We’re excited to introduce you to the always interesting and insightful Nicole Will. We hope you’ll enjoy our conversation with Nicole below.

Nicole, thanks for joining us, excited to have you contributing your stories and insights. Can you talk to us about serving the underserved.

In the United States, millions of family caregivers provide unpaid care to older adults, often managing health, financial, and daily living responsibilities without formal training or support. This considerable contribution is largely unrecognized in economic terms, despite caregivers facing increased stress, health issues, and financial strain. Raising awareness and support for these caregivers is crucial as it highlights their indispensable role and can lead to better support structures, resources, and policies that acknowledge and alleviate their burden. This not only improves the caregivers’ well-being but also enhances the quality of care provided to older adults.

My family is one of the 53 million unpaid family caregivers that cared for my grandma when she moved into our family home when I was 15. My family saw firsthand the journey that aging takes a family on. There were so many questions that we had about how to navigate this time of life and wanted to feel more supported with information. My grandma impacted my life in many ways. It led me on a path to pursue a degree in social gerontology and work in aging services. It ultimately inspired me to create willGather.

At willGather, we serve older adults and family caregivers by providing resources and insights that address their specific needs and challenges. We have created a community and a platform to advocate and connect within the aging community, promoting well-being through educational and supportive content. My podcast, Navigating the World with Your Aging Loved One, features approachable conversations and insightful interviews, gathering practical tools and valuable information that assist caregivers in navigating the aging journey with their loved ones.

Within willGather, I’ve created Gigi Betty Co., a curated boutique gift shop designed to raise awareness and funds for family caregivers, enhancing the support network available to them. I saw a need as I wanted to send a gift to the caregivers in my life and give them a tangible reminder that they are not alone. I had a hard time finding thoughtful gifts that supported caregivers and were a beautiful reminder of this care and love.  For caregivers and care partners, the challenges that we’ve overcome- they’re meant to be shared. To have a tangible reminder of all that we’ve overcome and in the quietness of our days and moments, we can be reminded that we are in this together, that someone is thinking of us and we are sharing this path. Whether you are a caregiver, whether you are loving a caregiver, or have been a caregiver- we might feel like those days are long and as we come together as a collective, know that we are a powerful force for good. We donate a portion of our proceeds to organizations that support caregivers.

In addition, I’m co-founder of Think Tank. The aging services and senior living industry is moved by great thinkers and great doers. We bring like-minded change agents together to build leadership skills, create resources, and deepen relationships that will influence the senior living industry and aging services toward positive change. It’s important to bring all facets of care together and create a world that we want to age well in. 

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My journey began from a personal connection to caregiving and has extended over two decades in aging and senior living services. willGather, through various initiatives like the willGather Podcast, Gigi Betty Co., and various partnerships, focuses on providing educational and supportive resources to caregivers and healthcare professionals. My work is enriched by my academic background in Social Gerontology and hands-on experience in senior living leadership.

What sets me apart is my multidimensional approach, leveraging my expertise to engage and support the caregiving community via content that ranges from dementia education to health and wellness. I’m particularly proud of the reach and impact of the willGather Podcast, recognized globally for its contribution to caregiving and eldercare.

Family caregivers feel isolated and alone on this journey and we provide information to empower them, community to support them and a place to offer support so that they are seen and heard.

Being able to nurture relationships over time, gives me the ability to be a great connector and drive positive change.

I’m really proud of the reach of the podcast- Top 15% shared globally via Spotify. Consistently made Apple charts in numerous countries around the world. Top 5% most popular via Listen Score. Top #2 best senior living podcast via Feedspot. 5 ️ rating on all podcast platforms. This means that we are making an impact in the lives of caregivers.

It’s been wonderful to see how the platform of the podcast has led to other opportunities to speak nationally, and become a voice a sought-after voice in the care economy.

At willGather, we envision a world where the journey of aging is a shared one, empowering caregivers with resources and hope.

How’d you build such a strong reputation within your market?

Building a reputation in my market has been a blend of business acumen and emotional intelligence. For me, leaning into consistency, keeping promises, and kindness have fostered trust and loyalty among my audience and colleagues. I prioritize community over competition and collaborations that amplify the reach and impact of the content I create. Offering valuable, relevant information and taking the time to genuinely connect with individuals and their stories, has given me the opportunity to build trust and continue to share those important stories. This holistic approach has established a trusted brand dedicated to supporting caregivers and older adults. I’m incredibly grateful for that opportunity to elevate the great work around me. 

Let’s talk about resilience next – do you have a story you can share with us?

Starting willGather as a marketplace to connect senior living communities with quality-of-life vendors, I faced a significant pivot during COVID-19. The pandemic highlighted a need for more direct community engagement rather than running a tech-focused company. This led to the launch of the willGather podcast, despite having no previous experience in podcasting. Being self-taught in every aspect of my business, from podcasting to day-to-day operations, and being self-funded added layers of challenge. Yet, I learned to lean into  uncomfortable conversations and projects, consistently showing up each day to do unseen work, and gradually growing into a recognized voice in the care economy. This has taught me so much about resilience, continual learning, and genuine community building. Thank you so much for the opportunity to share with your readers.

Contact Info:

• Website: https://www.willgather.com/
• Instagram: https://www.instagram.com/willgather/
• Facebook: https://www.facebook.com/profile.php?id=100062935373572
• Linkedin: https://www.linkedin.com/in/nicole-will-willgather/
• Other: Podcast on: Apple: https://podcasts.apple.com/us/podcast/navigating-the-world-with-your-aging-loved-one/id1508368233 Spotify: https://open.spotify.com/show/32ZiwznCkgBu1keGjfuUS0