Upside began with a personal story, deeply rooted in family, care, and the unforeseen challenges of aging. Our journey was catalyzed by the experiences of Margarita, the grandmother of our founder, Jake. Facing her own set of unique challenges, Margarita’s story shed light on the housing complexities encountered by older adults and their families.
Initially, we launched as a direct-to-consumer brand, offering guidance and support. However, it was Margarita’s situation that illuminated a broader need. She required assistance with daily tasks in a living space that was becoming increasingly unsuitable for her aging needs. This understanding steered our pivot towards health plan partnerships, with a newfound focus on housing stability and tailored assistance.
Navigating Margarita’s transitions, we recognized a widespread need for adaptable housing solutions. Upside emerged from this realization, driven to offer more than just temporary fixes. We understood that aging is a unique journey for each individual, marked by frequent and significant transitions. Thus, our mission became clear: to provide personalized housing assistance that respects the individuality of each journey, ensuring comfort, safety, and a sense of belonging.
Today, Upside collaborates with health plans to forge meaningful impacts in the lives of numerous members, offering a scale and depth of change far surpassing what we initially achieved with our consumer-focused model. Our story is about evolution, insight, and most importantly, a deep commitment to understanding and addressing the deeper needs of those we serve.