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An Israeli testbed for senior-care startups



A joint venture between Tech for Good and Matav Association will incubate ventures working to improve at-home senior care.

Israel’s over-65 population is projected to grow to 15% of Israel’s population by 2035, from 10% today. Life expectancy is also expected to rise. “All the figures show that it is worthwhile for senior citizens to grow old at home and in their community,” says Lior Strassberg, CEO of Matav Association, a nonprofit nursing-care organization.

The incubator will provide startups with office space and access to Matav’s social-worker network for help with piloting pilot products and services; Tech for Good will offer business consulting. “The question of correct aging will attract the attention of the entire economy in the coming decades,” Strassberg says.

Greensleeves Care, in England, recently raised a $41 million “retail charity bond” to build new elderly care centers.

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