Overview:
Headquarters: London, United Kingdom
Category: Supported Living and Home Care Management (Clinical and Non-Clinical Operations)
Core Products: Agency Hub (office & management platform)
Introduction:
Birdie was founded in 2017 by Max Parmentier, Abeed Mohamed, Rajiv Tanna and others with the stated mission of “reinventing care through technology” so that older adults can live longer, happier and more independent lives at home. The company is headquartered in London and has grown rapidly through product development, partnerships and venture funding — raising a notable $30m Series B in 2022 to accelerate growth across the UK and into Europe. Birdie also highlights B-Corp certification and several sector awards, reflecting a mission-oriented business model. Birdie+2PR Newswire+2
Customer Profile:
Birdie’s customers are primarily home-care agencies and supported-living providers — from small local operators to large national networks. Their platform is aimed at office managers, clinical leads, carers, and families: office teams use the Agency Hub for rostering, finance and compliance; carers use the mobile Carer App to deliver guided visits and record outcomes; families use the Family / Care Circle app to receive real-time updates. Birdie reports its platform is used to support large daily visit volumes, and public materials cite hundreds to thousands of providers and over 50,000 carers on the system. Birdie+2Apply to Supply+2
Core products and capabilities:
Birdie positions itself as a single platform that replaces several disconnected tools. The main product areas are:
Agency Hub (office & management platform)
A web-based command centre for care businesses covering rostering, care planning, finance, payroll export, compliance, auditing and business dashboards. The Hub provides managers with a single view of workforce capacity, visit adherence and quality metrics — helping reduce admin time and inform operational decisions. Birdie+1
Carer App (guided delivery at the point of care)
A smartphone app carers use during visits that provides visit notes, task checklists, digital body maps, medication schedules, guided assessments and prompts. The app works offline and synchronises when connectivity returns — critical for home care settings with variable signal. Birdie stresses simplicity and workflow guidance to free carers to spend more time on relationship-based care. Birdie+1
Family / Care Circle App (real-time updates & visibility)
A family-facing app that shares visit confirmations, wellbeing updates (including food intake and mood), photos and messages so relatives can stay informed. This feature is often highlighted in customer stories as improving transparency and reassurance for distant family members. Birdie+1
Digital Assessments, Care Planning & Auditing
Tools for clinicians and care leads to create person-centred care plans, perform risk assessments, and embed audit trails. These modules help organisations evidence compliance, standardise quality and support CQC or commissioner reporting. Birdie provides templated assessments and guided flows to reduce variation in practice. Birdie+1
Medication Management
Medication administration records (MAR), prompts, and exception reporting are built into the app to reduce missed doses and improve safety. The system provides alerts and audit logs to support governance around medicines. Birdie
Rostering & Workforce Tools
Advanced rostering, rota publishing and time capture to ensure visits are assigned, staff are paid accurately, and capacity is visible. These tools link with care tasks so rostering decisions account for clinical need and travel time. Apply to Supply
Analytics, Reporting & Benchmarking
Dashboards that show operational health (visit completion, missed tasks, staff utilisation) and care quality signals. Birdie also offers benchmarking and insights to help agencies identify opportunities to improve outcomes and margins. Apply to Supply+1
Technology Approach & Integrations:
Birdie emphasises a consumer-grade UX (apps that work offline), secure cloud architecture and open integrations so clients can connect payroll, telephony or remote-monitoring devices. The platform’s offline capability, push notifications, and guided workflows are frequently cited as practical features that reduce paperwork and support carers in-home. Birdie also highlights data protection and compliance as a design priority for handling health-related data. Birdie+1
Typical Use Cases:
Daily domiciliary care: guided visits, MAR, risk assessment and family updates for older adults living at home. Birdie
Supported living & complex needs: coordinated care planning, multi-staff visits and clinical audit capability for supported living services. Apply to Supply
Scaling & multi-branch operations: centralised rostering, payroll export and benchmarking to manage growth and maintain consistent standards across branches. Apply to Supply
Family engagement & safeguarding: real-time updates and raising-concern features that speed escalation and improve transparency for families and managers. The SaaS News+1
Evidence, Scale and Financials:
Birdie publishes several growth and impact claims: in its Year in Review 2024 it reported supporting tens of millions of hours of care and onboarding over 117,000 care recipients within that year; industry profiles and news pieces note rapid revenue growth and large daily visit counts (six-figure daily visits reported in press). The company raised a $30m Series B led by Sofina in 2022 and appears in growth lists (e.g., Deloitte EMEA Fast 500, Sifted 250), signalling strong commercial traction. That said, exact independent outcome studies (peer-reviewed clinical trials) are limited in the public domain — Birdie’s evidence largely comes from internal metrics, customer case studies and press coverage. Purchasers should therefore ask for demonstrable outcomes and references during procurement. WIRED+3Birdie+3PR Newswire+3
Partnerships, Customers & Recognition:
Birdie has public partnerships with major care providers — for example, Home Instead selected Birdie to help deliver person-centred care. The company has industry recognition including awards (Leader in Care Award, LaingBuisson Technology Support Provider of the Year) and inclusion in accelerator/scaleup lists such as Tech Nation’s Future Fifty and Sifted’s rankings. These signal sector endorsement and growing visibility among commissioners and care groups. Digital Health Technology News+1
Pricing & Procurement:
Birdie’s pricing is not listed as simple public tariffs: procurement typically follows a software subscription model per user or per agency, sometimes negotiated via public frameworks (G-Cloud / Digital Marketplace) or direct commercial agreements. Buyers should request clear costing for licences, implementation, training, data migration and SLAs for uptime, support response times and data exports. Framework listings (Digital Marketplace) indicate Birdie is set up for public-sector procurement pathways. Apply to Supply+1
Strengths:
Operational efficiency / reduced paperwork: Birdie’s core promise is freeing carers from admin so more time is spent with people — a message backed by customer metrics and testimonials. The Times+1
Family engagement & transparency: real-time updates and the Family app are frequently cited as strong positives for relatives seeking reassurance. Birdie
Rapid growth & investor backing: significant funding and fast growth indicate product-market fit and capacity to scale. PR Newswire+1
Awards & industry recognition: sector awards and inclusion in growth lists strengthen credibility with commissioners. Birdie
Limitations:
Evidence base — independent evaluation: many impact figures are company-sourced (hours of care, onboarded recipients, operational savings). Independent academic or third-party evaluations are limited in public repositories; commissioners should request evaluations or references. WIRED+1
Implementation & change management: digital transformation in care requires training, cultural change and ongoing support; some user reviews point to initial technical issues or adjustment pains during rollout. Expect an onboarding programme and resource commitment. Trustpilot+1
Feature overlap & vendor lock: as an “all-in-one” platform, organisations must check integration requirements with existing finance/payroll/clinical systems to avoid lock-in or migration headaches. Make sure APIs and data export policies are contractual. Apply to Supply
Positive Feedback:
Usability: many carers praise the app’s simplicity, guided tasks and offline capability — useful when working in homes with poor signal. Google Play+1
Time savings & admin reduction: providers and press pieces report significant operational time savings and more focus on care rather than paperwork. Birdie’s case studies emphasise measurable improvements in efficiency. The Times+1
Family reassurance: families value the Care Circle app and real-time updates, which reduce anxiety and improve communications with providers. Birdie
Support & onboarding: several user reviews and G2 feedback highlight responsive presales and after-sales support. G2
Negative Feedback:
Occasional technical issues: Trustpilot and app reviews include reports of bugs, sync problems or features that behave unexpectedly during certain workflows — typical of complex mobile platforms in frontline settings. Birdie’s support team appear active in responding to reviews. Trustpilot+1
Change management burden: some organisations report a learning curve and the need for dedicated internal champions to embed the platform successfully. Trustpilot
Transparency of independent outcomes: sector commentators note the relative scarcity of peer-reviewed outcome studies versus internal metrics — purchasers wanting academically validated evidence should ask for third-party evaluations. WIRED
Market Position:
Birdie follows a popular “platform + apps + analytics” model seen in modern care-tech. Its differentiators are scale (large reported daily visit counts), family-facing communication features, and a strong growth/VC backing cohort (which fuels product development). Compared with single-feature vendors (rostering-only or MAR-only), Birdie’s all-in-one approach reduces vendor-stitching but increases the importance of good onboarding and integration testing. Apply to Supply+1
Recommendations:
Index editors: feature Birdie’s key claims (founding year, HQ, core modules, funding highlights) and link to Birdie’s product and procurement pages. Flag major awards and the notable customers/partnerships (e.g., Home Instead) as proof points. Also present a short, clearly signposted “Due diligence” box advising prospective buyers to request independent evaluations. Birdie+1
Buyers / commissioners: request (a) live references from organisations of similar size, (b) a proof-of-value pilot with defined KPIs, (c) SLAs for uptime and support, (d) data export/API terms and (e) any third-party evaluation reports. Ensure training & change management resources are budgeted. Apply to Supply
Conclusion:
Birdie is a mature, well-funded home-care platform that addresses the practical problems of in-home care: paperwork, medication safety, rostering and family communication. Its rapid growth, awards and customer endorsements make it a strong candidate for agencies seeking an integrated digital solution. However, potential buyers should treat company-published impact figures with appropriate scrutiny and seek independent references and pilots to confirm outcomes in their local context. With careful procurement and a focus on people-centred implementation, Birdie can materially reduce administrative burden and improve transparency and quality of home care. Birdie+1
