Customer Spotlight: Afford

In the care sector, the most powerful stories are rarely the ones that get told.

Kelly Baker, Communications Manager at Afford, has a unique challenge. Frontline teams are focused entirely on their clients — as they should be. Asking them to also identify, document, and escalate good news stories to a communication and engagement team is simply not realistic. The better the care, the harder the stories are to find.

So the stories stayed hidden. Until CareApp changed that.

Hiding in Plain Sight

As Afford approaches its 75th anniversary, Kelly has been on a mission: find and share the stories that show the real heart of the organisation. The moments that prove, beyond any policy or annual report, that Afford genuinely changes lives.

She found one while simply browsing CareApp.

Kelly was scrolling through the Insights Top Moments feed when a photo caught her eye. It was a client named Brendan, proudly showing off his brand new tattoo — a character from Disney’s Lilo and Stitch, chosen deliberately. Because for Brendan, ohana — family — means everything.

That single CareApp post sparked a beautiful  Afford story  — a celebration of belonging, identity, and what it truly means to be part of a community.

“I Would Never Have Known”

What struck Kelly most wasn’t the story itself — it was how close it came to never existing at all.

“I would have never even known about this story, let alone been able to find the photos, without CareApp. It’s an incredibly valuable resource for finding good news stories.”

For Kelly, CareApp has shifted her role from searching for stories to simply choosing which ones to tell. And for Afford, that means more visibility, more connection, and a stronger presence in the community they’ve served for 75 years.