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Marta cuts out intermediaries to provide affordable in-home care

Even as smart tech makes it easier for seniors to live more independently, human caregivers remain vital. And hard to come by. In Germany, Marta aims to remove friction when hiring in-home help. Replacing traditional intermediaries with algorithms, the platform lowers costs for clients while offering workers better pay.

Questionnaires help find the best possible match between someone needing care and self-employed workers from across Europe. Caregivers are screened, and Marta tests for language proficiency and nursing skills. Services offered include assistance with bathing, cooking, housekeeping and leisure activities.

Marta recently raised a EUR 6.6 million seed round and plans to scale up in Germany, Poland, Romania and Lithuania.

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By 2030, 1 in 6 people worldwide will be 60 years or over, and the vast majority want to stay in their own homes as long as possible. When aging in place requires hiring an aide, algorithm-driven platforms like Marta can help people regain control of their own care or that of their loved ones. Which other services can your brand Tinder-ify or Uber-ize to meet the needs of a tech-savvy, healthier and more affluent older population?

Innovation of the day