Whimble Care
Whimble Care is a Canadian caretech platform operating in Ottawa and the Greater Toronto Area that connects people with physical disabilities to vetted personal care attendants via on-demand booking, and provides on-site accessibility attendants for festivals and events.
- Company typePrivate
- Founded2022
- HeadquartersOttawa, Canada
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Whimble Care does
Whimble Care is a Canadian caretech platform founded in 2022 and headquartered in Ottawa that connects individuals with physical disabilities to vetted personal care attendants through an on-demand booking system. The company was built around the lived experience of its founding team: founder Emma Brown is a care recipient/family caregiver, and CTO Anthony Micallef is an accessibility consultant with over a decade of experience and personal experience of Spinal Muscular Atrophy. The team is described as being composed of care recipients and family caregivers, and the service is positioned around client-directed care, where the person receiving support specifies the who, what, and how of their assistance.
The platform supports two core service lines. The primary line is Individual/Home Care Services, in which clients request one-time or recurring personal care (groceries, bathing, daily activities, errands, travel assistance), and Whimble matches them with a vetted independent-contractor attendant based on location, availability, required skills, and preferences. Pricing is usage-based at CAD $39/hour+HST for clients with a one-hour minimum and a one-time $99+HST onboarding fee, while vetted attendants are paid $30/hour weekly on receipt of invoice. The second line is Events Accessibility Services, which deploys on-site attendants at festivals and venues (including CityFolk and Bluesfest in Ottawa) so guests with disabilities receive free personal-care assistance. Service hours run 7 a.m. to 11 p.m., seven days a week; the platform is currently in beta and operates only in Ottawa and the west end of the Greater Toronto Area, with a waitlist signalling demand elsewhere.
Revenue mechanics are usage-based hourly billing on the consumer side supplemented by custom-quoted event-organizer engagements on the enterprise side. Go-to-market is product-led via direct self-serve booking, complemented by community-led growth (40+ blog articles, monthly newsletters, monthly webinars, Instagram and LinkedIn presence, disability-advocacy partnerships) and event-organizer partnerships. The platform accepts payments through Shopify Payments and offers a free downloadable Accessible Events Guide as a lead-generation asset. Supporting ecosystem partners include Invest Ottawa, Mitacs, and the StopGap Foundation.
Whimble Care firmographics
Firmographics- Name
- Whimble Care
- Legal name
- Whimble Care Inc.
- Website
- https://whimble.ca
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Whimble Care is a Canadian caretech platform operating in Ottawa and the Greater Toronto Area that connects people with physical disabilities to vetted personal care attendants via on-demand booking, and provides on-site accessibility attendants for festivals and events.
- Ownership category
- akta.pro rank
Whimble Care industry classification
Industry- Product category
- Disability Personal Care Services
- 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-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Respite Care for Adults with Disabilities / Special Needs (HSABAGAI)
- akta.pro secondary industries
- Event Day Personal Assistance (On-site Concierge) (HSACAIAM), Senior/Accessibility Concierge & Companion Errands (HSACAIAO), Errand Running & Task Assistance (HSACAIAB)
Keywords
Where Whimble Care is headquartered
LocationHeadquarters
- HQ city
- Ottawa
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Whimble Care business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Technology or R&D, Personnel, Others
Revenue model
- Client Service Fees: Hourly billing for on-demand personal care services. Clients pay $39/hour+HST with a 1-hour minimum. New clients pay a one-time $99+HST onboarding fee.
- Event/Corporate Services: On-site attendant services for businesses and event organizers. Businesses submit quote requests for on-site attendant services at events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Individual On-Demand Care - $39/hr |
| Usage-based | Weekly | Attendant Compensation - $30/hr |
| Usage-based | Pay-as-you-go | Event/Business Services - Custom Quote |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Whimble Care product offering
Product offeringCore offering
Whimble Care operates a marketplace platform that connects individuals with physical disabilities to vetted personal care attendants for on-demand home and community support (groceries, bathing, daily activities, travel assistance). It also provides on-site attendant services to event organizers, venues, and festivals seeking to make their events accessible to guests with disabilities. The platform matches clients and attendants based on location, availability, required skills, and stated preferences, billing clients at $39/hour + HST while paying independent contractor attendants $30/hour.
Product overview
Whimble Care is an on-demand home care services platform connecting people with disabilities to vetted personal care attendants. The platform consists of two core service offerings: Individual/Home Care Services for recurring or one-time personal care needs (groceries, bathing, daily activities), and Events Accessibility Services providing on-site attendants at events and festivals. A free Accessible Events Guide resource is also offered to help event organizers plan inclusive events.
Differentiator
Problem solved
Functional benefit
Products and services
- Individual/Home Care Services On-demand personal care services connecting people with disabilities to vetted personal care attendants for individual home care needs, including groceries, bathing, errands, meals, housekeeping, travel assistance, and attending community events. Available from 7 a.m. to 11 p.m., seven days a week, in Ottawa and the west end of the Greater Toronto Area.
- Events Accessibility Services On-site personal care attendant services at events, venues, and festivals for guests with disabilities. Whimble caregivers assist attendees with routine and emergency needs such as bathroom breaks, meals, and transportation support, and provide accessibility planning guidance to event organizers.
Quantifiable outcome
- Customer service team reaches out within 30 minutes of request submission
Companies that use Whimble Care
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Whimble Care technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
Whimble Care partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- CityFolk FestivalcoreOttawa music festival partnered with Whimble to provide free on-site care workers for patrons with disabilities. Whimble caregivers assisted with routine and emergency needs, covering bathroom breaks, meals, and transportation support.
- Bluesfest (Ottawa)coreFirst-time partnership to provide attendant services at Bluesfest. Attendant team provided recommendations for improving accessibility at future events.
- StopGap FoundationcoreCo-founder Luke Anderson leads StopGap Foundation, which builds custom ramps for storefronts. Emma Brown (Whimble founder) and Luke Anderson co-hosted a webinar on accessibility. Shared mission of removing physical barriers and creating inclusive spaces.
Scale indicators1 record
Recent moves4 records
Expansion highlights4 records
Whimble Care competitors and assessment
Company assessmentBroad incumbents
- SE Health (Saint Elizabeth Health Care): Major Canadian not-for-profit home and community care organization delivering personal support services across Ontario and nationally; competes for both clients and caregiver supply relevant to Whimble.
- Bayshore HealthCare: Large Canadian home and community care provider offering personal care, nursing, and attendant services; a scaled incumbent whose service mix directly overlaps with Whimble's individual home care offering.
- CBI Health Group: Canadian healthcare services provider with a home health and personal support services portfolio, serving clients with disabilities and complex care needs in overlapping geographies.
Direct peers
- Care.com: Large online marketplace connecting families to caregivers for seniors, people with disabilities, and children; overlaps with Whimble's consumer-facing matching model for personal care attendants.
- Wellthy: Care concierge and platform supporting families navigating care for loved ones with disabilities, chronic conditions, or aging needs — directly comparable to Whimble's client-directed, on-demand support model.
- Honor Technology: Operates a technology-enabled home care platform connecting seniors and adults with care needs to vetted caregivers, with a matching and scheduling model closely analogous to Whimble's individual care motion.
- Ianacare: Family caregiver support platform that coordinates in-home and community care resources, sharing Whimble's emphasis on reducing caregiver burden and enabling client- or family-directed care.
Emerging players
- Homethrive: Tech-enabled caregiver support platform combining coaching, on-demand assistance, and resource navigation for families of older adults and people with disabilities; comparable in mission and tech-led care model.
- CareMobi / eCaring: Digital platforms coordinating home-based personal care services and remote support for seniors and individuals with disabilities, comparable to Whimble's platform-first approach to on-demand attendant care.
Others
- StopGap Foundation: Canadian accessibility organization co-founded by Luke Anderson, who is explicitly affiliated with Whimble's founder through webinars and shared mission; comparable as an adjacent ecosystem partner in the disability accessibility space rather than a direct competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Whimble Care social profiles
Digital presenceWhimble Care financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whimble Care leadership team
Management profileNumber of profiles
Profiles2 records
Whimble Care funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whimble Care 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 Whimble Care
What does Whimble Care do?
Whimble Care operates a marketplace platform that connects individuals with physical disabilities to vetted personal care attendants for on-demand home and community support (groceries, bathing, daily activities, travel assistance). It also provides on-site attendant services to event organizers, venues, and festivals seeking to make their events accessible to guests with disabilities. The platform matches clients and attendants based on location, availability, required skills, and stated preferences, billing clients at $39/hour + HST while paying independent contractor attendants $30/hour.
Is Whimble Care a public or private company?
Whimble Care is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Whimble Care founded?
Whimble Care was founded in 2022. It employs 1 to 10 people.
Where is Whimble Care based?
Whimble Care is headquartered in Ottawa, Canada, in the North America region.
How does Whimble Care make money?
Two revenue lines are on record. Client Service Fees are the primary driver. The others are event/Corporate Services.
Who are Whimble Care's main competitors?
Broad incumbents on record are SE Health (Saint Elizabeth Health Care), Bayshore HealthCare and CBI Health Group. Direct peers are Care.com, Wellthy, Honor Technology and Ianacare. Emerging players are Homethrive and CareMobi / eCaring. StopGap Foundation is listed as an others.
Does Whimble Care have an API?
No public API is recorded for Whimble Care.
What industry is Whimble Care in?
Whimble Care's product category is Disability Personal Care Services. Its primary akta.pro industry code is HSABAGAI, Respite Care for Adults with Disabilities / Special Needs, with a secondary code of HSACAIAM, Event Day Personal Assistance (On-site Concierge). Its NAICS code is 624120 and its SIC code is 8082.