Jay Newton-Small started MemoryWell as a result of her experience placing her father into senior care after he was diagnosed with early onset Alzheimer’s at the age of 58. During the intake process, she had to fill out a cumbersome 20 page form during the intake process answering questions about medical and banking history.

Newton-Small assumed primary responsibility for her dad after her mother—who helped serve as caregiver for the first 10 years—ended up dying before her husband. Besides feeling overwhelmed, stressed and burnt out from the take process, Newton-Small realized that there was a real pain-point to solve stemming from filling out all of the paperwork.

As the author of Broad Influence, a book on women’s increasing role in national politics, and as a “recovering journalist” writing cover stories for Time Magazine, Newton-Small solved it with storytelling. This gave her the chance to tell her father’s story so that caregivers, staff, and facility management could build empathy by knowing about his background and life before coming into care.

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