Because Market is a technology company.
Because Market has raised $65.0M across 2 funding rounds.
Because Market has raised $65.0M in total across 2 funding rounds.
Because Market is a direct-to-consumer e-commerce company specializing in personal care products for older adults, primarily incontinence solutions like absorbent underwear and pads, alongside mobility aids (e.g., rollators), supplements, skincare, vitamins, and CBD products.[1][2][3] It serves seniors and their families facing bladder leaks and wellness needs, solving problems of ineffective, outdated products through discreet, high-quality, affordable options delivered directly to doors—now expanding into CVS and Walmart stores.[1][2] With $30M raised via a loan and rooted in the booming U.S. senior market (63M today, projected to 82M by 2050), Because shows growth momentum through retail partnerships and financing flexibility.[1]
Founded in 2017 in Redwood City, California, Because Market emerged from personal family struggles with incontinence.[1][2][4] Co-founders Alexi (CEO) and Luca (President) drew from intimate experiences: Alexi repeatedly bought disappointing products for her grandmother "Nonna," seeking better quality for peace of mind, while Luca addressed his father's mobility limitations from poor incontinence solutions in their Italian-American family.[2] Starting with honest conversations about the needs of 25 million Americans experiencing bladder leaks, they built a brand emphasizing empathy, discreet delivery, and superior products—evolving from pure DTC to retail expansion amid COVID-era partnerships like iHeartMedia.[2][3]
Because Market rides the aging population megatrend, capitalizing on a 35% U.S. senior growth projection to 82M by 2050 amid limited innovation from legacy players like store brands.[1] Timing aligns with e-commerce acceleration post-COVID, enabling discreet DTC for a taboo category, while retail pilots tap massive foot traffic at CVS/Walmart.[1][3] Favorable forces include rising demand for personalized senior wellness (incontinence affects 25M) and underserved capital in "esoteric" health niches, as seen in their Chicago Atlantic financing.[1][2] It influences the ecosystem by humanizing incontinence care, pushing DTC models into physical retail and fostering empathy-led innovation in eldertech.
Because Market's retail expansion and debt financing position it for accelerated scaling in a tailwind-rich senior care market, potentially capturing share from incumbents via product superiority and omnichannel reach.[1] Upcoming trends like AI-personalized wellness and further aging demographics will amplify growth, with influence evolving toward category leadership if it sustains innovation and partnerships. This family-born disruptor exemplifies how personal pain points fuel tech-enabled solutions in overlooked wellness segments, transforming daily dignity for millions.
Because Market has raised $65.0M in total across 2 funding rounds.
Because Market's investors include 7GC & Co, BrandProject, EVE Atlas, Grotech Ventures, High Alpha, Initialized Capital, Insight Partners, OCA Ventures, Vitalize Venture Group, Yuri Narciss, 01 Advisors, 1984 Ventures.
Because Market has raised $65.0M across 2 funding rounds. Most recently, it raised $35.0M Series B in November 2021.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Nov 1, 2021 | $35.0M Series B | 7GC & Co, BrandProject, EVE Atlas, Grotech Ventures, High Alpha, Initialized Capital, Insight Partners, OCA Ventures, Vitalize Venture Group, Yuri Narciss | |
| Feb 1, 2019 | $30.0M Venture Round | 01 Advisors, 1984 Ventures, Bedrock Capital, Bow Capital, First Round Capital, Innovation Endeavors, Liquid 2 Ventures, Long Journey Ventures, Meritech Capital Partners, Next47, Seaya Ventures, SparkLabs Global Ventures, Bradley Horowitz, Marc Benioff, Mark Cuban, Scott Banister |