The market
The math doesn't work without a marketplace.
Sources: PHI Key Facts 2024 to 25 · BLS · RHIhub · nonmetro closure study 2008 to 2018 · NCSBN. Full citations in the market report.
The plan
Workers first. Everything else follows.
Every marketplace wins by seeding the scarce side. In home care, labor is scarce, so Rayva flips the traditional agency-software playbook: aggregate supply with a free single-player tool, open demand at density, then sell software to agencies that already depend on the pool.
The worker app
Free, useful with zero network: credential passport, availability, route planner, earnings tracker. Every user is pre-verified supply. Metric: verified workers per county.
The marketplace
Counties open at ~30 to 50 active workers. Agencies and families post visits; priority pay activates on weather and urgency. Revenue: commission per filled visit. Metric: GMV, fill rate.
The agency suite
AI scheduling, routing, and analytics, sold to agencies dependent on the pool. Gaps auto-cascade to the marketplace. Revenue: per-seat SaaS. Metric: net revenue retention.
Business model
Two engines, one pool.
~7.5 to 15% of visit value on every filled visit, paid by the demand side. Scales with wage inflation and demand, the model Clipboard rode to ~$100M revenue and profitability.
$21 to 28/user/month scheduling, routing, and analytics (tiered), high-margin recurring revenue layered on marketplace relationships, with a $1.09M/yr efficiency ROI story per 25-provider agency.
Dual rails from day one: 1099 marketplace where lawful, agency-of-record/W-2 where required (the ShiftMed model). Worker-protective design, rate floors, priced mileage, instant pay, is both brand and lobbying position.
Why we win
Moats, ranked by durability.
Price a visit yourself.
A wound-care visit in Broken Bow. Move the distance and the weather, and the offer reprices the way the app does.
- Caregiver keeps
- $58
- Agency pays
- $62 to $67
- Rayva earns
- $4 to $9
- Offer reaches
- 15 mi
Illustrative, at projected launch rates. The commission is paid by the agency and never comes out of the caregiver's offer.
Landscape
The model is proven. The setting is unclaimed.
| Player | Scale signal | Blind spot |
|---|---|---|
| Clipboard Health | $1.3B val · ~$100M rev, profitable | Facilities only, urban, manual posting |
| ShiftKey | $2B+ valuation | Shift bidding ≠ routed home visits |
| ShiftMed | $298M raised · 631K shifts filled 2025 | Hospital/SNF focus |
| IntelyCare · Nursa · CareRev | Per-diem nursing marketplaces | Same facility/urban blind spot |
| WellSky · HHAeXchange · AlayaCare | Deep agency install base | No labor supply, integration targets, not rivals |
Exit comparables
Rayva spans two proven exit lanes.
Team
Founder who has lived both sides of the problem.
Mollie Cox
Founder & CEO · Lincoln, NE
15+ years in senior product leadership at high-growth B2B SaaS companies, spanning product strategy, design, and go-to-market across startups and global platforms. Building Rayva from inside the rural Midwest where the workforce crisis is sharpest.
The round
Raising seed to take three rural states to density.
$2M seed. Use of funds: worker acquisition county-by-county across a NE/IA/KS cluster, marketplace launch at density thresholds, and the dual-rail compliance architecture. The scheduling and routing engine carries over from Veer; the worker app is in active development. The pivot is sequencing, not a restart.