ONSCREEN is a company that focuses on easing caregiver workloads while reducing loneliness and isolation among seniors using technologies they’re most comfortable with, such as the telephone, television, and tablets. Its main technology is Joy, an AI companion that empowers game-changing capabilities across all ONSCREEN platforms. Pulse 2.0 interviewed ONSCREEN CEO Costin Tuculescu to gain a deeper understanding of the company.
Costin Tuculescu’s Background
Could you tell me more about your background? Tuculescu said:
“I’m a tech entrepreneur and product leader with over 20 years of experience in video communication, AI applications, and SaaS platforms. I previously led AnyMeeting from startup to successful acquisition by Intermedia, where I then headed up video collaboration initiatives. I’m the CEO of ONSCREEN, where we’re on a mission to make communication and care more easier for older adults and their care partners. For fun, I love to shred on the guitar.”
Formation Of The Company
How did the idea for the company come together? Tuculescu shared:
“The idea for ONSCREEN was born during the pandemic. Like many others, I saw firsthand how isolated older adults became due to their inability to use smartphones or tablets for video calls. I realized that the one screen they still used daily, the TV, could become a powerful platform for connection, care, and companionship. Today we have expanded our offerings to include Joy Calls, which is a phone-based AI companion that calls seniors, our TV solution called JoyTV, and our apps for Android tablets and iPads, called JoyTablet.”
Favorite Memory
What has been your favorite memory working for the company so far? Tuculescu reflected:
“One of my favorite moments was winning the 2024 AgeTech After Dark pitch competition hosted by the AARP AgeTech Collaborative. That win kickstarted our relationship with the organization, which has since become a fantastic supporter of our mission and vision. Another defining moment was winning the CTA Foundation Innovation Challenge at CES in 2025. It allowed us to show how our work can help the IDD community and highlight ONSCREEN’s benefits.”
Core Products
What are the company’s core products and features? Tuculescu explained:
“It all started with JoyTV, a senior care platform that connects to any TV, turning it into a hub for connection, companionship, and care. It enables:
- Auto-answered video calls with family
- Family engagement with text, photos, and videos on the TV
- Zoom classes and activities
- Wellness check-ins with video messages
- And very notably, a built-in AI companion named Joy, offering friendly visits, routines, and reminders to older adults, and then informing family members of anything that might be of concern
We expanded this concept to tablets, and created the ONSCREEN JoyTablet app, which transforms an Android or iOS tablet into a caregiving device with much of the same capabilities. Most recently, we released Joy Calls, an AI-based companion that calls seniors on the phone, landline or cellular – it doesn’t matter, to check in, provide reminders, talk with them and entertain them. Useful metrics about their wellness and mental condition, based on their interaction with Joy Calls, are shared with family caregivers for peace of mind.”
Challenges Faced
Have you faced any challenges in your work sector recently? Tuculescu acknowledged:
“The challenges we face are twofold:
First, fundraising in the AgeTech space is tough. I know many companies in the space have also struggled with this. It’s hard to pinpoint why, especially since the market opportunity is growing.
Secondly, the industry tends to move slowly. B2B opportunities, in particular, can take a long time to close. We’re working to demonstrate how impactful our solutions can be for this population, which will accelerate the pace of adoption and decision-making across senior care organizations.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Tuculescu noted:
“We started with just video calling on TV. Since then, we’ve added:
- Zoom and virtual event integration
- AI-powered routines and wellness check-ins
- A partnership with CareDaily to integrate caregiver-driven routines and data tracking
- Functionality tailored for senior living, to enhance the resident experience and support staff through AI-powered tools
- We introduced a new form factor, bringing the experience to tablets with a mirrored feature set
- We introduced an entirely new telephone-based solution that requires no new hardware or any learning curves for seniors called JoyCalls.
- We are also starting to roll out specific AI solutions for senior living communities, that we call JoyLiving.
All while maintaining our core focuses on ease-of-use and caregiver peace of mind. So yeah, we’ve been extremely busy.”
Significant Milestones
What have been some of the company’s most significant milestones? Tuculescu cited:
- Winning both the CES AARP AgeTech Challenge and the CES CTA Foundation Innovation Challenge
- Launching pilots with large senior care providers like Catholic Community Services, Asbury Methodist Village, and CHCNC
- Securing a major statewide grant from NYSOFA to distribute free devices to eligible seniors in New York
- Integrating with CareDaily to enhance wellness tracking via the TV
- Launching ONSCREEN Live, a new offering in partnership with Discover Live and The Loop Village
Customer Success Stories
Can you share any specific customer success stories? Tuculescu highlighted:
“Absolutely. One daughter told us her mother, who has dementia, lights up every time she hears her daughter’s voice on the TV. Another caregiver shared how the auto-answered check-ins gave her confidence that her dad was okay, without needing him to touch a screen. These moments keep us going.”
Funding
Are you able to discuss funding or revenue metrics? Tuculescu revealed:
“We’ve succeeded by bootstrapping the company and focusing on building customer value from day one. We know the right investors will eventually come along, and we’re very selective about who we partner with. With additional investment, we can significantly accelerate our consumer and senior living business.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Tuculescu assessed:
“We’re targeting the 22+ million adults aged 75+ in the U.S., many of whom struggle with technology. That includes consumers, senior living communities, home care agencies, and Medicaid/Medicare-funded programs supporting aging-in-place. Our US TAM exceeds $8 billion when you combine hardware, software, and services. However, the global TAM is even more significant, with over 300 million adults aged 75+, bringing us to a TAM of over $100 billion annually.”
Differentiation From The Competition
What differentiates the company from its competition? Tuculescu affirmed:
“We’re the only senior care technology provider that offers telephone-based solutions, as well as TV and tablet based solutions – all of which are seamless to deploy and require absolutely no learning curve for the recipient or the caregiver deploying it. Others require new habits to be learned, tech literacy, small screens, or challenging user interfaces.
Future Goals
What are some of the company’s future goals? Tuculescu emphasized:
- Continue to expand our consumer business
- Expand our footprint into senior living facilities
- Grow our AI capabilities to support seniors’ physical and emotional well-being proactively
- Deepen integrations with health platforms and care teams
- Continue scaling distribution through public agencies and benefit programs
Additional Thoughts
Any other topics you would like to discuss? Tuculescu concluded:
“We’re incredibly excited about how ONSCREEN helps older adults and their family caregivers. Peace of mind, less stress, and more connection are something we all need. If you’re supporting an older loved one, we’d love to show you how ONSCREEN can help.”
