More Canadians are becoming part of the “sandwich generation,” a group juggling parenting their own children and caring for their own aging loved ones. Think of being literally sandwiched in between roles, left to navigate a maze of the complex healthcare system and lengthy waits for retirement homes and more.
Kindly is a Vancouver-founded tech company built for families navigating care for their aging parents. The team is on a mission to make the whole experience feel less overwhelming. Through one simple platform, Canadians are matched with a dedicated care expert who can book appointments, manage paperwork, and guide them through what can often be a complicated and emotional caregiving journey.
The company recently launched its nationwide rollout, with top employers like Skip and Wealthsimple already adopting the technology. This is just the beginning of Kindly’s impact, pointing to clear demand for its much-needed solution.
We spoke with Kindly’s Founder and CEO, Logan Gibson, about the details behind the rollout, issues Canadians face, why he decided to provide a solution, and how he is making care navigation easier for the sandwich generation.
You just launched Kindly. As someone whose parents were in the senior care industry, what inspired you to create Kindly?
LG: I grew up around senior living through my parents’ work, so I saw firsthand how complex and fragmented the elder care system can be for Canadian families. When a loved one starts needing support, people are suddenly expected to navigate healthcare, housing, finances, and family dynamics all at once. Kindly was created to give families expert guidance and practical tools so they don’t have to figure it all out alone.
What are the biggest challenges Canadians face in balancing parenting and aging loved ones at the same time?
LG: Many Canadians are part of the “sandwich generation,” supporting children while also caring for aging parents. The biggest challenge is that care decisions are often urgent, emotionally heavy, and incredibly time-consuming. Families are left trying to navigate a fragmented system while also maintaining their careers and responsibilities at home.
How do these challenges impact Canadians?
LG: Canadians who become default caregivers face both emotional and financial challenges.
Canadians who become default caregivers spend countless hours researching care options, coordinating appointments, and navigating complex systems while also trying to support their families and maintain their careers. Facing mountains of paperwork takes time and also results in extreme stress. One in four caregivers reports fair or poor mental health. A majority reported feeling tired (56%) or worried/anxious (44%) due to their responsibilities.
That’s not to mention that many of these Canadians bear the financial burden as well. Half of all caregivers have been reported to experience financial stress in the past year due to caregiving, and 22% spent over $1,000 monthly in out-of-pocket expenses.
Our goal at Kindly is to lift the logistical, emotional, and financial weight of caregiving off families so they spend less time navigating a complicated system and more meaningful time with the people who matter most.
Tell us about Kindly’s technology. How does it work?
LG: Kindly is very easy and simple for caregivers to use. The platform combines AI systems with licensed care experts to guide families and help streamline the entire care journey for families. Our platform helps families build a personalized care plan, organize important information, and access trusted resources and a marketplace of preferred products, services, residences, and resources, while our experts provide hands-on guidance and support. The end result is helping families simplify complex decisions and guide them through the system with greater clarity and confidence.
You have lined up an impressive roster of early adopters, like Skip and Wealthsimple. What has the response been?
LG: The response has been incredibly strong. Employers like Skip, Wealthsimple, Flipp, and Inovia Capital recognize that caregiving is one of the fastest-growing pressures on their workforce, and they’ve been eager to offer meaningful support. We’re also seeing engagement rates significantly higher than typical benefits programs, which shows how real and immediate this need is for employees.
Kindly has already seen unprecedented market demand. What’s next?
LG: Our focus now is on expanding access across Canada through employer partnerships and strategic collaborations with care providers and health organizations. We’re continuing to invest in our growing national care team of 14 care experts across the country. Kindly plans to scale to 50 employer partners covering 100,000 employees by the end of 2026. The long-term goal is to make trusted care navigation accessible to every Canadian family. This is just the beginning!
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