Honor Unveils Honor Expert, Aims to Be ‘One-Stop Shop’ for Seniors

The home-based care technology company Honor on Wednesday unveiled “Honor Expert,” an online tool designed to be the liaison between seniors, their families and aging-related solutions.

The goal: to be a “one-stop shop” for seniors looking for a variety of services, including home-based care. Honor Expert already has 14 national partners, including Amazon Business, Best Buy, SelectRX and Freshly, according to a press release.

Through the new offering, seniors, as well as their families, can call a toll-free number or use an online portal for assistance while searching for aging services. Namely, the tool will assist with things such as health and wellness, care planning and home management.


Users will be directed toward products, services and educational resources.

“Seniors and their loved ones are looking for guidance on how to navigate aging-related concerns,” Seth Sternberg, the CEO and co-founder of Honor, said in the release. “Navigating health issues and solutions as people age is a massive pain point for our clients around the world, and through the Honor Expert service, we’re enabling seniors and their loved ones to more quickly and easily identify aging-related challenges and find solutions before they escalate into larger problems.”

In August of last year, Honor acquired Home Instead, one of the largest providers of personal home care in the country. The idea was to become the “default” provider of services for seniors in the U.S.


Honor specifically cited the Home Instead deal, as well as $370 million in recent funding, as the drivers of Honor Expert’s launch. 

Home Instead, as one of the largest home care providers, gives Honor Expert an easy referral source early on. Likewise, as the tool’s popularity grows, it will likely lead to new clients for Home Instead.

“Home Instead intends to be the default setting for people who are needing to care for their aging loved one — and not just for home care help with activities of daily living,” Home Instead CEO Jeff Huber told Home Health Care News last year. “They’ll come to Home Instead for a variety of products, services and direction, so that they can help their aging loved one navigate the aging process in the most successful way possible.”

As the U.S. population ages, companies are looking for ways to help facilitate seniors’ care.

For instance, a competing example would be A Place for Mom (APFM), which connects seniors and their families to health care providers, including at-home care agencies.

APFM raised $175 million in January, citing home-based care solutions as an area for further growth.

Companies featured in this article: