Meet Margaret Norris, of Aidaly, helping family caregivers get paid for their work.

Meet Margaret Norris, of Aidaly, helping family caregivers get paid for their work.

The Impact of Caregiving on Families: Aidaly’s Journey to Empower Caregivers


As a caregiver, Margaret Norris knows all too well the frustrations that come with navigating the healthcare system to ensure her parents received the care they needed. “As rewarding as it is, caregiving is really hard work,” Norris says.

Norris’s experience is not unique. In 2021, nearly 53 million Americans provided unpaid care for their aging family members. A separate study revealed that about eight in 10 caregivers reported routine out-of-pocket expenses, with an average annual cost of $7,242. The financial burden on caregivers is significant.

“One common scenario was that one person in the family had to leave the workforce or reduce their hours to provide care. At the same time, their loved one’s insurance, mainly Medicaid, would pay strangers to come into the home and perform tasks like meal preparation, transportation, or assistance with bathing,” explains Norris.

When the COVID-19 pandemic hit, Norris realized that the emotional and financial strain on caregivers was only intensifying. Many caregivers, predominantly women, were forced to downshift their careers or exit the workforce entirely to take care of their loved ones. The burden on caregivers became an impossible duty that came at a cost to their mental and physical health, financial security, and career ambitions.

In response to this growing crisis, Norris founded Aidaly, a software-enabled service that partners with leading Medicare Advantage and Medicaid plans to train and pay family caregivers for in-home care services. Aidaly aims to alleviate the burden on caregivers by providing them with the support and compensation they deserve.

“We ask women to bear an impossible duty to family at the cost of their mental and physical health, financial security, and career ambitions. This is why I started Aidaly because I’ve been there, and I get it,” says Norris.

Aidaly’s innovative approach tackles the hurdles faced by family caregivers head-on. By collaborating with Medicare Advantage and Medicaid plans, Aidaly ensures that caregivers receive proper training and fair compensation for the care they provide. This not only benefits the caregivers but also enhances the quality of care received by their loved ones.

The creation of Aidaly demonstrates the power of entrepreneurship to address pressing societal challenges. By recognizing the need for change and taking action, Norris has paved the way for a more equitable and sustainable caregiving system. Her initiative aligns with a larger trend in which entrepreneurs are leveraging technology to disrupt traditional industries and make a positive impact on people’s lives.

Norris’s commitment to empowering caregivers has earned her a place in the ANBLE Founders Forum, a community of entrepreneurs selected based on the potential impact of their companies. This exclusive forum, associated with the annual Brainstorm Tech conference, brings together diverse individuals from various sectors and backgrounds to discuss and shape the future of technology and entrepreneurship.

The story of Aidaly and Margaret Norris is a testament to the transformative power of innovation and empathy. By addressing the challenges faced by caregivers, Aidaly is creating a more supportive and sustainable caregiving ecosystem. This not only benefits families but also contributes to a more inclusive and thriving society.


  1. Fortune: “How Margaret Norris Built Aidaly to Empower Family Caregivers”
  2. ANBLE Founders Forum
  3. Medicaid
  4. Medicare Advantage