Media kit
Everything you need to cover Elderella.
Brand assets
Logos, product screenshots, downloadable files, and usage guidelines.
Logos
Product screenshots
Colours
Usage guidelines
Logo
Use it as provided.
- Use the files provided here. Don't recreate or redraw the logo.
- Don't stretch, distort, or rotate it.
- Don't recolour it. Use the colour version on light backgrounds and the white version on dark backgrounds.
- Don't add effects. No drop shadows, outlines, or gradients.
- Keep clear space around the logo equal to the height of the "E" in Elderella.
Referring to Elderella
A few things to know.
- Write "Elderella" as one word, capital E only. Not "ElderElla," "elderella," or "ELDERELLA."
- Describe Elderella as a "family elder care platform," not an "app" or "AI tool."
About
Approved descriptions, key statistics, and founder information for use in coverage and partner materials.
Description
Elderella is a family elder care platform. It captures your elder's care details, organizes them in one secure place so you always know what's happening and what needs attention, and helps you build a care team that sees only what you choose to share.
Boilerplate
Elderella is a family elder care platform. It captures an elder's care details, organizes them in one secure place so caregivers always know what's happening and what needs attention, and helps them build a care team that sees only what they choose to share. Co-founded by Jacqui Murphy and Mike Kirkup, Elderella is backed by a $150,000 grant from the Centre for Aging + Brain Health Innovation (CABHI), powered by Baycrest.
Easy-to-grab stats for your story.
63M
Americans provide ongoing care for aging family members, up 45% since 2015
6.4M
Canadians care for dependent adults; 74% say it affects their health and well-being
75%
Of all home care in Canada is delivered by unpaid family caregivers
2 in 3
People who reach older age will need longer-term support from others
See all statistics
→
Timeline
2025 Start
2025 Family caregiver interviews
2025 Alpha product release
2026 Published in both app stores
2026 First paid subscriber
2026 Received CABHI grant
Co-founders
Jacqui Murphy
Co-founder
Jacqui Murphy spent more than 20 years building technology companies as an investor and company builder, most recently as CMO at Auvik Networks. When the elders in her own family started needing more help, she saw a gap no product was filling and set out to build Elderella.
Mike Kirkup
Co-founder
Mike Kirkup has spent his career building products used by millions. He came to elder care through research, and the more he learned about how deeply it affects families, the clearer it became that no existing product was built for the reality of it.
Quotes
"What people really fear is missing something that's really important. We know it's important. We didn't mean to miss it, but there's only so much we're capable of managing at one time."
"What we've realized with Elderella is we need to solve the family caregiver's problem from end to end. Making Elderella for family caregivers means we're making it for the people who need it most. We're going to be here for the long run."
"I realized I was incapable of managing 2+ lives, and my cup started overflowing. Despite doing everything I possibly could with checklists and trying to keep things organized, it felt like I was disappointing people all the time."
"You can forward a document, paste in a note, text your sibling — and Elderella magically pulls out all of the relevant caregiving information, ignores the rest, and surfaces it for you when you need it."
Read the longer story of how Jacqui and Mike came to build Elderella on our About page.
CABHI grant
Elderella is backed by the Centre for Aging + Brain Health Innovation (CABHI), powered by Baycrest, and is conducting a CABHI-funded study on caregiving and technology.
The Grant
The Centre for Aging + Brain Health Innovation (CABHI), powered by Baycrest, awarded Elderella a $150,000 grant through its Ignite program. CABHI's Ignite program supports early-stage Canadian innovators (including researchers, point-of-care staff, and companies) to help develop, test, and validate their solutions.
The Study
The grant funds a six-month study putting Elderella's platform in the hands of family caregivers and measuring whether it lightens the load and improves how family-managed care teams stay coordinated. The work fits CABHI's focus on innovations that improve the lives of older persons. Recruiting is open now. Learn more and apply.
About CABHI
The Centre for Aging + Brain Health Innovation (CABHI), powered by Baycrest, was established in 2015 to support researchers, clinicians, and innovators, as they develop, validate, scale, and promote the adoption of innovations that improve the lives of older persons, including those impacted by dementia. CABHI is a unique collaboration of healthcare, science, industry, not-for-profit, and government partners. Through its funding programs and tailored acceleration services, including access to diverse end user groups, CABHI advances transformative aging and brain health innovations across Canada and the world.
Elderella gratefully acknowledges the support from the Centre for Aging + Brain Health Innovation, the Innovation, Science and Economic Development Canada's Strategic Science Fund, the Ontario Ministry of Colleges, Universities, Research Excellence & Security, and the Baycrest Foundation.
Contact
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Social media
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@elderella
Facebook
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Instagram
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