May 19, 2024

Thrive Insider

Exclusive stories of successful entrepreneurs

Kassidee Kipp Co-founder of Grayce

What’s your backstory and how did you come up with the idea?

We started Grayce to address the glaring lack of support and resources for those helping care for family and friends. I helped care for my mom, Gayle, in her final years of life as she struggled with Parkinson’s disease. It was one of the greatest challenges and privileges of my life. I was in my twenties and struggled to find a balance between being a good employee and a good daughter. Through Grayce, I hope to spare others some of the pain, confusion, stress, and loneliness that I experienced during that time.

Describe the process of launching the business.

Julia (my co-founder) and I have known each other since college, so having that foundational relationship has been invaluable. In the early days, we talked to friends and family who had helped others as caregivers to understand their experience and to craft a product that would meaningfully address their concerns and pain points. We also talked to employers to understand their approach to supporting family caregivers and to unpack the opportunity there.

Since launch, what has worked to attract and retain customers?

Our customers are empathetic, progressive employers who really care about their people. We listen to their feedback and partner with them to ensure their employees are educated about Grayce as a benefit. By ensuring their employees are well served and satisfied, our customers (employers) are excited to continue offering Grayce as a benefit.

How are you doing today and what does the future look like?

We are growing quickly, and that means hiring amazing people to expand our capabilities and reach.

Through starting the business, have you learned anything particularly helpful or advantageous?

Your early team and customers are so important. I’m forever grateful to the people who took a chance on us as we were just getting started. Also, listening to your customers and adapting is critical, and you must iterate and improve as your understanding of your customer needs evolves.

What platform/tools do you use for your business?

I’m a big Asana gal. We use it for many functions at Grayce, from product management to marketing. Organization and transparency make everyone’s lives easier. Also, Notion is a great tool – we use it as an internal wiki.

What have been the most influential books, podcasts, or other resources?

Being Mortal by Atul Gawande is a book we give to everyone when they join the team. It really captures how we think about caregiving and the importance of honoring the values and desires of individuals as they age.

Advice for other entrepreneurs who want to get started or are just starting out?

Work on something you care about deeply, in your bones. It makes the hard days manageable and keeps your head and heart in the game. I show up every day to Grayce with a tremendous amount of gratitude that I get to work on this complex, important global challenge.

Where can we go to learn more?