Elder operates a technology-driven marketplace that matches older people and their families with independent carers using hundreds of data points, including conditions, skills, personality, interests and geography. Its platform aims to enable personalised one-to-one in-home care so older people can keep routines, hobbies and the lives they love. Since founding in 2016, Elder has powered more than 50,000 matches and delivered 13 million hours of care across 500 towns and cities, supporting thousands of carers with work opportunities. The company has agreed an airtime-for-equity deal valued at £1 million with UKTV Ventures and will launch its first TV advertising campaign in April across seven UKTV channels. The partnership gives Elder access to an audience of over 25 million viewers a month to build awareness and drive growth. In return, UKTV will receive an equity stake in the business as part of the non-cash investment. Elder is a technology-enabled care agency based in London that provides live-in care by matching self-employed carers to families in need. The company uses proprietary logistical and matching technology to pair carers to individual needs and personalities and can place a carer anywhere in the UK within 48 hours. Elder has delivered more than 350,000 days of care in over 300 towns and cities across the UK since 2016. Led by CEO Peter Dowds, the firm focuses on full-time, specialist in-home support rather than residential care homes. The company plans to use new funding to expand operations and accelerate development work to increase efficiency across care delivery, including carer-family communication and in-home monitoring. Financially, the business has raised a total of £16.5m to date.

Total raised

$12M

Funding rounds

2

Latest round

Equity

Latest activity

Apr 2024