At FamTech.org, our members are reimagining what care can look like—through innovation, lived experience, and purpose-driven action.
This spotlight features one of the founders shaping the future of the Care Economy, sharing the personal story behind their startup, the challenges they’re tackling, and how this community has helped along the way.
Meet Carter House Copy
Diana Carter is the founder of Carter House Copy, a strategic content consultancy that helps care economy startups translate their value into clear, compelling messaging for employers and benefit brokers.
Drawing on her background in employee benefits and communications, Diana brings a rare combination of empathy and execution to her work—and to the FamTech.org community.
What drew you to the FamTech space?
With a background in employee benefits on the broker side that led me to maintaining multiple brokers as clients at CHC, I had an acute understanding of gaps that were actively trying to be filled in the employee benefits space.
When you couple that with the research that routinely comes out substantiating employees’ expectations of what kinds of benefits they’re being offered at work, the opportunity for founders building in the care space became so obvious to me. Because of that, I knew I wanted to support and get involved with FamTech.org to help founders scale impact and revenue through B2B/employer/broker channels.
What role do you see FamTech playing in the broader innovation landscape?
Where government lacks, employers [ought to] step up. When you look at EBN article after Forbes article after NYT op-ed… all saying the same thing: “Employees need more support.” I read that and all I can think is: Push has come to shove.
For better or worse, employers are being forced to dig deep when it comes to analyzing how they’re supporting and caring for their workforce. And for so many employees who carry caregiving responsibilities every day? The answer is found in the startups represented in FamTech.org.
How have you engaged with FamTech.org so far?
What stands out to you about the startups or solutions in this community?
How has being part of the FamTech.org community supported your work or perspective?
What do you believe is the most urgent challenge—or promising opportunity—facing the Care Economy today?
Ohhh, I love this question!
One of the most promising opportunities in the Care Economy right now is for founders to reimagine what support for working Americans *ACTUALLY* looks like, especially when it comes to employer-provided benefits.
For decades, “benefits” have meant health insurance, a 401k, and maybe a gym stipend. But today’s workforce—especially caregivers and parents—is asking for more relevant, real-life support: backup care, mental health access, flexibility, fertility services, eldercare benefits, parental leave, return-to-work programs, and more.
The exciting part? We’re in a moment where employers know they need to do better, but they don’t always know how. That’s where innovation thrives.
Founders in this space have a massive opportunity to build the tools, platforms, and services that make it easier for employers to say “yes” to care-centered solutions—solutions that actually impact retention, engagement, and wellbeing. The market is ready. The workforce is vocal. And the smartest companies will move quickly to meet the moment.
What’s next for you in this space—and what would you like to see from others?
What’s next for me is continuing to partner with the founders, operators, and investors building what should have always been considered core infrastructure: support for working families.
Through my agency and Fractional CMO work, I’m focused on helping care economy startups define go-to-market strategies that actually resonate with HR leaders, benefit brokers, and employers. It’s not just about building a great product — it’s about making it easy to understand, easy to implement (THIS IS HUGE!), and impossible to pass up.
What I’d love to see more of?
- Funders backing more women-led, parent-led companies in this space
- Employers piloting earlier-stage solutions instead of waiting for “proof” that only comes from access
- And founders remembering that HR isn’t a monolith — what sells to a 500-person tech company isn’t what sells to a school district or hospital system
Want more?
Inspired by this story? Explore other case studies to see how FamTech.org members are shaping the future of care.
If you’re a member and would like to be featured, reach out to us at marketing@famtech.org— we’d love to hear your story.
