Our mission

My mom is the air traffic controller of our family.

When my grandmothers needed more support, it added one more plane Mom needed to keep in the air.

Many caregivers are like my mom: they feel blessed to help those they love, but they struggle with the stress of the day-to-day workload. They don’t need more well-meaning advice or another productivity system — they need real, reliable help.

Many older adults are like my grandmothers: they’re living independently, but they can’t do everything on their own anymore. They don’t need personal care assistants or someone to take over — they need a partner who can move aside the barriers they encounter.

I named Elda — from “eldest daughter” — in honor of my mom and grandmothers. Elda provides what I want for my own family: resourceful, trusted assistants who can lighten the mental load and help them get back to the things that make life meaningful.

- Caitlin Collins, Founder & CEO