Chris and Will Donnelly founded Lottie in 2021 after struggling to find suitable care for their grandmother. The UK-based startup aims to revolutionize the care industry by making it easier for families to find high-quality, affordable care for their loved ones. Lottie’s core service is an online marketplace where families can find carefully vetted care homes, retirement living, and at-home care services.
The platform addresses a key pain point in the industry by providing fee transparency, as residential care can be costly and often lacks clarity in pricing. In addition to the marketplace, Lottie offers a suite of services, including Found by Lottie (a CRM software for care providers), Seniorcare by Lottie (an employee benefits platform), and Care IQ (a data insights tool providing invaluable information about the elderly care market). Lottie has experienced exceptional growth, supporting over one million people in finding care every month and partnering with 3,000 care providers across the UK.
Lottie aims to transform elderly care
This growth has earned Lottie the top spot on the 2025 Startups 100 Index, which recognizes the most disruptive new UK startups. The startup’s marketing efforts, such as showcasing care home residents reenacting iconic album covers, aim to make the system more accessible to care seekers.
Lottie also launched the largest Care Seeker Survey in the UK to gather insights and improve its offerings. Lottie’s ambitions extend beyond the UK, with plans to expand into India, Australia, and the US. The company has raised £25 million in total funding, including a £16.3 million round in 2023.
Co-founder Will Donnelly expressed his pride in the accomplishment, stating, “I’m genuinely so proud of Lottie’s team and so thankful to Startups for allowing us the opportunity to fly Lottie’s pink flag for the social care industry on such an acclaimed and celebrated list.”
Despite its success, Lottie sees itself as only at the beginning of its journey. The founders emphasize their commitment to continuing to disrupt the social care sector for the better, providing families with the tools they need to make informed decisions without the frustration of endless phone calls or visits.