Caring.com expands in elder care as it buys Gilbert Guide online senior site

Caring.com is expanding its online elder care web site business today as it acquires Gilbert Guide, an online senior housing guide web site.

The consolidation helps Caring.com compete against other elder care sites and companies such as A Place for Mom, CarePilot and AGIS Network (see the full list of competitors and related companies here).

San Mateo, Calif.-based Caring.com will now offer a more comprehensive guide for taking care of older adults.

Both sites serve the 34 million Americans who are caring for aging parents. Those families have to deal with healthcare, financial, legal, housing and other life issues. Gilbert Guide has drawn more than a million unique visitors to its site since March, 2008. Caring.com has drawn more than 5 million visitors since its start two years ago. On a monthly basis, Caring.com now has 700,000 monthly unique visitors. Now Caring.com will give its members access to Gilbert Guide’s housing guide.

caring-2The value of the deal wasn’t closed, but Caring.com exchanged equity to acquire Gilbert Guide. Gilbert Guide founders Jill and Jason Gilbert will join Caring.com as vice presidents, reporting to Caring.com chief executive Andy Cohen (right). Caring.com has 15 employees and is funded by venture firms DCM and Split Rock Partners. To date, Caring.com has raised $6 million. Cohen was inspired to co-found the company with Jim Scott in 2007 after he cared for his mother in her unsuccessful fight with lung cancer.