Why this exists

The three things that go wrong

First, timing. A fall or a discharge compresses the decision into days, and almost nobody has done the research beforehand.

Second, price. Home care in the GTA runs $29.50 to $46 an hour and assisted living starts near $3,900 a month — and almost none of it is published. Families make the largest recurring purchase of their lives by ringing round for quotes.

Third, incentives. The free advisor is paid $3,500 to $12,000 by the home they place your mother in. That is legal, it is widespread, and it is not disclosed to the family often enough to count as informed.

What we do instead

Providers pay us $149 a month to be listed — the same number whether they are one nurse or a 230-person agency. We take nothing from what you spend on care, we never sell your phone number, and ranking is not for sale. The formula is published.

In exchange for listing, a provider has to publish a real rate card — hourly and evening rates, minimum visit, cancellation terms, every surcharge. A provider who will not is not listed. That single condition is most of the product.

What we will not do

• ✕Sell or resell your details. Not once, not in aggregate, not to an insurer.
• ✕Take a commission on your care hours or a fee when someone moves in.
• ✕Let a provider pay for a higher position in search results.
• ✕Remove a genuine negative review because a provider asked.
• ✕Hold health information we do not need to arrange a visit.

Where we are

Ontario first — 22 providers and 1,677 verified family reviews across the GTA, Ottawa and Hamilton. Ontario has 50,000 people waiting for a long-term care bed and no dominant home care marketplace, which is both the need and the opening.

After Ontario: British Columbia and Alberta, a US content practice, and a corridor for families in Canada arranging care for parents in India. Nothing launches in a market until the rate cards are real.