Carefull raises $3.2 million

New York-based financial technology startup Carefull has raised $3.2 million in seed funding led by NextView Ventures and Bessemer Venture Partners.

We first covered the startup on September 22.

The startup (a team of ~8) was founded in 2020 with the goal of helping family members and caregivers organize and protect daily financial matters for aging loved ones. Carefull integrates transaction and financial behavior monitoring, family financial communication, and educational content into a mobile platform. The app is offered first via a free 30-day trial and then costs $9.99 per month when paid annually or $12.99 per month when paid monthly.

“The Carefull app sits on a world-class AI platform that analyzes and detects patterns in financial behaviors of the aging, bringing much-needed innovation to a poorly understood segment of the population, with the potential to benefit the entire ecosystem: families, banks, advisors, and insurance providers.”

“The intersection of family and money inevitably leads to a series of stressful challenges. And, at some point, someone in every family will take on the role of financial caregiver. Carefull exists because there had to be an easier, smarter, more empathetic way to support and protect those who supported and protected us.” – Max Goldman, Carefull’s CEO.

Bottom Line: At least three insurers are targeting seniors by going beyond insurance.