As the characteristics of these carers tends towards digitally-native, Aidaly is hoping its online service can help caregivers navigate the complex landscape of antiquated systems and benefits for this group.

Competitors like Cariloop are similarly serving caregivers. However, while Cariloop operate as an employee benefit, freeing up care-giving employees’ time for employers, Aidaly is more of a consumer-fintech. They are directly helping caregivers be financially compensated for their work for the first time.

The company must now expand beyond their private alpha to onboard users both pressed for time and suspicious of startups offering them the world.