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General Information


San Mateo, USA
2600 S El Camino Real
Suite 300
San Mateo, CA, 94403


Co-Founder and CEO
Co-Founder and CIO
Co-Founder and Editor-in-Chief
Vice President of Sales
VP of Content
Vice President of Finance and Administration
Board Member
Executive Vice President and General Manager, Performance Marketing
Show All People


Gilbert Guide, 10/2009


TOTAL $23.5M
Series A, 9/2007
Split Rock Partners
Series B, 11/2009
Shasta Ventures
Split Rock Partners
Series B, 5/2010
Intel Capital
Series B, 5/2013


Founded in 2007, is a leading online destination for people seeking information and support as they care for aging parents, spouses, and other loved ones. Their mission: to help family caregivers make better decisions, save time and money, and feel less alone – and less stressed – as they face the many challenges of caregiving.

More than 40 million people in the United States care for someone over age 50, yet most have little preparation or experience when they begin their caregiving journey. To make that journey a little easier, provides original articles, helpful tools, advice from more than 50 leading experts, a comprehensive directory of caregiving services, and the collective wisdom of an involved community. Their seasoned executive team, editors, and technical staff have decades of experience producing award-winning health and family media, and nearly all have first-hand experience as caregivers. has a similar model to BabyCenter. Two of the founders, Jim Scott and Steve Fram, spent eight years at BabyCenter. seems to offer more specific and tailored information in an age-related context than the Eons social network for those over 50. launched the “50+ Club” in April 2010 to provide weekly discounts at 50% off to people over 50 years old, a la Groupon. The 50+ Club is promoted primarily via email newsletter and Facebook. The newsletter and weekly product can be accessed here.

Recent Milestones


Above: Steps & Stages

Added: 3/13/12

Screenshots screenshot
Above: Homepage
Uploaded: 10/7/10 screenshot
Above: Steps & Stages
Uploaded: 10/7/10 screenshot
Above: Steps & Stages - Custom Care Guide
Uploaded: 10/7/10

Launch Date2007
Tags media, community, senior-living, caregiving, caregivers, eldercare, baby-boomer is the leading online destination for caregivers seeking information and support as they care for aging parents, spouses, and other loved ones. offers helpful content, advice from leading experts, a supportive community of caregivers, and a comprehensive Senior Living Directory – which is the web’s #1 source of senior care reviews. Based in San Mateo, California, is a private company funded by DCM, Intel Capital, Shasta Ventures, and Split Rock Partners. screenshot
Above: Screenshot -- #1
Uploaded: 2/5/08 screenshot
Above: Homepage
Uploaded: 3/22/09 screenshot
Above: Ask & Answer
Uploaded: 3/22/09

Traffic Analytics






  1. Buys Up Senior Provider Directory Gilbert Guide ( [edit]
  2. [edit]
  3. EarthTimes ( [edit]
  4. Announces $4 Million Investment From Intel Capital ( [edit]
  5. Obtains $3,519,998 Series B Funding Round ( [edit]
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Last Edited 9/19/13

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