolidate what is otherwise a fragmented set of providers, records, and decisions.

Name

Motivity Care

Legal name

Motivity Care

Website

https://motivitycare.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Motivity Care is a U.S. SaaS and concierge services company that provides a HIPAA-compliant, four-pillar caregiving coordination platform for families managing adult care and for employers offering caregiving benefits to their workforce.

Ownership category

akta.pro rank

Product category

Caregiving Management Software

NAICS

Services for the Elderly and Persons with Disabilities (624120), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300), Services-Prepackaged Software (7372)

akta.pro primary industry

Family Caregiver Coaching, Education & Support (HSABAIAI)

akta.pro secondary industries

Caregiver Support, Coaching & Training (HLADALAG), Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)

Keywords

• Caregiving management platform
• Concierge care services
• Family caregiver support
• Employee benefits programs
• Care coordination software

Headquarters

HQ city

Blooming Grove

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual Subscription Plans: Monthly subscription tiers (Standard $23/mo, Enhanced $35/mo) providing platform access, concierge services, and vetted professional resources. Annual billing available at discounted rates. Concierge services are add-on at 10% discount for Enhanced tier subscribers.
2. Consultation Services: One-hour paid consultation at $139 providing dedicated time to analyze caregiving situations and map out next steps. Free 15-minute intro calls for lead generation.
3. Corporate Employee Benefits: Scalable caregiving support packages for enterprise clients including platform access, concierge services, educational resources, workshops, and vetted professional resources for entire workforces. Executive benefits include priority concierge access and comprehensive care planning.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Motivity Care provides an integrated caregiving ecosystem that centralizes and coordinates adult caregiving across four pillars—medical, legal, financial, and personal. Its core offering combines the Motivity Care Platform (a HIPAA-compliant, bank-level-encrypted SaaS hub for documents, schedules, and real-time family communication), a Dedicated Concierge Manager (a personal care advocate), and access to a vetted network of pre-screened lawyers, medical professionals, and service providers. The offering is delivered through individual/family subscriptions and corporate employee/executive benefits packages.

Product overview

Motivity Care offers a unified caregiving ecosystem combining three core components: the Motivity Care Platform (secure technology hub), Dedicated Concierge Manager (personal care advocacy service), and Vetted Resources & Professionals (pre-screened professional network). The platform is offered through Standard ($23/month) and Enhanced ($35/month) subscription plans for individual/family users, plus consultation services (free 15-minute intro calls and $139 one-hour consultations). Corporate solutions include Employee Benefits and Executive Benefits packages for organizational deployment.

Differentiator

Problem solved

Functional benefit

Products and services

• Motivity Care Platform Secure, HIPAA-compliant cloud-based caregiving hub that centralizes medical, legal, financial, and personal caregiving information for individual/family caregivers and corporate clients. Includes document, video, photo, URL, and schedule storage with real-time family communication and care coordination.
• Dedicated Concierge Manager
• 15-Minute Intro Call
• One-Hour Consultation
• Employee Benefits
• Executive Benefits

Quantifiable outcome

• 70% of older adults will need long-term care
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Global Women 4 Wellbeing (GW4W)minorOthersMotivity Care founder Mim Senft is a founding member of Global Women 4 Wellbeing (GW4W), a global non-profit organization passionate about healthy female leadership. GW4W provides an internationally inclusive platform that supports and re-empowers women leaders. Mim's involvement aligns with her caregiving advocacy work.

Scale indicators10 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Homethrive: Homethrive is a caregiving support platform offering self-serve digital tools plus live guides for families and employer-sponsored plans. Direct overlap with Motivity Care's value pillars and dual consumer/enterprise GTM.
• Wellthy: Wellthy is the closest direct competitor: a care coordination platform serving both families and corporate employers with dedicated care experts and a tech-enabled workflow. Both companies target the same dual B2C/B2B audience with a subscription-plus-human-service model.
• Ianacare: Ianacare is a caregiver benefits platform for employers and health plans, providing peer support, expert guidance, and care coordination. Competes in the same corporate caregiving benefits category with comparable self-serve plus human support mechanics.
• Givers: Givers is a caregiver support platform offering expert coaching, on-demand resources, and employer-sponsored plans for working family caregivers. Closely matches Motivity Care's positioning and corporate benefits motion.
• Cleo: Cleo is a global family benefits platform combining expert guidance, technology, and curated provider networks for working families and employers. Targets the same B2B buyer (HR/benefits leaders) with a comparable concierge-plus-tech model.
• Cariloop (formerly Torchlight): Cariloop is a caregiver support platform with dedicated Care Coaches helping families navigate caregiving across health, legal, and financial domains. Overlaps directly with Motivity Care's concierge-plus-platform offering and shared employer benefits GTM.

Others

• Family Promise: Family Promise is a national nonprofit addressing family homelessness and stabilization through coordinated community services. While focused on a different population, it shares the same case management and resource coordination DNA that underpins Motivity Care's concierge model.

Broad incumbents

• Care.com: Care.com is the largest marketplace connecting families with caregivers across senior care, child care, and special needs. While it offers a broader consumer marketplace rather than Motivity Care's coordinated ecosystem, it competes for the same household caregiver budget and brand awareness.
• AARP Resources for Caregivers: AARP is the dominant incumbent serving the 50+ population with caregiving resources, education, and benefit partnerships. While not a paid service, it competes for the same audience's attention and provides free education that sets buyer expectations for paid services like Motivity Care.

Emerging players

• Eldera: Eldera is an emerging intergenerational companion platform connecting older adults with vetted companions for connection and support. Adjacent to Motivity Care's personal care pillar with overlap in the older-adult engagement and family communication use cases.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Motivity Care