Investment thesis

Whoever aggregates home care labor owns the category. Nobody has tried where it's hardest.

Facility gig platforms built $1B+ businesses on flexible shift work, in cities, in buildings. Rayva applies the same proven mechanics to in-home visits in rural markets, where demand is most desperate, competition is zero, and county-level density is a durable moat.

$65B+
annual visit-labor flow at maturity
2.8M
home care workers, growing fastest of any US job
41,000
agencies with chronic unfilled visits
0
marketplaces serving rural in-home visits today

The market

The math doesn't work without a marketplace.

Full market report
Demand is doubling
Adults 65+ in the US
57.8M
2022
88.8M
2060
Supply can't keep up
Direct-care job openings to fill, 2024 to 2034
9.7M
Home care · 6.1M Other direct care · 3.6M
Only ~860K are new jobs, the rest replace workers who quit or retire. Retention is the crisis.
Rural is already out of care
Share of rural counties that are nursing-home deserts
472 rural nursing homes closed 2008 to 2018, pushing care into homes exactly where visit labor is thinnest, and where snow ends coverage for days.
Workers leave over pay
What the workforce earns today
Median wage, aides$14.50/hr
Cite pay as reason for leaving70%
Rely on public assistance58%
Priority pay, priced mileage, and same-day pay raise effective earnings, attacking the actual cause of churn.

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.

1 Now · months 0 to 6

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.

2 Next · months 6 to 18

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.

3 Then · months 18+

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.

Marketplace commission
Phase 2

~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.

Agency SaaS seats
Phase 3

$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.

Regulatory posture

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.

1
County-level supply density
Rural markets are too thin for a second marketplace. First to density owns the county; counties compound into states.
2
The pricing dataset
Every storm teaches the model what premium moves which worker how far. Weather-conditioned pay elasticity at visit level exists nowhere else.
3
Continuity graph
Matching that returns the same worker to the same patient improves outcomes and locks in both sides, facility platforms have no patient-relationship data.
4
Schedule integration
Gaps auto-cascade from agency systems instead of manual posting, switching costs pure marketplaces lack.
5
Credential passport
Portable verified license, background check, and visit history, workers won't rebuild it on a rival.

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.

$5.3B
ModMed → Clearlake, 2025
Healthcare software
$750M
MatrixCare → ResMed, 2018
Home health management software
$615M
Cross Country → Aya, 2024
Healthcare staffing & workforce

Team

Founder who has lived both sides of the problem.

MC

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.

Talk to Mollie