Founder Spotlight: Gregory Jo (Midian Life)

This week, I had the privilege of interviewing Gregory Jo at Midian Life. Midian helps adults afford to age in place, with financial planning to support the best-in-class services and robotics needed. Greg is a member of our second-ever AgeTech NYC Accelerator, so please join us at the official AgeTech NYC #Techweek event on June 3rd, hosted by our friends at Senior Planet to watch Greg’s live presentation.

Grab a coffee and join me in learning about Greg’s mission with Midian Life.

— Sarah Richard

What inspired you to build Midian?

GJ: Midian's genesis lies at the intersection of a major societal challenge and a technological revolution. We observed the mounting difficulty families face in funding longevity – a systemic issue highlighted by pieces like the 'Dying Broke' series. This is further amplified by pressures on social safety nets like Medicaid, and highly reactive consumer behavior when it comes to financial planning for this life stage. However, on the horizon are transformative technologies like advanced in-home robotics, nearing a point of practical application. 

Our 'spark' was identifying the true bottleneck: the lack of financial mechanisms for families to access transformative technology. We founded Midian precisely at this inflection point to build those missing financial pathways, enabling individuals and families to afford aging in their own homes with the best services and technology that will keep them healthy, for longer.

What problem are you solving, and for whom?

GJ: We're solving the affordability crisis for two key groups: Boomers (65+) who want to maintain independence at home, and their adult children (40-60s) who are often caregivers bearing the financial and logistical burden. These families face a lack of good options, immense financial strain, and often do not plan until it's a crisis. Midian provides the financial tools they desperately need before the situation becomes dire, enabling proactive planning and access to better care solutions and hardware.

What makes your solution different or better than what’s out there today?

GJ: Our core innovation lies in creating a specialized, integrated financial ecosystem specifically for longevity. Unlike generic lenders or BNPL providers focused on small purchases, Midian understands the unique, high-dollar financing needs associated with aging-in-place equipment and robotics. We're not just offering loans; we're building the 'Fannie Mae for senior care' – a full stack including lending, warranties, and insurance referrals, all structured into a single, manageable monthly payment.

What have you learned from working with older adults?

GJ: There is a powerful, almost universal desire for adults to age at home, equating it with independence. And yet there is a startling lack of planning – only 6% of our interviewed families had a concrete eldercare plan. This disconnect between desire and preparedness highlighted the critical need for accessible financial tools like Midian's, which lower the barrier to taking proactive steps and keeping people healthier for longer.

What’s next for Midian in the next 6-12 months?

GJ: Midian will be moving from concept to reality - launching our financing for current eldertech needs, securing key licenses, and building our initial customer base. We will be laying the groundwork for our full-stack vision by launching warranty products and signing initial agreements with insurers and robotics OEMs. Our aim is to demonstrate traction in our initial market while building the necessary components to become the indispensable financial partner for the future of aging in place.