Testing a business model with a fake Craigslist ad

Donnally, founder and CEO of JoeyCo, spent years in healthcare strategy before personal family tragedies pushed her to address the gaps in aging care. After witnessing her own relatives struggle with the dangers of living alone—including falls, dementia-related disorientation, and isolation—she sought a model that could balance independence with necessary support. JoeyCo was born in 2024 to bridge this divide by connecting students, dubbed "joeys," with older adults who require assistance to remain in their homes.

The business functions as a symbiotic ecosystem: students secure affordable housing while providing companionship and help to their hosts, extending what Donnally calls their "joyspan." Navigating the complex intersection of housing regulations and employment law remains the startup's primary hurdle. To manage this, the seven-person team relies on attorney-reviewed templates and AI-driven regional compliance tools to guide hosts without providing direct legal counsel.

While the company is not yet profitable and Donnally draws a modest salary, the focus remains on scaling the infrastructure safely. Donnally cautions that their service is not a universal solution, particularly for those with advanced dementia requiring intensive medical oversight. Despite these limitations, the model addresses two distinct societal pressures: the student housing crisis and the growing epidemic of elderly loneliness. By fostering friendships across generations, the startup attempts to replace digital isolation with human connection.