Our story

It sounds so simple but is so far from the truth:
Navigating healthcare bureaucracy shouldn’t be the hardest part of getting healthy and staying whole. 

It all started with a counter-intuitive belief. Navigating healthcare bureaucracy shouldn’t be the hardest part of getting healthy and staying whole. 

Ten thousand Americans turn 65 every day, and they’re expected to navigate a stunningly complex healthcare system by themselves.

When folks get confused or overwhelmed, they have worse health outcomes and the system (and taxpayers) wastes money. 

Baba makes it easier by pairing older adults with advocates who coordinate their care. Our advocates are nurses and social workers, and they’ve supported thousands of families by writing insurance appeals, researching specialists, getting medical equipment and cheaper medications, and scheduling appointments.

Baba was founded in 2025 and is backed by leading investors including General Catalyst, Genius Ventures, Soma Capital, Ground Up Ventures, and Triedge Investments.

Learn more about the type of people that work at Baba.

Our team

Our team

Our team

We’re rebuilding the front door to healthcare for millions of families 


– and we’re just getting started.

We’re rebuilding the front door to healthcare for millions of families 

– and we’re just getting started.

We’re rebuilding the front door to healthcare for millions of families 

– and we’re just getting started.

Our values

We’re low ego.

We’re low ego.

We’re low ego.

We’re doing the best work of our lives.

We’re doing the best work of our lives.

We’re doing the best work of our lives.

We play to win, and understand the responsibility that comes with it. 

We play to win, and understand the responsibility that comes with it. 

We play to win, and understand the responsibility that comes with it.