San Francisco-based Honor is launching a new service called Honor Now to bring customers a care coordinator (so-called CarePro) either to them or their elderly family members within two hours. Initially the product is available on the West Coat, from San Francisco to San Jose and on the Eastern side of the Bay through Contra Costa County, with plans to expand it to other parts of the U.S.
Honor’s original service involved scheduled care services, but the company quickly found out that many clients needed more immediate and unexpected attention.
Honor Now starts at $25 an hour, and for that money CarePros can report back to family members.“We thought that 70 to 80 percent of our customers were going to be family members ordering for their parents,” said Honor’s CEO Seth Sternberg. “But half of our requests are coming from clients themselves. We’re coming into a generation where the parents are willing to be self-sufficient and are people who want to be in control of their destiny.”
The service starts at $25 an hour, and for that money CarePros can report back to family members.
The market for Honor’s services is huge, and expected only to grow from here, eventually reaching 84 million seniors by 2050. And Sternberg hopes to properly serve the elderly as more of them age in the homes; to create a company that obviates the need for retirement homes or assisted-living facilities.
The 30-person startup has raised about $20 million from Andreessen Horowitz and other investors.