Owen Tripp designed a healthcare app for companies to offer workers. It links people digitally to top medical specialists, for, say, second opinions. Some firms bought it, and some surprised Tripp.

“Those employers really wanted to make sure that they could offer it not only for their employees’ needs, but for the family around the employee,” he says, specifically parents.

More employees are asking for benefits that help them care for aging parents. Will companies respond in general? Those chasing top talent might, they’re in a compensation arms race. But many are still assessing if eldercare benefits pay off.