Aunt Bertha
About Aunt Bertha
Aunt Bertha is a platform that operates as a social services search engine, connecting individuals to local community resources and assistance programs. It represents a broader move toward centralized, navigable access to welfare and support services.
Trend Decomposition
Trigger: Demand for easier access to social services and resources during economic hardship or crises.
Behavior change: People increasingly search for and rely on centralized directories to find help, rather than contacting multiple agencies individually.
Enabler: Digital platforms, open data on service providers, and partnerships with nonprofits and government programs.
Constraint removed: Fragmented resource information; the platform consolidates services into a single searchable index.
PESTLE Analysis
Political: Public funding and policy emphasis on social safety nets drive demand for accessible service directories.
Economic: Economic downturns increase reliance on social services and aid programs.
Social: Communities seek transparent, user friendly ways to find support without navigating complex bureaucracies.
Technological: Cloud based search, API integrations, and collaboration with NGOs enable scalable access to resources.
Legal: Compliance with privacy and data sharing regulations governs how user data can be used to match services.
Environmental: Not a primary driver; indirect effects through community resilience and access to resources during disasters.
Jobs to be done framework
What problem does this trend help solve?
It helps users quickly locate and access relevant social services and resources in their locality.What workaround existed before?
Users often faced fragmented directories, phone calls, or multiple website searches to find help.What outcome matters most?
Certainty and speed in finding appropriate assistance with accurate up to date information.Consumer Trend canvas
Basic Need: Access to essential social services and support networks.
Drivers of Change: Demand for streamlined access to resources; growth of open data; nonprofit and government partnerships.
Emerging Consumer Needs: Real time availability, clear eligibility guidance, and cost free access to resources.
New Consumer Expectations: One stop search experience; trustworthy, current listings; privacy protective design.
Inspirations / Signals: Success of centralized resource hubs; increased funding for digital inclusion initiatives.
Innovations Emerging: AI powered matching, API enabled provider updates, offline accessibility, multilingual support.
Companies to watch
- Findhelp.org (formerly Aunt Bertha) - Centralized social services directory enabling users to locate local resources; core platform behind the trend.
- WellSky - Parent company that acquired Aunt Bertha, expanding enterprise grade access to social care networks.
- United Way - Longstanding nonprofit network that partners with findhelp.org to connect users to local services.
- 211.org - National information and referral service that often collaborates with digital resource directories.
- Candid (formerly GuideStar) - Provides nonprofit data and may integrate with resource platforms for transparency and data quality.
- Charity Navigator - Provides charity evaluations that can complement resource minding platforms with trust signals.