About us

A marketplace for senior essentials

We are a facilitator for senior citizens and the families who look after them. Based on each person’s need, we bring together the best options available, without an in-house brand of our own, and without endorsing anyone else’s.

An older couple at home together in warm daylight

Buying essentials for a parent is confusing, and often lonely

Most families come to this the same way: something changes (a fall, a diagnosis, a slow decline that finally becomes undeniable) and suddenly you are comparing forty walking sticks at eleven at night, with no idea which of the differences actually matter.

The catalogues are enormous, the reviews are contradictory, and most of the advice comes from someone with a product to sell.

So we built a marketplace that starts from the need rather than the brand. Tell us what is changing, and we bring together the best options available for it, described in plain language, with a person on the phone who will tell you what would help, including when the answer is nothing on this site.

Where we stand

We are a facilitator, not a manufacturer. Our job is to help senior citizens and their families find what suits them, not to sell a label.

No in-house brand

We do not make products, and nothing on this site carries a label of our own. We have no product of ours to steer you towards.

We don’t endorse brands

We do not endorse any brand. A product appears here because it may suit a particular need, not because we are vouching for the company behind it.

Your need comes first

We start from what is changing for you or your parent, then bring together the best options available for that need, and the decision stays with you.

How we work

Start from the need

Balance on the stairs, safety in the bathroom, a new diagnosis. We begin with what is actually changing and work out what could help before we look at any product.

More than one option

Where there is more than one good choice, we show you more than one, with what each does well and where it falls short, so you can compare like for like.

Plain language first

What a product does, who it suits, and what it will not fix, all before any price or promotion. If something is not right for you, we would rather say so.

A person on the phone

A care expert can talk your family through fit, sizing and safe use at no cost, before you decide and after it arrives. The call stays free whether or not you buy.

Tell us the situation

No script and no upsell, just a fifteen-minute call with someone who has had this conversation a thousand times.

Request a free callback