We're on a mission to help every family care.

what we're doing matters

What we’re doing matters.

In 2017, family caregivers provided 34 billion hours of care to adults with limitations - worth over $470 billion dollars to the economy. Federal, state, and private programs and benefits exist to provide compensation and support. The existing pathways run on analog processes, inefficient systems, and broken infrastructure.


Unpaid family caregivers


Hours of care every year


Of worth to the economy


Of people needing care want to stay in their home


For one year of home care services


Average household income

Our values.

lead with trust

Lead with Trust

We are macro optimists. We lead with trust. Trust in each other and our collective ability to find a way. Everything we do begins with attitude. Maintaining a positive outlook allows us to persist, be resilient, and inspire those around us.

first principles thinking

First Principles Thinking

We are micro skeptics. We care about getting it right, not being right. We actively question every assumption about a given problem or scenario and create new knowledge and solutions from scratch.

customer obssession

Customer Obsession

Everything we design, build, and produce is to delight, enrich, and empower our users. Aidaly's success is dependent on our users' success. Aligned incentives allow us to focus methodically on delivering a world-class customer experience at scale.

move with urgency and focus

Move with Urgency and Focus

Our customers entrust us with their family livelihood. When we mess up or slow down, it impacts real families - just like ours. We take that responsibility seriously.

radical candor

Radical Candor

We challenge each other directly because we care deeply about our individual and collective development. We actively seek to hire growth-minded people to build trusted relationships throughout our careers.

Who we are.

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Maggie Norris

Maggie Norris

Founder and CEO

Jared Shay

Jared Shay

VP Engineering

Brooke James

Brooke James

Chief of Staff to the CEO; Director of Operations

Graham Sayre

Graham Sayre

Product Manager: Programs and Benefits

Chad Logsdon

Chad Logsdon

Fullstack Engineer

Ivy Thong

Ivy Thong


Slava Heretz

Slava Heretz