Canada’s healthcare system is currently leaning on a “shadow” workforce of informal, unpaid caregivers—many of whom are part of the “sandwich generation,” balancing the needs of growing children with the demands of aging parents. These default caregivers provide upwards of 80% of elder care in this country, often at a significant cost to their own mental, physical, and financial health. To address this “care gap,” Vancouver-based founder Logan Gibson has launched Kindly, Canada’s first aging and family care navigation platform.
Raised by parents in the senior care industry, Logan saw firsthand the “sheer complexity” that leaves families feeling defeated and stressed. By combining human expertise from licensed social workers with adaptive AI, Kindly provides a personalized roadmap and 1:1 support to ensure no caregiver has to navigate the fragmented provincial systems alone. We sat down with Logan to discuss the official launch of the platform and how Kindly is providing a clear path forward for Canada’s most underserved population. —Noa Nichol
The 80% Reality: With informal, unpaid caregivers providing 70–80% of elder care in Canada, our healthcare system is essentially leaning on a “shadow” workforce. How does this reliance impact the long-term sustainability of the Canadian healthcare model?
Canada’s healthcare system relies heavily on informal caregivers, many of whom are balancing full-time jobs and families of their own. While this support is essential, it places enormous pressure on individuals without providing the tools or guidance they need. Over time, that strain can lead to burnout, lost productivity, and delayed care decisions. Supporting caregivers is not just a family issue, it is a critical part of sustaining the healthcare system itself.
The “Sandwich Generation” Strain: You’ve identified a specific demographic of adult children managing both aging parents and their own young families. What are the most common “hidden costs”—financial, physical, and emotional—that these default caregivers face?
Many adult children are quietly managing two full-time responsibilities: raising their own families while coordinating care for their aging parents. The hidden costs often include missed work, reduced income, emotional stress, and physical burnout. There are also significant financial pressures, from private care costs to travel and time away from work. Much of this happens behind the scenes, and as a result, employers and health systems often underestimate the true burden.
Navigating the Fragmented System: Caregivers often feel “defeated and stressed” by the sheer complexity of our provincial healthcare systems. How does Kindly specifically bridge the gap between “knowing there is a problem” and “knowing where to start”?
You’re exactly right – one of the biggest challenges families face is simply knowing where to start. Canada’s care system is complex, fragmented, and varies by province, which makes it incredibly difficult for people to navigate during already stressful moments. Kindly pairs families with licensed care experts who assess their situation, create a clear care plan, and guide them step-by-step through the available options. Instead of families navigating the system alone, they have a trusted expert helping them move forward throughout the entire process.
Personal Foundations: You were raised by parents who worked in senior care. How did witnessing their experiences firsthand shape your vision for building a platform that prioritizes human expertise alongside technology?
Growing up with parents who worked in senior living gave me an early view into both the compassion and the complexity involved in caring for older adults. I saw how families often struggled to understand their options or make confident decisions. That experience shaped the vision behind Kindly: combining technology with real human expertise so families have someone knowledgeable and empathetic experts guiding them. Care decisions are deeply personal, and people need more than just information.
Human Expertise vs. AI: Kindly combines a team of 14 licensed care experts with adaptive AI. How do these two forces work together to create a personalized care plan that stays relevant as a family’s needs evolve?
AI helps us organize information, collect relevant resources, and keep care plans up to date as personal situations and regional policies change. However, the core of Kindly is human-led expertise. Our licensed care experts interpret the nuances of each family’s situation and provide personalized guidance that technology alone cannot replace. Together, AI and human expertise allow us to deliver support that is both scalable and deeply personal. The human touch is essential.
Addressing Caregiver Guilt: Your team notes that many caregivers carry significant burnout, grief, and guilt. How does having a “1:1 licensed care expert” provide emotional relief that a standard government resource might lack?
Caregivers often carry an enormous emotional weight, including guilt about whether they are making the right decisions for their loved ones. Having a dedicated licensed care expert gives families someone who can listen, provide reassurance, and help them evaluate options with confidence. That human relationship can be incredibly grounding during moments of uncertainty. It helps caregivers feel supported rather than alone in the process.
The “Out-of-Province” Challenge: With many adult children supporting loved ones from another province, the logistical hurdles are immense. How does Kindly’s national reach help families manage care across different provincial health systems?
Many families today are supporting aging parents from another city or even another province. Each province has different programs, eligibility rules, and care pathways, which can make coordination extremely difficult from afar. Kindly provides national guidance and helps families understand what services are available in their loved one’s local region. This allows caregivers to make informed decisions even when they are managing care remotely.
The Backing of Industry Leaders: Kindly is backed by the founders of Felix Health and Halo Health. What does their investment signal about the current demand and future market for private-sector aging and family care navigation in Canada?
The support from experienced healthcare founders reflects a growing recognition that caregiving is becoming one of the defining social and economic challenges of our time. As Canada’s population ages, more families will need help navigating complex care decisions. Their investment signals that the market is ready for new solutions that combine healthcare expertise, technology, and personalized guidance. It’s an area where thoughtful innovation can make a real impact.
The Retention Risk: When caregivers are forced to prioritize elder care over their own well-being and full-time jobs, the economic impact is massive. How can employers view platforms like Kindly as a critical “retention tool” for their staff?
Caregiving responsibilities often force employees to step back from their careers or take unexpected time away from work. Employers are increasingly recognizing that providing support during these moments is not just compassionate, it is strategic. Kindly is built to help employees navigate complex care situations more quickly and with less stress. When employees feel supported through major life challenges, they are far more likely to stay engaged and committed at work.
The Vision for 2026: Now that Kindly is officially available, what is your ultimate goal for the first year of operation? How do you hope the conversation around “default caregiving” in Canada changes by the end of this year?
Our goal for the first year is simple: help as many Canadian families as possible feel less alone when navigating aging and care decisions. We want to build awareness that caregiving is not a private struggle but a shared societal challenge that deserves better support. By the end of the year, my hope is that more employers, families, and policymakers are openly talking about the realities of default caregiving. The more visible the issue becomes, the more momentum we can build toward meaningful solutions!
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