Today marks the unveiling of a new Care.com, featuring a fresh look, enhanced features and a renewed commitment to our members.
This evolution—our most substantial in 18 years—comes at a critical time when families desperately need more support than ever. Amidst a rise in dual-income households, an aging population, and a decrease in built-in caregiving support communities compared to prior generations, today’s parents and caregivers are facing concerning levels of burnout and a startling number of adults without children are questioning whether they even want to start families at all.
We need to rise up to better meet the needs of a new generation of families. That’s why this next chapter of our company is marked not just by a new look, but by a comprehensive reimagining of Care.com across our culture, product experience and vision.
Starting with cultural change
Transformation begins from the inside. Since I joined as CEO two years ago, one of my biggest priorities has been to fundamentally shift our company culture to be more customer-centric.
We’ve now started two new Member Advisory Councils to give us direct feedback—whether it’s sharing praise, concerns, or yes, even difficult truths. We’re also conducting more extensive research than ever into the broader caregiving landscape through initiatives like our Cost of Care Report, Future of Benefits Report, and the all-new Perceptions of Parenthood Survey, giving us valuable insight into the foundational challenges that families and caregivers face. Finally, we are sharing today a brand new customer pledge, reflecting a deeper commitment to our community than ever.
Improved product experience
Today marks the first phase of improvements we’re introducing to the Care.com product experience. This includes improvements for both families who need care and professional caregivers who provide care, such as:
- An expansion into more types of care, including adult care, kids’ activities & camps, senior living communities and daycares—as 86% of parents say it would be helpful to have a single platform for finding multiple types of care.
- An improved safety program—CareProtect™—that empowers members of the Care.com community to make safer hiring choices, with access to new features like Continuous Background Checks, a 24/7 safety hotline, a new safety coalition and more robust education in a revamped safety center.
- Additional product enhancements that make it easier to find or provide care, including smarter AI-enhanced search tools, plus faster and more reliable messaging.
These are meaningful improvements to our experience. But we’re just scratching the surface of what we’d still like to do.
A new vision for the future
My hope is that we’ll continue to transform Care.com from a transactional platform to a more holistic and guided platform for families and caregivers. That’s why more improvements are slated for the rest of 2025 and beyond, including:
- Expanded advisory services to help families that aren’t sure what type of care is right for them in the first place.
- A new hiring hub to help families better manage jobs—including comparing applicants and creating shortlists.
- New video communication tools to help families and caregivers connect on-platform.
- New membership plan options to give more families easier access to the Care.com platform.
- …and more to come.
A symbolic new identity
Finally, our new brand identity visually represents this transformation we’re undertaking. Our new logo represents the idea of surrounding someone with care—with a larger “C” representing a caregiver, who is encircling and protecting a smaller “c”, the person being cared for. Together, they create a feeling of care and support.
As we aim to be more personal, helpful and passionate than ever, we’re making sure that permeates through all other aspects of our brand and product experience, too. Our new green colors evoke warmth, growth and calm—universally relevant qualities for every care journey across all stages of life—while vibrant secondary colors add a spark of joy and optimism. Our new design guidelines also make the entire user experience cleaner, more modern and easier to use for families that are already overloaded with the demands of everyday life. Finally, we’re leaning into more authentic imagery that better reflects the realities of caregiving—both the beauty and the chaos—and meets families where they are.
With this new visual identity, we celebrate modern care in all its forms, while staying grounded in the honesty and emotion of real life.
The start of a new chapter
This is only the beginning of the new Care.com. We are committed to continually evolving alongside our members—adapting to their changing needs, anticipating the challenges ahead and guiding them with care and intention. Our new promise extends beyond today’s generation and reaches forward to the families and caregivers of tomorrow. I can’t wait to share more updates in the months to come.
