Genworth, one of the major providers of long-term care insurance in America, realized that older adults were underserved in a fragmented market, with so little stitched together for consumers. They recognized that there was a big opportunity to serve older consumers more holistically and that they had a unique capability to do so. The Holding Co. worked with Genworth to conceptualize and create a new venture–CareScout. It’s a marketplace that helps caregivers seamlessly find quality care through their Preferred Provider Network, a growing network of in-home care providers (and ultimately, multiple types of care providers).
Drawing on extensive interviews, testing, and refining with older adults, caregivers and providers, The Holding Co. supported Genworth in defining their initial end-to-end product, as well as designing their new venture’s brand. We also co-created a strategy for how the venture evolves over the next three years in a roadmap for product and partnerships.
Our collaboration with Genworth is an exciting opportunity for impact on the care market writ large, expanding innovators’ imagination about what is possible with scale and building on lasting provider relationships to deliver a needed benchmark for quality care.
