DURHAM — The Roobrik Engagement Platform combines decision science and technology to match care needs with available senior care options, and the company recently announced that it has raised an additional $300,000 to expand and scale.  The round includes Third Act Ventures and several angel investors with experience in the senior care industry.

“The larger market need is for a trusted navigator through this life phase,” said Shelly Weitz, a spokesperson for the company.  “That’s true for both older adults themselves and their families, especially adult children.”

Traditionally, humans navigate this on a one-to-one or one family basis.  Roobrik is leveraging technology, said Weitz, that facilitates making more, better, and faster decisions at an earlier phase of life assisted by artificial intelligence.

“From a market perspective, we’ll be available in more channels, and we’ll be able to connect families to more resources and services that can help them,” said Weitz.  The company’s data suggests that the market is quite large: there are more than 30,000 senior living communities, and a similar number of home care agencies operating in the US today.  And, each year, more than 600,000 people decide to move to a senior living community while more than 7 million use in-home care.

“This [is] a market that can’t be ignored,” said Weitz.  “The sector has arrived.”

Roobrik generates revenue through recurring subscription fees paid by senior living and home care providers who in return can add the Roobrik Engagement Platform to their websites and other marketing channels.

“This helps them reach, engage, and assist 20–40 percent more families every month,” said Weitz, “People who previously weren’t engaging because they weren’t sure if they were ready.”

“We continue to be impressed with the Roobrik team,” said Eva Doss, The Launch Place President & CEO, one of the company’s investors in a statement.  “Roobrik is establishing itself as a leader in creating decision tools for senior care, and we are excited that we can assist them as they continue to grow.”

The company, founded in 2013, now employs seven full-time employees.  The company announced a seed round of $1,422,696 in September 2018 and was a 2016 recipient of an NC IDEA SEED grant.

Health, care decision startup Roobrik lands$1.4M in funding