Building a Bridge to Care: From Tech Genius to Care Champion

Homage was co-founded in 2016 by Gillian Tee, along with her partners, Lily Phang and Tong Duong. 

Gillian Tee

Gillian Tee earned a Bachelor of Computer Science from the University of Melbourne, specializing in Artificial Intelligence. Furthering her education, she obtained a dual Master of Business Administration and Master of Public Administration from Columbia Business School and Columbia School of International and Public Affairs, respectively. Before establishing Homage, Gillian co-founded Rocketrip in 2013, a New York-based startup designed to help companies reduce travel expenses by incentivizing employees to save on travel costs. Rocketrip gained significant traction, securing backing from prominent investors such as Y Combinator, Google Ventures, and Bessemer Venture Partners. Prior to her entrepreneurial endeavors, Gillian held various leadership roles at Amazon and Accenture. (Gillian Tee)

Tong Doung

Tong Duong has a strong foundation in technology and entrepreneurship, honed through his education at Singapore Management University, where he earned a Bachelor of Science in Information Systems Management. As an innovative thinker, Tong has played a key role in integrating smart technology into their caregiving model. His work in technology and startups earned him recognition as a Forbes 30 Under 30 honoree. (Tong Doung)

Lily Phang

Lily Phang brought a wealth of experience in international healthcare operations to Homage. She had over 15 years of experience working across Europe, the US, China, and Southeast Asia before transitioning to the startup world. Lily’s professional journey includes key roles in major healthcare organizations, such as Singapore General Hospital and Jurong Health Services, where she managed large-scale operations and logistics. Her educational background in Business Administration from the University of London laid the groundwork for her leadership skills. Prior to this, she co-founded Eblity and KinderPass, which focus on ed-tech and child development. (Lily Phang)

The Founding Story

After spending 15 years abroad, Gillian returned to Singapore in 2016 to be closer to her family. Upon her return, she noticed the challenges in accessing quality home care services for seniors, particularly when seeking care for her mother. This personal experience inspired her to establish Homage. 

Care to Share: The Growing Need for Home-Based Solutions

The global health caregiving market is experiencing significant growth, driven by factors such as an aging population, the rise of nuclear families, and the increasing prevalence of chronic diseases. In 2024, the market size is estimated at USD 204.02 billion and is projected to reach USD 362.71 billion by 2029, reflecting a compound annual growth rate (CAGR) of 12.20% during this period. (Mordor Intelligence)

The Asia-Pacific region, particularly Southeast Asia, is emerging as a significant contributor to this growth. The region’s expanding elderly population and increasing demand for quality healthcare services are key drivers. Countries like Singapore, Malaysia, and Thailand boast some of the highest-rated healthcare systems in Southeast Asia, attracting both local and international patients. Additionally, the private healthcare sector in Southeast Asia is poised for growth, supported by strong economic fundamentals and gaps in public healthcare infrastructure. (Statista)

Technological advancements are also playing a crucial role in transforming the caregiving landscape. The integration of digital tools and platforms has enhanced service delivery, making caregiving more efficient and accessible. This shift is particularly evident in Southeast Asia, where the adoption of medical technology is projected to grow by 7.18% between 2025 and 2029, resulting in a market volume of USD 18.61 billion by 2029. (Statista)

Mission Possible: Homage’s Quest to Care Better

Homage aims to make everyday care for older adults and individuals with chronic illnesses personalized, accessible, and cost-effective.The company’s mission focuses on delivering holistic and personalized care solutions that cater to the unique needs of each individual. By integrating high-touch services with high-tech platforms, Homage strives to improve the lives, health, and wellness outcomes of its care recipients and their families.

They address several critical challenges in the caregiving industry. Firstly, it tackles the shortage of professional caregivers by building a regional network of fully screened, trained, and curated care professionals, including certified caregivers, licensed nurses, care navigators, and board-certified therapists and physicians. This network ensures that individuals receive comprehensive support tailored to their health conditions and preferences.

Secondly, Homage confronts the fragmented nature of care services. Traditionally, families seeking care for their loved ones had to navigate through various agencies and platforms, often leading to inconsistent and impersonal care. Their platform streamlines this process by offering a one-stop solution where users can easily schedule services, monitor care plans, and communicate with caregivers, fostering transparency and trust in the caregiving process.

The business model of Homage is built on a technology-driven approach to caregiving. The company employs a matchmaking engine to connect families with suitable caregivers based on specific needs, preferences, and health conditions. This ensures a personalized care experience for each individual. Additionally, Homage offers a range of services, including assistance with daily activities, personal care, nursing procedures, and therapy sessions, catering to both non-medical and medical support requirements. 

Care Packages Delivered Digitally: Homage’s Toolbox

Homage offers an extensive range of services and features to address the varying needs of its care recipients. These services are designed to provide both short-term and long-term care solutions, ensuring individuals receive holistic support.

Personalized Care Plans

Homage emphasizes the creation of personalized care plans tailored to the specific needs of individuals. After an initial assessment, care professionals design a detailed plan outlining the type of care required, frequency, and any special considerations. This ensures the care delivered aligns perfectly with the recipient’s health goals and lifestyle.

24/7 On-Demand Care

The platform enables users to access caregiving services round-the-clock. Whether it’s daytime assistance or urgent nighttime care, families can schedule services conveniently through the Homage app. This feature is particularly valuable for families needing flexible support for their loved ones.

Dementia Care

Homage specializes in providing dementia care services, recognizing the unique challenges faced by individuals with cognitive impairments. Care professionals trained in dementia care assist with daily routines, manage behavioral challenges, and ensure a safe and supportive environment.

Post-Hospitalization Care

For individuals recovering from surgeries or hospital stays, Homage offers post-hospitalization care services. Care professionals support rehabilitation efforts by assisting with medication adherence, wound care, mobility exercises, and meal preparation, ensuring a smooth transition back to daily life.

End-of-Life Care

They provide compassionate palliative and end-of-life care for individuals and families during challenging times. These services focus on maintaining the dignity, comfort, and emotional well-being of care recipients and their families.

Home Therapy Services

In addition to physiotherapy and speech therapy, Homage provides occupational therapy. This service helps individuals regain or improve skills needed for daily living and working. Therapists assess the living environment and recommend modifications to enhance independence and safety.

Advanced Caregiver Matching

Their technology ensures the best caregiver match by analyzing various factors, such as the care recipient’s preferences, required skill set, and the caregiver’s experience. This intelligent matching process enhances trust and effectiveness.

Regular Progress Updates

Families receive regular progress updates through the app, which detail the services rendered, the care recipient’s condition, and any recommendations for adjustments to the care plan. This transparency strengthens the relationship between families and care providers.

Health Monitoring Tools

Homage includes health monitoring tools that track vital health metrics, such as blood pressure, heart rate, and glucose levels. These tools allow caregivers to record and communicate data effectively, facilitating informed medical decisions.

Caregiver Training Programs

They ensure its network of caregivers meets the highest standards by providing continuous training and certification programs. These programs cover various aspects, such as elder care, dementia management, and medical procedures, ensuring caregivers are well-equipped to handle diverse needs.

Mobile App Convenience

The Homage app serves as a one-stop solution for families to manage care services. Users can book appointments, track care plans, communicate with caregivers, and view session reports—all from their smartphones. This convenience makes managing caregiving stress-free.

Community Engagement and Education

They also invest in community education programs, offering resources and workshops to empower families in caregiving roles. These initiatives help families understand how to better support their loved ones at home.

Awarding Homage: A Standing Ovation for Innovation

The company operates in Singapore, Malaysia, and Australia, catering to a wide range of care recipients, including those managing chronic and terminal conditions like dementia, stroke, Parkinson’s disease, and cancer. With over 15,000 curated and trained Care Professionals, they enable individuals to age and recover with grace, dignity, and control​. 

The bizSAFE Level 1 Certification reflects their commitment to workplace safety and health, ensuring that its operations prioritize the well-being of its staff and care recipients. Homage was awarded the President’s Challenge Social Enterprise Award, a testament to its impactful contributions as a social enterprise. This award recognizes organizations that create meaningful social impact through innovative business models, underlining their role in improving access to caregiving services.

The company received the Emerging Enterprise Award, acknowledging its rapid growth, innovation, and potential as a rising leader in the caregiving industry.  At the 6th Eldercare Innovation Awards 2018, Homage was honored for its innovative approaches to eldercare. This award highlights its efforts to combine technology with caregiving to address the challenges of an aging population effectively.

Additionally, Homage has been recognized in the Corporate Vision 2021 Corporate Excellence Awards. This award celebrates its operational excellence, commitment to customer satisfaction, and leadership in leveraging technology to transform the caregiving landscape.

A notable collaboration is with Singlife and the Agency for Integrated Care (AIC) in Singapore. Announced on September 25, 2023, this partnership aims to empower customers by providing comprehensive long-term care solutions. As part of the Singlife Care Collab, a one-stop health services hub, Homage contributes its expertise in home-based caregiving, aligning with the national focus on community care.

They also collaborate with various entities to deliver reliable healthcare services both on-site at care facilities and in patients’ homes. These ecosystem partnerships include staffing solutions and nursing care for post-hospitalized patients, ensuring continuity of care across different settings. Additionally, Homage integrates its services into corporate benefits programs, assisting employees in managing the healthcare needs of their loved ones. The company also partners with key opinion leaders to disseminate accessible health information, enabling Malaysians to make informed decisions about their well-being.

Funding the Future: Homage’s Financial Highlights

Homage has demonstrated strong financial growth and fundraising success since its inception. In 2016, it raised $1.2 million in seed funding from investors like 500 Startups, Golden Gate Ventures, and SeedPlus. This funding was aimed at scaling operations and enhancing product development to address the urgent demand for reliable caregiving solutions in Singapore.

The company reached a significant milestone in 2021 with a $30 million Series C financing led by Sheares Healthcare Group, a subsidiary of Temasek. This oversubscribed round brought its total funding to over $45 million, making it one of the largest funding achievements for an on-demand care platform in Southeast Asia and Oceania. Other key participants in this round included DG Daiwa Ventures, Sagana Capital, and existing investors like East Ventures, HealthXCapital, and SeedPlus. These investments reinforced Homage’s position as a leader in elder and disability care.

The Series C funding fueled Homage’s regional expansion and technological advancements. The company reported a sixfold year-over-year growth in its regional business outside Singapore, alongside tripling its overall revenue in the same year. This financial support also allowed Homage to expand its network to over 6,000 curated care professionals, including certified caregivers, licensed nurses, and therapists. The platform’s ability to integrate daily living assistance, clinical care, and social services across hospitals, communities, and homes further enhanced its appeal to both private and governmental stakeholders.

Care You Can Count On: Homage’s Legacy in the Making

Homage is a healthtech startup transforming caregiving with technology and compassion. The company provides personalized, home-based care services tailored to meet the needs of seniors, individuals with chronic conditions, and those recovering from surgeries or injuries. Operating in Singapore, Malaysia, and Australia, Homage ensures care recipients maintain dignity, independence, and quality of life.

What sets Homage apart is its integration of technology into caregiving. The company uses an advanced app to connect families with trained caregivers. Through the app, users can book services, track care sessions, and receive real-time updates about their loved ones. Homage also uses intelligent matching algorithms to pair care recipients with caregivers who fit their specific needs and preferences.

Homage’s range of services is comprehensive. It includes personal care, such as help with daily activities, nursing care for medical needs, and therapy services like physiotherapy and speech therapy. The company also offers specialized care for conditions like dementia and post-hospitalization recovery. With over 15,000 trained professionals, Homage provides trusted, high-quality care that adapts to each recipient’s unique situation.Homage’s story is just one of many inspiring ventures shaping industries. Explore more on Venture Kites and discover startups creating change worldwide.