Roobrik, the Durham-based startup that enables older adults and families researching online to make more informed decisions about senior living facilities and home healthcare, has completed a $1.4M seed round.

The round was led by the Carolina Angel Network with additional participation from the Wilmington Investor Network, Launch Place (Danville, Va.), Boston Millennia Partners, and prominent senior care industry angels. Previously issued convertible notes are converting into equity as part of the funding.

The funds will primarily be used to accelerate growth, including the recent hire of the company’s first fulltime Sales & Marketing head.

“We’re hitting the gas on a model that has been well-validated over the past year,” says Roobrik Founder and CEO Nate O’Keefe. “We have a lot to talk about from our data and our performance metrics. Now we want to get that story out into the market.”

Roobrik’s online tools are currently live in over 200 senior living communities, as well as with AARP and leading national home care providers. In the past year, more than 100,000 people have spent more than 16,000 hours using Roobrik to help make age-related health and care decisions, according to the company.

With an increasingly aging population, the company believes it’s well-positioned in a growing market, as well as filling a key societal need.

“Our primary focus—our north star—is helping older adults and families make more informed decisions around aging and care,” says O’Keefe. “These are some of the most difficult decisions we make in our lives, and every person deserves choice, transparency, compassion, and the best, unbiased information available.”

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