Aunt Bertha is Now Findhelp: Aligning Our Brand to Our Mission
Big news: Aunt Bertha is now Findhelp—a name shift that helps customers, organizations, and those seeking care to instantly understand our mission: to connect all people seeking help and the programs that serve them with dignity and ease. After more than a decade of impact building the nation’s leading social care network, we’d like to share the story of how we got here.
The history of Aunt Bertha
In 2010, our CEO Erine Gray founded Aunt Bertha to address a gap in the system, noticing how difficult it was to find available resources for basic needs. The company began with the mission to help people find and connect to the support they need near them, with dignity and ease.
For more than a decade, we’ve built the nation’s leading social care network by adding accessible programs in every city, town and ZIP Code one by one, updating program listings, analyzing data, and refining our platform to connect people with services.
As the nation’s leading social care network, we’ve worked hard to make it easy for people seeking help to directly connect to local services and for customers in a wide range of industries to integrate social care into the work they already do. Over the past three years, connections—that is, people getting connected to the programs that help them—have grown from 10,000 per week to 200,000 per week nationwide. Hundreds of customers reaching over 150 million Americans have chosen Findhelp to provide industry-leading social care access to their communities in a way that upholds people’s privacy (no login required) while providing accurate, responsive, and diverse options in 100+languages.
Pivoting during the pandemic
When the pandemic started, and increasingly worsened, it was clear that millions of people would soon need more help than ever before.
- Thirty-eight percent of households indicated that they faced financial problems in the last few months, which has serious implications for Americans’ ability to stay healthy and securely housed.
- Through the continued effects of the global pandemic, searches on customer community sites and on findhelp.org have connected millions of Americans to the help they need.
At the beginning of the pandemic, our public access platform was auntbertha.com. Our team quickly came together to create findhelp.org, a free, public destination to find resources that specifically included new COVID-19-related programs. The new portal proved easier to remember, making it more useful to people seeking help. So after a few months, we consolidated our public sites at findhelp.org.
“Asking for help for yourself or those in your care is a part of life, and finding help should be intuitive, private and supportive. Aunt Bertha is now Findhelp so that, across the country and in every ZIP Code, people looking for support know that help starts here.”
Erine Gray
Founder & CEO, Findhelp
Today, we’re proud to call ourselves Findhelp
Though we’ve grown a lot in the past eleven years, we’re still the same Public Benefit Corporation dedicated to helping you make an impact in social care. Aunt Bertha is now Findhelp, and our name reflects our mission: to connect all people seeking help and the programs that serve them—with dignity and ease.
We’re not alone in celebrating. Here’s what people from our network (internal and external) say about the name change!
Customer feedback
“I’m very excited about the name change — it fits our goals of helping the community much better than the name ‘Aunt Bertha’, which caused confusion in the past.”
Rebecca Walls
Executive Director at UNITE Greater Dallas
“Aunt Bertha’s transition to Findhelp is easy to understand and making sure everyone has access to free and reduced cost services in their community is just the Neighborly thing to do!”
Brian Ebersole
Senior Director, Health Innovations at Geisinger
“I’m excited for this change and the wonderful work you all will continue to do!”
Kayla Beldsoe
Manager of Policy and Resource Initiatives at Immigrant Welcome Center
Staff feedback
“I got to be part of the team that led the rebrand project, and I’m excited to align our mission and our name under one cohesive brand; we’re simplifying our message to reach more CBOs and customers who in turn can help more people in their communities. I am proud to say I work at Findhelp.”
Aly Wheeler
Marketing Manager
“I am so excited that Aunt Bertha is now Findhelp! As someone who meets with CBOs and nonprofits, Findhelp is a name that really speaks to their work. Nonprofits are constantly finding and offering help, and it’s nice to invite them to a table that feels inclusive of who they are and makes it clear that we’re here to be their partner in care.”
Meredith Stefos-Norris
Team Lead, Community Engagement
“I’m very excited about our company’s new brand, which more directly connects to the work we’re already doing here. I look forward to reaching a wider audience as we continue to find and share stories about the incredible people around the nation who are working to improve their communities.”
Jim Tuttle
Sr. Multimedia Producer
Looking ahead to Findhelp’s future
Coming off the heels of a $27M funding round earlier this year, we’ve continued to grow Findhelp Fulfillment, a product that makes it easy for community organizations and customers to place orders (and get reimbursed) for social goods and services, including grocery delivery for recently discharged or homebound patients, transportation to healthcare appointments, and providing car seats and diapers to new parents who need it.
The funding has allowed the company to invest in building more product features and functionality including enterprise offerings for social care providers, growing community engagement, and fostering learning and peer leadership with social workers and other community navigators.
Findhelp partners closely with its customers at both the individual and organizational levels to positively impact their communities. After connecting a cancer patient to a local cleaning services program via Geisinger’s branded Findhelp platform, Neighborly, a health coordinator said, “I never thought that there could be such a great resource all at one place, at our fingertips. We cover such a large patient population area that it is impossible to have all the resources written down in a ‘rolodex’.”
With a proven platform, thriving network, and tailored solutions, Findhelp is powering the foundation for a better social safety net—schedule your demo today and see for yourself.
