Lottie, a UK-based care home finder, has been named the UK’s top start-up in the 2025 Startups 100 Index. Founded in 2021 by brothers Chris and Will Donnelly, Lottie aims to revolutionize the care industry by making it easier for families to find suitable care for their loved ones. The startup offers a marketplace where families can find carefully vetted care homes, retirement living, and at-home care services online, with the ability to compare care fees transparently.
Lottie recognized fee transparency as a major gap in the industry early on and has since expanded its services to include Found by Lottie (a CRM software for providers), Seniorcare by Lottie (an employee benefits platform), and Care IQ (a data insights tool for the elderly care market). Lottie’s exceptional growth has earned it the number one spot on the Startups 100 list for 2025. The company now supports over one million people in finding care every month and is partnered with 3,000 care providers across the UK.
Lottie’s top innovations in care
In 2024, Lottie conducted the largest Care Seeker Survey in the UK, surveying 1,000 care seekers to better understand the state of care and the search process for families. These insights will help Lottie improve its business model and raise awareness about elder care issues.
Lottie’s ambitions extend beyond the UK, with plans to expand globally into India, Australia, and the US. To support this expansion, Lottie has raised £25 million in total funding, including a £16.3 million round in 2023. Will Donnelly, co-founder of Lottie, expressed his pride in the accomplishment, stating, “I’m genuinely so proud of Lottie’s team and so thankful to Startups for allowing us the opportunity to fly Lottie’s pink flag for the social care industry on such an acclaimed and celebrated list.”
Despite its growth, Lottie sees itself as only at the beginning of its journey.
The founders emphasize their commitment to continuing to disrupt the social care sector for the better, providing families with the tools they need to make informed decisions without the frustration of endless phone calls or visits.
