Founded by brothers Will Donnelly and Chris Donnelly, Lottie is a UK-based digital platform designed to improve how people find and manage elderly care. At its core, Lottie is bridging the gap between technology and the senior care sector—a space long overdue for disruption.
Through their innovative marketplace and care concierge services, Lottie offers a centralized, transparent, and user-friendly way to discover care homes, retirement communities, and elder care solutions across the UK. Their mission is simple yet powerful: “To elevate later life for everyone.”
Founders’ Background
- Will Donnelly: Formerly a care home investor at CBRE, Will brought a deep understanding of the elder care sector and its operational shortcomings.
- Chris Donnelly: Founder of Verb Brands, a successful digital marketing agency, Chris contributed technical and strategic expertise in scaling digital platforms.
Together, their complementary skills allowed them to rethink how families and seniors approach care—making it more accessible, data-driven, and compassionate.
Key Product Offerings
1. Senior Living Marketplace
Lottie’s core product is a digital search engine for elderly care services in the UK. Users can search by location, budget, care type (residential, dementia, respite, nursing), and specific amenities.
2. Free Concierge Service
Lottie offers personalized support for families through expert advisers who help them navigate the often-complex care selection process.
3. Retirement Living Solutions
Beyond care homes, Lottie lists luxury retirement communities with lifestyle-focused options—perfect for those who seek independent or assisted living with added comforts.
4. Care Home Comparison Tool
This tool enables users to compare reviews, prices, ratings, and CQC (Care Quality Commission) data, empowering families to make informed decisions.
5. Lottie for Business (B2B)
The company also supports care home operators through SaaS-style tools for marketing, lead generation, and occupancy management.
Case Study: A Family in Crisis
Scenario: A London-based family urgently needed to find a dementia care facility for their aging mother. Traditional routes—local council directories, cold-calling care homes—were time-consuming and confusing.
Solution: The family used Lottie’s online portal to filter care homes based on dementia care services, budget, and distance. A care concierge was assigned who recommended vetted facilities, scheduled tours, and assisted in pricing negotiations.
Outcome:
- Reduced care search time by 70%
- Family moved their mother within 10 days
- Clear understanding of care home performance via verified reviews and CQC ratings
This real-life example illustrates Lottie’s impact on decision-making in high-stress situations.
Funding Overview
Lottie has garnered significant investor interest since its launch.
- Total Raised: Over £20 million
- Major Investors:
- Accel Partners
- General Catalyst
- Kindred Capital
- Tom Blomfield (Founder, Monzo Bank)
- Alex Chesterman OBE (Founder, Zoopla)
Use of Funds:
- Expand UK presence and user base
- Develop AI-driven matching technology
- Build out Lottie for Business solutions
- Scale partnerships with care operators
- Explore international expansion
Business Model
Lottie operates a dual-sided platform model, generating value for both consumers and care providers.
B2C (Consumers):
- Free to use
- Concierge service provided without charge
- Revenue generated through care provider partnerships
B2B (Care Providers):
- Subscription fees or commission-based agreements
- Marketing and lead generation support
- Occupancy optimization and analytics tools
This hybrid model ensures scalability and recurring revenue while maintaining a free service for families.
Revenue Model
Lottie earns revenue from multiple streams, making it resilient and scalable:
| Revenue Source | Description |
|---|---|
| Commission Fees | Earned when a care home successfully onboards a resident through Lottie |
| B2B SaaS Subscriptions | Monthly fees from care operators for marketing and analytics tools |
| Advertising Revenue | Premium placements and featured listings on the platform |
| Data Licensing | Aggregated, anonymized insights sold to policy makers or health providers |
SWOT Analysis
Strengths
- Founders with deep sector knowledge in both care and digital marketing
- User-friendly platform with a concierge model offering real-time human support
- Transparent and trustworthy data from verified sources (CQC)
- Strong investor backing from major VC firms and fintech pioneers
Weaknesses
- Market still adapting to tech—especially in the elder demographic
- Operationally intensive concierge model may be hard to scale rapidly
- Dependence on third-party care providers for quality assurance
Opportunities
- Expansion into new verticals like domiciliary care, home health aides
- International growth in aging populations across Europe and North America
- Public sector partnerships to modernize elder care at scale
- AI and data-driven personalization to match users with ideal care solutions
Threats
- Regulatory hurdles in the healthcare and elder care industry
- Competitive pressure from emerging startups or established directories
- Economic downturns may impact families’ ability to afford premium care
Conclusion
Lottie, led by Chris and Will Donnelly, is more than a digital care directory—it’s a movement to bring dignity, simplicity, and transparency to the senior living experience. By combining tech with human empathy, Lottie has created a platform that is both scalable and deeply impactful.
With a rapidly aging population and increasing demand for high-quality care solutions, Lottie is well-positioned to become the go-to platform for elder care in the UK—and potentially, worldwide.
