Financial benefits are at the core of Givers’ platform. After signing up, the app tracks user spending and analyses expenses incurred to identify potential savings, reward schemes and tax benefits (Givers takes a 40% cut of all savings). There’s also a marketplace for users to find brand-provided discounts for everything from automatic medication dispensers to end-of-life planning. Acknowledging that the impact of caregiving is emotional as well as economic, community message boards allow people to share their experiences and find advice, while experienced coaches offer one-on-one insight regarding social, financial and legal concerns.
Despite only recently coming out of beta mode (following a $3.5m seed funding round), the app is already earning thousands of new users monthly. It’s clear that there’s a massive audience for this: over 50 million Americans provide non-paid care – equivalent to roughly 21% of the total US population (AARP, 2020). This number will only rise as the average age of the population increases.
As we've explored in our reporting, there’s a surge in services that address later-life concerns, but more of these need to reckon with the nuances of caregiving. There’s hardly a concern too small – see British company Lottie, a concierge that helps families through the transition to retirement homes.