WeeCare Becomes Upwards, Embracing Growth and Beginning a New Era of Family Care Solutions

The new name reflects the company’s expanded commitment to uplifting families and caregivers in the U.S.

LOS ANGELES--(BUSINESS WIRE)--WeeCare, the leading national childcare network, today announced its new name and brand identity: Upwards. The company is taking a major step to amplify its impact in the care industry by expanding its mission to provide comprehensive care solutions for U.S. families. As Upwards enters a new growth cycle, it remains steadfast in its commitment to childcare, while also planning to include other types of care that meet the unique needs of families.

"Upwards signifies the direction families move when care is not a concern," said Jessica Chang, CEO and Co-Founder of Upwards, unveiling the company's new name. "From our founding in 2017, we focused on putting family at the center of everything we do. And going forward, the new name aligns with our company’s mission of making care accessible to all families and empowering the caregivers who provide it.”

Over the past six years, Upwards has made significant strides in solving the childcare crisis. The company has created the nation’s most extensive childcare network serving more than 2 million families across the country, supporting care providers across all 50 states, and helping them grow their businesses even during the pandemic. Working together with government entities like the State of California and the U.S. Army, Upwards has been removing barriers to childcare for families and driving community economic growth. Following its Series A fundraising round in early 2022, led by M13, Upwards expanded its employer childcare benefits program by 350% for working families at all income levels. The company partners with some of the largest U.S. employers — including JCPenney, Dollywood, Chobani, Goodwill, P.F. Chang’s, Panasonic, Tenaris, and healthcare providers like Emory and Nebraska Medicine — who now rely on Upwards to support their employees’ childcare needs.

However, Upwards recognizes that childcare is one facet of the broader care crisis afflicting the U.S. Families across the nation are overwhelmed with caregiving responsibilities and lack accessible and affordable support. The ongoing care crisis continues to impact family earnings, stress levels, and overall well-being, while also taking a toll on the economy, resulting in a staggering $290 billion GDP loss annually¹.

“Childcare remains our area of expertise and immediate focus, but we know it's only one of many caregiving needs families have. Upwards’ expanded focus reflects the urgent need for technologically-driven solutions to the care crisis that are efficient, adaptable, and customizable, catering to the unique needs of every family. Our technology platform brings together families, caregivers, employers, and governments to create accessible care options in real-time. We do this by assessing care needs, identifying and supporting caregivers equipped to meet those needs, and connecting families with the resources to afford care. Upwards increases efficiency and reduces frictional costs that allow for more funding to flow to families that need it," Chang adds.

By announcing the rebrand and expanded mission, Upwards is responding to the real demand and problems faced by families. It is driven by listening to its partners and ensuring that employees can utilize their benefits for both childcare and other essential care needs, something the company has already pioneered with its employer partner Chobani. Upwards is leveraging its adaptable technology to swiftly deliver on its expanded vision of addressing diverse care needs and fostering a brighter future for American families.

As the company progressively rolls out new features and design elements as part of the rebrand, visit Upwards’ website to explore the changes and read a special letter from Upwards' CEO and Co-Founder, Jessica Chang, about the company's vision for the future.

About Upwards (formerly WeeCare):

Upwards is a technology-driven care solutions company with a mission to make care accessible to all families and empower the caregivers who provide it. Upwards brings together families, care providers, employers, and governments to create new care avenues in real-time and utilizes a data-driven approach to enhance the supply and capacity of the care system. Upwards matches families with caregivers equipped to meet their unique needs and connects families with the resources they need to afford care, whether through government subsidies or workplace benefits. To learn more, visit upwards.com.

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¹ https://www.bcg.com/publications/2022/solving-the-care-crisis