The Entrepreneur’s Guide to the Care Economy is a set of insights and original research to help entrepreneurs build and scale care companies. It is brought to you by The Holding Co., a lab to redesign care for the 21st century, with input for our collaborators and entrepreneur council members. It is a companion piece to the Investor’s Guide to the Care Economy, and is informed by a May 2022 consumer insights survey focused on the preferences and care-purchase decisions of more than 3,100 US caregivers, interviews and working sessions with over 30 successful care economy entrepreneurs.

The guide identifies new caregiver customer segments to drive future growth; shares what works to help new customers consider using paid care services; and conveys guidance on how to successfully work with multiple payors (from consumers, to employers, to insurers and government programs). We hope that you will join us on our exploration and analysis of the care economy as we continue to add new insights on what it means to build, shape, and design in this space.