Focusing on “holistic well being” with an emphasis on “care, wellness and social interaction”, NurseWatch was created by former registered nurse and CEO Kate Spurway after she saw the need to relieve emotional stress on families who found themselves as primary carers but didn’t want to put their loved ones into aged care.

The system, which was trialled in Sydney in late 2017 and is now available nationally, operates in small blocks of time to provide more affordable care.

The model also offers continuum of care provided by the same Registered Nurses and additional services such as massage, naturopathy and health coaching to prevent future health and mobility problems accessed via an “intuitive” online booking process.

These health services range from $225 to $345 on their site, with a free Health Consultation is also offered for first-time clients. The more traditional care service start at $295 for two hours of consecutive care up to $895 for eight hours.

They also have a specific market in mind – the eldest daughter. NurseWatch has been launched with an image campaign using a series of fashion portraits to target women 45 to 55.

Ms Spurway says this is designed to fix aged care’s “image problem” which has not “kept up with the way aged people see themselves in 2018”.