Introducing Jennifer Cain Birkmose and the Mission Behind VivaValet
Jennifer Cain Birkmose is no stranger to global health and executive leadership. With a distinguished career spanning roles with the World Health Organization and the pharmaceutical industry, her current mission is deeply personal: helping older adults age with dignity and independence. As the founder and CEO of VivaValet, a trusted in-home concierge platform for seniors, she is building a scalable, human-first solution for one of the biggest challenges facing modern families—how to care for aging loved ones while managing busy lives.
VivaValet is not just another caregiving service. It is a curated, tech-enabled platform that connects older adults with vetted, local providers for services like assisted rides, home safety assessments, tech training, and personalized meals. The goal is simple yet profound: help older adults stay safe, supported, and independent at home.
The Spark That Launched a Purpose-Driven Solution
The inspiration behind the company came from Jennifer Cain Birkmose’s own life. As part of the “sandwich generation,” she found herself responsible for both her children and aging parents—who lived thousands of miles away. The experience highlighted a major gap in the healthcare and aging-in-place space: a lack of safe, centralized, and user-friendly solutions for families trying to support their elders from afar.
Her story resonates with millions. Whether it’s a cross-country flight to help a parent or juggling elder care with a full-time job, many adults are overwhelmed and under-resourced. VivaValet was born out of this very real need—to bridge distance with dependable care.
From Global Health Leader to Age Tech Pioneer
Jennifer Cain Birkmose’s career has always centered around health equity. A Johns Hopkins–trained public health expert, she served as a diplomat for the WHO and held executive roles in the biotech and pharmaceutical industries. But she wanted to do more—specifically, to bring her global impact mindset into the age tech sector.
This pivot wasn’t just professional; it was deeply personal. She saw the opportunity to use her experience to reimagine aging at home, creating a solution that empowers both seniors and their families. With VivaValet, she’s found her “third act”—a new chapter focused on purpose, innovation, and compassion.
The Problem: Aging Loved Ones Need More Than Google Searches
The internet offers infinite information—but that’s often part of the problem. Seniors and their families looking for reliable senior care services are met with a fragmented, unregulated sea of listings. From house cleaners to home health aides, the sheer volume of options (and scams) can be overwhelming.
VivaValet cuts through the noise by curating only vetted, trustworthy service providers. Instead of spending hours comparing vendors online, users get one simple, senior-friendly platform that handles everything from vetting to customer support.
VivaValet’s Core Offering: Safe, Curated In-Home Services
The service is built to support aging in place—a growing preference among seniors. Their core services include:
-
Assisted rides for medical appointments or errands
-
Customized meal delivery tailored to health needs (e.g., diabetes-friendly, heart-healthy)
-
Cleaning and household support designed to reduce physical strain
-
Home safety assessments to reduce fall risks with handrails, lighting, and layout optimizations
-
Tech literacy training, both in-home and community-based
Each service is customized based on the user’s physical, emotional, and digital comfort levels, and is delivered with empathy, consistency, and care.
Designing with Dignity: VivaValet’s Senior-Centered UI/UX
Most tech platforms aren’t designed with a 90-year-old in mind—but VivaValet’s is. Jennifer Cain Birkmose assembled a beta testing team of users aged 75–93 to help co-design the user interface. Every wireframe, every button, every screen was optimized for clarity, contrast, and accessibility.
This isn’t just good design—it’s respectful design. By including seniors in the development process, VivaValet built a platform that speaks their language, empowers autonomy, and reduces the fear or frustration often associated with new technology.
Safety and Trust as the Cornerstones of Service
In the senior care industry, trust is everything. Service providers undergo a multi-layered vetting process:
-
Verified business licenses (must be in operation for 2+ years)
-
Proof of insurance and bonding
-
Criminal background checks
-
In-person training with Jennifer Cain Birkmose
-
Written and practical exams
-
Real-time check-ins and post-visit follow-up calls
It’s a level of oversight that far exceeds gig-economy platforms like TaskRabbit. The company’s mantra: If we wouldn’t send them to our own parent’s house, we won’t send them to yours.
Why Customization is Critical for Aging at Home
No two older adults have the same needs. VivaValet tailors services with surgical precision—whether it’s delivering heart-healthy meals, ensuring a wheelchair-accessible ride, or modifying bathrooms to prevent falls.
These aren’t just conveniences; they are lifesaving interventions. Fall-related injuries are one of the top causes of hospitalization and mortality for seniors. VivaValet’s preventative approach helps seniors live safely, not just independently.
Tackling Tech Literacy Head-On
Digital literacy is a major barrier to independence. That’s why VivaValet offers in-home and community-based tech training. Whether it’s learning how to manage banking apps, access medical records, or build a Spotify playlist, the goal is always the same: confidence through capability.
Jennifer Cain Birkmose has even taught seniors to use ChatGPT to better understand their health conditions and prepare for doctor visits. It’s a 21st-century toolkit for 21st-century aging.
The Growing Demand: A Demographic Shift with Urgency
By 2050, 85 million Americans will be over 70. Every day, 10,000 people turn 65. Yet, 85% of them have no plan for how they’ll age in place.
This is not just a healthcare issue—it’s a looming infrastructure challenge. Families are stretched thin. The healthcare workforce is shrinking. The system is not ready.
That’s why solutions like these are more than businesses—they’re essential infrastructure.
A Platform That Expands Beyond “Older Adults”
While VivaValet was designed with seniors in mind, its services are being used by single mothers, adults with disabilities, and busy professionals. With customizable support and high-touch service, the platform resonates with anyone who needs reliable, vetted help.
Age is not the only qualifier. Life complexity is.
National Expansion and What’s Next for VivaValet
Currently operating in Illinois, VivaValet is preparing to launch a nationwide concierge service. Through a subscription model, users will be able to access:
-
Personalized service recommendations
-
Vetted local providers
-
Appointment scheduling and follow-up
-
Emergency support and dog-walking (coming soon)
Expansion targets include New York, Los Angeles, Miami, Boston, Dallas, and Reno—hotbeds of high demand for aging-in-place services.
Strategic Partnerships to Accelerate Impact
Jennifer Cain Birkmose is actively pursuing strategic partnerships, including with platforms like HOA.com. By integrating her service with existing neighborhood ecosystems, the company hopes to meet seniors where they already live, strengthening communities and support networks in the process.
Bringing VivaValet to the United Nations and World Economic Forum
VivaValet’s model has garnered global recognition. Jennifer Cain Birkmose has presented at the United Nations and the World Economic Forum in Davos, where she shared insights on broadband access, digital equity, and aging in place.
She advocated for one critical message: If you’re designing for older adults, they must be at the table—not just in your user personas.
Human-Centered Design: The Ethnography Advantage
Unlike many tech startups, VivaValet conducted deep ethnographic research with their target users. This ensured that every design choice—from font size to navigation menus—reflected actual human behavior and preferences.
The result is not just usability—it’s dignity by design.
The ‘Yes, And’ Leadership Philosophy from Improv Comedy
A trained improv comedian, Jennifer Cain Birkmose runs a comedy school in Switzerland and brings the “Yes, And” mindset into every facet of her leadership.
This improv principle—accepting ideas and building on them—translates to a collaborative, solution-oriented company culture that welcomes change and cultivates innovation.
Arts, Joy, and Aging: Why Creativity is Health Strategy
Jennifer Cain Birkmose doesn’t just teach improv for fun—she uses it as a cognitive and emotional development tool for seniors. Her oldest student? 99 years old.
The arts have been shown to boost memory, confidence, and social connection in aging adults. Joy is not a luxury—it’s a therapeutic necessity.
How Families Can Start Supporting Their Aging Loved Ones Today
Families looking to help their parents age in place can start by visiting VivaValet.com and following their educational series, Take Action Tuesday, on social media. These 90-second “TED Talks” offer practical steps—like evaluating fall risks or supporting a parent’s tech journey.
The first real step? Have the conversation. Ask your loved one what “independence” means to them. Then explore how a curated, respectful service like VivaValet can help make that vision a reality.