We’re accustomed to registries for baby showers and weddings. They are key to help gift givers figure out exactly what items someone could use during life’s happiest moments. But when someone is going through a tough time — be it the hospitalization of a loved one or the passing of a family member — two Atlanta entrepreneurs thought a person should be able to create a “support registry” to get the exact help they need.
That’s what husband and wife team Scott Arogeti and Jordan Arogeti created with the launch of SupportNow. The platform is a central location for organizing donations, volunteer efforts, meal trains, and other necessary support services.
Currently, someone who needs help toggles between GoFundMe, MealTrain, and CaringBridge pages…on top of a seemingly endless flood of well-meaning but overwhelming messages from people reaching out to offer assistance.
SupportNow allows users to send out more curated and specific requests that could actually help them during their time of need – be it collecting donations, getting an extra set of hands to do laundry, picking up kids from school, running light errands around town, or just coming over to pay a visit at a specific time.
Registries are provided at no cost to recipients. Families receive 100 percent of the intended gift amount, and there is an option to round up at check out to cover the payment processing fees.
The Art Of The Pivot
Like most early-stage startups, the Arogetis went through a pivot several months after building the platform that preceded SupportNow, Mi Alma. The team had set out to build a more dynamic digital obituary page that could help grieving loved ones. But they kept hearing from customers that they wanted to use pages to organize support for all different kinds of life situations.
The pivot was an opportunity to help more people during tough times, the Arogetis told Hypepotamus.
The two rebuilt the platform over summer 2023 and officially launched SupportNow in mid September. Six months after the pivot, the team has already pushed out $300,000 in donations to families in need. It has also started working with more than a dozen hospitals around the country.
Alongside the pivot, Jordan stepped up as the sole CEO for SupportNow, with Scott serving as COO. The move was strategic, as the team realized that the vast majority of SupportNow’s customers are moms in their mid 30s and 40s, just like Jordan.
“Customers want to feel comfortable not just with the product that you’re providing, but the people behind it,” Jordan added.
A Look At SupportNow Users
The platform also takes the guesswork and awkwardness out of giving back to people who are struggling. Those who want to help know exactly what they can do based on the unique needs and requests set up on each individual SupportNow page.
That was particularly helpful for Rachel Peterson and her family after her oldest son was diagnosed with pediatric cancer. A SupportNow page meant that Rachel could keep family and close friends updated throughout her son’s treatment without having to put sensitive medical news up on social media. It also gave people a place to direct their willingness to help. Throughout the treatment process, she said the ability to coordinate care for her other children and DoorDash meals for them while they were in the hospital was particularly helpful.
The platform has also been helpful when social media influencer Julie Thomason (aka @SpilledMilkMamma), after the sudden death of her husband right after the birth of their second child.
“The outpouring of support from friends and family was overwhelming. The money and meals, while appreciated, weren’t enough; I needed help with the kids, help around the house, etc. A simple response to all the “How can I help?” texts. That’s why I love SupportNow. SupportNow provides both families and those that want to help them with an all-in-one tool. That both reduces overwhelm for the family, while giving clear direction to their community of how they can take action.”
Building Products For Stressful Times
Yes, SupportNow is built for families going through tough times. But Jordan said the platform aims to be “uplifting and hopeful” in the way it supports those in need.
From a product perspective, the team continues to iterate to ensure that SupportNow has all the functionality needed to help as many people as possible.
“We ask our customer three questions all the time: What’s causing you stress? What’s costing you money? And what are the ‘it’d be really cool ifs’?”
Those questions help guide how the team builds what is next on the platform.
Building things that create a tangible impact is central to the SupportNow team. On top of launching new tech features on the platform, the team is focused on creating valuable content online. That includes launching a ‘Give A Mom $1,000’ social media campaign and its robust Resource Library for those navigating difficult moments in life.