marta is addressing the growing problem of caregiver shortage for elderly people in Western Europe. This problem has led to a network of small recruiters specialized in enticing Eastern European women to move to the west and do stints of several months of live-in care. The system is intransparent for caregivers and seekers, and misplacements are the norm rather than the exception. Because marta collects way more data than traditional agencies could ever handle and leverages technology, the startup is able to dramatically reduce the misplacement rate, which results in higher satisfaction on both sides. marta has built a matching platform that addresses the supply side problem and assures both sides more transparency and a say with whom they want to work and when. While handling all the paperwork and assuring proper insurance, it can offer lower prices for care-seeking families while paying caregivers more, and still make a very decent margin.