Moving away from ‘care’: home care disruptor Better Caring re-brands to Mable

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The new name for the online peer-to-peer marketplace is inspired by the first-person expression of what people using the platform are able to achieve; “I’m Able to…” according to co-founder and CEO Peter Scutt, who says feedback from their community drove the change.

“Since the beginnings of Better Caring, we’ve been hearing from those in our community who have said our previous name made us sound like a traditional care provider rather than a bold innovator,” he said.

“To speak to both the aged care and disability sectors and to move away from the notion of ‘care’, we wanted a name that captured what we really are – a support platform for everyone.”

Launched in 2014 by Mr Scutt and Tony Charara, Mable was the first of the home care disruptors in Australia.

Now backed by Ellerston Capital and Scaleup Mediafund, the platform has signed up over 50,000 Australians as aged care/disability support workers and client/support coordinators since it was founded.