EXECUTIVE INSIGHTS
Introduction
At Pipeline Medical, we invest in businesses solving real problems with purpose and long-term potential. While our portfolio spans categories like healthcare, real estate, and consumer services, we’re particularly drawn to founders creating transformational impact at the intersection of demographics and care delivery.That’s why we’re thrilled to sit down with Tracy Ongena, Founder and Executive Chair of Alvita Care, a leading home health and eldercare company revolutionizing the way families navigate aging. With over a decade of leadership in high-quality private care, Tracy is a recognized expert in aging who understands the emotional, logistical, and financial stress placed on the modern sandwich generation.In this candid conversation, Tracy shares how her company is turning compassionate care into scalable infrastructure—and why aging is both the greatest challenge and investment opportunity of our lifetime.
Interview
Interview:
Pipeline Medical: Tracy, thanks for joining us. You’ve been in the aging space for over a decade. What led you to start Alvita Care?
Tracy Ongena: I started Alvita Care out of both necessity and love. My own family faced the crisis so many women face—trying to help an aging parent while raising kids, working full-time, and managing life. There were no options that felt both professional and personal. That’s when I realized eldercare wasn’t just broken—it was outdated. I wanted to build a company that combined medical-grade care, emotional intelligence, and operational rigor. That’s what Alvita Care became: a private care partner that changes lives, not just extends them.
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Pipeline Medical: Many of our readers are women dealing with aging parents right now. What do they need to hear?
Tracy Ongena: First: You’re not failing. The system wasn’t designed for you. Most healthcare infrastructure is reactive and transactional. What women need—what families need—is proactive support that’s both strategic and soulful. Our clients are often successful, educated women used to solving complex problems—but this is a whole different kind of stress. They’re dealing with declining parents, emotional guilt, and no roadmap. We become that roadmap.
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Pipeline Medical: How do you view aging as an investment opportunity, not just a crisis?
Tracy Ongena: Aging is the single biggest demographic shift of our generation. By 2030, one in five Americans will be over 65. That’s not a wave—it’s a tsunami. The care economy is exploding, and yet most companies are still thinking in fragmented, analog ways. What Raisol sees—and what I believe—is that aging is not just a human problem, it’s a market failure. That’s why there’s so much room for innovation. The future of eldercare will be a combination of tech, trust, and private-pay services. And those who get it right will see both impact and returns.
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Pipeline Medical: What makes Alvita Care different from other home care companies?
Tracy Ongena: We’re not a staffing agency. We’re a strategic partner for families. That means everything from 24/7 concierge support to personalized care plans to helping families navigate medical decisions, end-of-life planning, and even estate logistics. Our caregivers are rigorously trained. Our systems are tech-enabled. But what really sets us apart is the level of emotional intelligence we bring to this work. When you’re inviting someone into your parent’s home, trust is everything.
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Pipeline Medical: Your clients are often high-achieving women in midlife. What’s one thing you wish they knew?
Tracy Ongena: That you don’t have to do this alone. Asking for help doesn’t mean weakness—it means wisdom. You’re carrying so much already: work, parenting, emotional labor, financial pressure. Having a trusted care partner can change the course of your parent’s aging experience—and preserve your own health, marriage, and career in the process. We’ve had clients call us the best investment they’ve ever made, because we didn’t just care for their parent—we gave them their life back.
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Pipeline Medical: What’s next for you and Alvita?
Tracy Ongena: We’re scaling. We’ve proven the model in New York and New Jersey, and now we’re building a national brand rooted in trust, white-glove service, and innovation. I’m also investing in technology and partnerships that support aging in place with dignity. And on a personal level, I’m working to become a voice for women navigating this stage of life—because this conversation needs to go mainstream.
Tracy Ongena
Final Thoughts
Final Thoughts In a world that often treats aging as decline, Tracy Ongena is proving it can be a new frontier—for innovation, dignity, and even investment. At Pipeline, we believe the best companies solve urgent problems in overlooked markets. Tracy and Alvita Care are doing exactly that—and changing the narrative around aging for families across the country.
Stay tuned for more Executive Voices at the intersection of capital, care, and long-term impact