Americans spend $648 billion annually on care. Care consumers control $6 trillion of household income. The care economy is a massive overlooked market.
From in-depth guides to current trend reports—this is your central resource for investing and innovating in the care economy today.
corporate
guide
guide
Learn how critical the care consumer is to growing your business
Chapters:
Insurance & Consumer Finance
Read
new
entrepreneur’s
guide
guide
Find essential insights to build companies in the care space.
new update!
Multi-User Product Experiences
Read
Investor's
guide
guide
Dive into the first of its kind study from 2021 to quantify the market opportunity in care.
Read
the $648B care economy
download as pdf
infant &
childcare
$136B+
Investment Areas
- New parent tech (feeding tech, baby toys, gadgets, expert support, and content)
- Direct supervision and early education, including children with disabilities
- Products, services, and technology to support care for adolescents*
household
managEment
$122B
Investment Areas
- Cleaning
- Laundry
- Cooking
non-home
long-term care
$239B
Investment Areas
- Nursing homes, hospice, and palliative care (for older adults and adults with disabilities)
- Long-term care insurance
- Retirement centers
aging-in-place &
home-based care
$151B
Investment Areas
- Daily essential activities
- Social well-being
- Aging-at-home coordination
- Health & safety awareness (e.g. fall detection)
- Professional and unpaid caregiver quality of life
- Transition support (e.g. home retrofitting)
- Home care provision (e.g. home health aides, products, and equipment) for older adults and adults with disabilities
- Economic opportunities for older adults*
- Learning, development, therapy, and mobility technologies for adults with disabilities*
Emerging sector
caregiver
SUPPORT*
Investment Areas
- Productivity in planning care for unpaid caregiversImproving the process of planning, coordinating, and hiring care
- Care-focused financial planning toolsImproving the well-being, health, safety, and productivity of professional caregivers
- Training & development for professional caregivers
- Solutions for running care businesses
adjacent markets with care subcategories
Transportation
Investment Areas
- Ride arrangement for dependents (e.g. children, older adults) on behalf of caregivers
healthcare
Investment Areas
- Healthcare that happens outside a clinical setting
- Healthcare experiences provided by the caregiver (e.g. take-home prescriptions)
- Coordinating, organizing, and navigating the healthcare system
k-12 education
Investment Areas
- Coordination of school-related activities, communication, & curriculum outside of school (e.g. supervision during homework, tutoring)
- Coordination and sourcing of afterschool activities (e.g. activity apps, club & camp navigation aids)
GROCERY, TAKEOUT, & DELIVERY
Investment Areas
- Grocery & food delivery to offset workload of caregivers
- Planning, organizing, and procurement of meals & ingredients (e.g. meal kits)
*Unsized market segments
MORE ON THE CARE ECONOMY from our network
A curated set of media, reports, and points of view on the care economy, by trusted collaborators in our network.
2023
|
Better Life Lab
2023
|
Forerunner Ventures
2023
|
Insight Partners
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