Caregiving became a political talking point during the 2020 election and the Biden administration put forth a 2024 budget proposing $750 billion in federal support for caregiving. Alongside this federal focus, there is significant market opportunity for technology that makes this care more accessible and affordable.

Women are increasingly likely to be the primary bread-winner, financial contributor and head of household, making 85% of day-to-day spending decisions and 80% of healthcare spending decisions for the family.