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Silicon Valley Start-Up Targets Atypical Market: The Elderly


Ron Burgundy
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By Alexei Oreskovic SAN FRANCISCO (Reuters) - Young consumers are often the first audience that technology companies target with new gadgets and mobile apps. Now a Silicon Valley company, backed by a few big names on the Internet, is aiming at the elderly. The Honor online service, which is being unveiled on Thursday, aims to make it easier for older people to get professional in-home care to help with everything from taking a bath to picking up groceries, according to the company. Among the backers of Honor, which has raised $20 million in funding, are venture capital firm Andreessen Horowitz and investors such as Yelp Inc CEO Jeremy Stoppelman, former Apple Inc retail chief Ron Johnson and former U.S. Senator Bob Kerrey.

 

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