Lively
Lively, a Best Buy Health subsidiary, designs and sells senior-focused mobile phones (Jitterbug Flip/Smart series, RAZ Memory), medical alert devices, and bundled monthly services (Urgent Response, caregiver monitoring, Lyft rides) directly to older adults and their family caregivers.
- Company typePrivate
- Founded2006
- HeadquartersNot specified, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lively does
Lively from Best Buy Health is a senior-focused connected health and consumer technology business that designs and sells simplified mobile phones, medical alert devices, and bundled safety services targeting older adults and their caregivers. Its core product portfolio includes the Jitterbug Flip2/Flip3 flip phones, Jitterbug Smart4/Smart5 simplified-interface smartphones, the RAZ Memory Cell Phone for users with dementia or cognitive decline, and the Lively Mobile2 all-in-one medical alert device with GPS and fall detection. Supporting services include Urgent Response (24/7 button-press connection to certified agents), Lively Link (a smartphone app providing caregivers with movement and wellbeing updates), Lively Rides (Lyft-powered transportation scheduling), Ask Lively (device and general assistance), and tiered SIM/eSIM mobile service plans. The offering operates as a bundled ecosystem where hardware purchases require an accompanying Preferred or Premium service plan, creating hardware-plus-recurring-service revenue mechanics.
The company's underlying technology centers on safety-and-security architecture (GPS-enabled medical alerts, certified-agent response workflows) and senior-tuned hardware/UI (large buttons, simplified menus, loud speakers, remote caregiver management for memory care), rather than on proprietary AI/ML. It distributes through a direct-to-consumer e-commerce storefront (shop.lively.com), a phone-based inside-sales channel (800-918-8543), self-service activation (activation.lively.com), and physical retail inside Best Buy stores under the Best Buy Health umbrella — leveraging the parent's nationwide footprint and brand equity.
Lively is a privately held subsidiary/brand of Best Buy Health (a division of NYSE-listed Best Buy Co., Inc., BBY), headquartered implicitly in the United States with U.S.-based advisors and Urgent Response agents. Revenue is generated from one-time hardware sales ($39.99–$148.47 per device, often discounted), monthly recurring service subscriptions (Preferred/Premium tiers), and recurring SIM/eSIM connectivity plans (Talk & Text at ~$2/mo, 5GB at $45/3 months, Unlimited at $90/3 months). The company maintains no independent venture/PE funding; operations are integrated within Best Buy's health segment, which is treated as a strategic growth area by the parent.
Lively firmographics
Firmographics- Name
- Lively
- Legal name
- Lively from Best Buy Health
- Website
- https://mylively.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lively, a Best Buy Health subsidiary, designs and sells senior-focused mobile phones (Jitterbug Flip/Smart series, RAZ Memory), medical alert devices, and bundled monthly services (Urgent Response, caregiver monitoring, Lyft rides) directly to older adults and their family caregivers.
- Ownership category
- akta.pro rank
Lively industry classification
Industry- Product category
- Senior Mobile Devices and Medical Alert Systems
- 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-Telephone Interconnect Systems (7385)
- akta.pro primary industry
- Technology Assistance & Digital Support for Seniors (HSABAAAH)
- akta.pro secondary industry
- Remote Adherence Monitoring & Smart Dispenser Services (HSABALAI)
Keywords
Where Lively is headquartered
LocationHeadquarters
- HQ city
- Not specified
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lively business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Hardware Sales: Sale of senior-friendly cell phones (Jitterbug Flip, Smart series) and medical alert devices. One-time hardware purchase with required Lively service plan.
- Service Plan Subscriptions: Monthly service plans required for phone and medical alert functionality, including access to Urgent Response, Lively Link, and other premium services. Plans include Preferred and Premium tiers.
- SIM/eSIM Sales: Sale of SIM cards and eSIM starter kits with various data and talk/text options including 3-month service terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Jitterbug Flip3 - Basic flip phone for seniors |
| Unit Pricing | Pay-as-you-go | Jitterbug Smart5 - Smartphone for seniors |
| Unit Pricing | Pay-as-you-go | Jitterbug Smart4 - Budget smartphone for seniors |
| Unit Pricing | Pay-as-you-go | Jitterbug Flip2 - Entry-level flip phone |
| Subscription | Multi-year contract | SIM/eSIM 5GB Data Plan |
| Subscription | Multi-year contract | SIM/eSIM Unlimited Plan |
| Subscription | Monthly | SIM/eSIM Talk and Text |
| Unit Pricing | Pay-as-you-go | Flip3 Essentials Kit |
| Unit Pricing | Pay-as-you-go | Smart5 Kit with Screen Protector and Case |
| Subscription | Monthly | Service Plans - Preferred and Premium |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Lively product offering
Product offeringCore offering
Lively sells senior-friendly mobile phones (Jitterbug Flip and Smart series, plus the RAZ Memory Cell Phone) and an all-in-one medical alert device (Lively Mobile2), bundled with required monthly service plans that include 24/7 Urgent Response emergency call routing, a caregiver monitoring app (Lively Link), Lyft-powered ride scheduling (Lively Rides), and concierge device support (Ask Lively). The offering is targeted at older adults and their caregivers and is distributed through shop.lively.com, phone sales, and Best Buy retail stores.
Product overview
Lively from Best Buy Health is a senior-focused technology company offering a portfolio of simplified mobile phones (Jitterbug Flip and Smart series), medical alert devices (Lively Mobile2), and associated services. The product line includes feature phones (Flip2, Flip3) and smartphones (Smart4, Smart5, RAZ Memory Cell Phone) designed specifically for seniors with large buttons, simplified interfaces, and accessibility features. Supporting services include Urgent Response (24/7 emergency support), Lively Link (caregiver notification app), Lively Rides (Lyft integration for transportation), and Ask Lively (concierge support). The company operates on a bundled model requiring Lively service plans for core features, with plans available in 5GB, unlimited data, and talk-and-text tiers.
Differentiator
Problem solved
Functional benefit
Brands
- Jitterbug: Product line of cell phones designed for seniors, including Flip2, Flip3, Smart4, Smart5 models.
- Lively Mobile2
- RAZ Memory Cell Phone
Products and services
- Jitterbug Flip3 64GB Cell Phone for Seniors A simplified flip phone designed for seniors with large buttons, simple navigation, loud speaker, and 64GB storage; sold in Red and Black and requiring a Lively service plan for full functionality.
- Jitterbug Smart5 128GB Smartphone for Seniors A simplified smartphone for seniors featuring 128GB storage, large icons, and a streamlined interface; requires a Lively service plan for activation.
- Jitterbug Flip2 16GB Cell Phone for Seniors An entry-level 16GB flip phone for seniors with simplified functionality and large buttons; requires a Lively service plan.
- Jitterbug Smart4 32GB Smartphone for Seniors A budget-friendly 32GB smartphone for seniors with a simplified interface and large icons; requires a Lively service plan.
- RAZ Memory Cell Phone (64GB) A cell phone specifically designed for seniors with dementia, cognitive decline, vision loss, or tech aversion, featuring remote caregiver control capabilities and a simplified interface.
- Lively Mobile2 All-in-One Medical Alert An all-in-one medical alert device with GPS tracking and fall detection for senior safety, sold as hardware at $79.99 with required Lively service plan.
- Lively SIM/eSIM Service Plans Mobile network service plans offered as SIM or eSIM starter kits with three tiers: 5GB Data with unlimited talk and text ($45 for 3 months), Unlimited data with unlimited talk and text ($90 for 3 months), and a Talk and Text plan ($2 per month). Plans include access to Lively services.
Quantifiable outcome
- Save up to 60-65% on select Jitterbug phones during sales
Companies that use Lively
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Lively technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Lively partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Best Buy HealthcoreLively operates as a brand under Best Buy Health. The company leverages Best Buy's retail infrastructure, brand recognition, and resources to distribute senior-focused phones and medical alert systems. Lively's e-commerce site explicitly markets 'Lively from Best Buy Health' and links to bestbuyhealth.com. Best Buy careers page lists Lively/Best Buy Health job openings.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Lively competitors and assessment
Company assessmentDirect peers
- Life Alert: Iconic U.S. medical alert and emergency response company offering in-home and mobile personal emergency response systems for seniors. Directly competes with Lively Mobile2 and Urgent Response services.
- Bay Alarm Medical: Senior-focused medical alert company offering in-home, mobile, and GPS-enabled devices with 24/7 U.S.-based monitoring. Directly competes with Lively on device-and-monitoring subscription bundles.
- Consumer Cellular: U.S. wireless carrier specializing in simplified cell phones and plans for seniors, a near-direct overlap with Lively's Jitterbug phone line and consumer base.
- Alert1: U.S. medical alert provider offering in-home and mobile PERS systems with optional fall detection. Directly comparable subscription-based service competing with Lively Mobile2.
- Medical Guardian: Leading U.S. medical alert provider offering in-home and on-the-go personal emergency response systems with 24/7 monitoring. Closely comparable to Lively's medical alert product line and subscription model.
- MobileHelp: Provider of mobile and in-home medical alert systems with GPS and fall detection. Overlaps directly with Lively Mobile2 and offers comparable subscription-based monitoring.
- Connect America: Provider of personal emergency response systems and connected health solutions for seniors and at-risk populations. Directly competes with Lively's medical alert and monitoring offerings.
Emerging players
- Aloe Care Health: Tech-forward smart medical alert and eldercare company offering voice-activated in-home and mobile safety devices with caregiver dashboards. Represents the modern, connected-care competitor to Lively's legacy alert services.
Broad incumbents
- TracFone / Straight Talk: Major prepaid wireless carrier offering low-cost phones and plans that frequently overlap with the price-sensitive senior segment. Competes with Lively on entry-level cell phones and SIM service plans.
- ADT Health: Health-focused arm of ADT, the large home security company, offering medical alert and personal emergency response services. Competes with Lively in the medical alert category while leveraging a much larger security-services platform.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Lively social profiles
Digital presenceLively financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lively leadership team
Management profileNumber of profiles
Lively funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lively 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 Lively
What does Lively do?
Lively sells senior-friendly mobile phones (Jitterbug Flip and Smart series, plus the RAZ Memory Cell Phone) and an all-in-one medical alert device (Lively Mobile2), bundled with required monthly service plans that include 24/7 Urgent Response emergency call routing, a caregiver monitoring app (Lively Link), Lyft-powered ride scheduling (Lively Rides), and concierge device support (Ask Lively). The offering is targeted at older adults and their caregivers and is distributed through shop.lively.com, phone sales, and Best Buy retail stores.
Is Lively a public or private company?
Lively is a private company. It is classified as corporate owned and is currently operating.
When was Lively founded?
Lively was founded in 2006. It employs 11 to 50 people.
Where is Lively based?
Lively is headquartered in Not specified, United States, in the North America region.
How does Lively make money?
Three revenue lines are on record. Hardware Sales are the primary driver. The others are service Plan Subscriptions and SIM/eSIM Sales.
Who are Lively's main competitors?
Direct peers on record are Life Alert, Bay Alarm Medical, Consumer Cellular, Alert1, Medical Guardian, MobileHelp and Connect America. Aloe Care Health is listed as an emerging player. Broad incumbents are TracFone / Straight Talk and ADT Health.
Does Lively have an API?
No public API is recorded for Lively.
What industry is Lively in?
Lively's product category is Senior Mobile Devices and Medical Alert Systems. Its primary akta.pro industry code is HSABAAAH, Technology Assistance & Digital Support for Seniors, with a secondary code of HSABALAI, Remote Adherence Monitoring & Smart Dispenser Services. Its NAICS code is 624120 and its SIC code is 8082.