This article analyses the market dynamics of long-term care provision in households. Specifically, it focuses on exploring the rise of three new business actors in the sector, namely brokering agencies, digital platforms and care workers’ cooperatives. Through a qualitative methodology based on semi-structured in-depth interviews and participatory workshops with key informants, the business models of these commercial actors and their impact on working conditions in the sector are analysed, given the contrasting philosophies with which each of them manages the services provided. The document studies the impact of these actors on the care market and on the processes of formalisation and professionalisation of the sector.