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HomeHero: Senior home care marketplace connecting consumers with vetted in-home caregivers via a technology platform, now defunct.
HomeHero was a Santa Monica, California-based senior home care marketplace that utilized a technology platform to connect caregivers directly with individuals seeking elder care services. The company raised $23 million in total funding between 2013 and 2015, onboarding 1,200 caregivers by summer 2015 and expanding regionally. Initially operating on a 1099 independent contractor model, HomeHero ceased all operations in February 2017 after regulatory changes forced a costly transition to a W-2 employment model, which added significant payroll taxes and benefits expenses, impacting its ability to offer competitive pricing and caregiver wages. Its assets, including the technology platform, were subsequently acquired by Family Directed in late 2018. HomeHero was founded in 2013 by Kyle Hill, Mike Townsend, and Kiel Dowlin.
HomeHero has raised $20.7M across 3 funding rounds.
HomeHero has raised $20.7M in total across 3 funding rounds.
HomeHero is a UK-based technology company in the information and internet sector, with 11-50 employees, focused on simplifying home management to free up time for users' priorities.[1] It leverages a tech stack including WordPress, Webflow, Inspectlet, and Varnish for digital engagement, webinars on home tech trends, and aligns with smart home integration, reporting modest funding of $100K and revenue up to $10M.[1] Originally a US-based home care disruptor that raised $23M before ceasing operations in late 2016 due to regulatory shifts forcing a less scalable employment model, its assets—including technology—were acquired by Family Directed in late 2018, reorienting it toward tech-enabled home care solutions rather than low-cost "Uberization."[2]
The original HomeHero launched around 2014-2015 as a tech platform directly matching consumers to independent caregivers (1099 model), achieving disruption through price, speed, and scalability in the home care market.[2] Founded by CEO Kyle Hill, it raised $23M but shut down in late 2016 after regulatory pressures required terminating 95% of caregivers and adopting an inferior employed model, eroding its core advantages.[2] In late 2018, Family Directed—a Louisville, Kentucky-based company launched mid-2018 with backing from former Almost Family CEO William Yarmuth—acquired substantially all of HomeHero's assets, including its technology and website, with input from ex-HomeHero VP Kiel Dowlin (now Family Directed president).[2] A distinct UK entity emerged, pivoting to broader home management tech with digital tools and webinars.[1]
HomeHero rides trends in smart home integration, digital home care, and IoT, where consumers seek simplified management amid aging populations and tech adoption.[1][2] Timing favors it post-2018 revival, as regulatory hurdles in caregiver models have eased for tech hybrids, and market forces like post-pandemic home service demand boost digital platforms.[2] It influences the ecosystem by blending original matching tech with modern web tools, enabling partnerships in customer acquisition and virtual events, while competing in a fragmented space of home service apps.[1]
HomeHero's dual identity—UK home management innovator atop a revived US home care tech—positions it for growth in hybrid smart home ecosystems. Next steps likely include scaling webinar-led community building, IoT integrations, and revenue beyond $10M via SaaS partnerships.[1] Trends like AI-driven personalization and regulatory support for gig-flexible care will shape it, potentially evolving its influence from niche disruptor to integrated platform player, reclaiming the simplicity that defined its origins.[1][2]
HomeHero has raised $20.7M in total across 3 funding rounds.
HomeHero's investors include Techstars, Haystack, Alice Lloyd George, Esther Dyson, Tim O'Shaughnessy, LAUNCH, Chamath Palihapitiya, Tencent.
HomeHero has raised $20.7M across 3 funding rounds. Most recently, it raised $120K Series U in March 2016.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Mar 1, 2016 | $120K Series U | Techstars | |
| Dec 1, 2015 | $580K Seed | Haystack, Alice Lloyd George, Esther Dyson | |
| Jun 30, 2015 | $20.0M Series A | Tim O'Shaughnessy | LAUNCH, Chamath Palihapitiya, Tencent |