Todd Rovak

Just as we needed the help of our parents when we were kids, aging parents sometimes need the help of their kids; completing the circle of life. Yet, there is a fine line between controlling and caring. An estimated 45M Americans are the financial caregivers for their elderly parents. Carefull is a financial services platform that enables financial caregivers to get a holistic picture of what’s happening with their parents’ finances, allowing the adult children to support, manage, and monitor while maintaining sensitivity to independence. Given that people 50 and older hold 83% of the wealth in America, elder fraud has been on the rise and many of these cases go unreported. By introducing transparency and collaboration, Carefull also prevents the elderly from falling victim to these types of scams. AlleyWatch caught up with cofounders Max Goldman and Todd Rovak to learn more about the platform, the company’s future plans, and recent round of fundingfrom investors that include Bessemer Venture Partners, NextView Ventures, Adam Nash, Rob Bernshteyn, Steve Schlafman, and K50 Ventures.