DURHAM — Danville-VA-based Launch Place is investing $75,000 in Roobrik Inc. a Durham-based healthcare IT company that has also been selected as a finalist in for the next NC Idea cycle of grants.

Roobrik develops interactive tools to help families make long-term care decisions around issues such as driving, home safety, and dementia. The investment is aimed at helping the firm bring its “Is It Time to Get Help?” decision tool to market.

The Roobrik platform is designed for the 70 million-plus family caregivers who turn to the Internet for help with complex care decisions. Roobrik’s tools provide a structured decision process for common, high-stakes transitions, like deciding when it is the right time to stop driving, get extra help, or consider moving.

“Our innovative decision support platform combines best practices in medical decision science with new models for digital engagement to help families get answers in about 4 minutes,” said Nate O’Keefe, Roobrik CEO and co-founder, in a statement.

“There is no shortage of information available to older adults and family caregivers. The challenge comes in sifting through it all to find what is trusted, current, and applies to your specific situation. Roobrik starts with a brief assessment of where you are today and gives you the personalized information you need to find the right care, at the right time, in the right place, with the right support. “O’Keefe added.

“The Launch Place Pre-Seed Investment program is intended to help companies, like Roobrik expedite the\ early stages of their startup development process, specifically in product and market validationand business model refinement.

The Launch Place, from a $10 million grant received from the Danville Regional Foundation in 2012, assists with entrepreneurship and business development, and job creation and retention through its business consulting, mentoring and training, residential and office subsidies, and two seed investment funds in the Dan River region of Virginia.

Website: www.thelaunchplace.org