Reported funding
$4.5Macross three rounds
Care marketplace · Web platform
SuperCarers
An online platform matching care professionals with families who need support in their local area.
Discuss a marketplace product01
Project background
Make finding care more transparent and approachable
The idea began with a family’s first-hand difficulty finding and purchasing suitable care for an older relative.
Affordability, transparency and a shortage of carers made finding care in the UK difficult. SuperCarers created a social-care platform through which families could find and book independent care professionals.
02
The challenge
Serve two audiences without adding complexity
- Help families find and book independent carers matched to specific needs and preferences.
- Give carers a practical route to discover and apply for suitable live-in roles.
- Keep sensitive, high-consideration journeys simple and understandable.
- Provide distinct workflows for families, carers and platform administrators.
03
Solutions
A guided platform for finding care and finding work
The team defined the primary product capabilities and selected a stack suited to a two-sided marketplace with connected, role-specific journeys.
- 01
Local care matching
Families entered a postcode, care needs and skill requirements so the service could surface suitable local specialists.
- 02
Caregiver applications
A five-step application journey helped care professionals apply for live-in opportunities.
- 03
Collaborative product design
Engineering worked with the customer’s design team to create an intuitive, straightforward service experience.
- 04
Role-based operations
Families could manage care, bookings and invoices; carers could manage shifts and roles; administrators could support both sides.
React
Node.js
MongoDB
Socket.IO
AWS
Docker
GitLab
WebhooksResults
A functioning care marketplace with a clearer path to growth
The platform grew through content, social media and link-acquisition work.
They also report a direct marketplace model intended to reduce agency overhead for families while allowing self-employed carers to benefit from better wages.
Reported acquisition
2020by Home Instead, for an undisclosed sumThe platform raised $4.5 million across three rounds and was acquired by Home Instead in 2020.
Project outcome
Technology in service of a deeply human decision
The project’s purpose was simple to state and difficult to execute: help people find suitable care for someone important to them while giving care professionals better access to relevant work.
Discuss an on-demand platformModern platform strategy
How we would approach a care marketplace today
Trust, safeguarding and understandable user choices would shape the product architecture from the beginning.
For a comparable platform now, we would map consent and role-based access, accessible matching and booking flows, audit-ready operational tools, privacy-aware analytics and careful automation with clear human escalation paths.