Care.com Debuts Bold New Look and Enhanced Product Experience, Unlocking the Brand's Next Chapter

Business Wire

02-06-2025

DALLAS--(BUSINESS WIRE)--Today, Care.com, one of the largest online marketplaces to find family care and care jobs, announced a robust rebrand, unveiling a new visual identity and an improved user experience to usher the company into its next phase of growth. This transformation marks the most significant brand evolution in the company's 18-year history and reflects a deepened commitment to meeting the evolving needs of a new generation of families and caregivers.
'This is more than just a new look and feel—it's a renewed promise to our members,' said Brad Wilson, CEO of Care.com.
This comes on the heels of Care.com's 2025 Cost of Care Report uncovering significant mental strain on parents. Released today, Care.com's all-new 2025 Perception of Parenthood Survey also finds only 30% of adults (18-44) without children say they definitely want to become parents. Yet there is hope: 86% cite that comprehensive family care support, beyond just child care, influences that decision—and that is what the new Care.com is now positioned to provide.
The Care.com rebrand signals a significant step forward in building a faster, simpler and more comprehensive platform for families to find care for the whole household to ease their mental load, and for professional caregivers to find meaningful work. Key elements include:
A new brand visual identity with a modern logo symbolizing care and support, a refreshed color palette evoking calm and growth, and real, diverse imagery bringing warmth, optimism and authenticity to the Care.com experience.
An expansion into more types of care, including adult care, kids' activities & camps, senior living communities and daycares as 86% of parents say it would be helpful to have a single platform for finding multiple types of care.
An improved safety program —CareProtect—that empowers members of the Care.com community to make safer hiring choices, with access to new features like continuous background checks, a 24/7 safety hotline, a new safety coalition and more robust education in a revamped Safety Center.
Additional product enhancements that make it easier to find or provide care, including smarter AI-enhanced search tools, plus faster and more reliable messaging.
'This is more than just a new look and feel—it's a renewed promise to our members,' said Brad Wilson, CEO of Care.com. 'Care is one of the most personal decisions a family can make. Through extensive research and conversations, we've taken a closer look than ever at what families and caregivers are really going through, and their stories helped shape everything we're doing now. Each detail—from the redesigned logo to the improved platform experience—was built to reflect their lives, their challenges and their hopes. This new chapter is all about showing up for them in a deeper, more thoughtful way.'
This is just the beginning of a longer-term vision to transform Care.com from a transactional platform to a more holistic, guided platform. More improvements are slated for the rest of 2025 and beyond, including:
Expanded advisory services to help families that aren't sure what type of care is right for them in the first place.
A new hiring hub to help families better manage jobs—including comparing applicants and creating shortlists.
New video communication tools to help families and caregivers connect on-platform.
New plan options to give more families easier access to the Care.com platform.
This next chapter in Care.com's journey comes with the launch of a new campaign, 'When it's not you, it's Care.com.' It's built on a universal truth that families want to be there for the people they love, but they can't always do it alone, evoking a shared understanding that Care.com is here to provide support.
About Care.com
Care.com is where families go to find care and where caregivers go to find meaningful work. Since 2007, over 45 million people have turned to Care.com—across child care, senior care, adult care, pet care and housekeeping. Whether it's a nanny for your newborn, an assisted living community for your aging loved one, or an adventure buddy for your dog's daily strolls, we're here to make care simpler, smarter and more personal. Through Care for Business, Care.com also empowers over 700 companies to provide family care benefits to their employees. With HomePay, we make it easier for families to manage household taxes and payroll. Care.com is proud to be part of the IAC family (NASDAQ: IAC).