New service connects families with master’s-level social workers to create customized care plans without referral fees

Care.com, one of the largest online marketplaces to find family care and a pioneer in senior care since its launch in 2007, today announced the launch of its Senior Care Advisor service. Building on its long-standing expertise in family care, the service is a first-of-its-kind offering on the Care.com digital platform and the most robust senior care advisory service available in the market. The new service gives families direct access to master’s-level social workers who help them develop a comprehensive, individualized care plan—designed to simplify one of life’s most complex and emotional decisions.

According to The Caregiving in the U.S. 2025 report by AARP and the National Alliance for Caregiving, 63 million Americans are providing ongoing care. “That is one too many families left to face the caregiving process alone. We’re changing that,” said Brad Wilson, CEO of Care.com. “Care.com has powered caregiving with technology for nearly two decades. Now, we’re focused on being more human than ever, providing expert one-on-one guidance when it matters most. It’s a new standard for how care planning should feel: less like navigating a maze, more like finding a path forward.”

When using Care.com’s Senior Care Advisor tool, families can expect:

• A comprehensive senior care navigator with dedicated, step by step guidance, from finding in-home care and senior living communities to managing complex situations, such as home safety, benefits, family dynamics, and connections to trusted local resources.
• One-on-one consultations with a master’s-level social worker to develop a tailored plan, factoring in medical, financial, emotional, and logistical considerations.
• Personalized recommendations—no referral fees or provider commissions, ensuring recommendations are truly in the family’s best interest.
• 90 days of ongoing support, with advisors conducting in-depth research to assess quality and recommend the best fit, saving families time.
• 90 days of Care.com Premium Membership, giving families the ability to hire in-home caregivers and manage other household needs directly through the platform.

Families report that the service saves them an average of fourteen hours of manual research. One customer who trialed the Care.com Senior Care Advisor service earlier this year shared:

“Our advisor is an exceptionally knowledgeable, skilled, and compassionate counselor and gives me the sense that I can manage nearly impossible situations. Everybody undertaking eldercare needs an advisor in their corner.”

Today’s announcement is just the beginning. Care.com plans to offer additional self-guided tools to help families quickly identify the right care options and next steps.

The service is priced as a flat, one-time fee—a model suited to families who need support during a particular stage of the caregiving journey. For additional information, click here.

About Care.com

Care.com is where families go to find care and where caregivers go to find meaningful work. Since 2007, over 45 million people have turned to Care.com—across child care, senior care, adult care, pet care and housekeeping. Whether it’s a nanny for your newborn, an assisted living community for your aging loved one, or an adventure buddy for your dog’s daily strolls, we’re here to make care simpler, smarter and more personal. Through Care for Business, Care.com also empowers over 700 companies to provide family care benefits to their employees. With HomePay, we make it easier for families to manage household taxes and payroll. Care.com is proud to be part of the IAC family (NASDAQ: IAC).

View source version on businesswire.com: https://www.businesswire.com/news/home/20251009683215/en/

“Care.com has powered caregiving with technology for nearly two decades. Now, we’re focused on being more human than ever, providing expert one-on-one guidance when it matters most."