News & Insights
Startups Taking Bold Bets in Underserved Markets
AgeTech and agritech illustrate how structural demand is driving innovation.
Underserved markets are typically defined as sectors where demand materially exceeds the availability, accessibility, or efficiency of existing solutions. These gaps are often driven by demographic shifts, infrastructure constraints, or slow digital adoption.
Examples of underserved sectors gaining traction include:
- Affordable and accessible technology for the elderly
- Specialized trade scheduling and logistics platforms
- AI tools for traditional offline businesses
- Agritech and foodtech
In venture markets increasingly driven by selectivity rather than volume, these categories are drawing renewed attention.
According to the World Economic Forum’s Global Risks Perception Survey for 2025–2026, elderly care and food system resilience are among the global risks shaping economic priorities for the coming decades. Elderly care and agritech offer two clear examples of this shift: large sectors where structural demand is accelerating while technology adoption remains uneven.
[Source: World Economic Forum]
Elderly Care & AgeTech
In 2025, the global elderly care market was valued at $53.3 billion and is projected to reach $114 billion by 2034. North America accounted for 33% of the market in 2025.
[Source: Fortune Business Insights]
Despite its scale, the industry remains highly fragmented. While international operators are present, domestic players continue to hold meaningful shares, and fragmentation is expected to continue.
Demographic pressure is structural. Aging populations across developed markets are increasing demand for independent living solutions, safety monitoring, and operational support for care providers. Venture capital activity reflects this shift, with funding increasingly concentrated on embedded, operationally integrated solutions rather than standalone consumer applications.
[Source: Schoenfeld et al., Sensors, 2025]
Patronus, founded in 2021, has raised $33 million to date (Series A). The company provides software that transforms a smartwatch into a safety companion, allowing elderly users to call for help anytime while remaining connected to family members.
[Source: Tracxn]
SafelyYou, founded in 2014, has raised $102 million to date (Series C). The company delivers AI-based fall detection and care management tools for senior living communities, integrating with existing systems to improve safety and staffing efficiency.
[Source: Tracxn]
Agritech & Foodtech
Global agritech funding is projected to exceed $40 billion in 2025, representing 15% growth from 2024. However, capital deployment is becoming increasingly selective, with investors prioritizing startups addressing supply chain resilience, labor shortages, and resource efficiency.
Farm robotics funding alone doubled year-over-year, reaching $744 million in 2024.
Investment hotspots heading into 2026 include:
- Food waste reduction
- Upcycling technologies
- AI and data-driven farm platforms
- Biopesticides
[Source: Qubit]
Misfits Market, founded in 2018, has raised $526 million (Series C). The company operates a surplus produce subscription platform, sourcing recovered fruits and vegetables directly from farmers to reduce food waste and improve supply chain efficiency.
[Source: Tracxn]
OneSoil, founded in 2017, has raised $6.7 million (Series A). The company provides AI- and satellite-based precision farming tools using NDVI indexing to help farmers monitor crop health, optimize fertilizer use, and manage input costs.
[Source: Tracxn]
Across both elderly care and agritech, the signal is consistent: large, essential industries with structural demand remain under-digitized. In a venture environment that increasingly rewards traction and operational value, startups addressing these gaps are attracting disciplined investment.