Announcing Elderella
I'm taking a break from my weekly posts on mistakes made at Arlo to share some exciting news: I am co-founding a new company with Jacqui Murphy called Elderella.
After spending time reflecting on lessons learned at Arlo, I'm ready to channel that experience into something new. I'm partnering with Jacqui Murphy—an incredible operator who has scaled companies from the ground up, and who deeply understands the challenges of elder care through her own caregiving journey.
The Problem We See
In five years, 25% of the population in Canada and the US will be over 65. We're not looking at a wave—it's a tsunami, and it's already here.
And it's not just about aging parents. So many people are caught in the middle—caring for their parents while raising their own children. The endless coordination between siblings. The overwhelming to-dos that pile up faster than you can tackle them.
One person told us: "When you're in it you feel like you're the only person in the world going through it and there's no answers because it's just you and them."
What We're Building
Elderella exists to lighten that load. We believe there's a better way to support families navigating elder care—one that brings your circle of care together, restores your sense of control, and turns elder care chaos into calm.
But here's the thing: we don't have all the answers yet. We know the problem from our own experiences, but that's just our perspective. We have some ideas for solutions, but we need to validate them with the people living this reality every day.
We Need Your Story
This is our big ask: Tell us your elder care story.
We want to hear about:
- The moments that catch you off guard
- The tasks that eat up your time
- The coordination nightmares
- The things you wish someone had told you
- The support you desperately need but can't find
Your experiences will directly shape what we build. We're not coming in with preconceived solutions—we're listening first, building second.
Why Now, Why Us
After years of building and learning (and yes, making mistakes), I've developed a deep appreciation for truly understanding problems before rushing to solutions. Together, Jacqui and I are committed to building something that families actually need, not what we think they need.
Join Us at the Beginning
Visit elderella.com to share your story. Every story matters. Every frustration you share, every "I wish there was..." thought you have—these will guide us.
If you're in the thick of caring for aging parents right now, know this: you're not alone. And we're determined to build something that actually helps.
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Visit elderella.com to share how elder care is impacting you and help us build the support system families need.