carefully bv

What carefully bv does

Care-Fully BV is a Belgian private service company founded in 2019 by Julie De Mol and headquartered in Kortenaken (Waanrode), Belgium. It operates as a matchmaker and administrative intermediary between care recipients (zorgvragers) — primarily elderly individuals, people with disabilities, and people with conditions such as MS, dementia, or ALS — and vetted live-in personal assistants primarily recruited from Bulgaria and Romania. The company is active throughout Flanders and Brussels, and positions itself as one of the more established players in Belgium's live-in home assistance sector, citing more than 8 years of founder experience and an 85% first-match success rate.

The company's offering is structured as a four-tier service package. The Basic tier is a one-time recruitment fee with the care recipient as legal employer of the assistant. Silver and Gold add payroll administration and monthly follow-up (telephone for Silver, in-person for Gold), with Gold also including replacement coverage during vacation or illness. Diamond is an all-inclusive fixed daily rate in which Care-Fully assumes the bulk of employer responsibilities on behalf of the client. Underlying this offering is not a proprietary technology platform but rather a documented 5-step screening and matching methodology based on experience, personality, and language skills, supported by a website (built by Creatic.Agency on the YOOtheme CMS) and standard marketing/chat automation.

Care-Fully's go-to-market is direct-to-consumer: prospective clients reach the company via website forms, phone, or email, after which a free introductory home visit is conducted and a candidate assistant is typically proposed within 1–4 weeks. Revenue is generated from one-time recruitment fees plus recurring monthly service fees on the Silver, Gold, and Diamond tiers; clients can finance services via Flemish VAPH PVB/PAB disability budgets, the Vlaamse Sociale Bescherming zorgbudget, or private health insurance. The company has been featured in Belgian outlets including Knack, De Standaard, De Tijd, Het Nieuwsblad, Plus Magazine, and Radio 2 Limburg, and maintains awareness partnerships with MS Liga Vlaanderen, Alzheimer Liga Vlaanderen, ALS Liga België, and Rode Kruis België.

Name

carefully bv

Legal name

BV Care-Fully

Website

https://carefully.be

Company type

Private

Founded year

2019

Operating status

Operating

Short description

Care-Fully BV is a Belgian service company that matches elderly and disabled individuals with vetted live-in personal assistants primarily recruited from Bulgaria and Romania. Operating in Flanders and Brussels, it offers a four-tier model spanning recruitment-only to full administrative outsourcing.

Ownership category

akta.pro rank

Product category

Live-in Home Care Services

NAICS

Home Health Care Services (621610), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Live-In & 24/7 In-Home Care (HLADAGAI)

akta.pro secondary industries

Live-In Caregiver Placement & Matching (HSABAMAD), Personal Care & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA), Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB), Conversation, Cognitive Stimulation & Activity Facilitation (HSABAAAB)

Keywords

• Live-in home care
• Elderly care services
• Home assistance matching
• Personal care Belgium
• Care recipient placement

Headquarters

HQ city

Kortenaken / Waanrode

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Service Packages (Basic, Silver, Gold, Diamond): Care-Fully offers four service tiers. Basic: one-time recruitment fee for matching only; the care recipient manages ongoing employment. Silver and Gold: recruitment plus payroll administration, monthly follow-up, and replacement coverage. Diamond: all-inclusive daily rate providing full administrative relief. Revenue is generated through one-time recruitment fees plus ongoing service fees tied to the selected tier.
2. Monthly Wages of Live-in Assistants (Employer's Legal Employer): Under Belgian law, the care recipient is the legal employer of the live-in assistant. Care-Fully facilitates the employment relationship and handles payroll administration for clients who opt into Silver, Gold, or Diamond packages. This generates recurring revenue from service fees on top of the assistant's wages.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Care-Fully is a Belgian service provider that matches care recipients (elderly, disabled, and individuals with chronic conditions such as MS, dementia, or ALS) with vetted live-in personal assistants who move into the recipient's home. The company offers a structured 5-step screening and matching process based on experience, personality, and language skills, plus optional employer administration (payroll, contracts, compliance) delivered via four service tiers. Care assistants are primarily sourced from Bulgaria and Romania and provide around-the-clock presence, household support, companionship, meal preparation, mobility assistance, errands, and personal hygiene guidance.

Product overview

Care-Fully is a live-in home care assistance service operating in Flanders and Brussels, Belgium. The company acts as a matchmaker between care recipients (zorgvragers) who need assistance to remain living at home and personal assistants who move in with them. Care-Fully offers a tiered service model with four packages (Basic, Silver, Gold, and Diamond) ranging from pure recruitment to full administrative outsourcing. The core services include matching clients with suitable assistants based on experience, personality, and language skills, along with optional comprehensive employer administration. The service packages are complemented by practical support services including household assistance, companionship, meal preparation, shopping, mobility support, activity accompaniment, administrative help, and personal hygiene assistance. All services are delivered by vetted assistants, primarily from Bulgaria and Romania, aged 40-65 years.

Differentiator

Problem solved

Functional benefit

Products and services

• Live-in Care Matching Service Structured 5-step screening and matching service that pairs elderly individuals, people with disabilities, or those with chronic conditions with vetted live-in personal assistants sourced primarily from Bulgaria and Romania. Matching considers experience, personality, language skills, and the specific care situation of the recipient. Aimed at care recipients and their families in Flanders and Brussels, Belgium.
• Administrative Support Service Full or partial employer administration handling for care recipients employing a live-in assistant under Belgian law, including payroll processing, employment contracts, replacement coverage during illness or vacation, and monthly phone or in-person follow-up. Available as a Silver, Gold, or Diamond tier upgrade on top of the matching service, with Diamond offering complete all-in daily-rate administrative outsourcing.

Quantifiable outcome

• 85% first-match success rate — direct match in 85% of cases
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, supporting and minor.

• VAPH (Vlaams Agentschap voor Personen met een Handicap)coreOthersCare-Fully clients can use their PVB (Persoonlijk Verteerbudget) or PAB (Persoonlijk Assistentie Budget) government budget to finance live-in assistance services. VAPH administers these budgets for people with disabilities in Flanders, Belgium.
• Vlaamse Sociale Bescherming (Social Protection Flanders)supportingOthersCare-Fully informs clients about the 'zorgbudget' (care budget) offered through the Flemish Social Protection scheme, which can partially cover the cost of live-in assistance.
• Health Insurance Companies (Zorgverzekering)supportingOthersCare-Fully advises clients that their health insurance (zorgverzekering) may partially cover costs for live-in assistance, in addition to government budget options.
• Zorggids VlaanderenminorOthersCare-Fully is listed in the Zorggids Vlaanderen Limburg (Healthcare Guide Flanders – Limburg), a guide supported by the Flemish Minister of Welfare, Public Health and Family, providing information on care services and facilities in each province.
• MS Liga (MS League)minorOthersCare-Fully publishes educational content about Multiple Sclerosis and participates in MS awareness campaigns, including the annual MS Week chocolate and cookie sales organized by MS Liga.
• Alzheimer Liga VlaanderenminorOthersCare-Fully publishes educational content about dementia and Alzheimer's disease and shares information about the Alzheimer's Liga's Mobile Postcard app campaign during World Dementia Month.
• ALS Liga BelgiëminorOthersCare-Fully publishes educational content about ALS (Amyotrophic Lateral Sclerosis) and shares information about ALS Liga's fundraising efforts and support services.
• Belgian Red Cross (Rode Kruis België)minorOthersCare-Fully publishes content recognizing International Red Cross Day and encourages readers to donate blood, take first aid courses, or make financial contributions to the Belgian Red Cross.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Senior Compagnie: French franchise network specializing in matching live-in personal caregivers with elderly clients, with tiered service packages and ongoing family support. Highly comparable to Care-Fully's model of placing vetted, often Eastern European, live-in assistants in private homes for non-medical 24/7 care.
• Petits-fils: French provider of live-in and hourly home care for the elderly, with a national agency footprint and structured matching of vetted auxiliaries de vie. Directly comparable in service model — non-medical personal care delivered in the client's home by matched caregivers, including 24/7 live-in arrangements.
• Auxilia: Belgian home care organization providing personal care, household help, and companionship to elderly and dependent clients across Flanders and Wallonia. Comparable as a domestic Belgian in-home care provider targeting the same elderly aging-at-home customer base, though operating more as a traditional agency than a live-in matcher.

Broad incumbents

• i-mens: Largest home care organization in Flanders, providing nursing care, family care, and household help across all of Belgium. Comparable as a much larger Flemish in-home care incumbent serving overlapping elderly and disabled segments, though with a broader nursing-led offering rather than a live-in matching focus.
• Wit-Gele Kruis Vlaanderen: Flemish home nursing organization providing skilled nursing and personal care to patients in their homes. Comparable as a major Flemish in-home care provider addressing overlapping elderly and disabled populations, but focused on clinical nursing rather than Care-Fully's non-medical live-in matching.
• Home Instead Senior Care: Global senior home care franchise with Belgian operations offering personal care, companionship, and dementia support in clients' homes. Comparable as an internationally backed in-home senior care brand competing for the same aging-at-home customer segment in Belgium, though with a broader hourly-care rather than live-in focus.
• Comfort Keepers: International in-home care franchise providing personal care, companionship, and 24/7 support for seniors and adults needing assistance. Comparable as a global in-home senior care brand serving overlapping elderly and disability segments, though predominantly hourly rather than live-in.

Regional players

• Landelijke Thuiszorg: Belgian home care provider focused on rural Flemish communities, offering family care and household support to elderly and dependent persons. Comparable as a regional Flemish in-home care provider addressing the same aging-at-home use case, though more localized in rural areas and lighter on the live-in model.

Emerging players

• Care.com: Global online marketplace connecting families with caregivers across senior care, childcare, and special needs. Comparable as a digital matching platform for caregivers and care recipients, but operates at a vastly larger scope (many care categories, many geographies) than Care-Fully's curated live-in specialist model.

Others

• Yoopies: European online marketplace for childcare, senior care, and household help, active in Belgium, France, and other EU markets. Comparable as a European digital matching platform connecting families with care providers, but broader in scope (childcare dominant) and less specialized in vetted live-in elder care than Care-Fully.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 carefully bv