Article · Wikipedia archive · Last revised Jun 17, 2026

Caring.com

Caring.com is an American online senior care platform based in Charlotte, North Carolina.

Last revised
Jun 17, 2026
Read time
≈ 4 min
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986 w
Citations
40
Source
Wikipedia ↗
Caring.com
Headquarters
Charlotte, North Carolina
,
United States
Area servedUnited States
Founders
  • Andy Cohen
  • Steve Fram
  • Jim Scott
IndustrySenior care
URLcaring.com
Launched2007 (2007)

Caring.com is an American online senior care platform based in Charlotte, North Carolina.12

History

Caring.com was founded in 2007 in San Mateo, California by Andy Cohen, Steve Fram, and Jim Scott, after Cohen's experience caring for his mother during her terminal lung cancer illness highlighted the lack of centralized eldercare resources for family caregivers.23 In September 2007, it raised $6 million in a Series A funding round from venture capital firms DCM and Split Rock Partners.45

In October 2009, Caring.com acquired Gilbert Guide, an online guide for senior housing, which it later folded into its directory and discontinued as a separate website.678 In November 2009, it closed a $10 million Series B funding round led by Shasta Ventures, with participation from existing investors DCM and Split Rock Partners.9

In 2010, Caring.com raised an additional $4 million from Intel Capital1011 and launched an online tool that provided personalized guidance on Alzheimer's care based on patient symptoms and behaviors reported by family caregivers.1213

In May 2014, Bankrate acquired Caring.com for $54 million.3 In January 2015, Caring.com acquired Seattle-based platform SeniorHomes.com.1415

In 2017, Red Ventures acquired Bankrate for $1.4 billion, but the Federal Trade Commission required the divestiture of Caring.com on the grounds that two of Red Ventures' largest shareholders jointly owned A Place for Mom.1617

In December 2018, Caring.com acquired PayingforSeniorCare.com. In 2019, Caring.com relocated its headquarters from San Mateo, California to Charlotte, North Carolina.1819 In March 2020, Caring.com acquired Austin-based SeniorAdvice.com.20

In April 2024, Caring.com's board of directors appointed Tracey Zhen, a former president of Zipcar, as the chief executive officer. She succeeded Jim Rosenthal.21

In January 2026, SilverAssist, a senior assistance network whose portfolio also includes Oasis Senior Advisors and ElderLife Financial, acquired Caring.com from Caring Holdings.22

Platform

Caring.com is an online platform that provides information and resources on aging and caregiving, including a caregiver resource center and search tools for finding assisted living and home care services.232425 Its online directory contains consumer ratings and reviews on local senior living communities and care providers to support care seekers during their research.2627 The platform also operates a toll-free referral helpline staffed by Family Advisors who provide guidance to families researching senior care options. Caring.com generates revenue from multiple sources, including referral fees from senior housing and care providers and listing subscription fees.31

Caring.com also publishes original market research and consumer surveys in the form of annual senior care and senior living reports, including the Wills & Estate Planning Study, which has been issued since 2015, and the Best States for Senior Living Report.282930

Caring Stars

Established in January 2012, the Caring Stars annual list is a compilation of the highest-rated senior living communities and senior care agencies across the U.S.3132 The selection process for this list involves specific reviews-based criteria, including a specific volume of published ratings and reviews from both residents and their relatives.3133 To finalize the Caring Stars list for each year, Caring.com's team also implements quality control measures, including conducting an integrity audit of consumer reviews and confirming the service provider's state licensure for care levels and states where required.3134

References

References

  1. "Web site aims to help 'sandwich generation'". NBC News. November 19, 2007.
  2. "Caring.com eldercare site emerges".
  3. Schubarth, Cromwell (May 8, 2014). "Bankrate buys Caring.com for $54 million". SVBJ.
  4. "Caring.com Gets $6 Million To Help With Your Parents' Elder Years". September 21, 2007.
  5. "Caring.com, a site for caregivers, to launch this week". September 20, 2007.
  6. Takahashi, Dean (October 7, 2009). "Caring.com expands in elder care as it buys Gilbert Guide online senior site".
  7. "Caring.com acquires Gilbert Guide". SVBJ. Retrieved 2023-08-10.
  8. Ricketts, Camille (October 8, 2009). "Caring Inc. buys Gilbert Guide to connects seniors with housing". VentureBeat.
  9. "Bankrate Announces Acquisition of Caring.com". May 8, 2014 – via Wall Street Journal.
  10. Rao, Leena (May 3, 2010). "Intel Capital Invests $15 Million In Caring.com, SmartZip And Virtustream". TechCrunch.
  11. Brown, Steven E.F. (May 2, 2010). "Intel invests $4 million in Caring.com". SFBT.
  12. Span, Paula (October 13, 2010). "Plotting the Course of Alzheimer's".
  13. Haas, Jane Glenn (October 17, 2010). "Care guide focuses on stages of Alzheimer's". The Seattle Times.
  14. Ecker, Elizabeth (January 6, 2015). "Caring.com, SeniorHomes.com Combine to Drive More Senior Living Leads".
  15. "Bankrate 2016-12-31".
  16. "Bankrate to divest Caring.com for Red Ventures merger -FTC". November 3, 2017 – via Reuters.
  17. Holly, Robert (May 9, 2018). "Caring.com Acquired Following FTC Agreement".
  18. "CEO on HQ move to Charlotte: Bay Area hiring is like 'banging my head against the wall'". www.bizjournals.com. Retrieved 2023-08-10.
  19. "California company seeks talent, office space in HQ move to Charlotte". WSOC TV. October 3, 2019.
  20. Bowers, Lois A. (March 10, 2020). "Referral service Caring.com acquires competitor SeniorAdvice.com". McKnight's Senior Living.
  21. "Caring Appoints Tracey Zhen as Chief Executive Officer". Caring.com. April 16, 2024.
  22. Bonvissuto, Kimberly. "SilverAssist acquires Caring, touting availability of resources, local expertise under one umbrella".
  23. "How to Be a Caregiver". The New York Times.
  24. Zimmerman, Eilene (August 27, 2011). "Easing the Stress of Daily Care-Giving" – via NYTimes.com.
  25. Haas, Jane Glenn (June 29, 2011). "How do you shop for a nursing home?". The Seattle Times.
  26. Yedinak, John (May 14, 2013). "Like it Or Not, Senior Housing Online Reviews Are Here to Stay". Senior Housing News.
  27. "Money Matters: Should you trust reviews when choosing a business to support". heraldextra.com.
  28. Sullivan, Paul (September 7, 2018). "Making Wills Easier and Cheaper With Do-It-Yourself Options" – via NYTimes.com.
  29. "Alzheimer's caregivers likely to spend more than $50,000 a year". The Washington Post. Retrieved 2023-08-10.
  30. Lippe-McGraw, Jordi (July 11, 2016). "Best and worst cities for retirement according to Bankrate.com". CNBC.
  31. "West Shores named 'Caring Star of 2020'". The Sentinel Record. February 24, 2020.
  32. "Schooner Estates Senior Living Community earns Caring.com 'Super Star' award". Lewiston Sun Journal. January 14, 2022.
  33. "Home Instead honored with Caring Star award". December 14, 2016.
  34. Bonvissuto, Kimberly (November 15, 2022). "329 senior living communities named 'Caring Stars' for 2023". McKnight's Senior Living.
External links