What Marcel does

Marcel SAS is a French social-enterprise technology company, founded in late 2023 and headquartered in Mulhouse, that builds communication and coordination tools for elderly people with cognitive impairments (including Alzheimer's and dementia) and for the caregivers and care structures who support them. Its product portfolio comprises Marcel Tab, a dedicated Android tablet for individual seniors with automatic call answering via face detection or configurable timer and an accessibility-first interface; Marcel TV, a network of collective touchscreen displays (21", 32", 43") deployed in shared areas of care facilities; and a caregiver web/mobile application (app.marcel.family) for messaging, photo and video sharing, calendars, menus, and staff scheduling. The underlying technology originated as a fork of the open-source MagicMirror project developed in a Mulhouse fablab.

The company operates a dual-sided subscription business model. Families self-serve on a freemium tiered plan ranging from free (own tablet) to €12.50-25 per month including a Marcel Tab with optional 4G connectivity, with annual billing discounts. Professional structures (EHPAD, habitat inclusif, medico-social residences) subscribe to Marcel TV from €80 HT per month per structure on degressive volume pricing, with a free 3-month trial and free Marcel TV access bundled when beneficiary tablets are deployed. Hardware (tablets and screens) is sold directly. A B2B2C SAAD/AVS prescriber programme routes home-care workers as referral partners, while families and structures are also acquired through online demo booking, content marketing, and an interactive web simulator. All data is hosted in France on OVH SAS infrastructure under RGPD, and the company holds ESUS (Entreprise Solidaire d'Utilit\u00e9 Sociale) accreditation (obtained May 2025), which legally inscribes social utility in its bylaws.

Marcel targets the French medico-social market of roughly 1.3 million elderly people in medico-social housing and 11 million caregivers. The company employs 1-10 people including co-founders Tom Gueneau and Jean and lead developer Robin Pluviaux (hired early 2025), and is funded by a seed round with KS Groupe, Familles Solidaires, and Vincent Jallier alongside a €20,000 France Active grant and regional aid from Grand Est and BPI France. Marcel is currently operating only in France, primarily in the Grand Est region, with international expansion not indicated.

Name

Marcel

Legal name

Marcel SAS

Website

https://marcel.family

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Marcel SAS is a French social enterprise that builds accessibility-first tablets (Marcel Tab) and collective screens (Marcel TV) to keep elderly and cognitively impaired people connected with family caregivers and medico-social care structures across France.

Ownership category

akta.pro rank

Product category

Senior Care Communication Software

NAICS

Services for the Elderly and Persons with Disabilities (624120), Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051)

akta.pro primary industry

Dementia Companion & Engagement Care (HSABAEAA)

akta.pro secondary industries

Technology Assistance & Digital Support for Seniors (HSABAAAH), Assisted Living with Memory Care (Mixed Campus) (HLADABAB), Specialty CCRCs (e.g., Memory-Care-Focused, Veteran-Focused) (HLADAEAK), Smart Home & Assistive Technology Installation for Aging-in-Place (HSABAJAI)

Keywords

• Elderly care technology
• Cognitive accessibility software
• Medico-social communication platforms
• Remote family caregiving tools
• Care facility digital signage

Headquarters

HQ city

Mulhouse

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain, Operations

Revenue model

1. Family Subscription (tablet app): Monthly or annual subscriptions for families using Marcel with their own or a Marcel-provided tablet. Three tiers: Free (0€, own tablet), Complete (from €12.50/month, own tablet + video calls), Everything Included (from €25/month, Marcel tablet provided). Revenue is recurring subscription-based with annual billing discounts of two free months.
2. Professional Structure Subscription (Marcel TV): Monthly subscription for EHPAD, habitat inclusif, and other medico-social structures, starting at €80 HT/month per structure, with pricing degressive based on size. Includes access to collective screens, team management, resident tablets, and all professional modules.
3. Tablet Hardware Sales: Marcel Tab tablets sold directly at approximately €300 one-time purchase or €15/month rental. Professional screens sold from €500 (21"), €1,000 (32"), and €2,000 (43").
4. Professional AVS/SAAD Add-on: AVS and home care service (SAAD) workers access Marcel for free — their access is bundled when a family subscribes, creating a B2B2C revenue model where the family subscription funds professional access.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Marcel provides a digital communication and care-coordination platform for elderly and cognitively impaired people, centered on the Marcel Tab dedicated Android tablet and the caregiver Marcel app (web/mobile), which together enable automatic video calls, photo and voice message sharing, and shared calendars without requiring any technical action from the senior user. For professional care structures, Marcel TV offers collective touchscreen displays (21"–43") and modules for menus, activity planning, caregiver scheduling, secure messaging, and media galleries, centrally managed from a web dashboard.

Product overview

Marcel is a digital communication and care coordination platform designed to maintain connections between caregivers and seniors or people with cognitive impairments. The offering consists of two main hardware product lines — Marcel Tab (dedicated tablet for individual seniors) and Marcel TV/Écrans collectifs (collective screens for care establishments) — supported by a caregiver mobile/web app and a professional management interface for care facilities. For individual families, Marcel Tab is offered through tiered subscription plans ranging from free (0€/month, bring-your-own-tablet) to complete packages at 15–25€/month that include a pre-configured tablet with 4G connectivity. For care establishments (EHPAD, inclusive housing, assisted living), Marcel TV collective screens are available at 80€/month per structure, with a free 3-month trial period. The professional platform includes modules for shared calendars, activity planning, caregiver scheduling, daily menus, secure messaging, and media galleries. All offerings are anchored by accessibility-first design with features such as automatic call pickup via face detection, text-to-speech, and simplified interfaces for users with Alzheimer's or cognitive impairments.

Differentiator

Problem solved

Functional benefit

Brands

• Marcel Tab: Dedicated tablet for families to stay connected with elderly or disabled relatives, featuring automatic call answering, simplified interface, and photo sharing.

Products and services

• Marcel Tab Dedicated Android tablet hardware designed for seniors and people with cognitive impairments such as Alzheimer's. Features automatic call answering via face detection or configurable timer, an ultra-simplified interface with large pictograms, the Atkinson Hyperlegible font, voice synthesis, screen pinning, photo slideshows, and seamless family communication.
• Application Marcel (Application Aidant) Mobile and web application for family caregivers and care professionals to communicate with seniors on Marcel Tab. Enables video calls, photo and voice message sharing, event scheduling, and remote management of the senior's tablet.
• Marcel TV (Écrans collectifs) Collective digital display system for senior living facilities, EHPADs, and inclusive housing. Displays daily menus, activity schedules, resident photos, weather, and announcements in shared spaces, managed centrally from the Marcel professional web interface.
• Marcel Écran 21"/32"/43" Professional Touchscreens Professional-grade touchscreen displays for collective use in senior care facilities, available in 21" (from €500), 32" (from €1,000), and 43" 4K (from €2,000) sizes. Supports 10-point touch, WiFi/Ethernet and optional 4G, designed for continuous 24/7 operation in medico-social environments.
• Marcel TV Professional Subscription Professional subscription for EHPAD, habitat inclusif, and medico-social structures starting at €80/month per structure, with degressive pricing based on size. Includes access to collective screens, team management, resident tablets, and all professional modules. A free 3-month experimentation period is offered with full feature access, unlimited screens and residents, and no credit card required.

Quantifiable outcome

• Families report that elderly relatives call their family members autonomously for the first time in years after deploying Marcel.
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature8 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SemiacoreStrategic or Co-development Partner · 1 January 2023Marcel joined the Semia startup incubator in 2023 and completed a Starter Class programme to define core business model, customer targets, and product positioning. Semia is listed as a partner on the website.
• Quest for ChangeminorStrategic or Co-development PartnerListed as a partner on the Marcel website. Quest for Change is a network supporting social innovation projects.
• Coopérative des AidantscoreStrategic or Co-development PartnerListed as a partner on the website. The Coopérative des Aidants represents home care workers and is a co-development partner providing field expertise on caregiver needs, similar to the Familles Solidaires relationship.
• OpenCareLabminorStrategic or Co-development PartnerListed as a partner on the Marcel website. OpenCareLab is a care innovation lab contributing expertise on the intersection of technology and elderly care.
• Impact PositifminorStrategic or Co-development PartnerListed as a partner on the Marcel website. Impact Positif is a network or consultancy focused on positive-impact enterprises.
• OVH SAScoreTechnology or IntegrationOVH SAS provides web hosting and data storage services for Marcel's website and application data. All data is hosted in France on OVH infrastructure. Listed as technology partner and official hosting provider in the privacy policy.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Withings: French consumer health-tech company making connected health devices and platforms; an incumbent in the French connected-wellness category that could extend into elderly family-communication use cases.
• Clariane: European care group operating nursing homes, assisted living, and home care services across France, Germany, and beyond — comparable customer base to Marcel's EHPAD/habitat inclusif targets.
• Korian: One of Europe's largest nursing home and home care operators, with thousands of beds across France and a digital transformation agenda — represents both a major potential customer and a competitive threat if it builds in-house communication tools.
• Orpea: Major French and European nursing home operator (EHPAD, clinics, home care) serving a comparable elderly and dependent population — a natural enterprise customer and a competitor for in-room communication budgets.
• DomusVi: French EHPAD and home-care operator with a sizable medico-social footprint — a direct enterprise customer for Marcel TV and a possible builder of in-house equivalents.

Emerging players

• iactrie / Tikee: French digital companion and engagement platform aimed at seniors and care facilities — overlaps directly with Marcel's collective-screen and family-communication offering in the same French market.
• ianacare: Caregiver-support platform coordinating family caregivers, professionals, and care recipients — comparable to Marcel's B2B2C angle through home care workers but with a software-only model.
• ElliQ (Intuition Robotics): AI-driven companion device for older adults living independently, focused on proactive engagement and cognitive stimulation — overlaps with Marcel's dementia-engagement thesis via a different hardware form factor.
• Pria (Stanley Black & Decker): Companion robot for seniors that supports medication reminders, video calls, and engagement — addresses the same isolation and family-communication pain points Marcel targets, via a robotics form factor.

Direct peers

• GrandPad: US-based simplified tablet for seniors with one-touch video calling, photo sharing, and a managed network — the closest international analogue to Marcel Tab and its auto-answer, simplified-interface approach.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Marcel.family-care
• Facebookfacebook.com/profile.php?id=61551750367938
• LinkedInlinkedin.com/company/marcel-family
• Instagraminstagram.com/marcel.assistant

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Marcel