Baba is dedicated to improving healthcare for older adults, addressing the complexities they face in navigating medical systems. With the projected increase of older adults in the U.S. population, Baba aims to provide essential support through Medicare-covered advocates, typically nurses or social workers, who coordinate various aspects of care for their clients. These advocates assist families by managing tasks such as insurance appeals, specialist research, and appointment scheduling, ultimately enhancing access to necessary medical services. The company has attracted backing from notable investors and comprises a team with diverse backgrounds, including experience in leading tech companies and healthcare innovations.