2019
The need became personal
Dementia in the family showed Doug and Melanie how important familiar faces, small updates, and steady connection can be when memory, distance, and daily care become harder.
About Petalz
Connecting the wisest with the youngest - and everyone in between
We created Petalz so families can share everyday moments, coordinate support, and help older loved ones feel included without adding more noise.
Our history
Why we started
Petalz grew from both lived family experience and years spent listening. When dementia touched their own family, Doug and Melanie saw how easily older loved ones could become isolated, even when everyone cared deeply. Through volunteering in senior centers, they saw the same need again and again: seniors, especially those in long-term care, wanted simple ways to feel remembered, included, and close to the people they love.
They also saw why connection is hard to sustain. Many tools ask too much of seniors, while the apps families already use can scatter updates, photos, calls, and care details across too many places. Petalz was built to close that gap: simple enough for older adults to enjoy, engaging enough for families to keep coming back, and thoughtful enough to support the everyday moments that help people feel less alone.
2021
Listening in senior centers
After years of volunteering with seniors, Doug and Melanie saw how often loneliness sat beneath the surface, and how many tools were either too complicated for seniors or not meaningful enough for families to keep using.
Today
Built for seniors and the whole family
Every Petalz decision starts with seniors in mind, then extends to the family around them, creating a simple, engaging place for connection that feels warm, useful, and easy to return to.
Mission and values
Our mission is simple
Help families stay meaningfully connected while making shared support easier, kinder, and more consistent.
Care first
Every feature starts with empathy for older loved ones and the people showing up for them each day.
Clarity over complexity
We design for confidence, not clutter, so families can act quickly and stay aligned.
Dignity in every detail
Respectful design, accessible interactions, and warm communication are non-negotiable.
Meet the team
The people behind Petalz
We are builders, caregivers, and operators with one goal: helping families communicate with less stress and more confidence.
Douglas Greff
Co-founder & CEO
Douglas leads Petalz with a clear mission: making technology more inclusive and meaningful for seniors and the families who love them. His passion for senior care is rooted in a deep belief that connection should never be limited by age or ability, and he brings that vision to life through thoughtful, accessible design. Outside of work, Douglas is an avid traveler who has picked up Spanish along the way, and at home, he proudly answers to his favorite title: Abuelo.
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Melanie Greff
Co-founder & Director of Customer Success
Melanie brings heart to everything Petalz does, with a deep, genuine love for people, especially seniors. Her time volunteering in senior homes has shaped her understanding of what connection and care truly look like, and she channels that insight into creating meaningful experiences for every family using Petalz. Outside of work, she is a dedicated fitness enthusiast who keeps up her energy chasing after and happily spoiling her grandkids.
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Brook-lynne Dixon
Director of Product
Brook-lynne brings a strong healthcare background to Petalz, with years of experience shaping her commitment to improving health outcomes through thoughtful technology. She is passionate about building products that genuinely support people and make care more accessible and effective. When she is not working or spending time with her family, you will likely find her carving down a mountain or training for her next marathon.
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Mattison Greff
CTO
Matt is the technical backbone of Petalz, with years of coding experience and a key role in architecting the platform from the ground up. He is driven by building reliable, scalable technology that makes meaningful connection effortless. When he is not deep in code, Matt is exploring South America with his girlfriend, and his dog, Powder.
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Jessica Greff
Director of Marketing
Jessica shapes the Petalz story, go-to-market communication, and educational content so families, caregivers, and partners can quickly understand the value of calmer, structured coordination. Outside of work, she loves spending time in Mexico with her family, exploring local culture, and dancing whenever music finds her.
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Looking to join the team?
We are always looking for thoughtful builders who care deeply about older adults, families, and accessible product design.
Explore career opportunities