DUOS: A Startup Case Study – Empowering Senior Care Through Genuine Connections

Are you familiar with the saying, “The only constant in life is change”? I suppose you are, so let’s switch that up to, “For as long as you don’t kick the bucket early, growing old is a constant.”

For several individuals, the prospect of growing old comes with a lot of apprehension about what their life would be like but fret not! DUOS has come to save the day!

DUOS

DUOS is an AI-powered healthcare technology company focused on improving the lives of Medicare beneficiaries and their families. This senior care company uniquely combines technology with genuine human relationships to assist older adults (65+) and their families. It emphasizes quality, accessibility, and empathy with a mission to ease the aging journey.

Status: Active

Founding Year: 2020

Headquarters: Minneapolis, Minnesota, United States

Industry: Health Care and Social Assistance

Company Status: Currently Active

Business Model

Type: B2C, B2B. Two-sided, Service

• Clients:
  • Older adults (65+) and their families seeking assistance with daily tasks, care navigation, and access to resources. This includes individuals struggling with social isolation, managing healthcare needs, and navigating government benefits.
  • Healthcare providers seeking to improve patient outcomes, reduce costs, and enhance engagement.

It’s Like: Uber but for Senior Companionship and Assistance

DUOS connects individuals needing assistance with everyday tasks to a network of vetted “friends” who provide companionship and practical help. Like Uber, it leverages technology for efficient matching, scheduling, and payment processing.

With some differences, though:

• Focus on Relationships: DUOS emphasizes building genuine connections between members and their assigned “friends,” prioritizing companionship alongside task assistance.
• Target Audience: While Uber caters to a broad user base, DUOS specifically targets older adults and their families seeking support. They also target healthcare providers.
• Subscription Model: Unlike Uber’s on-demand pricing, DUOS operates on a subscription basis, potentially offering different tiers of service and support.

Market Drivers

• Increased Life Expectancy and Aging Population: The percentage of older adults is rising, creating a growing need for support services. WHO estimates that by 2030, one in every six people worldwide will be 60 years or older, with the global population in this age group rising from 1 billion in 2020 to 1.4 billion.
• Limited Support for Seniors: Existing services are often fragmented, expensive, or solely focused on clinical needs.
• Challenges for Family Caregivers: Financially successful children often lack the time to personally assist aging parents, despite having the resources and desire to help.
• Social Isolation Among Seniors: Many older adults experience loneliness and a lack of social interaction, impacting their well-being

Unique Value Propositions

• AI-Powered Digital Experiences: Connecting seniors and caregivers with relevant resources. This includes access to over 100,000 Medicare benefits, community resources, and government programs. By leveraging AI, DUOS not only increases efficiency but also personalizes the experience, ensuring individuals are matched with the most appropriate resources to close gaps in care.
• Care Navigation Platform: Providing a centralized system for care teams to access and manage information, streamlining support and reducing fragmentation.

An example of what the provider interface looks like on DUOS,
highlighting the needs of the Senior at a go

• One-Click Enrollment in Government Benefits: Simplifying the enrollment process for government programs through AI-powered form completion and submission. This addresses a significant pain point for seniors and their families who often struggle to navigate the complexities of government programs.
• Companionship and Practical Assistance: Offering personalized support from vetted “friends” who provide social interaction and help with daily tasks.

Founding Story

• Summer 2020: DUOS was co-founded by Karl Ulfers and his team.
• Problem: Ulfers, driven by personal experience caring for his grandparents, saw the need for better aging support. Existing services were lacking, costly, or too clinically focused.
• Founders’ Background: The team’s motivation stemmed from personal struggles with existing senior care options. Ulfers recognized the need for a more comprehensive and accessible system of aging support and was inspired to create a solution that empowers older adults to age independently while providing caregivers with peace of mind. This personal motivation resonated with other founding team members who also faced similar challenges while caring for their aging family members.
• Early Traction: The company launched in all 50 states in the U.S. shortly after founding, indicating strong demand and their commitment.
• Scaling and Growth: DUOS has experienced significant growth through strategic funding, platform enhancements, and service expansions catering to providers.
• Technology: AI is central to their offering, powering digital experiences, care navigation, and even one-click government benefit enrollment. This personalization and efficiency is key to their model.
• Challenges: Overcoming the limitations of existing care options.

Key Growth Milestones

• 2020: DUOS was founded and launched in all 50 states OF America.
• 2021: Secured $6 million in seed funding.
• 2022: The company raised $15 million in a Series A funding round.
• 2023: DUOS announced an additional $10 million in funding
• 2024:
  • Established partnerships with Humana and Magellan Healthcare, indicating growth and strategic alliances.
  • Introduced AI-powered features enabling one-click enrollment in federal and state assistance programs
  • Improved on its Chat 1.0 and launched Chat 2.0 at the Accenture HealthTech Innovation (HLTH) Conference. Chat 2.0 offers personalized, plan-specific answers in multiple languages and enables actions like booking appointments via chat. It further builds trust with Centers for Medicare & Medicaid Services CMS-compliant, transparent responses, allowing users to trace information back to health plan documents.

Market & Competition

Target Market

• Primary Target Market:
  • Older adults (65+): DUOS primarily targets older adults who require assistance with daily tasks and social interaction. The company aims to improve their quality of life and enable them to age independently.
  • Adult Children of Older Adults: The brand also targets the adult children of older adults, positioning their service as a solution for providing care and support to aging parents, especially for those who may not have the time or resources to do so personally.
• Secondary Target Market:
  • Healthcare providers: The brand targets Healthcare providers of seniors, helping them to enhance engagement, reduce costs, and improve patient outcomes.
• Market Size and Growth:
  • The rapidly growing aging population in the United States is a significant market opportunity. According to the U.S. Census Bureau, the number of Americans aged 65 and older is projected to reach 98 million by 2060, more than double the number in 2014.
• Potential New Markets:
  • Expansion Beyond the US: While DUOS currently operates in all 50 US states, there’s potential for expansion into international markets with similar aging populations.
  • More partnerships with Healthcare Providers and Insurers: Although DUOS already partners with providers and insurers, they could integrate more providers and insurers. This will enable them to cater to more seniors by integrating its services into existing care models and offer them as a covered benefit.
• Client and Supplier Numbers: The company caters to over 15 million Medicare Advantage plan beneficiaries. The specific numbers for its suppliers are not public.
• Growth: The company’s growth has been spurred by funding rounds and partnerships with other companies in the healthcare sector.

Competitor Landscape

DUOS operates in a competitive market with various companies offering senior care and healthcare technology solutions. Key competitors include:

• ianacare: Provides non-medical in-home care services, including companionship and assistance with daily tasks.
• GrandCare Systems: Offers remote monitoring and telehealth solutions for seniors, including medication reminders and telehealth services.
• Trualta: Provides a platform for caregiver training and support, offering caregiver education, resources, and online support groups.
• Honor: Offers technology-enabled in-home care services, including care coordination and a technology platform for caregivers.

DUOS differentiates itself from its competitors by targeting both seniors and their adult children and using AI-powered care coordination to bridge the gap between professional services and personal caregiving.

The brand aims to shift the focus of caregiving from solely logistical support to fostering stronger relationships between older adults and their caregivers. This emphasis on relationship-centered care sets DUOS apart from competitors who primarily focus on task-oriented assistance.

Marketing & Sales

Main Positioning Values: Time & Quality

Website & Socials

DUOS’s website (www.getduos.com) attracts around 10,000 monthly visits. This is no surprise since the website serves as a key platform for engaging with potential customers and providing valuable information. Traffic primarily comes from direct, referral, and organic search, with a smaller but noticeable portion from social media. Most visitors are based in the United States, while India also contributes a significant share.

The brand maintains an active presence on social media platforms. LinkedIn seems to be their most active social platform with almost 4k followers. Their followers on Instagram and Facebook are 298 and 276 respectively as of early 2025. The brand’s social media strategy focuses on sharing valuable content related to aging and caregiving, engaging with its target audience, and promoting its services and events.

Media Coverage

• Humana and DUOS Launch Groundbreaking Initiative Enhancing Care for U.S. Veteran Seniors: This press release highlights DUOS’ partnership with Humana to improve care for veteran seniors. Access the official statement in the
• DUOS Announces Appointment of Three Industry Veterans to its Inaugural Advisory Board: This announcement emphasizes DUOS’ commitment to building a strong leadership team with expertise in the healthcare industry.
• Senior assistance company DUOS scores $10M to scale its platform: This article highlights DUOS’ successful fundraising efforts to expand its reach and impact.
• DUOS Introduces New Capabilities to Enable One-Click Enrollment in Government Benefits Nationwide: This press release showcases DUOS’ innovative technology for simplifying government benefit enrollment.
• Magellan Healthcare Launches New Senior Assistance Solution: This article discusses DUOS’ partnership with Magellan Healthcare to offer a comprehensive senior assistance program.

Marketing Strategies

• Target Audience:
  • Medicare Beneficiaries and their families: DUOS focuses on improving the lives of Medicare beneficiaries and their caregivers by connecting them to needed resources like transportation, appointment scheduling, and financial assistance. The company states, “DUOS connects Medicare beneficiaries and their caregivers to the resources needed to attain the highest level of health.”
  • Healthcare Plans and Providers: DUOS offers solutions designed to improve plan performance and enhance the continuum of care, highlighting specific results such as increased AWV gap closure and plan retention rates. “DUOS offers solutions for both Medicare beneficiaries and your member-facing teams that amplify your existing program investments and improve quality outcomes.”
• Customer Acquisition Methods:
  • Website and Content Marketing: Their website is a central hub of information, success stories, and resources for caregivers and seniors.
  • Partnerships: Collaborations with healthcare providers and Medicare Advantage Plans broaden their reach.
  • Direct Sales: Focused on B2B solutions for healthcare organizations, showcasing platform value directly to potential clients.
  • Social Media: DUOS maintains an active social media presence, with particular attention to LinkedIn to engage young professionals who may require the service for their parents and/or grandparents.
• Demographic Detail: Primarily individuals aged 65 and older in the United States.

Product & Innovation

• Relationship-Centric Approach: Unlike competitors primarily focused on task-oriented assistance, DUOS emphasizes building genuine connections between seniors and their “friends”.
• Combination of Technology and Human Interaction: The company leverages AI and digital platforms to enhance efficiency and personalization while maintaining a core focus on human connection and companionship.

The ease of navigation aids the adoption of DUOS by seniors.

• Proactive Care Navigation: Instead of solely reacting to immediate needs, DUOS utilizes data and AI to anticipate potential challenges and proactively connect members with relevant resources and support.
• Simplified Access to Government Benefits: DUOS streamlines the often complex process of enrolling in government programs, reducing barriers to essential support for seniors.

Financials & Metrics

• Total Funding: Over $33 million
• Last Funding Round: $10 million Series A on June 22, 2023.
• Revenue: Not Disclosed
• Revenue Sources: Additional sources may come from partnerships.
• Employee Count: 100 fully remote team members

Structure & Culture

Structure and Culture

While specific leadership titles beyond the CEO aren’t provided, DUOS emphasizes a strong company culture guided by these values:

• Putting people first: Prioritizing the best user experience for both seniors and caregivers.
• Heart and hustle: Valuing hard work, agility, continuous learning, and iteration.
• Love a good underdog: Driven by a mission to help those most in need.
• All in this together: Emphasizing teamwork and collaboration.
• Proud of our brand: Striving for honesty, consistency, and integrity.

Impact & Success

DUOS is well-positioned to capitalize on the growing demand for senior care services and significantly impact the healthcare industry.

Its unique approach of combining AI with personalized support positions it to address the challenges and opportunities presented by the growing aging population and the increasing demand for innovative senior care solutions.

DUOS has recorded significant success in all the aspects it operates.

• Success Stories: Since its inception in 2020, the brand operates in all 50 States of the U.S. aiding over 15 million MedicMedicare Advantage plan access the services and assistance they need.
• Customer Feedback: DUOS website contains a lot of customer feedback acknowledging the brand’s effectiveness in meeting the needs of seniors.

Users have outstanding testimonials on the platform’s effectiveness.

Growth & Future

Awards

• 2023: DUOS won the Patient Engagement Innovation Award in the 7th Annual MedTech Breakthrough Awards Program.
• 2024: The brand was named the Top Innovator at the Accenture HealthTech Innovation (HLTH) Challenge.

Challenges and Risks:

• Competition: DUOS faces competition from various established companies in the senior care and healthcare technology markets.
• Rapid Technological Advancements: The need for continuous innovation and adaptation in a rapidly evolving technological landscape.

Future Plans:

• Specific future plans beyond current developments and partnerships are not explicitly stated by the company.

Key Takeaways for Entrepreneurs

• Solve Real Problems: DUOS tackles a pressing societal issue with a large and growing market: the need for senior care and companionship. Identify a problem that resonates deeply with a specific demographic and offers a tangible solution.
• Humanize Technology: While leveraging AI and digital platforms for efficiency, DUOS prioritizes human connection and genuine relationships. Don’t lose sight of the human element in a tech-driven world. Build solutions that foster meaningful interactions.
• Target a Niche Market: DUOS focuses specifically on older adults and their families, a niche with unique needs and challenges. Don’t try to be everything to everyone. Specializing allows for tailored solutions and targeted marketing.
• Embrace Existing Models: DUOS adapts the familiar Uber model to a new market, simplifying the service for users. Don’t reinvent the wheel. Leverage proven models and adapt them to new contexts.
• Value Proposition for Multiple Stakeholders: DUOS caters to both seniors needing assistance and their families seeking peace of mind. Consider the needs of all stakeholders in your ecosystem and create a win-win situation.