Kindly, a Canadian care navigation platform for families with aging loved ones, has launched nationally as an employer benefit, with Skip, Wealthsimple, Flipp, and Inovia Capital among the first companies offering it to their teams. More than 3,000 employees already have access to the platform, and Kindly plans to scale to 50 employer partners covering 100,000 employees by the end of 2026.
The platform combines licensed care experts with AI-powered technology to create personalized care plans, coordinate next steps, and reduce the administrative and emotional burden on families navigating elder care – a burden that falls disproportionately on women. Over six million Canadians (35%) are currently juggling full-time work with caregiving responsibilities, and women make up the majority of informal caregivers, often managing the logistical and emotional load of aging parents while also raising children.
“Today, families are the default care navigators, usually with no training, no roadmap, and no time,” said founder and CEO Logan Gibson. “We built Kindly so Canadians don’t have to choose between caring for their loved ones and showing up at work. Our care experts, combined with AI-powered technology, work together to guide families through the system, so they can spend less time on paperwork and phone calls, and more time actually being with the people they love.”
The employer benefit positioning is notable. Skip’s head of HR for Canada, Cailey Brown, explicitly framed Kindly as an extension of the company’s existing women’s health support: “Following recent enhancements to our fertility, mental health, and menopause support, Kindly was the natural next step in Skip’s mission to provide industry-leading, holistic care for our employees.”
Kindly is backed by the founders and leaders of TD Innovation Partners, Felix Health, and Halo Health. The platform offers ongoing check-ins, 1:1 support from licensed care experts, and personalized care plans, and is also available independently for families seeking guidance outside of an employer benefit.
