HomeHero Calls It Quits, Shuts Service

Santa Monica-based HomeHero, which had been working on creating and online marketplace for in-home, senior care services, has called it quits, according to co-founder Kyle Hill. Hill said that it "lost its core identity" a year ago, when the company was forced to terminate its relationship with 95 percent of the 1099 caregivers it had been working with, and adopt an "inferior employment business model." HomeHero had shifted to W-2 employees in the midst of widespread industry struggles over how to properly classify contractors versus employees. Hill said the company has "cease all operations and remove itself from the industry of home care entirely." HomeHero was initially incubated at Science Inc., and also had raised funding from Graham Holding Company, Social+Capital Partnership, Tencent Holdings Limited and The Launch Fund.