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Mable leads the move away from ‘care’ following rebrand

Last week, both the Australian Ageing Agenda and The Weekly Source reported on Mable’s new name being instrumental in moving away from the notion of ‘care’.

Leading independent online news source the Australian Ageing Agenda announced Mable’s rebrand as an “online care marketplace reborn” on September 12.

In the article, Online care marketplace reborn as Mable, the Australian Ageing Agenda (AAA) refers to Mable as one of the growing online platforms entering the support market. The AAA recognises Mable’s decisive move away from the word ‘care’ in an effort to appeal to both aged and disability sectors.

The AAA suggests a strong rise in popularity of online self-directed care options, noting that the Mable platform has attracted over 50,000 support workers, clients and support coordinators.

“Since the beginnings of Mable, we’ve been hearing from those in our community who have said our previous name made us sound like a traditional care provider rather than a bold innovator,” said Peter Scutt in the article.

On September 13 and 18, The Weekly Source reported Mable as “one of the first home care disruptors” in the form of an “online peer-to-peer marketplace”. The article Is it home ‘care’ or ‘support’? Mable changes its name to Mable discusses where the word ‘care’ is unnecessary for different delivered care services.

“‘Care’ refers to services to people who really can’t look after themselves – they need care. ‘Support’ means I am okay, but I wouldn’t mind a bit of a hand occasionally,” said The Weekly Source.

“It makes sense and the name Mable sure is a lot more uplifting.”

You can read the complete article by the Australian Ageing Agenda here, and The Weekly Source articles here and here.

Whether you’re looking for in-home aged care, disability support or want to kickstart a flexible career in support, Mable can help you get connected. Discover Mable today.

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