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An older woman waters her plants by a bright window at home in warm morning light.
For families with a parent living alone

Everybody needs an Ethel.

Ethel is the neighbor who never left — a quiet home companion that knows where Mom's things are, learns the rhythm of her days, and lets you know when something's off. She never wears a thing. There's never a camera. That's the whole point.

See the kit How Ethel works
No camerasNo microphonesNothing to wearSafety alerts never paywalledPatent pending
What your phone will say

Three texts that change everything

🌤️
Mom's up and about
First movement 8:42 AM — right on her usual rhythm.
🛋️
Found the remote
Den — likely tucked in the seating. Last moved 4:12 PM.
👋
Worth a call
She's moving around this morning, but her walker hasn't moved with her.

That last one is the alert no pendant, camera, or tracker on earth can send — because Ethel is the only one watching the things she depends on, not her.

The name

Everybody's had an Ethel.

The neighbor who noticed — kettle's on, porch light's off, all's well without a fuss. We named her for the promise she keeps, and tucked it right into the letters:

EverydayThings &Habits forElderLiving

Watched over, never watched. It's the whole idea — and it's right there in her name.

How Ethel helps

She minds the little things. The little things tell the story.

A living-room couch at dusk with a soft amber glow rising from between the cushions.

Finds what wanders off

The remote, the keys, the glasses, the purse — Ethel keeps a gentle eye on the everyday things that go missing, and tells you which room they're in. Even when they're hiding in the couch.

"Remote's in the den — check the cushions."
Warm illustrated floor plan of a single-story home with gentle room-by-room glow.

Notices what's off

Ethel learns the ordinary rhythm of the house — when the kettle moves, when the walker starts its day. When the pattern breaks, she doesn't panic. She lets the family know it's worth a call.

"Her cane's in the bedroom, but she isn't."
A hand holding a phone showing the My Ethel family app with a calm all-is-well status.

Keeps the family close

Everyone who loves her gets the same calm view: green means all's well. One glance over morning coffee, then put the phone down. No feeds to scroll. Nothing to watch. Just peace of mind.

"My Ethel says she's fine. Go back to your meeting."
The My Ethel Kit

Pick the kit that fits her place

A small plug-in Ethel Node sitting in a wall outlet with a soft amber light.

Set up in an afternoon

Every kit has three kinds of pieces: Nodes that plug into the wall and quietly sense the home, Tags that stick to the things she uses every day, and the My Ethel app for the whole family. No tools, no installer, no cameras to aim.

Ethel Starter
$199
Apartments & small homes
  • 2 plug-in Nodes
  • 5 item Tags
  • My Ethel app — whole family
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Most families
Ethel Home
$299
Most single-story homes
  • 3 plug-in Nodes
  • 8 item Tags (incl. 3 for couch-prone items)
  • Ethel Hub — keeps watch even if internet drops
  • My Ethel app — whole family
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Ethel Whole-Home
$449
Larger & two-story homes
  • 5 plug-in Nodes
  • 12 item Tags
  • Ethel Hub included
  • My Ethel app — whole family
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Every kit pairs with the Family Plan — $24/mo: pattern learning, family sharing, and history. Safety-relevant alerts are never behind the paywall. If Ethel thinks something's wrong, everyone finds out — subscriber or not. Founding pilot pricing in Valdosta: hardware free, $9/mo.

Setup

Three steps, no ladder

STEP 01

Plug in the Nodes

One per key room. They sit in the outlet like a nightlight and disappear from mind.

STEP 02

Tag what matters

Stick a Tag on the walker, the remote, the keys, the purse. Tell the app what's what.

STEP 03

Open My Ethel

Invite the family. Ethel spends two weeks learning the rhythm of the house, then quietly starts helping.

Ethel's promises

Dignity is the product

Nothing on her body. Ever. No pendant to remember, no wristband to resent, no charger to forget. Ethel watches over the home, not the person.

No cameras. No microphones. There is no video to leak, no audio to subpoena, no feed for anyone to watch. It isn't in the box because it isn't in the company.

Safety is never upsold. If Ethel believes something is wrong, every family member is told — whether or not anyone pays the subscription. That's policy, in writing.

Her data stays hers. The rhythms of the house are processed at home on the Hub. We sell kits and peace of mind — not data. Never data.

Questions families ask

Fair questions, straight answers

Does Mom have to wear or charge anything?
No — that's the founding idea. The Tags go on her things (walker, remote, keys), never on her. The Nodes plug into the wall. She does nothing at all, which is exactly why it keeps working.
Is there really no camera?
Really. No camera, no microphone, in any kit, at any price. Ethel senses presence and movement the way a good neighbor notices a porch light — without ever looking inside.
What happens if her internet goes out?
The Ethel Hub keeps watching locally and catches the family up the moment the connection returns — and tells you the house is offline in the meantime, so silence is never mistaken for "all's well."
Is this a medical device or an emergency service?
No. My Ethel is a wellness and awareness product. It doesn't diagnose, treat, or call 911, and it isn't a substitute for emergency response services or medical care. It helps families notice sooner — the calling is still yours.
Will it work in a rental or assisted-living apartment?
Yes. Nothing is mounted, drilled, or wired — Nodes plug into outlets and come along in a shoebox if she moves. The Starter kit was sized for exactly these homes.
Founding families

Ethel's first stop: Valdosta, Georgia

Twenty-five local families will get the Ethel Home kit free with founding pricing of $9/month — and help teach Ethel her manners before she meets the rest of the country.

No spam, no data games. One email when your spot opens.