Lively

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.

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

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

• Senior cell phones
• Medical alert devices
• Urgent response services
• Caregiver monitoring apps
• Senior health safety

Headquarters

HQ city

Not specified

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Best Buy HealthcoreStrategic or Co-development PartnerLively 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

Direct 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

• LinkedInlinkedin.com/company/lively

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 Lively