The start-up founded by Luca Concone grows and looks to Europe and the world of corporate welfare. Agreements with Intesa, Ubi, and other important companies. Service and business model innovation based on the smart use of existing technologies.
It aims at three million loans and 100 thousand users by 2018. To get closer to the goal, in the meantime, it accelerates marketing plans by attacking the world of corporate welfare and measuring itself with a European project intended to guarantee people active and healthy aging health. The subject of all these actions is famil.care, the digital platform (App for iOS and Android) designed by the innovative startup Easy Life of which Luca Concone (formerly in McKinsey, AtKearney, Municipality of Milan, Sea and other innovation and start initiatives -up) is CEO.
The target of famil.care is the segment of the population between 40 and 60 years, professionally active but who must deal simultaneously with elderly parents (perhaps not entirely self-sufficient to take care of) and adolescent or pre-adolescent children to be kept 'eye. This is an interesting variation of the concepts of interconnection and 4.0 in a familiar way. At the heart of the service offered there is an object that contains a GPS inside, useful for monitoring the position of the person you care for (the elderly person who is lost or the boy who knows where he is or at what speed it travels ...) but also capable of detecting falls (the elderly person in the bathroom, a typical risk situation). This object is connected to the mobile phone, giving way to activate an interesting range of services that make up the platform.
Company welfare at the center of the industrial project
The idea of famil.care, headed by Luca Concone, dates back to over two years ago. Today that intuition seems to have centered between the emergence of a delicate social situation and the emergence of an opportunity, company welfare. As for the first, in our country, there are more than 9 million caregivers, people who in addition to their work take care of family members, the elderly, the disabled, or those who are not self-sufficient. 25% (of the nine million caregivers) are employees of a company; more than 80% of them are required to assist their loved ones without having outside help; there are eight hours between assistance and surveillance dedicated every day to the non-self-sufficient family member; one in four caregivers are forced to give up their job. As for the second, it concerns corporate welfare, or the set of contractual or unilateral initiatives by the employer aimed at increasing the well-being of the worker and his family through a different distribution of remuneration, which can consist of both monetary benefits either in the provision of services, or a mix of the two solutions.
Well famil.care, being part of this range of solutions, is a lever of "peace of mind" for caregivers. That, if workers, can access packages of possibilities to be added to the classic wages. And here the circle closes thanks to corporate welfare, whose solutions (products and/or services) translate into the optimization of the tax advantage in compliance with current legislation (art. 51 and 100 of the Consolidated Income Tax Law) for all the subjects - workers and employers - involved
"Today - Luca Concone told Industria Italiana - we are present on various corporate welfare platforms: from Jointly, an innovative start-up with a social vocation, which offers its platform to more than 40 companies in Italy, small and large; Intesa Sanpaolo's Welfare Hub, the innovative service launched by the Intesa Sanpaolo Group, and addressed to all its client companies up to UBI Welfare of UBI Banca, tailored consultancy service available to client companies and Group employees. But we already have other agreements in the near future. Our services can be purchased on these portals at a price reduced by 10-15%, being able to fully benefit from Article 100 of the Tuir ". The flexible benefits of corporate welfare, more convenient from a tax point of view, come to supplement (and in some cases replace) productivity bonuses, with no limits on the amount and being extendable to family members, even if not dependent.
From pharmacies to digital windows: on the side of caregivers
But Easy Life with famil.care does not forget to contact the caregivers directly. The service can be purchased both directly on the famil.care website (www.famil.care) and in some pharmacies, where the first two months of subscription can be purchased (the apps for the Senior and Junior versions are configured iOS and Android) and the emergency button, to be given to the subjects who must be "monitored" so that it can alert when something goes wrong.
But the service also addressed new sales channels, such as the digital showcases of important operators. The first agreement is that with Intesa Sanpaolo's InOfferta, a highly profiled media center, which provides 11 million private customers (of which over 5 million are active in home banking), CRM intelligence for the selection of the target customers to whom direct promotional communications and exhibition spaces on multiple digital channels (movement list, Internet Banking, mobile App, Facebook App, Newsletter, etc.)
Famil.care in Concone's ultimate intentions is not only the answer to a "private affair": "The State - underlines Concone - should facilitate private individuals who commit themselves to relieve the national health system of hospitalization costs. If an elder falls and remains in the corridor for 12 hours, he will have to stay in the hospital for three months. If our device immediately notices that something is wrong and sounds the alarm, it is conceivable that the intervention time is immediate so that the time spent in public structures is significantly reduced. And calculating an average amount of 120 euros per day for hospitalization, it is easy to understand how important the role played by our company in prevention is ». Currently, the company is active in Italy, the United Kingdom, Germany, and France, but "we are transversal to the great European economies - explains Concone -. The geographical concept is now outdated ». The goal set by the founder of famil.care is extremely ambitious.
Goal 2018: 100 thousand users
If 2017 ended with a number of customers of little less than 10,000 units globally, for 2018, Concone aims at a remarkable milestone: «We have created a new website that makes operations easier and we are expanding the channels sales well beyond those mentioned. Our goal is to have 100,000 users by the end of 2018. On the other hand, the market is huge and the growth opportunities are everywhere. We need to insist on this path that we have undertaken, capitalizing on the experience that the second half of 2017 gives us: we have almost doubled our clientele. Our technology and the services we can offer are at least two years ahead of what is offered by any other competitor ». One of the guidelines on which it was decided to focus on achieving this ambitious goal is that of quality: today the hardware that manages famil.care has a defect of less than 0.01%, and this is because there are people dedicated to daily testing the app, in all possible conditions, to minimize the risk of "crash".
Famil.care in the future of Europe
A company like Easy Life that makes new technologies a tool to improve the existence of many people could not escape the efforts of the European institutions pursuing similar objectives. Famil.care has responded to one of the calls of the Active and Assisted Living (AAL) Program - a program within the broader Horizon 2020 - which supports the development of ICT products and services to improve the quality of life of elderly people. In the 2017 call - also supported by MIUR - three projects with Italian participation were admitted, among them IOANNA, which sees the participation of famil.care together with six other European companies. It is a project that is aimed primarily at women, a very significant recognition for the work done so far.