"Housing stability is not binary." In this episode, Keren Etkin welcomes back Jake Rothstein, Founder and CEO of Upside, to discuss how his company is bridging the gap between the housing and healthcare industries.

Jake shares the "story arc" of Upside - from helping his grandmother find a rental to building a national network of 33,000+ vetted apartment communities that serves the most vulnerable Medicare and Medicaid populations.

Key topics discussed:

• How housing stability directly impacts clinical ROI (and how payers measure it).

• The pivot from a consumer-facing concierge service to a B2B payer-focused model.

• The "Secret Sauce": Using AI to handle administrative complexity while keeping human "Care Guides" at the center of advocacy.

• Why the system collapses if we don't move "upstream" to solve Social Determinants of Health (SDOH).

Why should getting dressed be a 20-minute struggle? In this episode of the AgeTech Podcast, Keren Etkin sits down with Jimmy Zollo, co-founder and CEO of Joe & Bella, to explore the intersection of empathy and the fashion industry.

Jimmy shares the deeply personal origin story of his brand- witnessing his grandmother’s painful daily routine- and how that led him to pivot from consumer insights to the complex world of adaptive apparel. We go behind the scenes of the "Four Fs" of their product development process and discuss the surprising market data showing that universal design isn't just for older adults anymore.

In this episode, you’ll learn about:

• The Genesis of Joe & Bella: How a FaceTime call during the pandemic revealed the "ugly" truth about existing adaptive clothing and inspired a new standard for dignity.

• The Business of Universal Design: Why 40% of their recent male customers are under the age of 35 and what this means for the future.

• Gender-Based Market Insights: Key differences in how older men and women prioritize comfort, price, and aesthetics when shopping.

When Mara Perlmutter’s mother refused to wear the standard "white unattractive plastic" medical alert devices available on the market, she asked Mara to create something beautiful instead.

In this episode, Keren is joined by Mara Perlmutter, founder and CEO of Trelawear, to discuss how thoughtful design can de-stigmatize aging and improve safety for women.

Mara discusses her transition from over 25 years in the jewelry industry to becoming a hardware founder in the AgeTech space.

She breaks down the engineering challenges of creating the first metal-based wireless emergency device.

We also dive into the business side of the startup journey, including the grueling two-year process to launch on QVC and how Trelawear navigated FSA and HSA eligibility to make the product more accessible.

Topics Covered:

• Why "ugly" tech leads to low adoption and how Trelawear solves this.
• The reality of the QVC merchant process.
• Expanding use cases: From seniors to real estate agents and lone workers.

Did you know that family caregivers can get paid to care for their loved ones through Medicare, not just Medicaid? In this episode, Keren sits down with Julie Kennedy, Co-Founder and CEO of RubyWell, to discuss how her company is turning family caregivers into certified Home Health Aides11.

Julie shares her personal journey caring for her best friend, which inspired her to build a solution for the 53 million unpaid caregivers in the US2222. We dive deep into the underutilized Medicare Home Health Benefit, how families can access free training in certain states, and why keeping care in the home is vital for the future of the American healthcare system

How and why does a tech startup acquire a global franchise giant? Seth Sternberg joins the show to discuss Honor's acquisition of Home Instead and the strategy behind combining high-tech platforms with high-touch care.

Seth shares why he chose to leave the world of big tech to build a company that solves problems for millions of older adults. We dive deep into the operational challenges of the home care industry and how machine learning is unlocking personalization at scale.

Key takeaways:

• Why "second-time founders" look for harder problems to solve.
• How Honor uses data to match the right caregiver to the right client.
• The cultural challenge of merging a tech startup with a service-focused franchise.
• Seth’s warning to the industry: Adapt to technology or be replaced by it

What makes a successful founder in the digital entertainment & consumer software decide to invest in the aging population?

In this episode, I sit down with Ivan Yuen, founder of Elder Ventures, to explore why he views aging as one of the biggest opportunities of our time.

After spending 15 years in consumer software, Ivan started Elder Ventures to bring a fresh, consumer-first lens to the AgeTech market. We discuss the realities of scaling B2C startups for older adults, the power of word-of-mouth marketing, and the "blue ocean" opportunities he is currently looking for.

In this episode, we cover:

• The Pivot: Why Ivan moved from gaming and entertainment to AgeTech.

• The Thesis: Moving beyond digital health to find opportunities in fintech, marketplaces, and social connection.

• Founder Advice: Why relying solely on personal experience with aging parents can be a "double-edged sword."

• Growth Tactics: How to leverage viral loops and word-of-mouth in the older adult market.

• Future Trends: The untapped potential of career extension for older adults and the role of robotics

Is recording a grandmother's life story just a sentimental hobby, or is it actually a form of therapy?

In this episode of The AgeTech Podcast, Keren Etkin is joined by Beth Sanders, Founder and CEO of LifeBio. What started in a backyard "grandma suite" with a tape recorder has evolved into an AI-powered platform used by major healthcare organizations to deliver person-centered care.

Beth shares her journey of transforming LifeBio from a physical journal business into a high-tech reminiscence therapy platform. She dives deep into the science behind storytelling, revealing how capturing memories can reduce depressive symptoms in older adults by 15% and improve staff-resident relationships in senior living.

In this episode, we cover:

• The Origin Story: How a conversation with her grandmother inspired a global business.

• The Tech Evolution: Moving from pen and paper to voice-activated AI that acts as a "modern-day tape recorder."

• Evidence-Based Success: Why proving ROI through research partners (like Brown and George Mason University) is critical for selling to B2B healthcare clients.

• Funding Strategy: A masterclass in non-dilutive funding—how Beth secured millions in Phase II SBIR grants from the NIH/NIA instead of relying solely on VC.

• Advice for Founders: How to navigate the "gauntlet" of grant applications and the importance of persistence.

Links & Resources:

• Check out LifeBio: https://www.lifebio.org/

• Follow LifeBio on Instagram: @lifebiostories

• Learn more at The AgeTech Academy: www.theagetechacademy.com

What happens when an AgeTech founder crosses over into one of the largest home care networks in the world? In this episode, Bailey Paxton from Right at Home shares what he’s learning inside their 600-location franchise system - and what founders need to know if they want to sell into home care or raise funding from their new venture arm.

We talk about the real operational pain points, how preferred vendors are selected, which business models home care owners actually accept, and what type of ROI founders must prove to move beyond the pilot phase. Bailey also shares examples of tech that’s working today across the network, including caregiver retention solutions and in-home monitoring.

If you’re building AgeTech, especially B2B solutions for home care, this conversation will save you months of guessing and help you understand what the industry truly needs.

We talk a lot about living longer - but what if we’re missing the real goal?

In this inspiring conversation, gerontologist and author Dr. Kerry Burnight joins Keren Etkin on The AgeTech Podcast to explore the science of JoySpan - how to not only extend your lifespan and healthspan, but your joyspan.

Dr. Burnight shares her “JoySpan Matrix” - four powerful daily practices that help us grow, connect, adapt, and give - and reveals how purpose, mindset, and small choices can shape the quality of our later years.

Whether you’re an older adult, a caregiver, or simply curious about living a good long life, this episode is a masterclass in finding meaning, resilience, and joy at any age.

Stay tuned until the end for practical tips you can use today to live not just longer, but better.

What happens when a toy company decides to focus it's energies on making robotic pets for older adults? In this episode, Keren Etkin talks to Ted Fischer, co-founder and CEO of Ageless Innovation - the company behind Joy for All companion pets for older adults.

Ted shares how his team built robotic cats and dogs that bring comfort, connection, and joy to hundreds of thousands of older adults, and how some of these furry friends even made it into Medicare and Medicaid programs.

They discuss the power of designing with older adults, the unexpected challenges of spinning out from a toy giant, and what every AgeTech founder can learn from their journey.

Tune in to hear how innovation, empathy, and play can change the future of aging.