Family Directed
Family Directed is a Louisville, Kentucky-based home care technology company that operates a direct-to-consumer caregiver matching platform.
Founded
2018Family Directed is a Louisville, Kentucky-based home care technology company that operates a direct-to-consumer caregiver matching platform.
Family Directed represents a second-generation attempt at disrupting the non-medical home care market after the earlier failure of HomeHero. Co-founder Kiel Dowlin previously served as Vice President of Strategy and Development for HomeHero, bringing direct experience with the challenges of caregiver marketplaces.
The company partnered with William Yarmuth, former CEO of publicly traded home care provider Almost Family, lending industry credibility and operational expertise. Family Directed attempted to avoid HomeHero's pitfalls by not trying to throw the baby out with the bathwater — instead blending technology innovation with traditional care delivery models.
Family Directed operates a direct-to-consumer non-medical home care marketplace that connects families with licensed caregivers through a technology platform. The service allows clients and caregivers to set their own rates without working through a traditional agency.
The platform provides transparency and control to in-home care consumers, letting them know who is coming into their home and when shifts start and end. Caregivers can operate as 1099 sub-contractors or through traditional agency arrangements.
Family Directed differentiates itself from traditional home care agencies by offering a direct-to-consumer model that eliminates agency intermediaries. Families can manage home care needs directly, selecting caregivers and setting rates without agency markups or restrictive contracts.
The company's technology platform provides transparency into caregiver schedules and identities, giving consumers control over who enters their home and when. By acquiring HomeHero's technology and caregiver network, Family Directed gained proven matching algorithms and an established caregiver base.