October 8, 2015

Roobrik LogoDANVILLE, Va. (October 8, 2015) – The Launch Place announced today that it is investing $75,000 in Roobrik Inc., to help bring their latest on-line care decision tool “Is It Time to Get Help?” to market. Roobrik is a health IT software company that develops interactive tools designed to help families make difficult long-term care decisions around issues like driving, home safety, and dementia. The software uses proprietary algorithms developed by clinicians and caregivers to guide older adults and their families through complex long‐term care decisions. 

Roobrik ScreenshotAdvances in modern medicine and the sheer volume of choices faced by caregivers today create anxiety, confusion and stress for older adults and their families. The Roobrik platform is designed for the 70 million-plus family caregivers who turn to the Internet for help with complex care decisions. Roobrik’s tools provide a structured decision process for common, high-stakes transitions, like deciding when it is the right time to stop driving, get extra help, or consider moving. 

“Our innovative decision support platform combines best practices in medical decision science with new models for digital engagement to help families get answers in about 4 minutes,” said Nate O’Keefe, Roobrik CEO and co-founder. 

“There is no shortage of information available to older adults and family caregivers. The challenge comes in sifting through it all to find what is trusted, current, and applies to your specific situation. Roobrik starts with a brief assessment of where you are today and gives you the personalized information you need to find the right care, at the right time, in the right place, with the right support. “O’Keefe added. 

Roobrik Cofounder Nate O'Keefe“Our healthcare industry is changing and entrepreneurial companies like Roobrik are leading the charge by using their expertise to provide solutions to large and growing problems. Roobrik is an innovative software company that helps caregivers with complex long-term care decisions,” said Eva Doss, The Launch Place President & CEO. 

“Our provider partners range from some of the biggest names in senior care to local agencies right down the street. They all share a common interest in helping families make informed decisions,” said O’Keefe. “The Launch Place funding is helping us deliver these decision tools to our pilot partners during that time of the year when many families are evaluating their care needs.” 

“The Pre-Seed Investment program is intended to help companies, like Roobrik expedite the early stages of their startup development process, specifically in product and market validation and business model refinement,” Doss said. 

“The Launch Place Pre-Seed program fills a critical need in this region, particularly for companies like Roobrik. The funding comes at the right time for us to capitalize on initial revenue opportunities, and the support of the Launch Place staff and network of advisors is opening new doors for us,” said O’Keefe. 

“This initial investment may become a precursor to our Seed Fund, where a larger round of early stage funding is available,” Doss said. 


About The Launch Place

The Launch Place, from a $10 million grant received from the Danville Regional Foundation in 2012, assists with entrepreneurship and business development, and job creation and retention through its business consulting, mentoring and training, residential and office subsidies, and two seed investment funds in the Dan River region of Virginia. Website: www.thelaunchplace.org

 About Roobrik

Roobrik builds online tools designed to help older adults and their families make informed long‐term care decisions around issues like driving, home safety, and dementia.  Their innovative platform combines medical decision science with new models for digital engagement to help families get answers throughout the continuum of care. Roobrik works with healthcare and long‐term care product and service providers who are committed to informed decision‐making for its potential to improve health, emotional, and financial outcomes. Roobrik is headquartered in Durham, North Carolina and is a member company of the Aging2.0 Academy. Website: www.roobrik.com