Support Aging Loved Ones with Clarity and Confidence
At VivaValet, we believe in creating a world where aging is not feared but embraced.
We know firsthand that older adults are fully capable of living rich, fulfilling, and independent lives when they are given the tools and support designed for them.
Aging is not a decline—it is an evolution, one that holds potential for growth, autonomy, and continued contribution. But there's a problem. Somewhere along the way, society—and businesses—stopped designing for our future selves, all in the name of progress and perceived profit. Stopped valuing getting older. Older adults have been excluded from modern conveniences designed to make life easier, and in doing so, we've unintentionally created barriers for our own aging.
We refuse to accept this status quo.
Meet Mariam
Mariam Parineh is a strategist, founder, and trusted advisor in the aging and caregiving space. She helps adult children navigate the complexity of supporting aging parents—bringing clarity, calm, and practical next steps to situations that often feel overwhelming.
Mariam combines deep empathy with real-world strategy. She understands the tension on both sides: older adults determined to maintain independence, and families trying to support them without overstepping. Her approach helps families move out of fear and into confident, informed decisions.
As the co-founder of VivaValet and creator of the Confidence Aging™ framework, Mariam has developed a modern approach to aging at home—one that blends lifestyle, logistics, and trusted support. She works directly with families as a sounding board and guide, and partners with businesses to better serve the aging population through thoughtful, human-centered strategy.
Meet Jenn
Jennifer Cain has championed patient access to health care, and health care system development in global health for over 25 years.She is a co-founder and chief executive of Viva Valet, a digital elder care support platform and is also a Senior Principle Management Consultant for IQVIA.
Currently serving on the Executive Board of the Medicines for Malaria Initiative, she has held various Global executive roles over the past 17 years in Pharmaceutical companies such as SOBI, Roche, Novartis, and Janssen. She is an INSEAD lecturer on global health. She is a Former Project officer at, European Observatory on Health Care Systems, WHO Regional Office for Europe, and a consultant in the World Bank. She has an MPH from Johns Hopkins University School of Public Health as well as an MBA from Solvay business school in Brussels, Belgium.
Jennifer is a Tedx Speaker and Professional Improv comedy performer and instructor and a graduate of Second City, Toronto.
Our Mission
Our VivaValet mission is simple yet profound: To make it easier for older adults to remain at home, retaining independence and confidence, for as long as they wish. We use our decades of aged caregiving and healthcare expertise, combined with the lived experiences of being daughters, mothers, wives and granddaughters, to reimagine services and design solutions around the realities and desires of older adults as unique individuals. Not solutions that are disease focused or age-based.
Our approach focuses on:
Honoring experiences—because wisdom that becomes more rich over time is that can shape better products and services.
Empowering independence—by designing tools and frameworks to meet the unique needs of individuals based on an understanding of the individual experience.
Advocating for systemic change—by calling out and addressing the ways businesses, agencies, healthcare and technologies exclude older adults.
A modern ride-sharing app may make life easier for some, but if an 80-year-old who no longer drives cannot use it, we've created a world where they've lost autonomy. A bank that eliminates human interaction in favor of automation limits access to essential services. A delivery service that cannot be used without a smartphone alienates an entire demographic. A healthcare solution that is focused on solving for a disease instead of a human. We're here to challenge these failures and to ensure businesses build for and with older adults rather than leaving them behind.
Aging is not just a challenge—it's an opportunity. An opportunity to preserve independence, foster connection, and center human dignity. When we all work together to craft a world where individuals of any age can thrive, we create a future we can look forward to, and not fear.
We Believe
Aging is universal—each of us will experience it, and as such, we all carry a responsibility to design for a future we want to grow into.
Confidence is key—success in small, daily tasks builds trust and self-assurance that empowers older adults to live fully.
Self-determination matters—older adults deserve choices and autonomy, and their right to these must be preserved and protected.
Inclusivity is essential—from business services to technology, older adults must be collaborators in creating solutions that support their lives.
Anti-ageism is non-negotiable—dismissing or devaluing the experiences of older adults diminishes us all. Messaging centered around "anti-aging" erodes self-worth and limits empathy.
What Sets Us Apart
Fun
Aging should be joyful! From our friendly service to delightful product interactions, we bring warmth and positivity to every experience.
Integrity
We treat every customer like family—no fine print, no gimmicks, just respect, honesty, and service you can trust.
Understanding & Learning
Aging is ever-changing, and so are we. We listen, learn, and evolve to meet real needs.
Respect & Kindness
We honor the wisdom of older adults, ensuring dignity, warmth, and admiration in every interaction.
