Investin.care is a shared RESOURCE DEDICATED TO THE massive, 
ever-evolving care economy.

The Corporate Guide to the Care Economy is an exploration of how the care economy intersects with a range of industries from financial services to insurance and beyond. Within each industry-specific chapter, a spectrum of cutting-edge concepts, underpinned by extensive research and user insights, is shared to showcase the market demand and revenue potential for solutions for care consumers. The data used in the chapters is the product of an in-depth consumer insights survey, completed in partnership with McKinsey & Co., involving more than 5,000 participants. The survey spanned diverse demographics, care categories, purchasing power, and spending patterns, providing a deeper understanding of caregivers and their behavior.

The Entrepreneur’s Guide to the Care Economy is a set of insights and original research to help entrepreneurs build and scale care companies, built with input from our collaborators and entrepreneur council members. It is informed by a May 2022 consumer insights survey focused on the preferences and care-purchase decisions of more than 3,100 US caregivers, interviews and working sessions with over 30 successful care economy entrepreneurs. The guide identifies new caregiver customer segments to drive future growth; shares what works to help new customers consider using paid care services; and conveys guidance on how to successfully work with multiple payors (from consumers, to employers, to insurers and government programs).

The Investor’s Guide to the Care Economy is the first study of its kind to quantify the market opportunity in care. For the first half of 2021, The Holding Co., in partnership with Pivotal Ventures, launched this initiative to investigate areas of care that show the most promise for investors, entrepreneurs, and corporations as the COVID-19 pandemic revealed just how inadequate our current care economy really is. The report leverages data from 25+ market reports, 6 government data sources, 30+ expert interviews, 2 original national data collection surveys with 5000+ participants spread across both, and guidance from 40 stewardship and advisory council members. The report focuses on household and families willingness to pay, the role of government in igniting the private sector, and the role of insurance and employers to support care innovation.