The Idealists

Seth Sternberg, 36, and Sandy Jen, 34, want to make the world a better place for the elderly, their kids and their caregivers.

The two -- who sold Meebo to Google in 2012 -- launched Honor, a home care startup. Personal care is incredibly ripe for innovation.

"The senior space in general suffers from a lot of pretty crap product," said Sternberg.

Honor uses tech to address the holes in elderly care. They screen and assign caretakers to seniors based on skills: Speak Spanish? They'll try to match you with a Spanish-speaking caregiver. Caretakers must log visits and activities on a tablet so family members can keep tabs on how their loved one is being cared for.

Honor also wants to improve the state of living for caregivers. It pays $17 an hour in its San Francisco base, well above the $9.50 national average.

The firm was founded in 2014 by Jen, Sternberg and their spouses. It has raised $20 million from investors such as Marc Andreessen.

Honor is testing its service in 10 homes in Contra Costa County and plans to expand in the Bay Area by August. -- S.O.