At InRhythm, we’re obsessed with velocity—building high-performance teams, accelerating product innovation, and shaping the future of digital platforms. But behind every transformation lies something more enduring: the human experience. Technology may scale systems, but it’s people who give them purpose.
That’s why we sat down with Tracy Ongena, Founder and Executive Chairman of Alvita Care, a leading home care company revolutionizing the way families navigate aging. Tracy isn’t just building a company—she’s building compassionate infrastructure at scale, designed to support the millions of women balancing career, kids, and now, aging parents.
Her work lives at the intersection of humanity, healthcare, and high-performance service delivery—a model with striking parallels to how we think about product and team excellence at InRhythm. In this conversation, InRhythm Founder & Executive Chairman Gunjan Doshi explores how Tracy is building systems of trust that scale with dignity—and why the next great wave of innovation must prioritize those supporting our most vulnerable: the caregivers, families, and professionals at the heart of aging well.
Our Interview
Gunjan Doshi: Tracy, welcome. At InRhythm, we think a lot about scaling systems that serve people. Tell us how Alvita Care fits into that idea.
Tracy Ongena: Thank you, Gunjan—excited to be here. Alvita Care is really about systematizing compassion. We serve families—What they need isn’t just a home health aide—they need clarity, consistency, and a partner they trust. Our job is to deliver care that feels human but operates at the highest professional level. It’s personal—but it has to scale.
Gunjan: That sounds like what many product leaders wrestle with: high-touch experience, tech-enabled operations. How do you deliver both?
Tracy: The secret is systems that feel personal. We build tech-enabled workflows—everything from real-time family updates to dynamic care planning—but those are only powerful because they’re paired with elite-level human talent. Think of it like UX: behind the scenes, it’s complexity and coordination, but the front-end experience is seamless and calm. For our clients, that’s everything—they’re in crisis mode when they call us. Our job is to be the calm center.
Gunjan: Our clients are product and engineering leaders. What can they learn from how you’ve built Alvita?
Tracy: Prioritize trust over features. We work in one of the most emotional industries on the planet. If something goes wrong, a loved one’s health is on the line. So even though we’re innovating with tech, logistics, and analytics, it all comes down to trust. Our caregivers go through rigorous training, and our account teams are structured like white-glove service pods. It’s high fidelity, not high volume. You can scale trust if you’re intentional. That’s the product.
Gunjan: A lot of your clients are high-performing women, adult daughters of the patine—our clients, too, are often navigating similar challenges. What’s your message to them?
Tracy: You don’t have to do this alone. These women are used to solving everything, often flawlessly. But eldercare breaks your systems—because it’s messy, emotional, and unfamiliar. At Alvita, we exist to give them back time, clarity, and peace of mind. Whether it’s late-stage Alzheimer’s or simply navigating post-surgery rehab, we step in with a plan. It’s one of the greatest gifts you can give—to your parents and yourself.
Gunjan: What’s next for you and for the industry?
Tracy: We’re expanding nationally. But even more, we’re designing the next generation of aging services. Think predictive care, intelligent matching, integrated wellness. This is the new longevity economy—and it’s one of the biggest business opportunities of our time. But we can’t approach it with old tools. It’s going to require the kind of fast, human-first innovation that InRhythm champions every day.
Gunjan: Last question—what’s the one thing you want people to take away from your work?
Tracy: That aging doesn’t have to be a crisis. With the right partner, it can be graceful, dignified—even empowering. We’re not just extending life—we’re improving the experience of it. And for the women shouldering that responsibility, that’s not a luxury—it’s a lifeline.
Final Thoughts
At InRhythm, we believe true innovation moves fast—but never loses sight of the human experience. Tracy Ongena and Alvita Care are proving what that looks like in action. Her work is a reminder that the most transformative solutions aren’t always digital—they’re grounded in trust, care, and dignity.
Because when you build with compassion and precision, you’re not just delivering services—you’re designing a better future for the people who need us most.
Stay tuned for more interviews with founders reimagining the future from the inside out.